How to Pitch New Clients as a Freelancer

Whether you’re a seasoned writer or new to the industry, this process will help refine your pitch

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Step #1: Determine Your Industry

Start with determining the industry you want to write for. Don’t only limit yourself to the industry you have worked in for several years (unless you love it) — think about what you love reading about more than anything else.

Step #2: Study What Clients Are Looking For

Once you have determined the industry you want to focus on, visit the sites listed below (or any other sites that have freelance writing opportunities) and search for positions in that particular industry (such as “food writer,” “finance writer,” “fashion writer,” etc.):

Step #3: Create a 200–400 Word Writing Sample

Take a look at the job descriptions in the industry you want to focus on in the sites listed above and write a brief writing sample based on what the clients tend to look for. If there are several job postings looking for blog writers, write a brief sample about a popular topic in that industry.

Step #4: Create an Online Portfolio using your PDFs

After creating the PDFs, I strongly advise pulling them into an online portfolio — even if there are only two or three writing samples.

  • It looks much more professional to have a link to a portfolio vs. sending attachments via email.
  • It is easier for the client to pass a link along to their colleagues vs. attachments.
  • It is easier for you and less time consuming to send a link vs. dig up attachments

My Contently Portfolio:

My writing profile on

Step #5: Share your Writing Profile on LinkedIn, Facebook, etc.

After you have assembled your writing samples in Contently, ClearVoice, Medium, or any other portfolio site you decide to use, share the link on LinkedIn, Facebook, Twitter, and various other social media outlets. The more you can spread the word about your writing, the better. You will be shocked by how many people in your network are looking for writers — even individuals you haven’t spoken to in years.

If I just want to send writing samples as an attachment to a prospective client, how many should I send?

Two or three writing samples that exhibit your best work and are in the industry you’re applying for should be sufficient. If you have more samples than that, add a few more, but I wouldn’t send more than five or six. Some clients find it overwhelming to sift through tons of writing samples and they most likely won’t read more than two or three.

Let’s connect!

Headshot taken by Jill Lotenberg

Freelance copywriter & founder of, a site dedicated to helping freelancers and entrepreneurs grow and succeed.

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