Comments on: Why free copy samples are terrible for copywriters and clients

By: Tom Rigby

Tom Rigby — Tue, 04 Aug 2020 13:23:39 +0000

get asked so often that I now just refer them to my FAQ section where I try to explain, in the nicest possible way of course, why I don’t do samples. They usually understand.

http://tomrigby.com/copywriting-faq/#1593704123059-c74f1e3d-24f8

By: Alexander Sandoval LeDonne

Alexander Sandoval LeDonne — Sun, 22 Sep 2019 11:16:54 +0000

I’m new to the title of Copywriter as an actual title as opposed to the hat I am wearing that particular day so forgive me if I am repeating this notion or sound trite, but…isn’t this the whole point of a Portfolio? I mean, if a potential client likes your work and can see something in the form of a case study that has a proven track record or ROI from a previous client then isn’t that enough?

In my early days of being a copysmith I was asked to subimt a writing sample for a potential client and got the job before the days of having real world writing examples to be able to offer. At the time, I thought nothing of it most likely because I was new, wanting to prove myself, and wanted the job. Now, I think I would say I have writing samples of previous work that will show my ability to convey your idea. Just my thoughts at least.

By: Leif Kendall

Leif Kendall — Thu, 27 Jun 2019 14:03:48 +0000

Thanks Ronald. Interesting to get your perspective as a client!

What you describe sounds very reasonable – and quite different to some of the exploitative practices that freelancers can face.

By: Ronald Crawford

Ronald Crawford — Fri, 21 Jun 2019 11:19:51 +0000

There are two sides to every story. Our test pieces aren’t free work. They are two pieces that we’ve worked on over the years and it gives us a very quick understanding of the level of expertise of the writer.
Our clients normally have urgent requests so we don’t have a lot of time to training and it has been our experience that writers that survive well in our environment are of a certain level and have the ability to write a press release in the morning and in the afternoon a sustainability report.
Someone wrote that “probationary periods should be used”. Maybe in an ideal world but our real world reality means that we normally only get one chance to get it right.

By: Leif Kendall

Leif Kendall — Tue, 12 Feb 2019 12:34:28 +0000

In reply to Sarah Butler.

Thanks Sarah! We do have some advice for clients on hiring: https://www.procopywriters.co.uk/hiring-copywriters-guide/

The trouble is that some people are just plain dodgy – and they will try all kinds of things to exploit freelancers. Fortunately, most clients are good people who want to a pay a fair rate for great work. The trick for freelancers is to spend as little time as possible dealing with bad clients so we can focus on helping genuine businesses and charities.

By: Sarah Butler

Sarah Butler — Mon, 11 Feb 2019 09:19:10 +0000

Thanks for your post, Leif. I’ve only been asked for sample copy twice, both times by potential clients who found me through ProCopywriters. Both times I refused and heard nothing more (I explained why I wasn’t going to write sample copy, using pretty much your arguments above).

Once, I took a ProCopywriter client on, delivered the first element of copy for feedback and the client then revealed he’d assumed it was a sample and he didn’t want it after all. After a certain amount of resistance from him and emails from me pointing out that I’d been clear what I was doing, and that he owed me X, and that I had the backing of the NUJ should he refuse to pay, he paid up. I’m pretty sure he was after free copy.

I wonder if ProCopywriters needs a quick guide for clients looking for a writer, telling them how it works? Happy to write one!

By: Leif Kendall

Leif Kendall — Tue, 29 May 2018 09:58:50 +0000

In reply to André Spiteri.

Hi Andre – you’re right, in that copywriting samples are never a great idea because they will always be rushed, and always involve a degree of time theft. I’ll update this article. 🙂

By: André Spiteri

André Spiteri — Mon, 21 May 2018 09:44:25 +0000

Great post. Free samples aren’t conducive to good work. You’ll cut corners, whether you admit it to yourself or not. And there’s a good chance you’ll be more concerned with making an impression instead of coming up with something that actually makes sense for the client’s audience and goal.

That said, I’m disappointed to see you think it’s fair to ask prospective employees to do tests or free samples though. I think it’s just as exploitative as asking freelancers for free work. If you want to make sure a candidate is a good fit by testing them in a real-world situation, there are probationary periods for that.

By: Sue Keogh

Sue Keogh — Wed, 28 Jun 2017 10:44:24 +0000

Great post Leif. The other issue as well, is that it’s the first few bits of copy that take the time – all the research, refining the tone of voice, really getting under the skin of the project and understanding its objectives.

So whereas at the end it would be quite easy to just dash off a few paragraphs that you know will work, at the beginning it’s much more difficult. Worse than that, this is what you’ll be judged on – what if you don’t get it quite right and you actually lose the work!

A good way round this instead is to talk through the approach. You’ll research competitors, you’ll chat to the different stakeholders, you’ll come into the building, you’ll do X number of drafts, this is how the feedback process works. Then the client gains an understanding of the process and gets lots of reassurance that you’ll do the job properly…and you’re not giving away work for free.

By: Helen Beckingham

Helen Beckingham — Thu, 23 Feb 2017 13:40:36 +0000

Thank you! I’m SO relieved it isn’t just me… If I’m asked for a sample, I’ll point them in the direction of my portfolio and politely (through gritted teeth) explain that I don’t work for free. In my experience, clients who ask for unpaid work fall into 2 categories: 1) They don’t have the budget 2) They don’t have a clear idea of what they want. The sample process is a voice and content fishing expedition.