How to Come Up with Writing Samples for Copywriting Job

It can be tough to find the right words to persuade people to buy your products or services. In fact, according to HubSpot Blogs’ research, 62% of consumers say written word means little to nothing in attracting interest from potential customers. Sounds complicated, right?

Well, presenting samples of your writing can be extremely helpful in gaining interest and trust from potential customers. After all, as the research shows, words alone often don’t cut it.

What is a writing sample? The Oxford Dictionary defines a writing sample as ‘a small section of writing, either from an existing piece or from one that has never been published, that is used as evidence of the writer’s ability’ – in other words, the sample is a small piece of writing that you have written that can be used to judge your ability. You’re giving someone a glimpse of your skills as a writer; this is what’s known as’soft sell’ in marketing.

The trouble is, coming up with good sample material is hard. There are so many things that you need to avoid, such as:

• Being too promotional – this will make your writing seem biased and untrustworthy
• Writing in a rush – ensure you have all the necessary time to produce quality work
• Copying exactly from another source – avoid doing this as it shows that you’ve not developed your own voice
• Not having a clear understanding of the kind of content you’re submitting – this will make it difficult to write something engaging
• Using too many big words – people will think that you’re trying to impress them, but your writing will come across as difficult to understand
• Writing for the sake of writing – if you’re writing just to write, you might be tempted to write long or overly worded passages, but this will cause you to lose focus on what you’re actually trying to achieve
• Writing in a foreign language – in some countries, such as China, people find it difficult to read content that is not in English
• Writing for the sake of being different – some people, including yourself, might want to experiment with different styles or try new things, but this should never be the case when you’re seeking to impress someone with your writing skills – your goal should be to write with ease and clarity
• Not having a clear grasp of the purpose of the writing – if you’re not sure why you’re writing, it can be difficult to ensure that everything you produce is of a high quality
• Choosing a general topic – if you’re not sure what your writing sample is going to be about, it can be difficult to find a relevant topic

As you can see, there are many pitfalls that you need to avoid if you’re looking to write some sample copy for a copywriting job. Keep this in mind as you navigate the following steps to writing samples that will make you stand out.

Step one: Set the scene

You need to set the scene for your writing sample. What is the company that you’re working for? Who are you writing to? What is the purpose of your writing?

These are all important questions, and they will all factor into how effective your writing is going to be. Setting the scene can be extremely difficult, especially if you’re not sure where to begin. That’s why it’s a good idea to take some time to think about what you’re writing – in order to avoid any unnecessary surprises once you’ve started producing content.

Step two: Come up with a unique angle

You’ve set the scene – now, you need to come up with an angle that is going to make your writing compelling. It’s a good idea to look at what other publications are doing, or have done, in a similar area. This can be extremely helpful because it gives you an idea of what makes for a good story, and it can give you unique angles from which to approach your own subject matter.

For example, let’s say that you’re writing for a company that sells kitchen equipment – a site like My Kitchen Remodel might be a useful source of inspiration. The site focuses on interior design and lifestyle, but they also cover product reviews and tips on using kitchen appliances. This could be a good place to start for insight into what would make a solid product review for your company – you’re working for a kitchen equipment company, so you would need to conduct a product review of some kind, but you can also draw on the expertise of other writers on the site with regards to lifestyle and design.

Step three: Find a gap in the market

Once you’ve set the scene, and come up with an angle, it’s time to find a gap in the market. What is the problem that you’re trying to solve? What is the most pressing issue currently facing your target audience?

The problem-solving aspect of your writing is going to be very important. If you can identify a gap in the market for the product that your company produces, and you can see a way that your product can solve this problem, your writing is going to be much more effective. Problems are interesting. They allow you to apply your expertise as a problem solver to create something meaningful – that is, if you can identify a gap in the market and come up with a solution that your target audience finds valuable, this is all the more reason to write about your product.

Step four: Create a hypothesis

Now, you need to create a hypothesis that relates the problem that you are trying to solve to the product that you are launching. A hypothesis, as the Oxford Dictionary defines it, is ‘a statement of the form ‘A is B’ which is intended to be a claim or proposition that is open to question, e.g., ‘The problem with flat-screen televisions is that they are too big to fit on the average, small kitchen countertop’.’ The hypothesis gives the reader (in this case, the person reading your writing sample) the information they need to understand what you are saying.

In the preceding example, the hypothesis would be:

bigger is not always better: Flat-screen televisions are not always better than ordinary, old-fashioned televisions – it depends on what you want to watch and where you want to watch it. If you want to watch TV shows on the go, a small, portable television might be more useful. If you want to cook shows or shows about cooking, a large television in the kitchen might be more suitable. In between, there are various factors to consider, such as display quality, size of the picture, and how well it fits in with the rest of your home décor.

Step five: Craft a hook

In an ideal world, you would now have a compelling scene, an interesting angle, a gap in the market, and a hypothesis that ties everything together – but, in the real world, this is not always the case. In reality, you need a hook: something that will compel the reader to go on and read the rest of your writing sample. And, in order to do this, you need to consider the following elements: