The most common response I get to my Letter of Introduction is “Can you send me some clips?” With consumer publications, it was relatively easy to figure out which writing samples to include. But with content marketing writing, it is a bit more complicated since businesses and agencies are looking for different things than the glossy pubs when it comes to reviewing clips .

I usually send three to five clips, depending on the quality of the clips that I have. But each clients needs are very different in content marketing and I often don’t have a single writing sample that encompasses everything the client is looking for. However, I am often able to land the gig by sending multiple clips that each show one aspect of what a client is looking for.

Here are three types of samples that I make sure I include each time I send clips:

1. Content or articles on the same topic or for the same audience as the client’s business.

This is the most important thing that most clients are looking for. Brands want content marketing writers who have experience writing about their industry and their topics. The prestige of the publication or the date of the clip is not nearly as important as showing the client that you understand the needs of their audience and the terminology of their industry. Make a list of all of your clips on the subject and then select the one that most closely represents what the client is looking for in a writer. The majority of the clips you include should fall into this category.

2. Samples of the same type of deliverable.

Let’s say a client wants someone to write technology whitepapers. You have significant experience blogging for a B2B technology company and have also written several healthcare-related whitepapers. In addition to including links to your fabulous technology blogs, you should also link to at least two samples of whitepapers as well. If the client wants case studies, whitepapers, or e-books, it is especially important to include clips of these types of deliverables even if it is a different subject area because these specific types of projects are a bit different than writing traditional articles or blog posts.

3. Examples of similar tone and style.

You have both clips that show your subject matter expertise and your skill at writing the deliverable, but the clips that you have included aren’t exactly in the same style or tone as the client’s current content. In this case, I usually find a writing sample that I have that is most similar to the client’s style and I will write a note explaining why I am including it. This both illustrates that I understand the client’s style and have experience writing in the same tone.

How do you select which clips to send to clients? What has your experience been with sending clips?