Coffee With Cole: The Digital Writing Podcast

5 Ways To Land Ghostwriting Clients Without A Portfolio, Case Studies, or Testimonials

35 snips
Mar 19, 2026
Practical tactics for landing ghostwriting work without any proof. Creative ideas like free custom samples and trading value for referrals are highlighted. Learn how to use your own writing as a case study and pitch publicly to demonstrate skill. Emphasis on educating prospects as the real way to win business.
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INSIGHT

Portfolios Are Outputs Not Inputs

  • Portfolios, case studies, and testimonials are outputs, not prerequisites for landing clients.
  • Nicolas Cole says everyone starts at zero and clients care more about how well you articulate their problem than past proof.
ADVICE

Offer Free Custom Samples

  • Do offer a free custom sample tailored to the prospect to show exactly what your work looks like for them.
  • Nicolas Cole suggests a week's social content or a newsletter sample made from their existing speeches, videos, or books, now quick with AI.
ADVICE

Do A Free Project For Noncash Payment

  • Try doing a full free project to get paid in noncash benefits like confidence, testimonials, or referrals.
  • Cole recommends trading initial free work for a testimonial, case study, or access to client introductions instead of immediate cash.
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