If I have multiple relevant samples, I don’t necessarily go with what I’d consider the most “stellar” sample. If I also have a testimonial up from one of those clients about the project, I’ll show them that sample along with the testimonial, so they know what the praise was in reference to.

If there are no testimonials, and if we’re talking about something where conversions play a role, I’ll show the sample that achieved the best end results, whether or not I consider it the better writing sample.