Key Takeaways
- The most important thing to evaluate is measurable results — revenue generated, conversion rates improved, campaigns scaled
- Specialists consistently outperform generalists for high-stakes direct-response assets like VSLs, sales pages, and funnels
- A great copywriter's process starts with research, not writing — if they want to start writing on day one, find someone else
- Pricing reflects value, not just words — a $25,000 VSL that generates $500,000 in revenue is cheaper than a $2,500 VSL that generates nothing
- The best copywriters ask smart questions about your business before discussing fees
- Red flags include no measurable results, eagerness to write without research, and pricing that seems too low for the scope
Why Hiring the Right Copywriter Matters
Hiring the wrong copywriter is one of the most expensive mistakes a business can make — and it happens constantly. Not because good copywriters are rare, but because most businesses do not know how to evaluate them. They hire based on writing samples instead of results. They choose the cheapest option instead of the most strategic one. They confuse content writers with direct-response copywriters and wonder why their sales page reads like a blog post.
Definition
Direct-Response Copywriter
A specialist who writes persuasive copy engineered to produce an immediate, measurable action — a purchase, a signup, a click. Distinct from content writers, brand copywriters, and general marketing writers. Evaluated by conversion metrics and revenue generated, not by word count or creative awards.
The cost of this mistake compounds. A weak sales page does not just fail to convert — it actively wastes every dollar you spend driving traffic to it. A mediocre VSL does not just underperform — it poisons your funnel economics, making every subsequent step unprofitable. The copywriter you hire is not an expense line item. They are the lever that determines whether your marketing investment generates returns or losses.
What Type of Copywriter Do You Need?
Before you start evaluating candidates, clarify what you actually need. The copywriting profession spans a wide range of specializations, and hiring the wrong type is as problematic as hiring the wrong individual.
Direct-response copywriter
Writes copy designed to produce an immediate, measurable action. This includes VSL scripts, sales pages, email sequences, landing pages, ad copy, and complete sales funnels. Evaluated by conversion rate, revenue generated, and return on investment.
Content writer
Writes educational and informational content — blog posts, articles, social media, and thought leadership — designed to build audience and organic traffic over time. Evaluated by traffic, engagement, and brand awareness metrics. Valuable, but fundamentally different from direct-response.
Brand copywriter
Writes copy focused on brand positioning, voice, and emotional association. Think taglines, brand manifesto, website messaging, and campaign concepts. Evaluated by brand perception and recall. Not designed for immediate, measurable response.
Copywriter Types and When to Hire Each
| Type | Best For | Not Ideal For | Typical Project Fee |
|---|---|---|---|
| Direct-Response Copywriter | VSLs, sales pages, emails, funnels, ads | Brand manifestos, long-form articles | $5,000-$50,000+ |
| Content Writer | Blog posts, articles, SEO content, social media | Sales pages, VSLs, high-stakes conversion assets | $200-$5,000 |
| Brand Copywriter | Taglines, brand voice, website messaging | Direct sales, lead gen, performance marketing | $3,000-$25,000 |
| Generalist Copywriter | Small projects, varied needs, limited budgets | High-stakes campaigns where specialization matters | $500-$5,000 |
For high-stakes direct-response assets — the copy that directly generates or loses revenue — always hire a specialist. The premium you pay for specialization is one of the highest-ROI investments you can make.
How to Evaluate a Copywriter
Most businesses evaluate copywriters the wrong way. They read writing samples and hire whoever "sounds" the best. But sounding good and converting well are not the same thing. Here is what actually matters.
1. Measurable results
The single most important criterion is a track record of measurable results. Not "I wrote a great sales page" but "I wrote a sales page that generated $200,000 in the first month." Not "My client loved the email sequence" but "The email sequence converted at 4.2% and generated $85 per subscriber."
Ask for specific numbers. Revenue generated. Conversion rates. Return on ad spend. A copywriter who cannot provide specific performance metrics either does not track their results — which is a disqualifying lack of professionalism — or does not have results worth tracking.
2. Strategic process
A great copywriter does not start writing on day one. They start with research — market analysis, competitive review, audience psychology mapping, and offer strategy. If a copywriter's process starts with "tell me what you want me to say," find someone else. The best copywriters figure out what needs to be said based on their own research, then write the copy that says it persuasively.
Ask about their process. The answer should include research, strategic planning, and only then writing and revision. If the answer is "I just start writing," you are talking to an order-taker, not a strategist.
3. Relevant experience
Experience in your format matters. Writing a high-converting health supplement VSL requires different skills than writing a SaaS landing page. Writing financial promotions requires compliance knowledge that a general copywriter will not have. Writing ClickBank funnels requires marketplace knowledge that takes years to develop.
Look for copywriters who have successfully written the specific type of asset you need, in your industry or a closely related one. Cross-industry experience can be valuable — but the copywriter should be able to articulate how their experience translates to your market.
4. Smart questions
The best copywriters ask you smart questions before discussing price. Questions about your target customer, your current conversion rates, your competitive landscape, what you have tried before, and what results you need. These questions are not just due diligence — they are evidence of strategic thinking. A copywriter who jumps to pricing without understanding your situation is signaling that they treat every project the same way.
“A copywriter who asks great questions will write great copy. A copywriter who asks no questions will write generic copy.”
Red Flags When Hiring a Copywriter
Avoid these warning signs that indicate a copywriter is unlikely to deliver results.
No measurable results. If their portfolio is all samples and no numbers, proceed with caution. In direct response, results are the resume.
Eager to start writing immediately. If they want to begin writing before thoroughly understanding your market, audience, and offer, they are skipping the phase that determines 80% of the copy's performance.
Pricing that seems too low. A $500 sales page is not a bargain — it is a signal that the copywriter either lacks experience or does not understand the value of what they are producing. You would not hire a $500 architect for a $5 million building. The same logic applies to the copy that your revenue depends on.
No specialization. A copywriter who claims to write everything well — blog posts, brand copy, sales pages, emails, scripts — almost certainly writes none of them at an elite level. Specialization matters because it means the copywriter has invested years developing deep expertise in a specific format and market.
Reluctance to be measured. Copywriters who resist performance-based compensation or avoid discussing metrics are telling you something important about their confidence in their own work.
AI-only output. If the copywriter is using AI to generate copy without adding strategic value, you are paying for something you could get from ChatGPT yourself. The value of a copywriter is the strategic thinking, market expertise, and persuasion architecture they bring — not the raw text output.
Understanding Copywriting Pricing
Copywriting pricing is one of the most misunderstood aspects of hiring. Here is how to think about it correctly.
Project-based pricing
Most experienced direct-response copywriters price by project, not by word count or hour. A VSL script might be $10,000-$50,000+. A complete sales funnel might be $15,000-$75,000+. An email sequence might be $3,000-$15,000. These numbers reflect the strategic value of the work, not the time to type the words.
Royalty arrangements
Many top direct-response copywriters work on royalty structures — a base fee plus a percentage of the revenue their copy generates. This model aligns incentives: the copywriter makes more money when you make more money. Royalty arrangements attract the best talent because confident copywriters know their work will deliver measurable returns.
The true cost calculation
The relevant question is not "how much does the copywriter cost?" but "what is the ROI of hiring this copywriter?" A $25,000 VSL that generates $500,000 in revenue has a 20x return. A $2,500 VSL that generates $5,000 has a 2x return. The expensive copywriter was actually the cheaper one.
Copywriting Investment: Cheap vs. Strategic
| Factor | Budget Copywriter | Experienced Specialist |
|---|---|---|
| Project fee | $500-$2,500 | $10,000-$50,000+ |
| Research depth | Minimal or none | Deep market research and competitive analysis |
| Strategic thinking | Writes what you tell them | Develops strategy based on research |
| Conversion rate | Below average | Above average to exceptional |
| Revenue generated | Low | Multiples of the investment |
| Revisions | Surface-level edits | Strategic refinement based on data |
| Net ROI | Often negative when ad spend is factored in | Strongly positive |
How to Structure a Copywriting Engagement
Once you have found the right copywriter, structure the engagement for maximum results.
Start with a strategy call
Begin with a strategy discussion — not a writing brief. Share your business goals, current metrics, competitive landscape, and target customer profile. Let the copywriter ask questions and demonstrate their strategic thinking. This conversation is both a working session and a final evaluation of fit.
Provide access, not directives
Give the copywriter access to your data, your customers, your competitors, and your previous marketing materials. Do not hand them a brief that dictates what to say. The whole point of hiring a specialist is to leverage their expertise in determining what will convert — not just writing whatever you ask for.
Agree on metrics
Define what success looks like before the project begins. Conversion rate targets. Revenue goals. Response rate benchmarks. This creates accountability and ensures both parties are aligned on what the engagement is designed to achieve.
Plan for testing
The first version of any piece of copy is a hypothesis, not a final product. Build testing into the engagement — headline variations, hook alternatives, CTA options. The copywriter who delivers test variations along with the primary copy is thinking about your long-term results, not just delivering a document.
Allow adequate time
Research-driven copywriting takes time. Rushing a copywriter through the research phase to get the draft faster is counterproductive — you are compressing the phase that most determines the copy's performance. Plan for 2-4 weeks for most individual assets and 4-8 weeks for complete funnels.
Where to Find Great Copywriters
The best copywriters rarely advertise on freelance platforms. Here is where to find them.
Industry referrals. Ask other business owners in your industry who writes their copy. The best copywriters are often discovered through word-of-mouth because their results speak loudly.
Copywriting communities. AWAI (American Writers & Artists Institute), CopyHour, and similar professional communities maintain directories of trained direct-response copywriters.
Direct outreach. If you read a sales page or VSL that impresses you, find out who wrote it and contact them directly. The best copywriters' work is visible in the market — you just need to look for it.
Specialist websites. Experienced direct-response copywriters typically have their own professional websites with case studies, testimonials, and clear descriptions of their services and expertise.
“The best investment any business can make is in the person who writes the words their customers see first.”
Getting Started
If you are looking for a direct-response copywriter with 30+ years of experience and $523M+ in tracked results, I invite you to book a free strategy call. We will discuss your project, your goals, and whether my expertise is the right fit for your needs.
No pressure, no obligation — just a strategic conversation about how to get better results from your marketing copy.
Frequently Asked Questions
How much does it cost to hire a copywriter?
Copywriting fees vary widely based on experience, specialization, and project type. Junior copywriters charge $500-$5,000 per project. Experienced direct-response copywriters charge $5,000-$50,000+ for high-stakes assets like VSLs and sales funnels. Many top copywriters also work on royalty arrangements, taking a percentage of the revenue their copy generates. The relevant question is not the fee itself but the ROI the investment generates.
What should I look for in a copywriter's portfolio?
Look for measurable results — revenue generated, conversion rates improved, campaigns scaled successfully. The best portfolios show specific numbers and client outcomes, not just writing samples. Also look for experience in your industry or a closely related one, evidence of a research-driven strategic process, and willingness to be measured on performance.
What is the difference between a copywriter and a content writer?
A copywriter writes to drive a specific, immediate action — a purchase, a signup, a click. A content writer writes to educate, inform, and build an audience over time. Both are valuable, but they require fundamentally different skills. Hiring a content writer for a sales page or VSL is a common and expensive mistake that many businesses make.
Should I hire a generalist or specialist copywriter?
For high-stakes direct-response assets like VSLs, sales pages, and funnels, always hire a specialist with experience in your format and industry. Specialists command higher fees but deliver significantly better results because they understand the specific persuasion patterns, compliance requirements, and buyer psychology of your market. The premium for specialization typically delivers multiples of ROI.
How do I know if a copywriter is any good?
Three reliable indicators: a track record of measurable results with specific numbers, a clear strategic process that starts with research before writing, and relevant experience in your market or format. A great copywriter asks smart questions about your business before discussing fees — because they know the quality of their research determines the quality of their results.
What are red flags when hiring a copywriter?
Major red flags include no measurable results to show, eagerness to start writing immediately without conducting research, inability to explain their strategic process, pricing that seems too good to be true, generic portfolios with no clear specialization, and reluctance to be measured on performance metrics.
How long does it take a copywriter to complete a project?
Typical timelines: sales pages take 2-4 weeks, VSL scripts take 2-4 weeks, email sequences take 1-3 weeks, and complete sales funnels take 4-8 weeks. These timelines include research, strategic planning, writing, and one revision round. Rush projects are possible but may compromise the research phase that drives most of the results.
Should I pay my copywriter a flat fee or royalties?
Both models have merit. Flat fees provide cost certainty and are standard for most projects. Royalties align the copywriter's incentives with your results and attract confident talent. Many experienced direct-response copywriters prefer a hybrid model — a reduced flat fee plus a royalty on revenue generated — because it rewards performance.
Can I hire a copywriter on Fiverr or Upwork?
You can find copywriters on freelance platforms, but the quality varies enormously and experienced direct-response specialists rarely work through them. For commodity content like blog posts or product descriptions, freelance platforms can work. For high-stakes conversion copy — VSLs, sales pages, funnels — invest in a proven specialist through referrals, industry communities, or direct outreach.
What questions should I ask before hiring a copywriter?
Ask about their results (specific numbers, not vague claims), their process (does research come before writing?), their experience with your industry and format, how they measure success, whether they offer revisions, and whether they are willing to work on a performance basis. The quality of their answers tells you whether they are a strategist or just a writer.
Rob Palmer
Rob Palmer is a veteran direct-response copywriter with 30+ years of experience and $523M+ in tracked results. His clients include Apple, IBM, Microsoft, and Citibank. He specializes in VSLs, sales funnels, and email sequences for ClickBank and DTC brands, leveraging AI to amplify battle-tested direct-response principles.
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