Every "hire a copywriter" guide has a version of this list, and they mostly agree with each other — which is a good sign the standard nine are worth asking. What they leave out is the tenth question, the one that actually separates a strategist from someone with a nice-sounding pitch. It's at the end. Don't skip it.
The Nine Everyone Recommends
- Have you worked in my industry before? Useful context, though not disqualifying either way — a good research process can close an industry gap fast. What matters more is what they do with the gap, not whether it exists.
- What types of copy do you handle? Landing pages, email, ads, product copy — worth knowing whether you're hiring a specialist or a generalist, and being clear with yourself about which one you actually need.
- What does your research process look like? A real answer includes specifics — what they read, who they talk to, how long it takes. A vague answer ("I just get a feel for the brand") is itself an answer.
- How would you describe my brand's tone and audience, based on what you've seen so far? Tests whether they actually looked at your business or are about to write a template with your logo on it.
- What's your editing philosophy? You want someone optimizing for what works, not defending every word they wrote out of ego.
- How do you price — hourly, per word, or per project? Compare against real 2026 rate ranges before agreeing to anything.
- Can you meet my deadline, realistically? "Yes" said too fast, with no follow-up questions about scope, is its own small red flag.
- What happens with revisions? Get the round count and the definition of "in scope" in writing before you start, not after the first draft disappoints someone.
- Can I see references or past client feedback? Standard due diligence — though see below for why this alone isn't enough.
The Question Nobody Asks
10. "Can you walk me through exactly how you verified that result actually happened?"
Not "can I see your case studies" — almost everyone asks that, and almost everyone gets shown a polished slide with a number on it. This question asks something different: how do you know the number is real? A copywriter who did the work will have an actual answer — a live page you can check, a before-and-after with dates attached, a client willing to confirm it directly. A copywriter reciting a testimonial will start hedging, because they're being asked to defend something they never actually verified themselves.
This single question does more work than the other nine combined, because it's the only one that tests the evidence behind a claim rather than the claim itself. For more on what a verifiable result actually looks like, see how to actually verify a copywriter's portfolio.
Why This List Works Better as a Conversation Than a Checklist
Reading these off like an interrogation gets you rehearsed answers. Asking them across a real conversation — and following up when something's vague — gets you closer to the truth. Anyone can prepare nine good answers in advance. Fewer can improvise a convincing tenth answer to a question they've never been asked before, which is exactly why it's worth asking.