Hiring a copywriter is different from unearthing a plumber. There are more things to consider than hourly rate and the ability to show up yesterday. Here are questions you might ask to separate the expert from a questionable hire.

1. Do you have agency experience? (If they begin by telling you about their past life as a travel agent or CIA operative, you have asked a good question and received a bad answer. Next.)

2. Where did you learn about copywriting? (If the candidate went to school but flunked algebra and quit, that's okay. Some of the best copywriters got their education in the mail room, with a secondary degree in life experience.)

3. What are you passionate about? (People and persuasion would be good answers beyond an obvious affinity for language and writing.)

4. Who are your favorite writers? (Very telling.) And what do you like about their writing?

5. Are you conceptual? (If they respond with a metaphorical answer, that's a good sign. The ability to create ideas is a huge advantage.)

6. What do you think about selling? (Copywriting is a form of selling. A good candidate will like to sell.)

7. Do you have experience in search engine marketing and social media? (This is often essential.)

What else?

Naturally, you will want to see examples of work. However, if your business is selling gold coins, it is not necessary to find a writer who has written about gold coins, knows what 'numismatic' means, or can recite the names of presidents depicted on various denominations of currency.

And if you are selling something esoteric -- like left-handed forklifts with auto-reverse, internal combustion, pneumatic tires and easy loading palettes -- there's a distinct possibility that your search for the perfect candidate may disappoint if prior product knowledge is required.

Just look for writing talent and allow a little time for the writer to get a handle on forklifts. If the candidate has a sense of humor, converses easily, and has a friendly demeanor, you're doing well.

More important than metrics

Know that expert writers are more than disciples of keywords and poster children for SEO metrics. The best writers can craft paragraphs with musical rhythm and newly minted expressions in almost every sentence. You might also encounter a touch of alliteration, an inspired visual metaphor, and clever turns of phrase. You will get a sense that the writer cares about the reader -- the empathy effect. And, if they have really done their job, you may find yourself at the bottom of an article and ready to read more.

A word about persuasion

The thoroughly schooled copywriter can dial the persuasive energy up or down depending on the situation. To make a quick sale in real estate, the writing may close early and often with hard-selling intensity. To build rapport as part of an overall campaign, the style may be relaxed and educational.

So those are clues.

Thanks for reading -- or parsing if you are not sure you're human :)