If you hire copywriters... The best way to evaluate one isn't by their samples or the first copy they submit to you. It's on their second draft, after you've given them feedback. How well did they listen? (Were they open to input, or were they defensive?) How effectively did they implement your suggestions? How much did the copy improve? Even good writers can strike out on the first draft. But with the right input, they can hit it out of the park.