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Knowing what to look for in a direct mail marketing copywriter should be something of which you are well aware before you sign someone on the dotted line. There is a special skill set the writer needs to possess that isn't found in everyone, and the application of this knowledge will be critical in the success or failure of your campaign.
Many direct mail marketing pieces are quite brief, so the copywriter needs first and foremost a great command and knowledge of persuasive speech and emotional triggers. They need to be obsessed with the process that gets people to open envelopes or e-mails.
They need to be inventive--not simply regurgitate every ad they've ever seen--and be able to utilize time-tested techniques crafted onto your particular piece to make a unique proposition. They need to be willing to push the edges a bit, while still staying true to your desires.
Make sure your copywriter is keen on testing, and willing to listen to your input. Ask to see samples and the results of successful campaigns. Look for originality and quality, and be wary of people who are unwilling or unable to produce these for you. Get references if at all possible, and talk to them. A good direct mail copywriter will likely be asking you more questions than you ask during an interview.
Make sure you agree on basics such as turnaround time, revisions, and all the financial terms. You want great direct mail marketing copy, not surprises.
A good direct mail marketing copywriter is worth their weight in gold, and then some! Once you find someone who works well with you, hang onto them; and, if you're smart, start grooming their replacement, if possible in house. If they are that good, at some point you may not be able to afford them any more!
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