Words may have the power to sell, but it all depends on the ones you use. A professional copywriter can ensure that you choose the right ones.

Simply put, a copywriter can create any text that you need. From brochures, technical manuals and direct mail letters to press releases, web pages, and newsletters, a copywriter can craft the words to make your offerings sparkle.

The best way to determine which copywriter to work with is to read her portfolio. See if the copy is easy-to-read and grabs your attention. Dig behind the words, too and find out what the copywriter actually contributed. See if the copywriter developed the concept, positioned the company, wrote the copy and/or edited it. It is critical to understand what a copywriter has contributed so you can make sure the copywriter is capable of handling all the aspects of the job that you need performed.

As you review their work, don't be too impressed with a brand name client list. Get details about the projects. It is far more impressive to learn of a smaller company that has worked repeatedly with the copywriter than of a Fortune 500 company that has worked with the copywriter only once.

While any professional copywriter can probably write for any company, I think you are best off working with one who is familiar with your industry. At minimum, the copywriter should have experience writing for your audience whether it be small or large businesses, kids, teens or adults. With such experience, you can typically nail down the appropriate tone more quickly.

It can also be useful to find a person who has experience in writing in your desired medium. Especially with direct mail copy, there are proven ways of writing that can help pull in more results. One way to check expertise is to ask prospective writing partners to share their top tips for writing successfully for the specific medium that you have in mind.

References can be very helpful in providing insight about a copywriter's talent. When talking to references, inquire about how well the copywriter meets deadlines, responds to emails or calls from the client, and sends quality draft materials. Learn about how much editing the client had to do before arriving at the final product. It also makes sense to verify what the copywriter actually did for the project.

Expect to pay from $50 to $200 per hour for a copywriter's services. Lots of different formats are available. Billing can take the form of a pre-agreed upon price for the project, billing by the hour or day, or even a retainer. If you contract for work on a project basis, make sure to detail what work will be included in the project (e.g. number of rewrites, interviews, etc.) so that expectations on both sides are appropriately set.