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Hiring a Copywriter: The Definitive Guide

You need to hire a copywriter and now.

This definitive guide is your all-in-one resource for hiring a copywriter you can work with for years to come.

For best results, the copywriter hiring process is broken down into 4 areas:

1. Background (Check Website)

2. First Quick Interview (General Questions)

3. Second Interview (Probing Questions)

4. Working (Test).

Use the table of contents to jump forward to each section (or question) for a brief explanation and to understand the psychology behind it.
 

Table of Contents

1. Background (Check Website)

# Question Classification Answer
1.1
Does Copywriter have a Website?
Website Basics
1.2
How Old is the Copywriter’s Website?
Website Basics
1.3
What are Your First Impressions of the Copywriter’s Website 0 to 10? (10 being highest)
Website Impressions
1.4
How Professional is the Copywriter’s Website 0 to 10? (10 being highest)
Website Professionalism
1.5
How Would You Rate the Design of the Copywriter’s Website 0 to 10? (10 being highest)
Website Design
1.6
How Would You Rate the Website Copy on All the Copywriter’s Website Pages 0 to 10? (10 being highest)
Website Copy
1.7
Does Copywriter’s Website Have a Blog?
Blog Existence
1.8
Does Copywriter’s Website Have a Blog that is Updated Frequently?
Blog Frequency
1.9
Briefly: Are the Copywriter’s Blog Posts of a High Standard?
Blog Copy
1.10
In-Depth: Read at Least 3 of the Copywriter’s Website Blog Posts Start to Finish. Are they of a High Standard?
Blog Copy

Any diligent hiring process involves background checks to shortlist candidates for interview. 

And hiring a copywriter is no different.

Here are 10 background questions you must get answers to before shortlisting the copywriter for the first quick interview (general questions).

1.1 Does Copywriter have a Website? 
*Website Basics*

check-copywriter's-website-stage-1-hiring-copywriter

Separates the contenders from the pretenders.

A copywriter with their own website is a great sign.

It shows there is a serious intention to succeed with copywriting (what you want).

While sites like Upwork.com and Fiverr.com have good copywriters, the question will always be: If you are so good, why don’t you have your own website?

Takeaway: No website = red flag = elimination (move on to next candidate).

1.2 How Old is the Copywriter’s Website? 
*Website Basics*

No need to get technical here!

Just take a quick 30 second look around their website and try to get a rough idea of how old the website is.

Tip: Look at the website’s blog and note the date the first blog post was made (great gauge).

Is the website ranking on the first page of Google?

If so, it’s a fair indication it has been around more than 6 months.

Do not waste time here if the answer is not clear from a glance.

We are only trying to determine if the website is brand-new.

Because a brand-new website cannot compete with a proven website that has been around years (with most likely a successful copywriter behind it).

Takeaway: If website looks new = red flag = elimination (move on to next candidate).

1.3 What are Your First Impressions of the Copywriter’s Website 0 to 10? (10 being highest) 
*Website Impressions* 

what-are-your-first-impressions-copywriter's-website

As Forbes states here, you and your business have 7 seconds to make a first impression.

Likewise give the copywriter’s website 7 seconds.

What are you first impressions?

And always go with your instinct – because as reported here by Harvard Business Review, ‘instinct can beat analytical thinking.’

Takeaway: Bad first impressions = red flag = elimination (move on to next candidate).

1.4 How Professional is the Copywriter’s Website 0 to 10? (10 being highest)
*Website Professionalism*

As famously quoted by David Halberstam“Being a professional means doing your job on the days you don’t want to do it.”

And the professional copywriter is what your business needs.

So is their website professional or not?

Look around and ensure you go beyond the home page, as a copywriter’s website should be professional on all pages.

Takeaway: Poor professionalism = red flag = elimination (move on to next candidate).

1.5 How Would You Rate the Design of the Copywriter’s Website 0 to 10? (10 being highest)
*Website Design* 

design elements

Both copy and design are needed for optimum results.

And this is brilliantly outlined by Quicksprout in this resource.

So how would you rate the copywriter’s website design?

Is it easy on the eyes or does it hurt your eyes?!

Copywriter’s are not web designers (as outlined in this post), but any great copywriter should have been involved in the design of the site with:

  • Input
  • Feedback
  • Approval.

Takeaway: Poor design = red flag = elimination (move on to next candidate).

1.6 How Would You Rate the Copy on All the Copywriter’s Website Pages 0 to 10? (10 being highest)
*Website Copy*

Not just a quick glance – some time is needed here.

This is a copywriter’s staple.

They have written content on their website and you must presume it’s their best.

And if it’s not their best, then how can you expect them do their best for you?

Read at least 3 pages start to finish – home page, services page and about page for e.g.

Takeaway: Poor copy = red flag = elimination (move on to next candidate).

1.7 Does Copywriter’s Website Have a Blog?
*Blog Existence*

Creative blogging activities on desk

Would insert 10 red flags here if I could.

Copywriter = blog = time and dedication to maintaining that blog.

There is no excuse.

Every copywriter who owns a website should have a blog or otherwise it’s time for a career change!

You also want to see at least 10 blog posts (minimum) to indicate a commitment to blogging.

Takeaway: No blog and / or <10 blog posts = red flag = elimination (move on to next candidate).

1.8 Does Copywriter’s Website Have a Blog that is Updated Frequently?
*Blog Frequency*

Once a month. That is the minimum you look for in blog post frequency.

Anything less than that and doubt creeps into your mind, because again: Copywriter = blog = time and dedication to maintaining that blog.

Busy = not an excuse.

Done many blog posts = not an excuse

Out of ideas = the worst possible excuse (because you are a copywriter after all!)

Takeaway: No blog post frequency = red flag = elimination (move on to next candidate).

1.9 Briefly: Are the Copywriter’s Blog Posts of a High Standard?
*Blog Copy*

Maximum quality turning knob

Take a brief look at 3 of the copywriter’s blog posts.

Examine from a high-level:

  • Images
  • Headlines
  • Structure and layout.

Is it good or bad?

And don’t go in-depth because that’s the 10th and final step (up next).

Takeaway: Poor high-level copy standard = red flag = elimination (move on to next candidate).

1.10 In-Depth: Read at least 3 of the Copywriter’s Website Blog Posts Start to Finish. Are they of a High Standard?
*Blog Copy* 

Time is needed here.

But the good news is that this is 10th and final step in the background (check website) of the copywriting hiring process.

Pick any 3 blog posts ‘randomly’ and read them start to finish.

Ensure you read 3, to fairly judge the copywriter’s skills.

Resist the urge to ‘judge’ quickly, as hard as it may be.

Takeaway: Poor copy standard = red flag = elimination (move on to next candidate).

That is background (check website) done and now you have a shortlist of copywriting candidates for the:

2. First Quick Interview (General Questions)

# Question Classification Answer
2.1
Is English Your First Language and are You a Master of it?
English Mastery
2.2
If I Hire You Today Are You Available to Start on my Project Immediately?
Availability
2.3
Can You Tell me a Bit About us and What You Think We are Looking for?
Understanding
2.4
Why Do You Think You are the Best Person for this Copywriting Position?
Suitability
2.5
How Are You Developing Your Knowledge and Skills?
Knowledge / Skills
2.6
How Do You Stay Motivated During Repetitive Work?
Motivation
2.7
Do You Have any Questions?
Questions
2.8
After Listening to Me, what is it that You Think We Need Exactly?
Summary
2.9
How Excited are You About Working with Us?
Excitment
2.10
Can I Please Have 3 References who I Can Call and 3 of Your Best Work Samples?
References / Samples

This first interview is meant to be short.

And it’s your job (as the interviewer) to keep it short with little probing.

Because it’s the second and final interview, where you have the chance to ‘probe’, before hiring a copywriter to work with you (test).

2.1 Is English Your First Language and are You a Master of it?
*English Mastery* 

master-english-language

Gauge the ‘reaction’ of the copywriter more than the response with this question.

English as a first language with copywriting is obvious for best results.

But how do they react to the ‘master’ part of this question?

Do they quickly say ‘they are’ with little hesitation? Good sign.

Or is there hesitation? Bad sign.

Again, listen closely to the answer, but look for any hesitation.

Because great copywriters should be confident they are a master of the English language.

Takeaway: English not first language and / or not master of it = red flag = elimination (move on to next candidate).

2.2 If I Hire You Today Are You Available to Start on my Project Immediately?
*Availability*

I can start right away. It’s a bad sign.

Great copywriter’s are booked up (often weeks) and can rarely start immediately.

Also listen for:

  • Hesitation
  • Pauses
  • Uncertainty

Where the copywriter sounds extremely in-demand but cannot provide certain start times.

This is important as deadlines are everything.

Takeaway: Available immediately = red flag = elimination (move on to next candidate).

2.3 Can You Tell me a Bit About us and What You Think We are Looking for?
*Understanding* 

man confused on left then understanding on right

The importance of understanding your business’s big picture is huge: As reported by Tech Republic here.

Be kind about what they know about you:

  • Remembering you may have given them little details, and
  • You cannot expect them to know everything (as they have busy schedules like you).

What you are looking for is effort!

They should at least try to answer and not say ‘I know nothing.’

And any copywriter should know (from the biggest picture) any business is looking for maximum return on investment.

Takeaway: No effort in knowing about you and / or don’t know what you want = red flag = elimination (move on to next candidate).

2.4 Why Do You Think You are the Best Person for this Copywriting Position?
*Suitability* 

Interviewing question 101 but a great one.

Listen to the answer carefully.

Are they talking about skills and experience? Which anyone can say.

Or is there something different about their answer? That says pick me!

Look for ‘unique’ here.

Every business needs to be unique to form a competitive edge.

Takeaway: Common answer = red flag = elimination (move on to next candidate).

2.5 How Are You Developing Your Knowledge and Skills?
*Knowledge / Skills* 

knowledge-skills-copywriter-must-be-assessed

Professional development matters to the success of a company.

Your copywriter should have a clear answer to this.

Even if they list the top resources on the web they follow (like Backlinko, Neil Patel and Copyblogger for e.g.).

Copywriter’s that don’t work on themselves, don’t control the outcome.

Takeaway: No clear answer to knowledge / skills development = red flag = elimination (move on to next candidate).

2.6 How Do You Stay Motivated During Repetitive Work?
*Motivation* 

You are looking for ‘uncertainty’ here in the response.

The copywriter should have strategies in place to keep motivation high, because copywriting can be repetitive (if you let it be!).

Positive Psychology reports on the benefits of motivation here.

But the 3 most applicable to a copywriter are:

  • Creativity
  • Goal setting
  • Boosting engagement.

Takeaway: No clear answer to motivation strategies = red flag = elimination (move on to next candidate).

2.7 Do You Have any Questions?
*Questions* 

ask-copywriter-if-have-questions

Only thing you are interested in here: A bit of interest by the copywriter in you!

The greatest copywriter’s are:

  • Curious
  • Inquisitive
  • Master probers (full of questions).

Not a deal-breaker, but if it’s a quick ‘no.’ Bad sign.

If they say ‘no’ because you’ve covered everything. That’s acceptable.

Takeaway: No questions = red flag = elimination (move on to next candidate).

2.8 After Listening to Me, What is it You Think We Need Exactly?
*Summary*

Any great copywriter should be a:

  • Good listener (although 90% of people are poor as discussed here)
  • Master summariser (discussed here – coming soon).

Listen carefully, because if you are not on the same page now, how can you expect to be on the same page in the future!

Takeaway: Poor summary = red flag = elimination (move on to next candidate)

2.9 How Excited are You About Working with Us?
*Excitement* 

excited people

You are looking for a ‘hint’ of excitement. Just a hint!

Lifehack reports on 10 simple reasons why should you feel excited about your day here, but the most notable for your copywriter is: You want them to do great things!

Because how can you expect to get excited about hiring them, if they are showing zero excitement?

Takeaway: No excitement = red flag = elimination (move on to next candidate).

2.10 Can I Please Have 3 References who I Can Call and 3 of Your Best Work Samples?
*References / Samples* 

Any great copywriter won’t hesitate to give you 3 references, who you can call.

And make sure you call them and all 3.

Don’t waste time with email as written communication can be misinterpreted.

Ensure you ask the reference for the copywriter’s weaknesses and listen carefully to their response.

Be sure to check samples too.

Takeaway: No 3 references and / or poor reference feedback / poor samples = red flag = elimination (move on to next candidate).

That is the first quick interview (general questions) done and now you have a shortlist of copywriting candidates for the:

3. Second Interview (Probing Questions)

# Question Classification Answer
3.1
What Factors Do You Think Are Responsible for the Results of a Successful Copywriting Campaign?
Results
3.2
What Types of Content Have You Created and have You Written for this Medium?
Medium
3.3
Do You Prefer Instructions when Writing and Why?
Instructions
3.4
What is Your Process?
Process
3.5
What is Your Research Methodology for Your Copywriting Work?
Research
3.6
How Do You Go About Optimising Content for SEO?
SEO Copywriting
3.7
How Many Different Styles of Writing Do You Have?
Style
3.8
What is Your Process for Proofreading Your Work as a Copywriter?
Proofreading
3.9
What Publishing Platforms Have You Used?
Publishing Platforms
3.10
What’s Your Familiarity with Design Software?
Design

The second interview is meant to be longer than the first.

These are more technical questions and you may need to probe where necessary.

This is the second and final interview before hiring a copywriter to work with you (test).

3.1 What Factors Do You Think Are Responsible for the Results of a Successful Copywriting Campaign?
*Results* 

does-copywriter-know-about-results

Get to the ‘results’ question first and not last – as results you seek!

And listen to the ‘words’ carefully in the response.

Many factors are responsible for success, but you want to hear keywords like:

  • Clear
  • Concise
  • Persuasive.

These keywords are copywriting 101 to better copy.

If you aren’t hearing these keywords, it’s a concern.

Takeaway: No keywords = red flag = elimination (move on to next candidate).

3.2 What Types of Content Have You Created and have You Written for this Medium?
*Medium*

More types of content created by a copywriter = great sign.

Medium experience is the most critical though.

For example:

  • You don’t want a copywriter with only digital experience for radio
  • You don’t want a copywriter with only print experience for TV.

Takeaway: No medium experience = red flag = elimination (move on to next candidate).

3.3 Do You Prefer Instructions when Writing and Why?
*Instructions* 

can-copywriter-follow-instructions

Great copywriters are skilled to craft copy with:

  • No
  • Little
  • Detailed instructions.

But the assumption here is that you will be providing instructions.

Because remember, when you give a little direction, you will get a lot more in return!

Listen carefully if the copywriter says they prefer ‘no instructions.’

Not always a bad sign but it could be.

It could mean that the copywriter only wants to write in their own ‘style’ and not the ‘style’ suited to your project.

 Takeaway: No instructions = red flag = elimination (move on to next candidate).

3.4 What is Your Process?
*Process*

Do not focus on the process but the ‘clarity’ of the process in the response.

The copywriter should sound:

  • Clear
  • Confident
  • Certain

When answering this question.

And as W. Edwards Deming said: “If you can’t describe what you are doing as a process, you don’t know what you are doing.”

Enough said.

Takeaway: No clear process = red flag = elimination (move on to next candidate).

3.5 What is Your Research Methodology for your Copywriting Work?
*Research*

what-is-copywriter's-research-methodology

Here is mine (coming soon).

And as one of the 3 golden keys to success in copywriting, the importance of research is huge!

  • Poor research = poor result.
  • Winning research = winning result.

It’s not their research methodology, but their ability to explain it to you ‘clearly.’

Takeaway: No clear research process = red flag = elimination (move on to next candidate).

3.6 How Do You Go About Optimising Content for SEO?
*SEO Copywriting*

Remember, when it comes to SEO, you are not looking for the next Brian Dean or Neil Patel.

Both those guys have an insane amount of SEO knowledge, but it’s not needed in copywriting.

Instead look for an ‘overall understanding’ of SEO.

Listen for SEO keywords like:

  • Keywords (most notably)
  • Title tags
  • Meta descriptions

To name some.

Also listen for any general thoughts on SEO they give you.

Showing knowledge on the topic, beyond the keywords, is a great sign.

 Takeaway: No SEO content optimisation knowledge = red flag = elimination (move on to next candidate).

3.7 How Many Different Styles of Writing Do You Have?
*Style*

how-many-writing-styles-does-copywriter-have

I often say to clients I have 10,001 different styles and more.

Do I? No.

Why do I say it? To show my diversity as a copywriter.

And listen for keywords like:

  • Many
  • A Ton
  • More than you can imagine.

Just ensure there is ‘confidence’ from the copywriter they have plenty of different styles.

Because this is what separates the good copywriters from the great!

Takeaway: Lack of writing styles = red flag = elimination (move on to next candidate).

3.8 What is Your Process for Proofreading Your Work as a Copywriter?
*Proofreading*

Any great copywriter does not :

  • Type the last word in the conclusion
  • Hit full stop, and then
  • Publish!

The copywriter should be able to outline a ‘clear’ process on how they proofread their work.

Focus on the ‘clarity’ of their response.

Takeaway: No clarity on proofreading process = red flag = elimination (move on to next candidate).

3.9 What Publishing Platforms Have You Used?
*Publishing Platforms* 

Pen on black notepad with wordpress text

Whether it’s a deal breaker or not will depend on the needs of your business.

Besides: A copywriter can easily be trained to use a specific publishing platform.

But at a bare minimum, you should look for some experience with WordPress: The most popular CMS platform in the world.

If the copywriter has been exposed to more CMS platforms (10 most popular here), then that’s a bonus.

Takeaway: Not a deal-breaker but will depend on your business requirements.

3.10 What’s Your Familiarity with Design Software?
*Design* 

Design is a big part of the 80% art of copywriting, and therefore a copywriter’s familiarity with design software, like Adobe Photoshop, is a bonus to have.

Whether it’s a deal breaker will depend on the needs of your business.

Besides communication is everything in copywriting, and copywriters are highly-skilled in giving clear direction to designers to get the best outcome.

Takeaway: Not a deal-breaker but will depend on your business requirements.

That is the second interview (probing questions) done and now you have a shortlist of copywriting candidates for the:

4. Working (Test)

# Question Classification Answer
4.1
Did the Copywriter Complete the Small Task to a High Standard and Meet the Deadline?
Small Test
4.2
Did the Copywriter Complete Subsequent Smaller Tasks to a High Standard and Meet All Deadlines?
Small Test Continuation
4.3
Does the Copywriter Always Provide a Detailed Quote?
Quote
4.4
Does the Copywriter Always Meet the Budget?
Budget
4.5
Does the Copywriter Have a Comprehensive System for Capturing Information from You?
System
4.6
Has the Copywriter Met All Deadlines So Far?
Deadlines
4.7
Does the Copywriter Follow All Instructions?
Instructions
4.8
Does the Copywriter Handle Criticism / Feedback well?
Criticism / Feedback
4.9
Is the Copywriter’s Communication of a High Standard So Far?
Communication
4.10
Does the Copywriter Appeal to People’s Deepest Emotions with their Copy?
Emotions

So you tell the copywriter they’re hired but you’ve not hired them just yet.

Because it’s time to ‘test’ them before giving them your most important work.

And everything starts with a small test.

4.1 Did the Copywriter Complete the Small Test to a High Standard and Meet the Deadline?
*Small Test* 

give-copywriter-small-test-when-starting-out

For best results with this step, never say to your copywriter:

  • This is a small test, or
  • This is a small task.

The copywriter must be of the belief, they are ‘hired.’

And now it’s up to them to perform regardless of the task size.

Just say:

“This is the first task for you. Here it is and this is the deadline.”

Ensure it’s a small task though and not a large one.

Because how can you expect the copywriter to perform on larger (often complex) tasks when they can’t perform on small tasks?

Takeaway: Poor small test performance = red flag = elimination (move on to next candidate).

4.2 Did the Copywriter Complete Subsequent Smaller Tests to a High Standard and Meet All Deadlines?
*Small Test Continuation*

So the copywriter succeeded at the small test.

Big deal!

Because it’s not an indication they will perform on larger (often more complex) tasks.

Continue to test them with smaller tests and slowly increase the size.

Note: Still not your top projects yet (but again best practice is to slowly increase the test size each time – as it will better demonstrate the copywriter’s abilities).

How many you do is up to you.

But be speedy and keep it to days (or weeks at the most).

Never let this process drag on for months because you may lose a great copywriter who wants bigger and better projects.

Takeaway: Poor small test performance/s = red flag = elimination (move on to next candidate).

4.3 Does the Copywriter Always Provide a Detailed Quote?
*Quote*

does-copywriter-provide-detailed-quote

Every business needs a detailed quote to prove the price is accurate.

And as Your Tradebase states here, it demonstrates 2 critical things:

1. That the copywriter is taking the job seriously

2. That you can trust them because you feel informed from the outset.

Takeaway: No detailed quote = red flag = elimination (move on to next candidate).

4.4 Does the Copywriter Always Meet the Budget?
*Budget*

No copywriting budget met = business uncertainty.

  • Once in a blue moon? Acceptable.
  • An ongoing trend? Unacceptable and you have no choice but to fire the copywriter.

Takeaway: Budget not met = red flag = elimination (move on to next candidate).

4.5 Does the Copywriter Have a Comprehensive System for Capturing Information from You?
*System*

Packed boxes on conveyor belt

“All wealth is based upon systems.” ~ Dan S. Kennedy ~ 

And so if your copywriter does not have a comprehensive system, then how can you expect them to maximise return on investment for your business!

So has your copywriter been:

  • Pestering you a lot with nagging questions? (they could have asked earlier), or
  • Delivering the work seamlessly? (with some communication in the beginning).

All the proof is in their system, because as famously quoted by W. Edwards Deming“A bad system will beat a good person every time.”

Takeaway: No comprehensive system = red flag = elimination (move on to next candidate).

4.6 Has the Copywriter Met All Deadlines So Far?
*Deadlines*

“Goals are dreams with deadlines.” ~ Diana Scharf-Hunt ~

Therefore: Deadlines not met = business uncertainty = fired copywriter.

Again:

  • Once in a blue moon? Acceptable (not everything in life goes to plan)
  • A regular occurrence? Unacceptable (and a trend that is likely to continue).

Takeaway: Deadlines not met = red flag = elimination (move on to next candidate).

4.7 Does the Copywriter Follow All Instructions?
*Instructions* 

does-copywriter-follow-all-instructions

Following instructions is an important life skill that starts from when you are a child (read more on that here).

And as quoted by author Amit Kalantri: “Creativity without discipline will struggle, creativity with discipline will succeed.”

So any great copywriter will gladly adapt to your business needs by following your instructions.

But is your copywriter doing that or not?

Takeaway: Instructions not followed = red flag = elimination (move on to next candidate).

4.8 Does the Copywriter Handle Criticism / Feedback well?
*Criticism / Feedback* 

As summarised by Forbes here, criticism / feedback is just something that comes with the job!

Because two things can happen when you give criticism / feedback to a copywriter.

They:

  • Learn and do something great with it
  • Take it personally.

What is your experience with your copywriter?

And if your copywriter cannot take criticism / feedback now (on the smaller projects) you can blow that up tenfold when it comes to the large (often more complex one’s!).

Takeaway: Inability to handle criticism / feedback = red flag = elimination (move on to next candidate).

4.9 Is the Copywriter’s Communication of a High Standard So Far?
*Communication*

Two men listening through glass bottles and struggling to communicate

Critical.

So critical an entire blog post has been dedicated to this: Why communication in copywriting is everything.

Simply:

  • Great communication = great results
  • Satisfactory communication = satisfactory results
  • Poor communication = poor results.

And you want a great copywriter with great communication = great results.

  • Nothing else is satisfactory
  • Nothing else is bigger in copywriting than communication!

Takeaway: Inadequate communication = red flag = elimination (move on to next candidate).

4.10. Does the Copywriter Appeal to People’s Deepest Emotions with their Copy?
*Emotions*

The facts don’t lie. Humans are driven by:

  • Emotions first
  • Logic second.

So is your copywriter appealing to people’s deepest emotions with their copy?

And there is no denying this is a large part of the 80% art of copywriting discussed in this post.

Takeaway: Lack of emotional copy = red flag = elimination (move on to next candidate).

That is the working (test) done and now you will have a great copywriter/s that is a true asset to your business.

Person holding white printer paper

Conclusion

Copywriting is 80% art as discussed here.

And as American film director / screenwriter / producer / voice actor Andrew Stanton once said: “Art is messy, art is chaos – so you need a system.”

So let this definitive guide be your blueprint for hiring a copywriter that will:

  • Go the distance for many years
  • Grow before prospering
  • Deliver the maximum return on investment you seek.

Now go out and find your winning copywriter using this system!

Over to You…

Do you agree with this Definitive Guide for Hiring a Copywriter?  Or is there something missing, or you would like to add?? Would love to hear from you in the comments – any feedback is greatly appreciated.

Want to Talk Copywriting or SEO?

Please contact me and let’s have a chat!

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