I started out in traditional advertising in the very early 2000's where one could immerse oneself in the fundamentals of advertising that I still follow today. A clear business issue statement, an audience profile, a picture of the competition and the desired impact of the communication are still my tools to provide communication that gets results in this digital age, including SEO copywriting. I have handled a slew of clients in this time - from large international brands to local ones - experience that I can bring to your assignment. The best place to start with is a clear brief, a copy of which I send to all my clients to fill out first so that there's clarity on the communication goal and the related elements that make for effective copywriting.