Writing persuasive copy

BSBWRT501 Write persuasive copy

This unit is about interpreting a creative brief and evaluating a range of innovative options to write persuasive copy.

It applies to individuals who use well-developed advertising skills and a broad knowledge base to communicate messages in a wide range of contexts. In this role, individuals may develop copy individually or may work in a supervisory, management or freelancing capacity coordinating a team of writers.

 

How you will be assessed

You will be assessed through:

• Assessor observation on the job
• Supervisor reference (if the assessor is not the supervisor)
• Review of your workplace documents (e.g. procedures)
• Interview/assignment based on the requirements below.

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Practical

You will be assessed in the workplace as a safe environment, and must demonstrate consistent performance of typical activities in communication and writing. You will need access to:

1. organisational policies and procedures relating to copywriting
2. relevant legislation, standards and codes of practice
3. equipment and resources for advanced copywriting and design.

You need to show that you have analysed and evaluated a design brief including:

1. Checked information for accuracy
2. Work to schedule
3. Worked to budgetary requirements
4. Located and adhered to your organisation’s legal and ethical constraints
5. Produced persuasive copy with high impact, surpassing competitor’s promotional material.

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Interview/assignment questions

1. What ethical requirements can impact production and delivery of creative copy?
2. What are the relevant legislation, standards and codes of practice affecting production and delivery of copy. Explain them in overview.
3. What constraints should you consider during analysis, evaluation and preparation of copy?
4. Explain your organisation’s policies and procedures relevant to writing copy.
5. Describe persuasive writing techniques
6. Explain the structure of persuasive copy.

Note: Your assessor may also ask you a variety of what if questions.

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Detailed requirements

1. Analyse and interpret creative brief

1. Analyse and confirm technique/s for expressing the central idea or the creative concept
2. Identify and check the content and supporting information for accuracy and completeness
3. Confirm schedule and budgetary requirements for creating copy
4. Identify the legal and ethical constraints affecting the copy to be developed

 

2. Evaluate creative options

1. Evaluate the design and copy options against the requirements of creative brief
2. Select option/s for communicating information and images within time and budgetary requirements

 

3. Prepare persuasive copy

1. Create original copy with impact. It needs to sets the product, service or idea apart from the competition and competitor’s promotional material
2. Create copy that communicates the required image, and features and benefits of the product, service or idea
3. Create copy that meets the requirements of the creative brief in terms of information, format, language, writing style, and level of detail
4. Produce copy:
5. on time
6. within budget
7. that complies with legal, organisational and ethical requirements

 

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