Application
This unit describes the skills and knowledge required to interpret a creative brief and evaluate a range of innovative options to write persuasive copy.
The unit 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.
No licensing, legislative, regulatory or certification requirements apply to this unit at the time of publication.
Elements and Performance Criteria
1. Establish content purpose | 1.1 Identify objectives, timelines and budget according to creative brief 1.2 Assess and select writing techniques according to creative brief |
2. Prepare content | 2.1 Evaluate design and copy options according to creative brief 2.2 Select option/s for communicating required information and images within time and budgetary requirements 2.3 Develop persuasive content according to creative brief |
3. Finalise content | 3.1 Consult with relevant stakeholders for feedback 3.2 Evaluate feedback and produce final persuasive content 3.3 Seek approval for persuasive content from relevant personnel prior to release |
Evidence of Performance
The candidate must demonstrate the ability to complete the tasks outlined in the elements, performance criteria and foundation skills of this unit, including evidence of the ability to:
write at least two persuasive contents in each of the following formats:
digital
audio.
Evidence of Knowledge
The candidate must be able to demonstrate knowledge to complete the tasks outlined in the elements, performance criteria and foundation skills of this unit, including knowledge of:
key features of creative briefs including:
communication purpose and objective
positioning strategy
customer profile and positioning
key messages
communication tool
call to action
budget
timeframe
persuasive content requirements including:
positioning
key messages
call to action
formatting requirements for content including:
language
writing style
level of detail
legislation, standards and codes of practice affecting production and delivery of copy
constraints to be considered during analysis, evaluation and preparation of copy
organisational policies and procedures relevant to writing copy
persuasive writing techniques.
Assessment Conditions
Skills in this unit must be demonstrated in a workplace or simulated environment where the conditions are typical of those in a working environment in this industry.
This includes access to:
organisational policies and procedures relating to process of copywriting
relevant legislation, standards and codes of practice
equipment and resources for advanced copywriting and design.
Assessors of this unit must satisfy the requirements for assessors in applicable vocational education and training legislation, frameworks and/or standards.
Foundation Skills
Reading | Recognises and interprets textual information to establish job requirements from relevant information Proofreads content to ensure accuracy and completeness |
Writing | Creates documents to ensure clarity of meaning, accuracy, and consistency of information using specific and detailed language to convey explicit information and requirements. |
Numeracy | Interprets numerical information to confirm budget constraints and job deadlines |
Self-management | Takes full responsibility for following policies, procedures and legislative requirements |
Planning and organising | Accepts responsibility for planning, prioritising and sequencing complex tasks and workload Uses systematic, analytical processes in complex, non-routine situations, designing, gathering relevant information and evaluating options Develops new and innovative ideas through exploration and analysis |
Technology | Identifies purposes, specific functions and key features of common digital systems and tools and operates them effectively to complete routine tasks |
Sectors
Technical Skills – Marketing