- BSBWRT501A - Write persuasive copy
BSBWRT501A
Write persuasive copy
Application
This unit applies to individuals who are responsible for writing persuasive copy to communicate messages in a wide range of contexts. These contexts may include television, radio, other advertising media, public relations or marketing. The unit is generally undertaken by those working in a supervisory, management or freelancing role who are primarily responsible for the development of persuasive copy. They may develop the copy individually or coordinate a team of writers. |
Elements and Performance Criteria
ELEMENT | PERFORMANCE CRITERIA |
1. Analyse and interpret a creative brief | 1.1. Analyse and confirm the technique/s for expressing the central idea or creative concept 1.2. Identify and check the content and supporting information for accuracy and completeness 1.3. Confirm the time schedule and budgetary requirements for creating copy 1.4. Identify legal and ethical constraints impacting on copy to be developed |
2. Evaluate creative options | 2.1. Evaluate design and copy options against the requirements of the creative brief 2.2. Select option/s which enable the required information and image to be communicated within time and budgetary requirements |
3. Prepare persuasive copy | 3.1. Create original copy with impact which sets the product, service or idea being communicated apart from the competition and competitor's promotional material 3.2. Create copy which communicates the required image, features/benefits of the product, service or idea 3.3. Create copy which meets the requirements of the creative brief in terms of information, format, language, writing style, and level of detail 3.4. Produce copy on time and within budget 3.5. Produce copy which complies with legal and ethical requirements |
Required Skills
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Required skills |
communication skills to question, clarify and monitor the effectiveness of message being delivered creativity and innovation skills to present ideas and information in an engaging manner literacy skills to write high quality, persuasive copy and to communicate complex ideas and processes efficiently and effectively literacy skills to write in a range of styles for different audiences research and data collection skills to identify company and product information. |
Required knowledge |
components of the creative brief legal and ethical requirements relating to the advertising industry identification and overview knowledge of key provisions of relevant legislation from all levels of government that affects business operations, codes of practice and national standards, such as: anti-discrimination legislation consumer protection laws copyright legislation ethical principles fair trading laws privacy laws Trades Practices Act organisational and advertising budget constraints organisational policies, procedures, products and services persuasive writing techniques grammar and punctuation. |
Evidence Required
The Evidence Guide provides advice on assessment and must be read in conjunction with the performance criteria, required skills and knowledge, range statement and the Assessment Guidelines for the Training Package. | |
Overview of assessment | |
Critical aspects for assessment and evidence required to demonstrate competency in this unit | Evidence of the following is essential: demonstration of effectively interpreting a creative brief to write original, innovative and persuasive copy that communicates key messages for at least one product/service or idea, on time and on budget reasons for choosing specific design and copy options. |
Context of and specific resources for assessment | Assessment must ensure: access to an actual workplace environment access to office equipment and resources access to creative briefs. |
Method of assessment | A range of assessment methods should be used to assess practical skills and knowledge. The following examples are appropriate for this unit: analysis of responses to case studies and scenarios demonstration of techniques to write persuasive copy direct questioning combined with review of portfolios of evidence and third party workplace reports of on-the-job performance by the candidate oral or written questioning to assess knowledge of relevant legislation from all levels of government, codes of practice and national standards that impact on business operations review of copy created. |
Guidance information for assessment | Holistic assessment with other units relevant to the industry sector, workplace and job role is recommended, for example: BSBADV509A Create mass print media advertisements BSBADV510A Create mass electronic media advertisements. |
Range Statement
The range statement relates to the unit of competency as a whole. It allows for different work environments and situations that may affect performance. Bold italicised wording, if used in the performance criteria, is detailed below. Essential operating conditions that may be present with training and assessment (depending on the work situation, needs of the candidate, accessibility of the item, and local industry and regional contexts) may also be included. | |
Central ideas may include: | a combination of visual (illustration) and verbal (text and headline) messages the verbal or visual device used to present the content to the reader, listener or viewer of the advertisement, such as: analogy and association case histories celebrities continuing characters demonstrations exaggerated situations fantasy photographic tricks or special effects product uses recipes slice-of-life situations testimonials |
Content may include: | the information to be communicated to the audience brand or image factors, such as: competitive advantages features of the product/service where the product may be obtained price colour |
Supporting information may include: | evidence to support the claimed benefit purchasing information reassurances for existing users requirement to specify the target audience |
Copy may include: | the words used in broadcast advertising such as: instructions and descriptions jingles message content production and technical information program promos slogans sound sources and effects sponsorship announcements the words used in print advertising such as: body copy captions display copy headlines instructions and descriptions message content overlines production and technical information subheads taglines underlines |
Legal and ethical constraints may include: | codes of practice such as those issued by: Advertising Federation of Australia Australian Communications and Media Authority Australian Competition and Consumer Commission Australian Performing Right Association Commercial Radio Australia Free TV Australia contempt of court and parliament copyright cultural expectations and influences defamation discrimination ethical principles obscenity policies and guidelines privacy and other legislation racial vilification regulations social responsibilities such as protection of children, environmental issues societal expectations |
Sectors
Unit sector |
Competency Field
Communication - Writing |
Employability Skills
This unit contains employability skills. |
Licensing Information
Not applicable.