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.

What You'll Learn

Assessment Requirements

Performance Evidence

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.

Knowledge Evidence

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

• {'skill': 'Reading', 'description': 'Recognises and interprets textual information to establish job requirements from relevant information; Proofreads content to ensure accuracy and completeness'}
• {'skill': 'Writing', 'description': 'Creates documents to ensure clarity of meaning, accuracy, and consistency of information using specific and detailed language to convey explicit information and requirements.'}
• {'skill': 'Numeracy', 'description': 'Interprets numerical information to confirm budget constraints and job deadlines'}
• {'skill': 'Self-management', 'description': 'Takes full responsibility for following policies, procedures and legislative requirements'}
• {'skill': 'Planning and organising', 'description': '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'}
• {'skill': 'Technology', 'description': 'Identifies purposes, specific functions and key features of common digital systems and tools and operates them effectively to complete routine tasks'}

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