BSBWRT501 Write Persuasive Copy

This policy and procedures manual sets out the standards that for the organisation’s copywriting practices. All staff must follow these standards to ensure legal, ethical and professional copies are created for DigiGeek’s clients.

The aim is to:

· ensure consistency in copy production

· ensure all staff uses a consistent tone and style across the organisation

· set standards in orthography including language, grammar, spelling, style, and punctuation

· govern quality standards in relation to visual composition.

This policy applies to all activities involved in copy preparation and production.

This policy is in effect as at June 2017. It will remain in effect until a new version is approved by DigiGeek management team.

Copies must:

· convey the main theme clearly and accurately

· address the client’s macro and micro goals

· effectively apply techniques that are appropriate to the central idea

· be consumer focused

· differentiate itself from the competition or the competitors’ promotional material.

Copies must:

· employ a style that is appropriate to the main idea or the creative concept

· be persuasive and engaging with the audience

· use simple and plain English in alignment with the target consumer profile

· be clear, concise and relevant

· avoid unnecessary wording

· use everyday words and avoid jargons or ‘buzzwords’

· avoid double negatives

· avoid archaic words

· use active voice rather than passive (where possible)

· engage with the audience

· convey the message clearly and concisely

· be built of simple and short sentences and paragraphs

· incorporate vocabulary that is engaging and support the main idea

· provide subordinate ideas that support the main idea

· avoid redundancy and verbosity

· avoid jargons, clichés, gimmicks and forced messages

· use words that connect with consumers

· be free of typos, punctuation errors and grammar issues

· use Australian spelling

· employ inclusive language.

Copies must, where applicable:

· employ tone appropriate to the creative concept

· avoid subtlety

· resonate with the audience

· be broken down into coherent chunks to increase readability

· include a body copy that creates emotional appeals

· follow a logical hierarchy and clearly differentiate heading levels

· use brief headings choosing informative words that give the main idea of that particular section

· use deadlines, headings and subheadings coherently.

Copies must:

· give simple and uncomplicated outlook

· have clear and consistent focus on the main idea

· grab viewer attention in a purposeful manner

· have logical links with each other

· show good foreground and background contrast

· show unity (overall harmony amongst all elements)

· maintain good proportion of space and margins

· do not look cluttered, balancing whitespace and elements

· are not distracting but informative

· incorporate font and choice of colour that match the tone

· have fonts that vary in size to differentiate the main points

· ensure scannability using skimmable text

· use variety in text (e.g. bold, italics, etc.) to create emphasis

· use typography that is readable and legible.

You must:

· include the client’s logo

· not modify any of the client’s artwork without approved to do so

· use any artwork that you do not have exclusive licensing agreements that allow you to create and publish the copy

· include all the artwork conforming to the client’s requirements.

Copies must:

· conform to the legal and ethical requirements that are specific to the client’s area of operation

· be free from:

· false claims or misleading statements

· plagiarism

· discriminatory language

· inappropriate language

· obscenity in images

· therapeutic claims

· include truthful and accurate content

· not use offensive language

· incorporate decent content

· avoid puffery

· show fairness and responsibility to the competitor

· not violate social integrity.