Marketing Copywriting

We write; we don't translate. Literally translated copy arrives comprehensible and cold, because what persuades in Arabic is not what persuades in English: the imagery, the rhythm, and what is said outright versus left implied all differ. So each language is written from the idea itself rather than from the other language's text — and that is also the only way to read which audience actually responded.

Tone is a decision made once that governs everything written after it: how formal you are, whether you joke, whether you address people in the plural or singular. Ad copy is a piece written for one purpose with a shelf life. Without a settled tone, every text becomes a fresh negotiation, and the audience starts to feel it is dealing with several organisations rather than one.

It depends on the channel, not on taste. Content published on your site and read in search and answer engines is written in clear standard language — that is what is understood across borders and what gets indexed. A direct message, by contrast — WhatsApp, a reply, a short video — is closer and more credible in everyday speech. Mixing it the other way round is what sounds strange.

By what the reader does afterwards, not by how we feel about it. The version that reads more pleasantly may be the weaker one. So copy is written to be testable: two versions of the same ad, or two headlines for the same page, measured against a defined action. And we will not promise you a result — we will promise the copy is measurable.