No profession or industry has ever escaped criticism. We’ve all been accused of something, whether it’s project delay, high fees, or subpar work. Now, with AI in the picture, we’re facing a new set of accusations.

People love buying. What they hate is the feeling of being sold to. Sometimes we just have to step out of the way and let the product's value speak for itself through a damn good story.

We don't collaborate because it's nice. We collaborate because it's a strategic advantage in the unusual, unpredictable era we live in, where the consumer's attention is a precious resource.

When IKEA opened its store in Bahrain, locals noticed the enormous storefront sign that read 'Create your perfect night's sleep,' and directly underneath it was Arabic text that literally said, 'The same as written, but in Arabic.' This is a story about translation being treated as an afterthought, like something you outsource to the lowest bidder at the last minute.

stc Bahrain is no newcomer when it comes to launching meaningful campaigns, but they cracked a code most brands don't even know exists: how to go viral and build trust at the same time.

"Do people really fall for this AI fluff? Companies and professionals are missing the whole idea of marketing. Marketing, at its core, is about understanding human behavior, and AI distorts that signal by interfering with the data we learn from humans.

You're cranking out content like a machine possessed.

Blog posts every week. LinkedIn updates daily. Email newsletters that would make Hemingway weep (and not in a good way).

And your bank account? Still looking a little lonely.

The thing is most content is basically expensive digital wallpaper. Pretty to look at, but completely useless.

This is it. This is all you need to start writing great copy.

I see a lot of posts and requests to write copy in both English and Arabic. Finding an excellent copywriter is challenging enough in one language. To find one that can copy bilingually is next to impossible.

Copywriting practices are the same everywhere, right? Nope. Here in the Middle East, I toss out some of those “best practices” to get even better practices.

But once you've reached your target audience, how do you convince them to buy your product or service?

Professional emails should get the job done. Here are quick tips for writing formal emails and avoiding mistakes that many people make.

Livelihoods are on the line. But how much threat is AI, really? We lay out the challenges, benefits, and opportunities for copywriters of the future.

We need new ways to fill in that awkwardness at the beginning of an email. Here are a few alternatives…

I love reading those endless copywriting tips on my social media feeds - I genuinely do. While every tip can be applied in some way or the other - this is the only thing you need to remember.

If you're curious about which industries are ranking (highest to lowest) in email marketing, here they are…

Email is still one of the best ways to communicate with customers. In fact, 83% of consumers prefer to receive communication from businesses over email. If that alone doesn’t convince you, here are 7 more reasons to consider email marketing.

Why spend so much on a copywriter when you can use clever AI software to magically compose persuasive content at a fraction of the cost?

Your subject line is your prime real estate. Here are 5 sure-fire ways to get readers to open your emails.

There are over a billion blogs and over 1.7 billion websites. When I think about starting a new blog or building a new website, I wonder how I’m going to stand out from the millions of articles getting published every day. Here’s how..