Copywriting Makes or Breaks your Business X Rania Salah

Copywriting makes or breaks your marketing campaigns and advertisements, thus your business. A skilled copywriter is needed to demonstrate how your goods and services will add value to your customers’ lives and make their lives easier. I’ve got no better guest than the one and the only Rania Salah to tell us about the importance of copywriting in business.

 

• Can you briefly present yourself? 

 

My name is Rania Salah, and I would define myself as an adventurer, a solo traveler, and a logophile (word nerd), even though “to define is to limit” as Oscar Wilde said. I currently hold the position of Copywriter at Cyber Division.  

 

• Can you tell us about your background? I know that you’ve got a rich life experiences and a lot of stories to tell!

 

My background consists of a multitude of experiences; experiences that have had a huge impact on the person I have become and still becoming. 

On the academic level, I hold a Bachelor in English language, classical literature, and civilization. I am currently working on my Master thesis in Translation and Interpreting Studies, after conducting an internship at the International Center for Strategic Security and Military Studies.

On the professional level, I started working as a freelance translator for several NGOs while still pursuing my graduate studies. I recall one of the first documents I worked on; a 50 page document dealing with a victim of torture during Ben Ali’s regime that I had to translate from Arabic into French. It was challenging, indeed, but also dreadful as an experience. I remember having nightmares, going through sleepless nights, and picturing the scenes in my head as I translated every word.

In addition, I worked as a freelance interpreter for the INTERPOL, the PPD, along with other national and international organizations.

I reckon that one cannot identify as an English graduate without going through the teaching experience at least once. Hence, I volunteered as an ESL teacher for high-school students in Brazil and Vietnam during my travels.

As for the personal level, I must say that I am lucky to have visited the four corners of the world. With every country and every culture comes a memory, a scent, and a lexeme. From East and Southeast Asia, to Europe, to North and Latin America, and the Metaverse lol; I have always felt that with every place I set foot in, a hidden aspect of myself was unveiled, while a piece of my heart remained in that space-time continuum.  

 

• We’ve been working together within different industries; Luxury, Sci-fi, Tech, etc. How did you find it? 

 

I believe that it is the most exciting part of our job, is it not! Every sunrise is an opportunity to learn and a challenge to put what you have learned into practice.  

The luxury industry brings your femnine side into light, the sci-fi industry further develops the frontal lobe responsible for creativity, while the tech industry unveils your practical aspect and keeps you up-to-date. 

Apart from learning more about the industries, I felt that my teenage years of reading Science&Vie or slipping through the Secret Archives of Boucheron, served me well in terms of terminology and flexibility. I also learned about my personal characteristics, such as how quickly I adjust to change as a person, and how eager I am to learn, even at times when things get hard, I must admit. 

Plus, things are done differently in different industries, in terms of technology and pace. What was clear to me was what I brought to the table as I transitioned from one industry to the other, given my passion.

Working within different industries adds a lot to the person both personally and professionally. It can help you learn more about yourself and explore the world from different perspectives.

 

• What qualities do you think every copywriter should have?

 

I think that a copywriter should be versatile, multidisciplinary, and most importantly open. In an ideal world, a copywriter would also be a subject matter expert, able to generate appealing copy simply based on his/her vast expertise. 

Since pivoting from client to client and from industry to industry is part of the journey, a copywriter has to be a top-notch researcher with the capacity of conducting an effective research to deliver a unique copy. 

In addition, knowledge about the intended audience and a balanced grasp of the evolving modern world are important characteristics that must be present. 

Though it is important to make a distinction between a copywriter and a writer, I personally believe that both complete each other. A copywriter is a salesperson who sells with words, a writer is an artist who draws the reader in with words, and both combined create an excellent, smart, yet easy-to-read copy. 

 

• How would you describe a copywriter’s relationship with marketing?

 

Copywriting is the art of writing with the intent of understanding the nuances of human behavior and determining how to make an emotional connection with the customer, while marketing is the art of having that customer take a specific action. 

The digital era in which we live compels the two to correlate. In other words, a strong copywriting can make or break a campaign. It is important to not only know what to say, but how to say it. It is critical that the content adheres to the company’s brand identity. Thus, a company can build long-term relationships with customers by keeping them interested and intrigued with the right wording. 

 

• I agree with you Rania, copywriting indeed can make or break a business! Working together in different fields revealed that copywriting is a pillar of a project’s success, it’s in fact the key element of how people will perceive you. What a rich blog today is! Thank you Rania, you brought a lot with you today! I hope everyone loved reading about this topic, don’t forget to subscribe for more.

 

Find Rania here: LinkedIn

Email: rania.salahchourou@gmail.com