Career talks: Meet Mnawar J. Mohammed, CopyArabia founder who wants Arabic to come first!

Welcome to today's episode of career talks, where I'm delighted to host Mnawar Mohammed ????? ???? ???????? - a copywriter, business owner, lecturer, and author. With the advent of the ChatGPT revolution, I was particularly interested in Mnawar's insights on the progress of AI and its potential impact on professions related to communication and copywriting. Moreover, I was also intrigued to learn more about the company Mnawar founded, how he identified a need and capitalized on it. People like Mnawar demonstrate our capability to adapt and discover new opportunities to pursue. We keep going!

Learn about this and much more in this valuable career talk! Before you start, don't forget to?subscribe ?for weekly career inspiration.

Fadi: Hello Mnawar, greetings and welcome to the career talks! It's a pleasure to have you today to share with us your career experiences. You have specialized in copy writing and developing content, and built your whole career around it; as a professional, as a company owner helping other business, as a lecturer and also author. However, with the launch of ChatGPT and its remarkable capabilities, we all recognize that the landscape has shifted. In what ways do you anticipate this will impact the profession as a whole?

Mnawar: Thank you Fadi for hosting me in Career Talks. It’s such a pleasure. Well, ChatGPT and other upcoming chatbots should never be seen as ‘competitors’ to copywriters and content creators. As a matter of fact, professionals should look at them as their ‘assistants’. Research is a great part in content creation. It has always been a burden to marketers, as it is time-consuming. Now, we have ‘someone’ to dump this load on. Why don’t we make it to our benefit??

On the other hand, ChatGPT will be a nightmare for junior content writers. Why would I, as an agency, hire a starter who I have to edit their work afterwards when a bot can do the same for free? For this specific reason, content writers should leverage their game using AI and they should do it fast.

Looking back at my career, I wouldn’t change anything.

Fadi: I understand that you studied communication at the Lebanese University and began your career as a copywriter, which you seem to have a strong passion for. As you reflect on your journey so far, are you content with the choices you've made? Could you share what communication means to you personally, and how we can ensure effective communication in today's fast-paced, multi-layered channels?

Mnawar: Indeed, I am! Looking back at my career, I wouldn’t change anything, not even a bit. For me, communication is the key to success. Whether written or verbal, if you can pass your message eloquently, nothing can really stop you.?

In current era of quick, multi-layered communications, effective communication can be done by implementing the following tactics:

• Choose the Proper Channel: Many communication channels are available, including social media, email, instant messaging, video conferencing, and phone calls. For various forms of communication, different channels are appropriate. For instance, instant messaging is preferable for quick and casual conversation whereas email is better for official communication. Considering the type of communication, select the appropriate channel.
• Keep it Simple: People have short attention spans in today's fast-paced society. Consequently, it's crucial to maintain the message straightforward and understandable. Avoid technical jargon and convoluted words by speaking plainly. Moreover, make an effort to keep your communication brief and direct.
• Be Responsive: People anticipate a prompt response because there are numerous communication methods accessible. Being timely and quick to respond to emails or messages is essential. If you are unable to respond right away, acknowledge the communication and estimate when you will.
• Use Technology: With tools like project management software, collaboration platforms, and communication applications, you may increase the effectiveness of your communications. These solutions offer a consolidated platform for communication, assist in tracking conversations, assign tasks, and set deadlines.
• Explain Expectations: It's critical to do this at the beginning of a communication in order to promote effective communication. Declare the communication's goal, the expected result, and the schedule in clear terms. Moreover, if you are unclear about something, ask for clarification.
• Engage in active listening: Since communication involves both parties, it is essential to engage in active listening in order to ensure effective communication. Pay attention to what the other person is saying, interrogate them, and, if necessary, request clarification

Fadi: It's a pleasure to connect with another author, and I appreciate the tremendous time and effort it takes to complete a book. Your book "Fundamentals of Copywriting" has achieved remarkable success. Can you tell me if this was your first book, and what inspired you to write it? Furthermore, how would you summarize the book? In other words, what are the essential principles of copywriting that you cover in the book?

Mnawar: Yes, "Fundamentals of Copywriting" was my first book. I wrote and published it during the pandemic back in 2020. The hype back then – and up to this day – was all about gaining new skills to be able to land a job in a fast-paced world.? I can say that I poured my heart and soul into this book, communicating around an experience of two decades in the business.?

The book deals with the rules and principles of writing ads in Arabic for an Arabic speaking audience from all walks of life, the objectives of ad text, and how to achieve them successfully. It teaches writing and how to perfect one's writing skills for various media, from television and radio, to digital and social media platforms. The book gives the reader the required tools to understand target audience, utilize psychological insights to genuinely engage an audience, as well as choose the right approach to address them. It is the first of its kind for writing advertising copy in Arabic, for the Arab market.?

Fadi: What about your other book “Fundamentals of Transcreation: An Indispensable Aspect in Intercultural Communication”? What is it about? and how successful has it been?

Mnawar: Following my first book and accommodating the need to adapt international campaigns into Arabic, I decided to write my second book about the fundamentals of transcreation.?

When I wrote this book, my target audience were copywriters. However, as per my data, many legal translators bought the book, aiming to shift their career into a lucrative one: transcreation. Dubai agencies for instance are known for creating advertising campaigns in English, then adapting them into Arabic. For this specific reason, I launched back in 2017 the social media campaign:

#Arabiccomesfirst ?

While other copywriting agencies focus on catering for different languages, CopyArabia was built to fill the shortage of agencies that could write in various Arabic dialects.

Fadi: I have great respect for individuals who have the courage to strike out on their own and establish their own company. You founded CopyArabia eight years ago, which is quite an accomplishment. Could you share some insights into your experience, and how successful the venture has been thus far? Additionally, I'm curious to know how the current economic situation in Lebanon and the COVID-19 pandemic have impacted your business.

Mnawar: The experience was exhilarating. Having your own business is always a challenge, and personally, I look at challenges as a fun game. In the high and low times, you have to keep innovating to set yourself apart from the competition. ?

Honestly, I owe the huge success of the company to the Vertical vs. Horizontal model. While other copywriting agencies focus on catering for different languages, CopyArabia was built to fill the shortage of agencies that could write in various Arabic dialects. From Riyadh to Morocco and cities in between, CopyArabia will make any brand stay relevant to their audience.?

During the pandemic, CopyArabia ventured more into the educational sector. We gave many online courses, workshops and seminars. We also managed to capitalize the economic and financial crisis in Lebanon through outsourcing some of our workload to senior writers in the country. This means less cost to our clients, while benefiting struggling yet talented writers.?

Fadi: I understand that you've recently begun working as a lecturer at Antonine University. May I inquire about what you teach? Also, how has the experience of teaching been for you so far?

Mnawar: After the pandemic, I started giving face-to-face workshops, courses and seminars. Frankly, I got a great kick out of it and wanted more. Antonine University needed a Copywriting Instructor, and who was better than the guy who wrote the book about it to fill the gap?

The Dean is a great leader. The Head of the Department is quite supportive. The students are eager to learn. Give this combination to any teacher, and he’ll be on Cloud 9.??

AI is your friend, not your enemy.

Fadi: If you were to offer advice to students pursuing a career in communications and content creation, what guidance would you give them?

Mnawar: One thing and I can’t stress enough is: always stay up-to-date. Times are changing rapidly, and you need to stay at the top of the game, always. ?

For example, make the best of Artificial Intelligence. AI is your friend, not your enemy. With the emerging technologies on a daily basis, you can now create content easier and faster. This means more money for you. Even if you’re pursuing a full-time employment, an employee with AI knowledge is always desired rather than the average Joe / Jane.?

Fadi: Are you working on any other books at the moment? Planning to write more in the future?

Mnawar: Yes, I am in the process of editing my third book in digital marketing. Towards the end of the year, I will start writing my first self-help book. I noticed there’s a shortage in this department in the Arabic language, and I’m planning to fill it with valuable material.?

Fadi: What are your hobbies and biggest dream?

Mnawar: When I am not working, I enjoy long walks with my wife. Reading is one of my favourite routines. I read around 3 books a month. Meditation also helps me to stay focused and relaxed, in order to accomplish more.?

My biggest dream is to launch a training academy to empower the next generation, and make the older one feel included. I also want to pass my knowledge in publishing and content creation to other aspiring talents. In an industry full of ego, I want to support others to succeed as well. Who knows? Perhaps one day we’ll stop calling it: ‘The Devil’s Business’.?

My father has also taught me the value of resilience. He has always encouraged me to embrace challenges and view them as opportunities for growth.

Fadi: Can you name 3 people who have been a source of inspiration for you in a way or another?

Mnawar: David Ogilvy. Elon Musk, and of course, my late father.?

David Ogilvy was 38 and unemployed. He dropped out of college. He has been a cook, a salesman, a diplomat and a farmer. He knew nothing about marketing, and has never written any copy. He professes to be interested in advertising as a career. Three years later, he became the most famous copywriter in the world, and in due course built the tenth biggest agency in the world.

I see Elon Musk as an inspiration for a many reasons. He possesses a visionary mindset and is committed to resolving complex problems in order to make his ambitious and futuristic vision a reality. His proven ability to create and lead successful companies that have brought technological advancements to various industries has inspired me to follow my dreams to the end. His innovative ideas and ability to push boundaries have motivated me to think creatively and come up with new solutions to problems. His personal story, which includes his challenging upbringing and entrepreneurial failures, has inspired me to overcome obstacles and pursue my own goals.

For me, my father has been an exemplary figure, teaching me the values of commitment and resilience. Throughout my life, my father has demonstrated the importance of making the best out of any situation and never giving up, no matter how tough the circumstances might be.

My father's commitment to his work, family, and community is one of the most striking qualities that I have learned from him. He has always emphasized the importance of being responsible and dedicated in everything we do. Whether it was his job, his family, or his hobbies, he always gave his best effort and remained steadfast in his commitments. As a child, I would often observe my father working long hours and weekends to ensure that he delivered quality work and met his deadlines. His dedication to his work has instilled in me the importance of hard work, focus, and discipline.

In addition to his commitment, my father has also taught me the value of resilience. He has always encouraged me to embrace challenges and view them as opportunities for growth. Whenever I faced a difficult situation, my father would remind me to stay positive and never give up. He would often recount his own experiences of overcoming obstacles, sharing how he persisted through adversity and emerged stronger. His words and actions have taught me that with determination and hard work, any obstacle can be overcome.

My father's commitment and resilience have also inspired me to develop my own sense of perseverance. Whenever I feel discouraged, I remind myself of my father's example and draw strength from his teachings. I have learned that no matter how challenging the circumstances may seem, there is always a way to overcome them if one remains committed and persistent.?

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