Use clear and concise language
Use language that is easy to understand and avoids slang, jargon or colloquialisms. According to a survey conducted by YouGov in 2019, 40% of respondents in the UAE felt that advertising is too complicated.
Not good: “Our products are revolutionary and will change the game!”
Good: “Our products are innovative and will help you achieve your goals.”
Understand the cultural norms
Research cultural norms and sensitivities when developing copy to avoid offending potential customers. For example, the use of religious or political references may be considered offensive.
Not good: “Our product is so good, it’s a miracle from God!”
Good: “Our product is highly effective and backed by scientific research.”
Be mindful of legal restrictions
Research the rules and regulations governing the promotion of products and services in Dubai. Violating these rules can result in fines or legal action.
Not good: “Our product is the best and can cure any illness!”
Good: “Our product can help relieve symptoms associated with certain illnesses. Please consult with a healthcare professional before using.”
Highlight the benefits
Highlight the benefits of your offering and what sets you apart from the competition. According to a survey conducted by YouGov in 2019, 65% of UAE consumers are willing to pay more for a product that is of higher quality.
Not good: “Our product is better than the competition.”
Good: “Our product is of the highest quality and is backed by a satisfaction guarantee.”
Use local examples
Using local examples and success stories can resonate with potential customers in Dubai.
Not good: “Our product is popular in the US and Europe, so it must be good.”
Good: “Our product has helped many local businesses in Dubai achieve their goals.”
Consider the language mix
Consider using both Arabic and English in your copy, particularly if you are targeting an English-speaking audience. According to a survey conducted by YouGov in 2019, 88% of UAE residents speak English.
Not good: “Our product is only available in English.”
Good: “Our product is available in both English and Arabic to meet the needs of all our customers.”
Showcase your expertise
Showcase your expertise and industry knowledge to build trust with potential customers.
Not good: “Our team is the best!”
Good: “Our team has over 20 years of experience and is highly skilled in their field.”
Be creative
Use creative and engaging copy that stands out from the competition.
Not good: “Our product is just like every other product out there.”
Good: “Our product is unlike anything else on the market, and we can prove it.”
Include a call to action
Make it easy for potential customers to take the next step.
Not good: “If you’re interested, give us a call.”
Good: “To learn more about our product and how it can help you, call us now.”
Test and optimize
Monitor and track the performance of your copy and make adjustments as needed.
Not good: “We’re not sure why our product isn’t selling.”
Good: “We’ve tested different versions of our copy and found that using local examples and highlighting benefits has led to increased sales.”
Digital Marketing Dynamite 