Many of us didn’t set out to be writers. I, for one, spent eight years studying psychology and psychotherapy, immersed in the human psyche. Back then, I thought I’d be helping clients in a quiet office, not writing campaigns. Yet, I quickly realized something: the tools I learned—empathy, listening, understanding, decoding needs, desires, and unspoken fears—translated seamlessly into copywriting. Why? Because copywriting isn’t just about choosing words; it’s about understanding emotions and relating to others. It’s about creating a dialogue with the reader’s inner world—where their thoughts, dreams, and doubts live.
When I write English-Arabic copy, I’m not just typing words. I’m tapping into your subconscious. I’m drawing out emotions you didn’t know you had. And the ultimate goal isn’t manipulation—it’s connection. Great copy doesn’t force you; it invites you. It speaks to you in your language, from your perspective, until you nod and think, “Yes, this gets me.”
Every word I choose is deliberate. Not because it sounds good, but because it resonates. When I say “You deserve this,” it isn’t by accident. It’s an entry point into a person’s inner world. I have analyzed their needs—status, belonging, love, security—and woven those emotions into the phrase.
Imagine this: You’re scrolling through a bilingual website, and a single line stops you in your tracks. It speaks to something deep inside, a feeling you can’t quite articulate but fully recognize. That’s not luck. That’s the writer’s ability to see you, relate to you, and feel you—along with your fears, desires, and aspirations. This is especially true in English-Arabic transcreation and translation, where cultural nuances and emotional depth are key.
Here’s how psychotherapy inspires English-Arabic Copywriting:
1. Empathy Unlocks the Door Psychotherapy taught me the power of empathy—the ability to step into someone’s world without judgment. Copywriters do the same. When we write, we aren’t just addressing an audience; we’re connecting with individuals. In English-Arabic copywriting, this means considering cultural sensitivities, dialectal differences, and the unique emotional landscape of the audience. We imagine their lives, struggles, and hopes and craft words that feel personal and relatable.
2. The Subconscious Speaks First People make decisions emotionally, then justify them logically. Psychology shows us that the subconscious mind drives behavior. That’s why great copy doesn’t just list features or facts. Instead, it evokes feelings: excitement, security, relief, pride, or happiness. In transcreation, the challenge lies in ensuring these emotions translate seamlessly between English and Arabic, maintaining the integrity of the message.
3. The Power of Silence In psychotherapy, silence often speaks louder than words. In copywriting, simplicity has the same effect. Too many words cloud the message. The right few cut through the noise, leaving room for the audience to feel and reflect. This is especially important in translation, where over-explaining can dilute impact. A concise, well-crafted Arabic phrase can hold the same power as its English counterpart—or even more.
4. Tapping Into Core Needs Psychology reveals that humans share universal needs: connection, belonging, purpose. Copywriters tap into these needs with precision. Phrases like “Join the movement” or “Be part of something bigger” aren’t accidental. In bilingual copywriting, this requires understanding the cultural values that shape these needs. For example, the Arabic-speaking audience may prioritize family, honor, or community, influencing how we frame the message.
When you read words that relate to you—words that move you, spark action, shift perspectives, or comfort your heart—you’re experiencing the marriage of psychology and creativity. It’s a subtle art, one that doesn’t just touch the mind but resonates with the essence of who you are. So the next time you see an ad that feels like it’s reading your mind, remember: It’s not magic. It’s psychology. And behind it, there’s a copywriter, silently smiling, knowing they’ve understood you better than you expected.