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Consistency shouldn’t sound like a template. When output explodes across teams, channels, and languages, many brands trade warmth for speed. That’s how you end up with copy that sounds like it was written by a committee, accurate, compliant, lifeless.
You don’t need more approvals. You need a few human rules, a couple of light rituals, and a handful of guardrails that keep every post, page, reply, and announcement speaking to one person, clearly, kindly, and in Arabic and English.
Teams publish faster than they gather real phrases customers use.
Edits layer hedges (“may,” “could,” “should”) until nothing feels direct.
Arabic becomes a pasted translation instead of a native voice.
Safety language takes over the message instead of supporting it.
Drafts are faster, but the tone is generic unless a human finishes the job.
Treat human as a requirement, not a style. If it wouldn’t pass face-to-face, it shouldn’t pass publish.
Lead with the benefit in one line; keep the “why it matters to you” sentence.
Avoid blame; explain the path.
Acknowledge → clarify → commit → close the loop publicly.
Empathy first, specifics second, path to resolution third.
One promise, one deadline. Cut flourishes.
If a message needs three qualifiers (“may,” “could,” “anticipated”), you’re protecting the brand at the cost of trust. Say what you know; give a time for the rest.
Read 10 comments, 5 ticket snippets, 3 sales objection notes. Harvest phrases you can reuse.
If you wouldn’t say it to a person, rewrite it.
Remove hedges, add next step + time, add a thank-you or apology if effort was required.
Quick gut checks, include at least one Arabic-native editor.
leverage, synergies, ecosystem, navigate, kindly be advised, pursuant to…
Does it (1) address one person, (2) name the action, (3) give timing, (4) acknowledge effort/feeling if relevant, (5) sound like speech?
Machine for draft/summarize; human for tone, empathy, and decisions. No auto-publish.
Publish the six human rules company-wide.
Gather 25 real customer phrases (EN/AR). Pin them in your writing hub.
Create a tiny microcopy bank: 10 CTAs, 5 confirmations, 5 apologies (EN/AR).
Run a read-aloud clinic for two high-impact flows/posts.
Add names/initials to support replies where appropriate.
Ship two recurring social series with a warm opener line.
Set the H-5 check in the workflow (checkbox or bot reminder).
Trim your banned words list into the editor as autocomplete warnings.
Review: first-draft acceptance rate, AR/EN engagement gap, and 10 verbatims from users.
AR/EN engagement gap under 10% on matched posts; first-draft acceptance up; fewer “can you review?” pings.
Not if you’re consistent about principles, not scripts. Keep the six rules and banned words steady, but let phrasing and examples breathe. The result feels recognizably “you,” not copy-pasted.
Divide the message into two layers: human first line (what’s happening, what you’ll do, when) and the required legal line underneath. Keep both short. Compliance supports the promise; it doesn’t replace it.
Use clear MSA with natural rhythm. Decide when colloquial is acceptable in social replies, but keep product and policy in MSA. Pair Arabic/English examples in your microcopy bank so tone matches across both.
Use it to summarize research, produce first drafts, or translate intent. A human does the last mile: read-aloud, add empathy, set timing, remove hedges. No auto-publish; no exceptions.
First-draft acceptance rate, AR/EN engagement gap, time-to-publish on key surfaces, and 10 monthly verbatims that mention tone (“clear,” “helpful,” “kind”). If those move in the right direction, your brand sounds human, at scale.
and treat AI as a creative partner worth mentoring.
