Expression
A fact in every sentence.
Itqan writes the way a good operations lead talks: short sentences, real numbers, the name of the thing. In Arabic, English and Swedish, and in the reader’s language when they write first.
Rules, with a line from the site
A thing, a number or a name in every sentence.
“Kickoff is within five working days of payment.”
Plain sentences. No em dashes or en dashes.
“We deploy in your AWS, Azure or Google Cloud account.”
Say what a person decides.
“Nothing is sent. The buyer approves, edits or rejects the draft.”
No invented proof. Sample data says sample.
“An illustration. The company, the order and the numbers are made up.”
No moral or takeaway closer. Stop when the point is made.
“Arabic, English and Swedish, for the agents and for the people you talk to.”
Words we do not use
- elevateSay what actually happens instead.
- empowerSay what actually happens instead.
- seamlessSay what actually happens instead.
- end-to-endSay what actually happens instead.
- cutting-edgeSay what actually happens instead.
- leverageSay what actually happens instead.
- unlockSay what actually happens instead.
- journeySay what actually happens instead.
- solutions (as a noun for what we sell)Say what actually happens instead.
Arabic
- Written for an Arabic readerNot translated word for word. The facts stay the same; the sentence is rebuilt.
- Western digitsAs on most UAE business sites: 30 دقيقة, not ٣٠ دقيقة.
- Names stay in their scriptClient and product names keep the spelling the client uses, often Latin.