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02/11/2026

How to become a better speaker in November and 2 things to avoid in a speech

Imagine standing in front of 200 people, picking up the microphone and opening with:

"Before I begin, let me tell you a little about myself."

And suddenly, 200 people are wondering how long this is going to take!

Of course, your audience wants to know who you are. But they didn't come to listen to your life story. They came hoping to learn something, discover something or be inspired by something.

Instead of spending the first five minutes talking about your qualifications, experience and achievements, give them a reason to care about what you are going to say.

There is another sentence that speakers should banish from their vocabulary.

"I am not very good at public speaking."

Really? You've just walked onto a stage, been handed a microphone and announced to everyone that they should lower their expectations!

Even if you are nervous, why advertise it? Your audience may never have noticed your shaky hands or racing heartbeat until you pointed them out.

Confidence doesn't mean pretending to be perfect. It means giving people a reason to listen, even when you are feeling uncomfortable.

Remember, the opening of a speech is not the time to apologise for being there or explain why you deserve to be there.

It's the time to make the audience glad they came.

What's the most annoying speech opening you've ever heard?

31/10/2026

What are you planning to achieve in November?

November is almost here, and with just two months left in 2026, it's a good time to ask ourselves a simple question: What do we really want to achieve before the year comes to an end?

For some, November could be about closing more sales, winning new clients and finishing the year with stronger business results.

For others, it might be about getting back into the gym, exercising regularly and taking better care of their health.

Perhaps it's time to spend more quality time with family, catch up with old friends, take that long-overdue holiday or explore a destination that's been on your travel list for years.

And then there are those who simply want a little more balance, less stress and more time to enjoy the things that matter.

Whatever your priorities, November is another opportunity to make progress.

You don't have to change everything overnight. Sometimes, a few small decisions can make a big difference.

So, what's on your November wish list?

More sales, more exercise, more quality time, more travel or something else entirely?

I'd love to hear what you're planning!

30/10/2026

This New Feature on LinkedIn Could Double Your Content's Reach

You might have noticed the new Collab feature for posts.

It could become an interesting opportunity for marketers, business owners and content creators.

Why?

Because instead of publishing content and hoping your own network discovers it, you can collaborate with another creator or brand and potentially expose your content to two different professional communities.

Think about the possibilities.

A digital marketing agency could collaborate with a business consultant.

A real estate company could team up with a mortgage advisor.

A corporate training company could collaborate with an HR director.

Both parties bring their expertise, their perspectives and, importantly, their audiences.

The real opportunity goes beyond getting more impressions.

It's about building credibility, discovering new audiences, attracting relevant followers and creating business relationships.

For B2B marketers, this could be particularly valuable.

Instead of spending more money trying to reach new audiences through advertising, why not create something meaningful with people who already have the attention of your target customers?

Of course, collaboration doesn't automatically guarantee double the reach or engagement.

The quality of the content and the relevance of the collaborators still matter.

My advice?

Start identifying five people or businesses in your industry with complementary audiences and explore what you could create together.

LinkedIn has always been about networking. Perhaps it's time we started treating content the same way.

Are you going to experiment with LinkedIn Collab posts?

Who would you like to collaborate with?

29/10/2026

If your CMO is not using STP, its time you had a discussion
One of the biggest mistakes businesses make?

Trying to be everything to everyone.

The result?

Generic messaging, wasted marketing budgets, and customers who don’t understand why they should choose you.

There’s a classic marketing framework that can change this: STP (Segmentation, Targeting, Positioning.)

Here’s how it works.

Segmentation: Find Your Most Valuable Customers

Not every customer has the same needs, budget, or buying behaviour.

Break your market into meaningful groups based on what they need, what they can afford, and what motivates them to buy.

For example, a training company could serve fresh graduates, mid-level managers, and corporate leadership teams. Each group has different expectations.

Targeting: Choose Who You Want to Win

Just because you can serve everyone doesn’t mean you should.

Which customer segment offers the best combination of revenue potential, profitability, and long-term growth?

Focus your resources on the segments where you have the strongest advantage.

Positioning: Give Customers a Reason to Choose You

Once you know whom you want to serve, make it crystal clear why they should choose you over your competitors.

Don’t just say, “We provide corporate training.”

Say, “We help UAE companies turn managers into high-performing leaders.”

See the difference?

One describes a service. The other communicates a specific value proposition to a specific audience.

The real power of STP?

You stop competing for everyone’s attention and start becoming the obvious choice for the right customers.

And when your segmentation, targeting, and positioning are right, everything else becomes easier: your advertising, content marketing, sales conversations, and customer retention.

Does your marketing speak to everyone, or does it make your ideal customer feel that you understand them better than anyone else?

27/10/2026

Let's meetup today for coffee ☕and selfies

If you are at the Dubai AI Festival today? Let's meet for coffee, conversations and selfies!

I'm looking forward to connecting with entrepreneurs, AI founders, tech enthusiasts, investors, marketers and business leaders who are passionate about how artificial intelligence is changing the world.

The Dubai AI Festival, happening at DWTC brings together global AI innovators, businesses, investors and policymakers to explore the next big opportunities in AI.

From AI agents and enterprise transformation to investment, governance and the future of work, there's plenty to discuss. The festival's theme says it all: Where Intelligence Meets Opportunity.

23/10/2026

If you are an e-com business owner, this is for you...

What if changing just 5–12 words on your product page could increase your ecommerce revenue by 100% or more?

You might not need more traffic.

You might not need a bigger advertising budget.

You might not even need to reduce your prices.

You may simply need to change the words that convince a customer to buy.

Think about it. Someone visits your product page. They like the product. They look at the price. They hover over the Add to Cart button.

And then… they leave.

Why?

Perhaps they are worried about delivery.

Maybe they are unsure whether the product will work for them.

Perhaps they don't trust the returns policy.

Or maybe your product description talks about features when the customer really wants to know the benefits.

The secret is to identify the doubt stopping the purchase and address it with the right words.

JustThrive, a supplement brand, ran two consecutive split tests on its product page.

The changes included reducing visual clutter, placing trust signals near the purchase button, highlighting a subscription offer and making the best-value option more prominent.

The result?

Revenue increased by 30.4% in the first test and a further 54.77% in the second, compounding to a reported 101.82% increase in revenue.

This was a combination of page and offer changes, not simply a rewrite of 5–12 words.

21/10/2026

What Do Performance Max Campaigns and a Strawberry Shortcake Have in Common?

More than you think!

Imagine walking into a bakery and seeing a gorgeous strawberry shortcake. Fresh strawberries, fluffy sponge, silky cream and just the right amount of sweetness.

It looks irresistible.

But what if the sponge is stale, the cream is too heavy and the strawberries have no flavour?

All that beautiful decoration, and nobody wants a second slice.

Welcome to the world of Google Performance Max campaigns!

Your website is the foundation of your marketing cake.

You can have the smartest AI-powered campaign in the world, but if your website loads slowly, your landing pages are confusing or your checkout process is painful, you're going to lose customers.

Make the foundation strong before pouring more advertising budget into it.

Fresh, attractive strawberries make the cake worth buying.

In Performance Max, your products, pricing, offers and value proposition play a similar role.

If you're selling premium products at uncompetitive prices or promoting an offer nobody wants, Google's AI cannot magically make customers fall in love with them.

Give people a compelling reason to buy.

Performance Max can serve ads across Google's eligible inventory, including Search, YouTube, Display, Discover, Gmail and Maps.

Your images, videos, headlines and descriptions help Google assemble relevant ad experiences for different placements.

Boring creative? That's like serving a strawberry shortcake without the cream.

Invest in compelling visuals, benefit-driven headlines and videos that make people stop scrolling.

Here's where things get interesting.

Performance Max uses Google's AI to optimise bidding, placements and other campaign decisions towards your chosen objectives.

But even the best baker needs good ingredients and a clear recipe.

Provide accurate conversion tracking, meaningful conversion values, relevant audience signals and a well-structured product feed where applicable.

And please don't tell the baker that every visitor is a paying customer!

Let's say you spend AED 100,000 on Google Ads and generate AED 500,000 in attributed revenue.

That's a 5x ROAS, or 500%.

Sounds delicious, right?

Not so fast.

What are your product costs? Delivery costs? Staff expenses? Discounts? Returns? Other operating expenses?

If your margins are low, that beautiful-looking ROAS could leave a bitter aftertaste.

Here's how to make it healthier.

If your gross margin before advertising is 40%, your break-even ROAS on that gross profit basis is 2.5x, or 250%, before other costs not included in that margin.

Your actual target should account for all relevant costs and the profit you want to retain.

A click isn't a customer. A page view isn't a sale. And a low-quality lead isn't necessarily worth celebrating.

Track purchases, qualified leads and meaningful conversion values.

For lead generation, connect campaign data to your CRM where possible so you can assess which leads actually become customers.

Use accurate tracking, strong product feeds, persuasive creative and useful first-party data.

Set realistic goals and avoid making major changes before you have enough reliable data to evaluate performance.

Performance Max automates many campaign decisions, but your job is to monitor search-term insights, asset performance, conversion quality, landing pages and profitability.

AI can optimise towards the goal you give it. Make sure that goal reflects what your business actually needs.

A campaign generating AED 1,000,000 in revenue at a poor margin may be less valuable than one generating AED 600,000 at a much better margin.

Revenue is the icing. Profit is what keeps the bakery open.

15/10/2026

We have been building an ecommerce site for Tech First Gulf for sometime and one of the interesting points discussed with Sudhanshu Saroha, Amit K and Jai Bhatia is the importance of stories in brand building.

Lenovo just dropped a smart piece of long-form brand storytelling that is brilliantly different and CMOs should pay attention to.

As part of its 'Backing Every Business' initiative, Lenovo launched a four-part documentary series following small-business founders from Japan, Mexico, the UK, and the US.

In this Twinning program, entrepreneurs step into each other’s businesses, share challenges across industries and cultures, and collaborate on real growth solutions.

This isn’t a polished product film or a quick social cut.

It’s patient, human storytelling that positions Lenovo as a genuine partner in the entrepreneurial journey, not just a technology vendor.

In a world of short attention spans and ad avoidance, brands that invest in authentic, long-form content that builds emotional connection and cultural relevance are creating stronger differentiation.

Lenovo is using documentary format to deepen engagement while reinforcing its role in supporting the people who drive local economies.

Worth watching as a case study in purpose-driven content done with substance.

What other brands are using long-form storytelling effectively right now?

13/10/2026

Why Your Digital Strategy Keeps Falling Short and What the C-Suite Needs to Do About It

Every business wants more from its digital strategy. More visibility, more qualified leads, stronger customer relationships, better conversion rates and, ultimately, more revenue.

Yet the real opportunity lies in moving beyond digital activity and building a strategy that delivers measurable business growth.

The good news is that many companies already have the foundations they need. They have websites, social media channels, CRM systems, marketing automation, analytics and access to increasingly powerful AI tools.

What they need is a clearer connection between these investments and the business outcomes that matter most.

This is where the C-suite can make a significant difference.

Digital Transformation Starts with Business Objectives

A successful digital strategy does not begin with a new technology platform, a social media campaign or an AI implementation. It begins with a business question.

Do we want to acquire more profitable customers? Enter new markets? Increase customer lifetime value?

Shorten the sales cycle? Improve retention? Build a stronger brand that makes future sales easier?

When these objectives are clear, digital marketing becomes a strategic business function rather than a collection of disconnected activities.

The CEO sets the direction, the CFO helps establish financial accountability, the CMO connects customer insights with market opportunities, and the CIO or CTO ensures that the technology supports the strategy.

When these leaders work together, digital investments have a much clearer path to delivering results.

Connect Every Digital Activity to Revenue

One of the biggest opportunities for businesses is to understand how their digital activities contribute to revenue.

Website traffic, social media engagement, email open rates and search rankings can all provide useful insights.

These metrics become far more valuable when connected to qualified leads, sales opportunities, customer acquisition costs and actual revenue.

For example, a company may celebrate a significant increase in website traffic while its sales pipeline remains unchanged.

Instead of simply investing more in traffic generation, the leadership team can examine the entire customer journey.

Are visitors reaching the right pages? Is the message addressing their needs? Is the offer compelling? Can prospects easily take the next step? Does the sales team follow up effectively?

This broader perspective creates opportunities to improve performance at every stage, often without dramatically increasing the marketing budget.

The objective is not to abandon marketing metrics. It is to make those metrics work harder for the business.

12/10/2026

How to Get Unstuck with Your Marketing

Sometimes, the problem with your marketing isn't that you're doing too little. It's that you're doing too much of the wrong things.

You're posting on LinkedIn. You're running ads. You're sending emails. You're updating your website. You're investing in SEO. Yet the leads aren't coming, conversions are disappointing, and you're beginning to wonder whether any of it is working.

Sound familiar?

When your marketing gets stuck, the answer isn't necessarily a bigger budget or another agency. It may be time to ask better questions.

Start by listening to your customers. What problems are they trying to solve? What makes them hesitate before buying? Why do they choose you over a competitor? What do they wish you offered that you don't currently provide?

These answers can be more valuable than another month of guessing what content to publish.

Next, look at your website through the eyes of a potential customer. Does it clearly explain what you do, who you help, and why someone should trust you?

Does it give visitors a compelling reason to get in touch? Or is it simply an online brochure that looks good but generates little business?

Then examine your marketing funnel. Are you attracting the right audience? Are you giving them useful reasons to engage? Are you following up with prospects who show interest but aren't ready to buy?

And here's something many businesses overlook: one good conversation with a customer can become months of powerful marketing content.

A podcast-style interview with your CEO, sales team or existing customers can uncover insights that would never emerge from a typical brainstorming session.

Ask 20 probing questions, explore the answers, and turn those insights into website copy, LinkedIn posts, articles, videos, email campaigns and sales messages.

Instead of constantly asking, "What should we post next?", you'll have a bank of authentic stories, customer insights and ideas that reflect what your market actually cares about.

Finally, stop measuring marketing success by activity alone. Likes, impressions and website traffic can be useful indicators, but the bigger questions are whether you're generating qualified enquiries, building trust, shortening sales cycles and winning profitable business.

You don't always need to reinvent your marketing. Sometimes, you need to reconnect it with your customers, your business goals and the reasons people buy from you.

My advice? Don't add another marketing tactic until you understand what's holding the current ones back.

Find the bottleneck. Listen to your customers. Fix the message. Improve the journey. Measure the results.

Your next marketing breakthrough might not come from doing more.

It might come from finally doing what matters.

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Seo Souq FZ LLC, TwoFour54, Yas Creative Hub
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