Georgetown Graduate Helps Entrepreneurs Make An Offer You Can’t Refuse
Long before Eman Zabi (GU-Q’16) enrolled at Georgetown University in Qatar to study International Politics, she dreamed of becoming an astronaut. Older, wiser, and with a degree from the QF partner in hand, Eman left Doha for Vancouver, Canada, where she found herself an explorer in a very different kind of space: the growing field of online business communication.
Through the company she founded, Scribesmith, Eman has been making a name for herself as a conversion copywriter, creating the compelling communication strategies that drive successful business in an online world.
Conversion copywriting is an intensive data-driven approach to writing text for companies that inspires action. That can include getting the reader to click on a link, to order a product, to sign up for a newsletter, or to become a new customer.
On the landing page of her company website, Eman puts it succinctly. “If you’re having a hard time getting leads to convert, you either have a not-so-great product or your copy’s about as interesting as watching paint dry. But, when your brand strikes the right chords, BOOM, the clouds part, and the sun shines down, illuminating a path right to that BUY button.”
As a copywriter, she explained, empirical data is the cornerstone of any project. “We don’t start writing before doing the research. It’s fundamental.” She realized the importance of research in the structure and framing of compelling arguments as an undergrad. “It was in class that I first got the idea you could convince someone of your viewpoint through writing. That was really exciting.”
And with an expanding team of 11 employees and interns, including current GU-Q students, Eman has plans to take her company to the next level with the recent launch of Terrain, a curated e-learning platform for entrepreneurs.
One of those interns is GU-Q Culture and Politics major Ngoc Nguyen, who works as a growth and acquisition intern with Scribesmith. She said her current studies “taught me that I really like jobs that involve creativity and customer interaction. And we’ve implemented a lot of creative strategies to attract new customers to our platform.”
The company has big plans for the future, and is focused on boosting Black, Persons of Color, and indigenous voices through Terrain. “We want to create a platform that helps people become entrepreneurs. It’s a great career path. And it is incredibly gratifying.”
The deadline for Fall 2021 admission at GU-Q for high school and transfer students is February 1, 2021. Information about the application requirements and contact information for the Admissions Office are available at https://www.qatar.georgetown.edu/admissions/