Nowadays, it seems like everywhere you turn you see a piece of marketing. You may not realize it, but most of us see or hear thousands of ads per day—whether it be on TikTok, Instagram, or in person. Heck, there may even be an ad on this page as you read this! With millions of companies shoving their products and services down our throats, we tend to ignore 99% of what we see. However, Ramzi Al-Malkawi, one of the highest ranked copywriters in Virginia, has figured out a way to jump, skip, and leap over the competition and earn the remaining 1% of attention from consumers.

By applying what he refers to as the ‘Friend Technique’, Ramzi wipes off the standard marketer-esque persona and instead replaces it with a style of writing that resembles a close friend. The theory behind this technique is that people will often favor the opinion of an individual of whom they have a longtime relationship with rather than a stranger they just met. Knowing this, Al-Malkawi structures his copy to sound less formal and more easygoing to build a similar relationship with the reader.

Ramzi is currently writing copy for Tycoon Enterprises, a digital startup company specializing in B2B sales. When asked why he chose copywriting as a career path, he said: “I don’t know…my mama always told me I had a way with words. I just enjoy figuring out new ways to engage and invoke emotion through sentence structure and placement. It’s pretty satisfying when you’re able to make someone do something based on the words you say and how you say them.” Over time, Ramzi has successfully been able to increase the conversion rate for their primary sales funnel over fivefold, resulting in a sharp spike in company profit.

In college, he wrote numerous research papers on a variety of subjects that caught the attention of his professors. Although these pieces were not marketing nor sales related, he received written compliments from his educators on multiple occasions expressing their fondness of his word choice and attention-to-detail. Subsequently, one of his previous professors still uses his work as an example for students to follow to this day.

Although Ramzi Al-Malkawi is only in his early twenties, it seems as though the quality of work he produces as a copywriter far surpasses many copywriters who have double or triple the amount of ‘experience’. It goes to show how sometimes more experience doesn’t always equal better work. It’s difficult to ignore the fact that this young professional has a talent many can only dream to acquire, and it makes you wonder about the possibilities of all the great things he can achieve in the future because of it.