“Where from? Welcome.”

The 3 most popular English-speaking words in Jordan. You hear it all day, every day. From shawarma chefs slicing their spits to policemen checking boots for tax-free booze. They’re programmed to say…

“Where from? Welcome.”

It serves as a brilliant strapline that captures the positivity of the country. It says, “I’m interested in you, and I want you to feel at ease”. It was my first lesson in marketing from my recent trip to Jordan. Here are a few other things I picked up along the way:

• Tell the truth. Don’t make out that your product or service is something it isn’t. If it’s an old floor, tell us, we’ll appreciate your authenticity even more!

 

• Let people know what you stand for. You can’t be the product for everyone. Don’t share our values? No problem, don’t let the door hit your arse on the way out.

 

• Kill the cliché. If somebody else has already said it, say it differently. Okay, so this one’s a little lost in translation. But the missing ‘free’ made it different, made it resonate, and made me act. P.S. I got one clothes.

 

• Be creative. The words ‘Free Palestine’ are graffitied the world over. Even the biggest campaigners become numb to it. Instead, use creativity to say the same thing, better.

 

• Invest in brand. I speak next to no Arabic, but somehow, I got the feeling this is the go-to place for Swedish flatpack furniture. There isn’t a recognisable name, slogan or logo in sight, but I knew.

 

• Brand placement is key. When visiting a hotel swimming pool, it’s good to know that Marshall joggers are in whilst Marlboro Reds are out. But this just made me want a cigarette. Brands POP if you place them in unexpected places.

 

• Finally, be fun! This feels like something from The Mighty Boosh. The kid who penned this masterpiece has made me laugh, take a picture, and write about it here. I’d be over the moon if someone did that with one of my ads. It reminds me to stop overthinking things and get back to being fun. Because you can’t bore people into buying something. And yes kid, I do love Spiderman.