ALPHA MART — CAPTIONS AND WORDING
=================================

Copy one, change the product, post it. If a caption takes more than two
minutes it will not get written, and the shop will go quiet again.


THE FIVE RULES
--------------
1. Short sentences.
2. Indonesian first for feeling. English first for fact.
3. One emoji at most, or none.
4. No more than one exclamation mark a week. Across everything.
5. Always say what to do next.

The test: read it aloud. If it sounds like a shop announcement rather than
Catherina talking to a customer, rewrite it.

  Wrong:  "We are excited to announce our new shipment has arrived!!"
  Right:  "Kontainer baru sudah sampai. Kerupuk, sambal, kecap, Indomie —
           lengkap lagi. Buka sampai jam 6 sore."


THE SIX PILLARS
---------------
Every post is one of these. Over a fortnight aim for:
3 BARANG · 2 ORANG · 2 MASAK · 2 HARGA · 1 KAMPUNG · 1 TOKO

Never let HARGA dominate. A feed that is all prices reads as a shop in
trouble.


BARANG — what landed
--------------------
> [PRODUCT] sudah datang lagi.
> Rak [CATEGORY], sebelah [NEIGHBOUR PRODUCT].
>
> Back on the shelf. Ask us if you can't find it.

> Kontainer baru sampai hari ini. [THREE THINGS], semua lengkap lagi.
>
> New container landed this morning.

> Yang kemarin habis, sekarang ada lagi: [PRODUCT].
>
> The one that sold out last week is back.


ORANG — people
--------------
This pillar beats every product post and cannot be copied by a competitor.
Catherina at least once a week.

> Catherina, tiap hari di toko sejak 2016. Kalau bingung cari apa,
> tanya saja.
>
> Catherina knows where everything is. Just ask.

> Hari ini [NAME] ambil pesanan arisan. Terima kasih sudah percaya
> sama kami.
>
> Thank you for trusting us with it.


MASAK — how to use it
---------------------
> [PRODUCT] buat [DISH]. Satu bungkus cukup untuk [N] orang.
> Tinggal tambah [INGREDIENT].
>
> One packet feeds [N]. Add [INGREDIENT] and you're done.

> Cara paling gampang pakai [PRODUCT]: [ONE STEP].
>
> The easiest thing to do with it.


HARGA — price
-------------
Maximum two a fortnight.

> [PRODUCT] — [PRICE]. Per karton lebih hemat, bilang saja.
>
> Cheaper by the carton. Ask and we'll put one aside.

DO NOT put a price in a Google Business post image. DO NOT put a phone
number in a Google post at all, in the words or in the picture.


KAMPUNG — community
-------------------
> Sabtu ini [EVENT/CLUB]. Kalau butuh minuman dingin buat acara,
> kasih tahu kami dari jauh hari.
>
> Tell us early and we'll have it cold and ready.

> Bangga mendukung [CLUB]. Semoga sukses musim ini.
>
> Proud to support them.


TOKO — behind the counter
-------------------------
> Sabtu paling ramai. Buka dari jam 9 pagi, stok paling lengkap.
>
> Saturday is the big one. Open from 9am.

> Tutup Selasa. Hari lain buka seperti biasa.
>
> Closed Tuesdays. Every other day as usual.


THINGS WE NEVER WRITE
---------------------
- Never "biggest", "cheapest" or "most authentic". Every competitor
  claims all three and none of them mean anything.
- Never describe the Saturday food as cooked or prepared in the shop.
  The only approved wording is: "ready-to-eat Indonesian meals from a
  local caterer, packed and ready to take home."
- Never a health, nutrition or medicinal claim. Not "healthy", not
  "natural", not "good for you".
- Never state that something is halal, vegan, gluten free or free of an
  allergen. Point at the packet. The packet is the authority.
- Never a number of days open. Say "closed Tuesdays".
- Never jamu, herbal remedies or supplements. Regulated in Australia.
- Never mention any wholesale or import business. Alpha Mart appears
  on its own.


HASHTAGS
--------
Five to eight. Never thirty. Always include the first three.

  Always:     #alphamart #tokoindonesia #padstow
  Place:      #sydneyindonesia #indonesianinsydney #southwestsydney
              #bankstown #revesby #panania
  Category:   #indomie #tehbotolsosro #kerupuk #bumbudapur #sambal
              #jajananindonesia #masakanindonesia
  Occasion:   #ramadan #idulfitri #takjil #hampers #17agustus

Put the brand name of the product in as a tag when it has one. People
search brands, not categories.


THE ONE-LINER
-------------
When a line is needed and nothing else fits:

  "Indonesian grocery in Padstow. The things from home, on a shelf
   near you."


WHAT TO CALL THINGS
-------------------
  On the sign     INDONESIAN GROCERY SHOP · PADSTOW, SYDNEY
  In copy         toko Indonesia
  Bilingual pair  Indonesian Groceries · Toko Indonesia
  Heritage        sejak 2016
  The account     @alphamartpadstow
  The address     92 Cahors Rd, Padstow NSW 2211

The business name is "Alpha Mart". Two words. Never AlphaMart, never
ALPHAMART, and never with a descriptor stuck on the end.

Full standards: https://alphamart.au/brand/
Ask: hello@alphamart.au · 0421 775 555
