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