Category Archives: The Truth

4 Google Moments

Four Google moments For Buyers

Great for shops and restaurants if you’re looking to get spur-on-the-moment traffic.


  1. Augments (Replaces?) the buyer cycle with smartphone usage and phases
  2. Push carts and pop-up shops should make use of their proximity to complementary businesses particularly for the I-want-to-do moments
  3. Help customers make a purchase decision with comparative data that can be checked on smartphones
  4. TV commercials are intrinsically linked to microsites. What if we ran campaigns that started from the TV and ended up online?
  5. Location based searches might drive traffic to you, especially for undecided searchers.

source: 4 New Moments

Before making a Plan, Ask these questions…

  1. What…?
  2. So What…?
  3. Do What…?


E.g.: What is this?

Why: Define and clarify the situation so that everyone understands the same thing. Without a shared vocabulary, it’ll be quite like the workers in the Tower of Babel, and we know what happened to it.

So What…?

E.g. So What does it mean?

Why: We are looking for implications, subtext, hidden stakeholders, and consequences. No one really lays it all out  — dig deeper and uncover the real problem; otherwise, this planning is an exercise in futility.

Do What…?

E.g. What can we do with this?

Why: Clarity and Research is great. But without action, it’s just hot air – like so much fluff. All plans must contain actions that help to fulfil it. Otherwise, it’s just a thinking exercise.

#22 Want Readers Write Good Headers

#22: Effective Headers Get Readers

If you know some HTML, then you might have seen bits of words with <h1> or <h2> tags.

For example,

This is a <h1> tagged phrase </h1>

looks like…

This is a

tagged phrase

As you can see, anything between the tags are headers. And they’re important, because for you – the blogger, content creator, social media sharer –, headers get you readers.

Continue reading #22: Effective Headers Get Readers

#17: Murder Your Darlings – Be Succinct

Going on and on and on and on and on kills moods, destroys meanings, invades the brain like a bad Rick Roll and irritates like smelly people queuing overnight for Hello Kitty toys from McDonalds (I kid you not, this happened in Singapore).

There, I had to get it out of my system.

Long, rambling sentences get my goat. I argghhh against writers do not know how to trim, nip and tuck for our reading ease.

William Strunk said it best:

Vigorous writing is concise. A sentence should contain no unnecessary words, a paragraph no unnecessary sentences, for the same reason that a drawing should have no unnecessary lines and a machine no unnecessary parts. This requires not that the writer make all his sentences short, or that he avoid all detail and treat his subjects only in outline, but that every word tell.

From Strunk & White

Continue reading #17: Murder Your Darlings – Be Succinct

#12 How to Define Your Audience

#12: How to Define Your Audience

“Who’s it for?” asked my Editor.

She wasn’t asking whether my story was for her or another editor. She was really asking: “Who are you writing it for?”

I’d like to say “everyone”, but I can’t. Trying to write a story for everyone is like trying to fit the entire world into your pocket. It’s an impossible task, simply because everyone wants different things.

But we can create content for specific groups of people – lawyers fresh from the Bar, or fash hags who must have the latest fashion trend, or even stay-at-home dads – as they consume similar content in similar ways. Identifying these groups isn’t that hard. It’s just a matter of asking the right questions and using the right sources.

Continue reading #12: How to Define Your Audience

#7 Your Content Needs a Style Guide

#7: Your Content Needs a Style Guide

Think of style guides as a rulebook.

Not to limit, but to keep things consistent – when to bold, italicise, or have headers break up text etc.

It’s important because we look for patterns.

Break the pattern and we get jarred, like going over a pothole. Also, consistency creates signposts that demarcate new sections, place names, even hyperlinks!

What goes inside a style guide depends on what it’s for: brand identity, video, magazine or website? It might cover editorial-type styles – from grammar to how to write a post – or it might cover colours and dimensions.

The contents might change, but remember: a style guide is for consistency.

Continue reading #7: Your Content Needs a Style Guide

#2: The First Line is the Most Important

Which would you start with?

"My mom was an old woman." or "Shush your mouth, boy!"

My bet’s on the second quote, because it grabs attention. That’s what you need to hook people onto your work, and that’s what you should remember when creating content.

It’s an old idea.

We’ve been taught in school that a killer opening makes a good story. Editors exhort writers to make their first lines strong and powerful in magazines and newspapers.

In the online world, it’s the same with much less time. You have 5 seconds to grab people’s attention and 60 seconds to tell your story.

Now every microsecond counts.

Continue reading #2: The First Line is the Most Important