Hi Reader,

This weekend, I had a classic “micro-moment” experience at a vegan café in Beacon, NY. The cashier seemed bothered by our questions and made us feel like we were a hassle just for ordering. After we got a cappuccino that was as disappointing as the service, we walked out feeling crummy. But right next door, the wine shop owner turned the whole day around. Not only was he genuinely helpful, but when we mentioned our café experience, he even apologized on their behalf. That one small gesture—completely unprompted—left us feeling seen and reminded us why we always stop by his shop.

These kinds of small, unexpected interactions can be game-changers. In marketing, we call them “micro-moments”—those little windows when someone’s decision shifts, often based on how we make them feel. But here’s the question: are you really capturing those moments with your own customers?

If you're going to read anything this week:

Micro-moments are those blink-and-you-miss-it chances when your audience is primed and ready to make a move. Whether they’re itching to learn, buy, or just act on a whim, these tiny windows can be the tipping point between a “meh” and a “must-have.” But here’s the thing—are you actually catching those moments? Let’s break down how to find these golden opportunities and turn them into real engagement.

1. I-want-to-know (e.g., researching product details),
2. I-want-to-go (e.g., finding locations or businesses),
3. I-want-to-do (e.g., looking up tutorials or tips), and
4. I-want-to-buy (e.g., ready to make a purchase).

Each one is a brief but powerful opportunity for engagement, and if your brand isn’t meeting these needs, someone else will.

REI’s website nails “I-want-to-know” moments by seamlessly embedding expert buying advice alongside their product arrays. This integration lets customers explore products with confidence, offering tips and guidance right where they’re browsing—turning an average search session into an informed shopping experience.

Common Micro-Moment Missteps (and How to Fix Them)

🚫 Mistake: Focusing only on the “I-want-to-buy” moments.
👍 Try This: Provide useful content across all stages. For example, create educational content to capture the “I-want-to-know” audience, such as blog posts, FAQs, and product guides. This helps you stay top of mind, even when they’re not quite ready to buy.

🚫 Mistake: Overlooking mobile experience.
👍 Try This: Ensure mobile optimization. Over 80% of micro-moment searches happen on mobile, so your website should load quickly, be easy to navigate, and have clear CTAs. (Test your site speed with Google’s Mobile-Friendly Test).

🚫 Mistake: Using generic CTAs.
👍 Try This: Tailor CTAs to the user’s intent. For example, if they’re in an “I-want-to-know” moment, your CTA might encourage them to “Learn More” instead of “Buy Now.” Match the CTA with where they are in the customer journey.

Why Micro-Moments Matter

Each micro-moment is an opportunity to make your brand indispensable. Capturing your audience in these moments helps you build trust, meet their immediate needs, and establish yourself as the go-to choice when they’re ready to make a decision. It’s about being present in the exact second they need you most.

Micro-Moment Masters: How New Brands Hook Gen Z

Ever wonder how newer brands manage to capture attention in those tiny but crucial moments? Here are a few I’ve seen absolutely nailing it:

• e.l.f. Cosmetics knows how to keep it real. They’re all over Instagram Stories with interactive, authentic content that speaks to “I-want-to-buy” and “I-want-to-learn” moments. They’re not just selling makeup; they’re showing off vegan, cruelty-free products that feel genuinely accessible. You’re scrolling, you see a demo or review from someone who’s just like you—it feels like a friend’s recommendation, and that’s gold.

• Poppi is running TikTok in a way that screams, “We get you.” They partner with influencers who make healthy soda not just seem cool but necessary. It’s subtle but effective. When Gen Z sees their faves talking about the brand, it taps right into those “I-want-to-know” moments—curiosity about a product that fits their vibe without sacrificing flavor.
• Chipotle is all about hacking the menu on TikTok, and it works like magic. They’re capturing “I-want-to-do” moments by letting you in on menu secrets and customizable hacks. Gen Z isn’t just eating Chipotle; they’re playing with it, turning a burrito order into a mini adventure. It’s no wonder Chipotle is more than a meal—it’s a low-key lifestyle.

Final Thoughts

Mastering micro-moments isn’t about quick hacks; it’s a whole new way of thinking. The brands that really stand out today are the ones getting specific with what their audience wants in the moment and meeting them right there. Keep a close eye on these touchpoints, and you’ll start to see the kind of engagement that turns curiosity into conversions.

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Instant Upgrades:

Links to dope sh*t from around the Internet.

• ​NoCode.Tech: A platform with resources and tutorials on building apps, ideal for startups looking to create MVPs quickly.
• ​OpenVC: Provides a structured database of active VCs, including investment criteria, to help founders find the right investors.
• ​Product Hunt: A community-driven website with new tools and products launches. Great for early feedback on your product.
• ​Airtable: An advanced spreadsheet-meets-database app with many use cases. Can be hard to learn, but powerful AF.
• ​Startup Exits Podcast: Dives into stories of founders who have successfully exited their startups.

I'll see you next week!

All my best,

Justin Bridges

2x Founder, Startup Marketer, Plant Dad🌱
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P.S. Want to explore how your brand can use micro-moments to build stronger connections? I’m offering a few intro calls to talk through it. No pressure, just a chat. If that sounds interesting, grab a spot, and let’s connect.