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The Kentaro Sono Letter 2024
〒600-8846 京都府京都市下京区朱雀宝蔵町44番地
協栄ビル2階 京都朱雀スタジオ
H-209
2024-W39-7 | Sunday | Bonus: CH
No. 273
From:
Kyoto-shi, Kyoto, Japan
Sunday, 10:00 A.M.
September 29, 2024
Dear Friend,
In The Kentaro Sono Letter 2024, in the issue No. 272, the author Kentaro Sono (It's me) writes:
- Do you know Seikatsu-Club(生活クラブ) in Japan?
- When it comes to the food delivery service in Japan, it's the best in my opinion. In Seikatsu-Club, you can order the Sengyo Box(鮮魚BOX), or "Fresh Fishes Box". If you order the Sengyo Box, you can't choose what kind of seafoods to eat. Seikatsu-Club choose the best seafoods in the season for you. It's Omakase.
- Did you notice Seikatsu-Club implicitly limit customers by Omakase element?
In the previous issue, I showed you how to limit your customers by what they can. If you limit the customers by what they can, you can enhance the sense of belonging in your customer community. Remember? Good. Let's move on to the today's topic.
How to take advantage of your weaknesses!
Ordinary marketers try to emphasize the strength of their products and services, but they don’t know how to handle the weakness effectively.
Often, they try to hide the weaknesses with clever remarks, cute slogans, flashy images, fancy videos, Or they don’t mention the weakness at all and just pray customers don’t notice it.
It’s not a sincere attitude.
In the short term, you may be able to “deceive” your customers or clients. But in the long term, you can not. Customers are not so stupid. They never forget you didn’t tell them the weaknesses of your products or services. Customers can remember.
Savvy marketers know better. It’s important to tell what you can offer, but it’s also important to tell what you can’t offer.
See the following example .
Welcome to Kentaro Sono Inc. I’m the CEO here, Kentaro Sono.
Frankly, Kentaro Sono Inc. is not for everyone. This is the consulting firm specialized in copywriting, especially creating excellent titles, headlines, or bullets for your products or services.
You know titles, headlines, but don't know anything about bullets? In the copywriting world, you can define bullets like this:
Bullet: A sentence in your sales letter which ignites readers' curiosity so badly that they drop what they are doing and start reading your sales letter immediately.
If you are looking for the everything adviser, I recommend you to go to McKinsey & Company, Accenture, or Boston Consulting Group.
- I don't show you how to layoff 10,000 employees without embarrassing strikes or humiliating lawsuits.
- I don't show you how to manage your 15-years-older subordinate of the opposite sex who is vulgar to you but popular with your colleagues and clients.
- I don't show you how to stop rampant sexual harassment in your office.
Kentaro Sono Inc. is the consulting firm specialized in copywriting, creating excellent titles, headlines, or bullets for your products or services.
Knowing all this, are you still with me?
Fine. You are really interested in Kentaro Sono Inc. Let's continue. In that case... do you have the referral from my existing clients?
In principle, you need a referral from my existing clients to get a reservation ticket for my consultation.
If you don't have any referral, you have to sign up for the Kentaro Sono Business School Applicant Membership first in the $100 Shop and complete several homeworks. Sorry, you can't get a immediate consultation. You have to wait until your turn comes.
What kind of homeworks, you ask? It's not difficult for those who truly value The Kentaro Sono Letter. This is how it works:
- Go to the Kentaro Sono FREE library (It's FREE) and read one of The Kentaro Sono Letter.
- Try in your business the insight, technique, or secret mentioned in the letter.
- Give me the good testimonial and you get one Star.
- If you get three Stars, you can upgrade your membership from Applicant Membership to General Student Membership. in the $1,000 Shop.
- Finally, you can have a private consulting (chat-based) with me.
Why do I limit the clients like this? Because I don't want to deal with those I can't help. I want the evidence I can help you first. I don't want to waste your time any more than I want to waste mine.
You can't wait? You don't want to do any homework? Well then, McKinsey & Company, Accenture, or Boston Consulting Group are waiting for you.
See?
By emphasizing what I can't offer first, I emphasize what I can offer. The contrast and my honesty are working. Remember: Honesty counts.
In the next issue, I show you how to take advantage of your weaknesses in another context!
Today's Pearl of Wisdom #1:
It’s important what you can offer to your customers. But it’s also important what you can’t offer to your customers!
Sincerely,
Kentaro Sono
Bonus 1:
In 管理（原书修订版）下, in 第27章 绩效精神, the author Peter Ferdinand Drucker writes:
一个人如果对“谁是对的”这个问题的关心，超过对“什么是正确的”这个问题的关心，也不应该被任命为管理者。把对个人的判断置于工作的要求之上，是一种不良行为，而且会造成破坏。问“谁是对的”这个问题会促使下属但求无过，甚至玩弄权术。
Dysfunctional families often have dictators whose concern are always "who is right", not "what is right." And unfortunately, you can't fire the dictators!
Today's Pearl of Wisdom #2:
Those who always think about "who is right" and not "what is right" are stupid! Just fire them!
Bonus 2:
In 滚雪球：巴菲特和他的财富人生, in the chapter 31 绞刑架决定未来, the author Alice Schroeder writes:
霍华德·巴菲特一次又一次对他的孩子们详述了他在16岁时亲眼见到的一幕——数千人集中到道格拉斯县法院大楼前，他们破门而入，企图对奥马哈市长处以私刑，并且殴打、阉割了一个被指控强奸的上了年纪的黑人。接着，他们把他的尸体拖到大街上，朝尸体射击，并且点火焚烧。法院大楼暴乱是奥马哈历史上最耻辱的事件。许多暴力行径霍华德都没看到，不过亲眼见到这些暴徒把一根街灯柱变成了一个临时绞刑架，奥马哈市长在关键时刻被营救之前，就被一个索套套住脖子悬挂在了绞刑架上。后来他在医院待了很长时间才恢复过来。在霍华德的余生中，这段记忆一直萦绕在心。他亲眼看到了正常人、普通人如何瞬间变成一个暴徒,把人性中隐藏最深的部分表现出来。
Remember: If you see extreme violence with your own eyes, your life change forever. Never use weapons against humans unless you are in real danger. I don't talk about it in detail here. But my life changed too.
Today's Pearl of Wisdom #3:
Never underestimate impact of violence. Only seeing extreme violence with your own eyes changes your life forever.
