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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-W40-4 | Thursday | Bonus: FREE
No. 277
From:
Kyoto-shi, Kyoto, Japan
Thursday, 10:00 A.M.
October 3, 2024
Dear Friend,
In The Kentaro Sono Letter 2024, in the issue No. 276, the author Kentaro Sono (It's me) writes:
In the sales letter, you explain about the Main Package first. You explain what you offer, why customers should choose your products or services among all other competitors, and tell the price finally. Yes, tell the whole price here.
Warning! : At this point, The Main Package should be attractive enough to justify the whole price. If the Main Package and your sales letter are attractive enough... the Bonus Package shows the true potential.
After you tell prospects the whole price, you start explaining about the Bonus Package and how to get it. At this point, you add "time factor" in the offer. Like this:
If you buy this item within 11 days, you can get this Bonus Package absolutely FREE... Even if you use Money back guarantee and return the Main Package, you can keep the Bonus Package forever in your hands.
In the previous issue, I showed you how to use the Bonus Package. The point is to separate what you have into two package: the Main Package and the Bonus Package. The Main Package have to be attractive enough to justify the whole price. To get the Bonus Package, your prospects have to buy the item within the time limit. Even if customers get a refund, they can keep the Bonus Package in their hands.
You remember? Good. Let's move on to the today's topic. How to create stories from your products or services.
So-called "Advertising Experts" love talking about the importance of "story" in your advertising. But almost none of them don't show you how to create one. Do you know why? The answer is simple. They don't know it. But don't worry, you know it today. From today on, you are the storyteller.
First, you have to know the Minimum Requirements of "Story". You can't call everything you write "story" no matter what it is. You have to respect some basic guidelines.
The Minimum Requirement of "Story" #1: The core problem.
Do you know Nintendo? Nintendo is a Japanese multinational video game company headquartered in Kyoto. Super Mario is one of the best game series in the world created by Nintendo. In most of the Super Mario series, there is one core problem which begins the adventure of Mario. What is the problem? Yes.
Princess Peach was kidnapped by Bowser!
See? One core problem is the beginning of the story. Where there is no problem, there is no story. So, if you want to create a story from your products or services, the first step is to decide on which problem you focus.
Oh, you don't have Princess Peach in your company? Or any kind of Princess at all? Where there is no princess, there is no story you afraid?
Get easy. You don't need any princess in your company to create stories. If you are truly proud of your product or services... all you need are already in your company. The hero or heroine may be one of your employees... or yourself.
In the next issue, I show you how to find the hidden super star in your company!
Today's Pearl of Wisdom #1:
The core problem is the beginning of the story. Like the kidnapping of Princess Peach by Bowser in Super Mario Series!.
Sincerely,
Kentaro Sono
Bonus 1:
Kentaro Sono Selection 2024
No. 277-1
In Wired, in the article Fast, Cheap, and Out of Control: Inside Shein’s Sudden Rise, the author Vauhini Vara writes:
Shein’s success at attracting this kind of capital startled me, given that the fast-fashion business is among the most harmful industries in the world. Its dependence on synthetic textiles damages the environment, and, by encouraging people to refresh their wardrobes nonstop, it produces tremendous waste; the volume of textiles in US landfills has nearly doubled over the past two decades. Meanwhile, the workers stitching the clothes are paid little to labor in exhausting, sometimes dangerous conditions. In recent years, many of the largest fashion companies have felt pressure to make small moves toward reform. Now, though, an emerging generation of “ultrafast-fashion” companies has come along, and many are doing little, if anything, to adopt better practices. Among them, Shein is by far the biggest.
Oldtype people don't care how the products and services are created. Newtype do. You know what? In Germany, some cattle breeders are developing ways to kill cows without causing them pain or fear. Maybe, we can't stop eating meats completely. But at least, we can make efforts to reduce meat consumption and care about how they are killed.
Today's Pearl of Wisdom #2:
There may be hidden costs in the cheap products or services we enjoy!
Bonus 2:
Kentaro Sono Selection 2024
No. 277-2
In Wired, in the article The Pig Butchering Invasion Has Begun, the author Lily Hay Newman & Matt Burgess writes:
Pig butchering emerged in the last five years and is a type of scam that involves building seemingly intimate relationships with victims. Attacks often start by texting potential targets out of the blue and getting them talking. Then attackers begin to build a rapport and introduce the idea of a special or unique investment opportunity. Finally, victims send funds—typically cryptocurrency—through a malicious platform meant to look like a legitimate money management service, and attackers must launder the money from there. All of this takes time and careful planning from a large workforce. Experts say people from more than 60 countries have been abducted and trafficked to Southeast Asian scamming compounds that typically operate with thousands of forced workers. And in recent months, scam centers have been detected around the world as well in different configurations and sizes, but with the same goal.
In reputable newspapers and magazines, you can find useful "vaccines" against frauds like this everyday. If you know their typical methods in advance, you will not fall for it easily.
Today's Pearl of Wisdom #3:
Get "vaccines" against frauds in reputable newspapers and magazines!
