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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-W40-6 | Saturday | Bonus: ITA
No. 279
From:
Kyoto-shi, Kyoto, Japan
Saturday, 10:00 A.M.
October 5, 2024
Dear Friend,
In The Kentaro Sono Letter 2024, in the issue No. 278, the author Kentaro Sono (It's me) writes:
Think about it: How many problems did you solve to bring your products or services come true? For every problem you solved, there's a story to tell.
Suppose you are proud of the materials you use. Even if your competitors want to use the same materials, they can’t use it? Good opening.
Remember what the beginning of the story is? Yes, the core problem. The kidnapping of Princess Peach by Bowser begins the adventure of Mario. In this case, you focus on the difficulty of getting the materials you use. How can you start your story? For example... start like this:
In the previous issue, I showed you “how to create story from your products or services” Step 1: Decide on which problem you focus. For every problem you solved to make the products or services come true, there is a story to tell.
For example, If you are proud of the materials you use, you can focus on the difficulty of getting the materials. If you need to go to special locations, or need special access or connection to get the materials, just tell them! You remember? Fine, let’s move on to the today’s topic. Step 2: Decide who the hero or heroine is in your story.
Step 2 is easy. Because the hero or heroine in your story should be the one who actually solved the problem you chose at the step 1.
If he or she have special skills, gifts, talents, status, connections to solve the problem, you must explain them. Because people get hooked by this kind of “unfair advantages”.
But “unfair advantages” only, make people not attractive enough.
Ordinary people despise, look down on, and bully the weak. On the flip side, they envy, isolate, even hate the strong. Because the strong frighten our ego. They make us feel miserable. The strong need one “Missing Link” to be loved by ordinary people. Then, what is the “Missing Link”? The answer is simple. It’s your forgivable weaknesses.
One of the safest move is using how you look.
If you don’t look like fashion models, ballerinas, figure skaters, Hollywood stars, or K-Pop idols... it’s your advantage in this special context. Because that makes the strong gap between what you can and how you look. People get attracted by the gap. You are not young anymore? Good. You are fat? Better. You are suffering from arthritis? The best!
You don’t have to exaggerate your weaknesses to degrade yourself. What you want to do here is make your prospects feel you are “one of them”.
You decided the core problem of the story at Step 1. You decided who the hero or heroine of the story at Step 2. What should we do at Step 3?
In the next issue, I show you how to start your prospects’ adventures with your products or services!
Today's Pearl of Wisdom:
If you don’t look like fashion models, ballerinas, figure skaters, Hollywood stars, or K-Pop idols... it’s your advantage in the special context!
Sincerely,
Kentaro Sono
Bonus 1:
The Kentaro Sono Selection 2024
~What did you read today?~
No. 279-1
In La Repubblica (Anno 49 N° 235), in the article Pandori e uova d’oro Per Chiara Ferragni “ingiusto profitto da 2,2 milioni”, the author Monica Serra writes:
MILANO — Con quasi un milione di follower e molti sponsor in meno, Chiara Ferragni rischia ora anche il processo per truffa aggravata. All’in fluencer e agli altri tre indagati ieri la procura ha notificato l’avviso di conclusione indagini per quelle che considera operazioni commerciali mascherate da campagne di beneficenza. Un anno fa, a dicembre, gli esposti del Codacons e la multa dell’Antitrust da un milione per pubblicità ingannevole sono stati il granello di sabbia nell’ingranaggio perfetto dell’imprenditrice digitale.
Today's Pearl of Wisdom #2:
If you can't sell your products or services without outside influencers, it's the huge risk! Unless they love, understand, or respect your products or services from the bottom of their hearts, don't depend on them!
Bonus 2:
The Kentaro Sono Selection 2024
~What did you read today?~
No. 279-2
In La Repubblica (Anno 49 N° 235), in the article Sophie Kinsella senza filtri ci colpisce al cuore, the author Felicia Kingsley writes:
In questo breve ma intenso romanzo, Kinsella ci racconta con delicatezza e senza mai fare spettacolarizzazione del dolore, gli ultimi due anni, in cui ha ricevuto una diagnosi di tumore cerebrale – un glioblastoma – al quarto stadio. Assistiamo alla sua lunga degenza in ospedale, dal post-intervento alla terapia riabilitativa, ma non è una cronaca medica. Kinsella sfoga la frustrazione di vivere un grande paradosso: lei che con le parole ha costruito una carriera, con le parole creava frasi, e con le frasi romanzi, dopo la chirurgia di asportazione ora non ricorda più neanche come si chiama quella cosa su cui le persone si accomodano, con quattro gambe e uno schienale… sì, quella, la sedia! O quell’affare di tela che si apre e si chiude per non bagnarsi quando piove. Il martello? Il cappello? No, l’ombrello. Il tumore si è portato via il suo strumento di lavoro e anche i ricordi più semplici e automatici le sfuggono. Perché non sa più come fanno i canti di Natale?
Today's Pearl of Wisdom #3:
Don't take for granted what you have now, such as daily memories!
