PHONE: 075-313-3700
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-W40-7 | Sunday | Bonus: CHN
No. 280
From:
Kyoto-shi, Kyoto, Japan
Sunday, 10:00 A.M.
October 6, 2024
Dear Friend,
In The Kentaro Sono Letter 2024, in the issue No. 279, the author Kentaro Sono (It's me) writes:
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 no hero or heroine.
Ordinary people despise, look down on, and bully the weak. And they envy, isolate, hate the strong at the same time. The strong need one “Missing Link” to be loved by ordinary people. What is the “Missing Link”? The answer id simple. It’s their weaknesses.
One of the safest move is using how you look.
In the previous issue, I showed you how to choose the hero or the heroine in the story created from your products or services. In the process of delivering your products or services, there are many problems to solve. Those who actually solved the problems are the heroes and heroines.
Do you remember how to enhance the likability of the heroes and heroines?
Yes, emphasize the gap between what they can and how they look for example. If you don’t look like ballerinas, figure skaters, Hollywood stars, fashion models, or K-Pop idols… it’s your advantage. Ordinary people like you and me did the big jobs. We like this kind of stories.
Now, you are ready to move on to the today’s topic? Good. In this issue, I show you...
How to Use “The Dual-Story-System”!
The best sales letters are often consist of two stories, Story 1 and Story 2.
Story 1 tells how the products or services are delivered despite all kinds of problems.
Story 2 tells how the products or services will change customers' lives.
Both stories are optional. If you don’t have enough advertising space, you can omit both of them. But if you can afford to have enough advertising space and the best copywriter like me... try it. It’s worth the time and money especially if you are really proud of the quality of your products or services and the profit margin is high enough.
It’s easy to write Story 1. Because all you need to do is interviewing your employees only. But not everyone can use Story 1. Because some companies produce their products or services in shameless ways. The Illegal, immoral, dirty activities like child labor, slavery, poaching, ingredients fraud... etc.
If you can be proud of how the products or services are delivered, never omit Story 1. Because it’s your the strongest sales advantage.
If you can’t imagine the example of Story 2, think about the prestigious universities. In short, they promise you (implicitly) unemployment-free, contempt-free, honorable lives. This "myth" works like crazy in China, Korea, and Japan. Some parents in these countries fanatically believe in universities. Some of them don't treat those who don't have college degrees as the same human-beings. Oh, you can't guarantee your customers unemployment-free lives with your the products or services? Then how about this:
“Our products and services are very Instagram-friendly. You can become popular easily, quickly, and cheaply online only by getting this item!”
If your products or services are for teenagers, try this sales angle first. Get rich, get good at something, escape from something, finish something, get connected with someone famous... I can keep creating other examples endlessly, but that's all for today. In the next issue, I show you...
How to “rejuvenate” your old products or services, sales letters, or articles with minimum time!
Today's Pearl of Wisdom #1:
The best sales letters are often consist of two stories, Story 1 and Story 2. Story 1 tells how the products or services are delivered despite all kinds of problems. Story 2 tells how the products or services will change your lives!
Sincerely,
Kentaro Sono
Bonus 1:
The Kentaro Sono Selection 2024
~What did you read today?~
No. 280-1
In 管理（原书修订版）下, in 第27章 绩效精神, the author Peter Ferdinand Drucker writes:
管理当局还不应该委任那种重才不重德的人。认为才智比正直更加重要，是不成熟的一种表现，而且常常是不可救药的。管理当局绝不能提拔那些害怕下属能干的人。害怕下属能干说明他们软弱。对一个不对自己的工作提出高标准的人，也绝不应该委以管理职责，因为那会让人们轻视工作和管理当局的能力。
Today's Pearl of Wisdom #2:
Never promote someone who are afraid of the ability of their subordinates! (You can find this kind of guys everywhere. Even in prestigious universities, or "first class " companies! )
Bonus 2:
The Kentaro Sono Selection 2024
~What did you read today?~
No. 280-2
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:
几个星期后，马丁·路德·金飞往孟菲斯市发表演说。他回忆起在纽约刺伤他的一个妇女，以及总有谣言说有刺客在等着他。“我不知道将会发生什么事情，”他告诉听众，“前面还有困难的日子。但是这些现在对我都无关紧要，因为我已经想开了。”第二天，4月4日，当他站在洛林汽车旅馆的阳台上准备发表演说号召清洁工人的运动时，被子弹射中颈部身亡。
Today's Pearl of Wisdom #3:
Remember, this world is not free of violence at all. Don't take your daily lives for granted. Don't take the Freedom of speech for granted.
