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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-W43-1 | Monday | Bonus: ENG
No. 295
From:
Kyoto-shi, Kyoto, Japan
Monday, 10:00 A.M.
October 21, 2024
Dear Friend,
If you are savvy and experienced enough in your industry, and wonder what kind of advertising you should make the next time on a shoestring budget... try Do You Make These Mistakes In English? by Max Sackheim type ads. Like this:
Do The Advertising Agency You Hire Make These 17 Mistakes?
Mistake #1:
They believe the one picture beats thousand words nonsense.
Mistake #2:
They believe your prospects or customers don’t read over 140 words.
Mistake #3:
They believe white and black advertising can’t beat full color advertising no matter what.
Mistake #4:
They believe big corporations don’t have to sign anyone’s name in their advertising.
Mistake #5:
They believe you don’t have to know what your competitors are doing.
Mistake #6:
They believe you don’t have to explain in your advertising why your prospects or customers act as soon as possible.
Mistake #7:
They believe you don’t have to explain in your advertising why your prospects or customers choose your products or services among all other competitors.
Mistake #8:
They believe you don’t have to explain how your products or services can solve the serious, specific problems your prospects or customers are suffering from.
Mistake #9:
They believe you don’t have to learn anything from the advertising history to create good advertisings (They don’t know even Claude Hopkins, David Ogilvy, or John Caples.)
Mistake #10:
They believe you have to hide from your prospects or customers all the weaknesses of your products or services.
Mistake #11:
They believe how to tell the price of your products or services don’t matter.
Mistake #12:
They believe when to tell the price of your products or services don’t matter.
Mistake #13:
They believe they don’t have to read any newspaper, magazine to create good advertising.
Mistake #14:
They believe the advertising which won the popularity contests in your board rooms, meeting rooms, or in your family get the best sales results.
Mistake #15:
They believe they can create world-class advertisings without interviewing any of your employees or yourself.
Mistake #16:
They believe they can create world-class advertisings without studying the history of your company even if your company is over 100 years old.
Mistake #17:
They believe lowering the price of your products or services always leads sales increase.
If the advertising agency you hire make these mistakes, your advertising budget melt away like a butter in a microwave!
Sign up The Kentaro Sono Business School Applicant membership in the $100 shop and learn how to fix the problems immediately!
That's all for today. In the next issue, I show you "A picture is worth a thousand words" is a fat lie !
Today's Pearl of Wisdom:
Add Do You Make These Mistakes In English? by Max Sackheim type ads in your repertoire to make extremely valuable advertisings quickly and cheaply!
Sincerely,
Kentaro Sono
Bonus 1:
The Kentaro Sono Selection 2024
~What did you read today?~
No. 295-1
In The Wall Street Journal, in the article How Some Restaurants Are Staying Out of the Deep Discounting Game, the author Jennifer Williams writes:
“If some product is half-price or buy one, get one free, if that’s out in the channel long enough, that’s just what the consumer comes to expect,” said Jim Salera, an analyst at financial services firm Stephens. “You run the risk of being viewed as always on promotion, so when you go off, consumers will just shop elsewhere.”
Lowering prices is addictive like drugs.
Bonus 2:
The Kentaro Sono Selection 2024
~What did you read today?~
No. 295-2
In The New York Times, in the article In His Memoir, Aleksei Navalny Speaks From the Grave, the author David Kortava writes:
Aleksei Navalny did not set out to write a posthumous memoir. He began the project in 2020 as a conventional autobiography propelled by an “intriguing thriller about uncovering an assassination attempt.” Of course, he was the victim of the assassination attempt — a nerve agent laced into his clothing took hold on a flight from Siberia to Moscow that summer as Navalny was sitting beside his wife, Yulia, and watching an episode of the sci-fi cartoon “Rick and Morty” on his laptop. He stumbled to the airplane bathroom. Thanks to Yulia, he came to in a hospital in Berlin.
Don't take your life for granted. Really.
