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The Kentaro Sono Letter 2024
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2024-W43-2 | Tuesday | Bonus: FRA
No. 296
From:
Kyoto-shi, Kyoto, Japan
Tuesday, 10:00 A.M.
October 22, 2024
Dear Friend,
In The Kentaro Sono Letter 2024, in the issue No. 295, the author Kentaro Sono (It's me) writes:
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!
In the previous issue, I showed you how to create extremely valuable ads without spending much money and time. If you are savvy and experienced enough in your industry, you can use this secret. Yes, you can use Do You Make These Mistakes In English? by Max Sackheim ad as the “template” to make your own ads. Remember? Good. Let's move on to the today's topic. What are the core elements of the advertising you can't omit?
Do you know what “informed consent” is?
It’s one of the medical jargons. According to the Oxford Learner's Dictionaries, the definition of “informed consent” is this:
agreement or permission to do something from someone who has been given full information about the possible effects or results
In short, patients have a right to know the possible effects or results of the treatments they take. And doctors have a duty to explain about the treatments fully to their patients with easy, simple, and understandable languages.
By the way, many doctors find it difficult to speak in “the easy, simple, and understandable languages”. Because they have already forgotten the languages ordinary people speak. For doctors, medical jargons are their “everyday language”. That’s why sometimes, doctors must hire copywriters like us to write to their prospects or patients.
I digressed. Let's get back to “informed consent”.
Today, more and more people want something similar outside of the hospitals. They want “informed shopping”.
What is “Informed shopping”? The answer is simple. “Informed shopping” means a shopping with full information about the possible effects or results of buying the products or services.
For example: If you buy vegetables, or fruits which are not pesticide-free, you indirectly kill many insects, fishes, and animals. You can't see any firefly anymore in the countryside.
On the other hand, if you buy organic vegetables, or fruits, you can indirectly protect many insects, fishes, and animals.
You can’t implement this kind of “Informed shopping” with only beautiful music, images, or movies. You need “copy” or words to tell the whole story. When it comes to creating the advertising, copy is the most essential part of all. All the rest are just fancy options.
Too many “advertising experts” prioritize fancy options over essential elements. They charge you hundred, thousands dollars to make “option only” advertisings. It's like you order a car and they give you a car navigation only. Ridiculous.
In the next issue, I show you...
Why big corporations always make stupid ads!
Today's Pearl of Wisdom:
When it comes to advertising... "A picture is worth a thousand words" is a fat lie!
Sincerely,
Kentaro Sono
Bonus 1:
The Kentaro Sono Selection 2024
~What did you read today?~
No. 296-1
In le Monde, in the article Déforestation : les défis de la Colombie, the author Marie Delcas writes:
Plus de la moitié du territoire colombien (52 %) est encore aujourd’hui couverte de fo- rêt naturelle, pour les deux tiers par la forêt amazonienne. Mais le pays qui, en 1990, date des premiers relevés, comptait 64,8 millions d’hectares de forêt en a perdu près de 6 mil- lions. Avant 1990, les autorités poussaient les paysans pauvres à s’installer en Amazonie. « Et il y a encore quelques années, pour obtenir un prêt de la banque, il fallait montrer qu’on avait déboisé », se souvient Danilo Avila, éle- veur lui aussi.
The bank said, "Destroy the forest if you want my money!" Can you believe it... ?
Bonus 2:
The Kentaro Sono Selection 2024
~What did you read today?~
No. 296-2
In Le Figaro, in the article Le gouvernement prêt à légaliser le casino en ligne, the author Mathilde Visseyrias writes:
Depuis 2010 en effet, seuls les paris sportifs, hippiques et le poker en ligne sont autorisés par la loi. Très encadrés, ils sont aussi lourdement taxés. Les jeux de casinos sur internet, les plus addic- tifs, ont, eux, toujours été interdits, sans que paradoxalement les amateurs de roulette et machines à sous virtuelles n’en souffrent. À leurs risques et périls, ils peuvent jouer sur des centaines de sites frauduleux basés dans des paradis fiscaux. L’Autorité nationale des jeux (ANJ) peine à les interdire. Le fisc, lui, n’en voit pas la couleur, alors que le ca- sino en ligne aurait généré jusqu’à 750 millions d’euros de chiffre d’affaires en 2023. Désespérément à la recherche d’argent frais pour réduire la dette publique, le gouvernement de Michel Barnier ne veut plus passer à côté. Dans son amendement, il est ainsi prévu que les jeux de casino en ligne (une fois régulés) seraient taxés en 2025 à 55,6% de leur chiffre d’affaires - «c’est-à-dire au même niveau que la catégorie générale des jeux de loterie en ligne» -, dont la moitié irait dans les caisses de la Sécurité sociale et l’autre dans celles de l’État.
We are carrying portable casinos now.
