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The Kentaro Sono Letter 2024
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2024-W43-6 | Saturday | Bonus: ITA
No. 300
From:
Kyoto-shi, Kyoto, Japan
Saturday, 10:00 A.M.
October 26, 2024
Dear Friend,
In The Kentaro Sono Letter 2024, in the issue No. 299, the author Kentaro Sono (It's me) writes:
Because statistically speaking, the first thing your prospects or customers do when they come to your full-version advertising is to check the P.S. and the order confirmation page. They want to know the conclusion quickly to save time.
If you tell about only the price in the order confirmation page., they leave immediately without knowing what you are offering.
If your prospects or customers read the “Deal Confirmation Advertisings” in the P.S. or the order confirmation page and get hooked, they finally get serious enough to read the full-version advertising.
In the previous issue, I showed you the secret job of the P.S. and the order summery page of the full-version advertising. When your prospects or customers see the full-version advertising, they often try to skip the detail and check the price, and leave the page without knowing the whole picture.
But if the P.S. or the order confirmation page include some interesting words, phrases, or sentences which ignite reader's curiosity... they finally get serious and start reading the full-version advertising word for word.
Remember? Good. Let's move on to the today's topic. How to enhance the readability of your advertising without adding or deleting any word!
There are some simple tools to make your long letters easy to read, even fun to read. I call them The Readability Enhancement ToolKits. See the following list:
The Readability Enhancement ToolKit #1: Spaces
Use spaces to make your readers to breathe and rest mentally. Reading long letters without spaces like eating an uncut steaks or music with no rest. Readers soon get tired. Give them enough rest points.
You can't use spaces much in newspaper or magazine ads because it costs you too much money. But you can use spaces freely in the most web spaces. Take advantage of it.
The Readability Enhancement ToolKit #2: Short Sentences
Don’t use complicate sentences unless it is absolutely necessary. You are not trying to make entrance exams for the Cambridge University. You don’t want make your writing unreadable for ordinary people. You want to get read by busy, tired, often irritated people.
The Readability Enhancement ToolKit #3: Short Paragraphs
Don’t use too long paragraphs unless it is absolutely necessary. Take the mental stamina of readers into account. Proper length paragraphs give readers the sense of purpose and the sense of achievement.
"I read just one more paragraph and get rest. I resume reading later."
Like this.
Giving readers the sense of achievement is crucially important when you write long letters. Just keep in mind.
I can go on and on, but you get the general idea. Don't overuse them. After all, what you say is far more important than how you say. Spend most of your time to improve what you say.
Today's Pearl of Wisdom:
Take "mental stamina" into account when you write long letters!
Sincerely,
Kentaro Sono
Bonus 1:
The Kentaro Sono Selection 2024
~What did you read today?~
No. 300-1
In the book Il vaso di Pandoro, in the chapter Lo sdoganamento del cinepanettone, the author Selvaggia Lucarelli writes:
Da notare che Ferragni promuoverà poi i prodotti sul suo Instagram come #adv, quindi non solo riuscirà a farsi regalare gli elettrodomestici, ma anche a essere pagata per mostrarli nella casa. Ovviamente le collaborazioni arriveranno anche con altre aziende che penseranno alle pareti in marmo, ai divani (solo quello del loro salotto costa cinquantamila euro) e così via, il tutto mentre a Milano si continua a discutere di come sia diventato difficile per le persone comuni riuscire anche solo ad affittare una casa. A maggio nasce il movimento “Tende in piazza”, formato da universitari e lavoratori precari contro il caro affitti: gli studenti del Politecnico protestano, viene occupato il cinema Splendor, nasce lo slogan «Una vita senza casa dimmi tu che vita è», i ragazzi piazzano le tende davanti all’università.
I pity those who can't sell anything without telling lies.
Bonus 2:
The Kentaro Sono Selection 2024
~What did you read today?~
No. 300-2
In the book Open. La mia storia, in the chapter 4, the author Andre Agassi writes:
Le racchette grezze arrivano a Roman dalla fabbrica in uno scatolone e sono sempre un disastro. A occhio nudo sembrano identiche, ma per Roman sono diverse quanto le facce in una folla. Le rotea avanti e indietro, aggrotta la fronte, poi fa i suoi conti. Alla fine si mette all’opera. Prima di tutto toglie l’impugnatura di serie sostituendola con la mia, quella su misura che ho dall’età di quattordici anni. La mia impugnatura è personale quanto le mie impronte digitali, un sottoprodotto non solo della forma della mia mano e della lunghezza delle mie dita, ma delle dimensioni dei miei calli e della forza della mia presa. Roman ha un calco della mia presa, che applica alla racchetta. Poi l’avvolge con pelle di vitello che batte per assottigliarla fino a ottenere la larghezza voluta. Un millimetro di differenza, verso la fine di un incontro di quattro ore, può essere fastidioso e irritante quanto un sassolino nella scarpa.
Real copywriters pay attentions to every detail too. Where to put spaces, indents, commas, semi commas, underlines... Everything matters.
