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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-W45-3 | Wednesday | Bonus: DEU
No. 311
From:
Kyoto-shi, Kyoto, Japan
Wednesday, 10:00 A.M.
November 6, 2024
Dear Friend,
Do you remember what a “bullet” means in the copywriting world? Oh, you forgot again? I forgot too. No choice, let's review the definition together.
Bullet: A sentence in your sales letter which ignites readers' curiosity so badly that they drop what they are doing and start reading your sales letter immediately.”
Remember? Good. Let's move on to the today's topic.
How to Create Bullets from Your Products or Services
The Real Example #1
part 10
Compare the original texts and the bullets I created carefully and get “inspiration” to create your own bullets from your products or services. The material I use for this issue is:
The Man's Guide to Women:
Scientifically Proven Secrets from the "Love Lab" About What Women Really Want
by John Gottman, Julie Schwartz Gottman, Douglas Abrams, and Rachel Carlton Abrams
This book is not one of ridiculous “Cheap, Easy, Quick SEX” books. Men can buy and read proudly this book with their girlfriends together. In my opinion, they should. But before I show you bullets... I want to emphasize just one thing.
The CEO of Kentaro Sono Inc. swears under oath that this newsletter is not one of the stupid stealth marketing, or written by the Artificial Intelligence such as ChatGPT!
Rodale Books don't pay me any money to write this issue. You got it? OK. Let's study the bullets together!
The Original Text #28:
Raymond DiGiuseppe, PhD, chair of the psychology department at St. John’s University in New York, surveyed 1,300 people and also found that while men and women are not different in how often they get angry, they are different in the ways they experience and express their anger. His research showed that when men are angry they are more likely to use physical aggression, passive aggression, and revenge to handle their anger. He found that women stay angry longer, are less likely to directly express their anger, and become more resentful than men.
The Bullet #28:
The difference between how men and women get angry!
(Men are relatively easy to understand from the outside. But women... you can't assume they are not angry because they are silent!)
The Original Text #29:
When you hear anything that sounds like criticism, it can feel like a personal assault, so your primal defense system kicks into gear and you get emotionally flooded. Your heart rate goes up, you are hypervigilant to danger, and you’re ready to defend against attack. It’s called diffuse physiological arousal (DPA), and in our study of more than 3,000 couples, we found that it is impossible to communicate when in this physiologically aroused state. You know you are flooded if your heart rate is over 100 beats per minute (or 80, if you are in great physical shape). That’s the point at which you start secreting adrenaline and launch into DPA. In DPA, you lose access to your sense of humor, cannot listen very well (hearing and peripheral vision are compromised), and tend to repeat yourself (which we call “the summarizing yourself syndrome”). None of these are very good portents for great attunement.
The Bullet #29:
They lose their sense of humor, cannot listen to you anymore, and repeat themselves again and again and again....How to avoid the most fearful state "Diffuse Physiological Arousal"!
(You can't talk with those who are in this "DPA"...)
The Original Text #30:
So what can you do when you get emotionally flooded? (And even the most enlightened man gets flooded when he feels criticized or attacked.) The Heroes have three simple strategies that have been scientifically proven to reduce their heart rate. The first is to breathe and the second is to count to 10. Breathing and counting to 10 are ways of downregulating or self-soothing.
The Bullet #30:
How to ease your violent emotions before you do something irreversible!
(It's simple, easy, and quick. Actually, it takes only 10 seconds... )
In the next issue, I deliver How to Create Bullets from Your Products or Services The Real Example #1, part 11!
Sincerely,
Kentaro Sono
Bonus 1:
The Kentaro Sono Selection 2024
~What did you read today?~
No. 311-1
In the book Gestatten Elite. Auf den Spuren der Machtigen von morgen, in the chapter DIE ELITISIERUNG, the author Julia Friedrichs writes:
In der »Psychologie der Massen« beschreibt Gustave Le Bon die Sehnsucht nach Eliten als eine Art Grundreflex des Menschen. Die Masse, so schreibt er, sei »eine Herde, die sich ohne Hirten nicht zu helfen weiß«. Sie sehne sich nach wenigen, die über einen starken Willen verfügen. Seine Zeitgenossen sahen das ähnlich. So schreibt Gaetano Mosca, ein anderer Klassiker der Eliteforschung: »In allen Gesellschaften, von den primitivsten im Aufgang der Zivilisation bis zu den vorgeschrittensten und mächtigsten, gibt es zwei Klassen: eine, die herrscht, und eine, die beherrscht wird. Die erste ist immer die weniger zahlreiche, sie versieht alle politischen Funktionen, monopolisiert die Macht und genießt die Vorteile, während die zweite, zahlreichere Klasse von der ersten befehligt und geleitet wird.«
Ordinary people don't think. They just follow.
Bonus 2:
The Kentaro Sono Selection 2024
~What did you read today?~
No. 311-2
In the book Crazy Rich, in the chapter Auftakt, the author Julia Friedrichs writes:
Dazu schreibe ich mir Beispiele auf für die Maßlosigkeit der Jachtbesitzer, die ich finde. Da sind die 1000 weißen Rosen, die eine Oligarchen-Gattin eingeflogen haben wollte, die ihr dann aber doch nicht gefielen. Da ist der Jachtbesitzer, der das Reinigungsteam mit seinen zwei Hobbys in den Wahnsinn trieb: weiße Teppiche – und frei laufende Kaninchen. Die zahllosen Wünsche nach Sonderausstattungen: ein gläserner Grill für eine halbe Million; ein Tennisplatz in Wettkampfgröße; eine Dusche, aus der nach Bedarf entweder Wasser oder Champagner fließt; ein Schneeraum an Bord, der steigenden Temperaturen wegen; ein System, das Raketen orten kann, just in case.
A shower that flows either water or champagne as required. As required...?
