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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-W48-1 | Monday | Bonus: ENG
No. 330
From:
Kyoto-shi, Kyoto, Japan
Monday, 10:00 A.M.
November 25, 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 #2
part 6
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:
Purr: The Science of Making your Cat Happy
by Zazie Todd
There are three reasons why I chose this book as the material.
Reason #1:
This is one of “solution-oriented” books. When you want to create books to sell, you have to choose this format too.
Reason #2:
Animal Welfare is a big market. If you want to create books to sell, you have to choose a big market too.
Reason #3:
I love cats.
And 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!
GREYSTONE BOOKS don't pay me any money to write this issue. You got it? OK. Let's study the bullets together!
The Original Text #16:
(How to kittenproof your home:)
2. Place all houseplants and bunches of flowers completely out of reach of kittens. Check to make sure the plants in your home are safe for cats—and get rid of any that are toxic. Some common plants and flowers are toxic, including lilies, peace lilies, money plants (also known as jade plants), aloe vera, daffodils, and hyacinths (and many more—this is not a comprehensive list). The American Society for the Prevention of Cruelty to Animals ( ASPCA) has an online database that you can check.
The Bullet #16:
How to find the best online database in the world which protect your cats from toxic plants… FREE!
The Original Text #17:
(How to kittenproof your home:)
5. Ensure the doors to the washing machine and dryer are kept closed at all times. Make a habit of checking inside these machines before using them—especially the dryer, which, since it’s often warm, makes the kind of place where a cat might want to hide.
The Bullet #17:
Why you should close the doors to the washing machine and dryer all the time ... when you have cats in your family!
The Original Text #18:
(How to kittenproof your home:)
6. Ask everyone in the household to keep the lid of the toilet down so that your kitten does not fall in.
The Bullet #18:
Why you should close all the lids of the toilets down... when you have cats in your family!
(Hygienically speaking, you should do it anyway regardless of whether you have a cat or not.)
In the next issue, I deliver How to Create Bullets from Your Products or Services The Real Example #2, part 7!
Sincerely,
Kentaro Sono
Bonus #1:
The Kentaro Sono Selection 2024
~What did you read today?~
No. 330-1
In The New York Times, in the article Coca-Cola’s Holiday Ads Trade the ‘Real Thing’ for Generative A.I., the author Alex Vadukul writes:
“’Tis the season,” a jingle chirps, “it’s always the real thing.” The tag line, pushing Coke’s “real thing” slogan, is juxtaposed with a disclaimer: “Created by Real Magic AI.”
The Bonus Bullet #1:
Why big corporations love to make meaningless, stupid, waste-of-money ads! (They can afford to lose money like this... but should they? There are far better ways like telling their own histories.)
Bonus #2:
The Kentaro Sono Selection 2024
~What did you read today?~
No. 330-2
In The Wall Street Journal, in the article One Country’s Solution to a Cow Shortage: Milk the Fish, the author Jon Emont writes:
Last year, a nonprofit foundation began milking the fish, so to speak. The process begins in the coastal town of Indramayu where twice a day fishermen deliver their catch of ponyfish and other coastal fish to a factory. There, the creatures are deboned, broken down using a chemical process called hydrolysis, dried and reduced to a white protein-rich powder.
The powder is then trucked to a separate facility where it is mixed with strawberry or chocolate flavoring, and sugar, and boxed for distribution.
Mix the concoction with water and ta-da: fish milk.
The Bonus Bullet #2:
Would you like to drink a cup of chocolate flavored milk… made from fishes?
