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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-W48-3 | Wednesday | Bonus: DEU
No. 332
From:
Kyoto-shi, Kyoto, Japan
Wednesday, 10:00 A.M.
November 27, 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 8
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 #22:
If you want more than one cat, shelters often have bonded pairs of cats waiting for a home together.
The Bullet #22:
Why you should go to shelters instead of shops when you want more than one cat!
The Original Text #23:
Some cat breeds, such as the Persian and Exotic Shorthair, have short, squashed faces, which is known as brachycephaly. One study found that cats with flat faces are more likely to have respiratory issues and/or more likely to make noises such as snoring when asleep.⁴ Brachycephaly is also associated with eye and dental issues, and 80 percent of show Persians and Exotic Short-hairs were found to have pinched nostrils, while 30 percent had entropion (a condition in which part of the eyelid turns inwards).⁵ When scientists analyzed cats’ facial expressions, they found that many brachycephalic cat faces look like the cat is in pain even when they are not.⁶ The most affected breed was the Scottish Fold. These results suggest that breeding for particular features (a round face and big eyes) has affected their ability to communicate.
The Bullet #23:
Why you should think twice before buying pedigree cats... especially if you want healthy cats!
(For more information, Read Rob Report, How Our Obsession With Designer Dogs May Harm the Very Animals We Claim to Love by Lucy Alexander.)
The Original Text #24:
Burmese cats were the least shy, and Korats were most likely to seek contact with people.
The Bullet #24:
Why you should get Korats if you love hagging cats!
(You can't expect all cats to hug you.)
In the next issue, I deliver How to Create Bullets from Your Products or Services The Real Example #2, part 9!
Sincerely,
Kentaro Sono
Bonus #1:
The Kentaro Sono Selection 2024
~What did you read today?~
No. 332-1
In Neue Zürcher Zeitung, in the article Zu laut und zu rau: Die Flüchtlinge aus der Ukraine werden in Polen zunehmend kritisch beäugt, the author Paul Flückiger writes:
Es sind vor allem Alltagserfahrungen, die die beiden auf den ersten Blick kulturell und sprachlich so ähnlichen Bevölkerungsgruppen zunehmend gegeneinanderstellen. So beklagen sich polnische Lehrer etwa über einen viel autoritäreren Umgang ukrainischer Eltern mit ihren Kindern. Dieselbe Klage hört man auch oft von Kinderspielplatz-Besuchern. Polnische und ukrainische Eltern und Kinder geraten dort aneinander. Dass Mentalität und Erziehung in den beiden postsozialistischen Staaten unterschiedlich sind, merkt man auch bei Restaurantbesuchen oder beim Einkaufen. «Mehl- und Milchpackungen aufs Band legen, nicht stellen!», herrscht die russischsprachige Kassiererin aus der Ostukraine in der Chata Polska, dem typischen westpolnischen Supermarkt, die Kunden an. Im Dienstleistungssektor ist man einen solchen Umgangston nicht gewohnt.
The Bonus Bullet #1:
The attitudes of Ukrainian cashiers Polish don't like!
Bonus #2:
The Kentaro Sono Selection 2024
~What did you read today?~
No. 332-2
In Der Spiegel (Nr.48|23.11.2024), in the article Ente gut, the author Christoph Giesen writes:
Bevor ich mich in die Entenbüro kratie einarbeiten konnte, war es ein mal mehr meine Frau, die die Lösung fand. Sie sprach den Bauern an, der unsere Wohnanlage mit Tomaten, Gurken und Karotten versorgt. Sie gab einen Großeinkauf in Auftrag: Ein Jahr Gemüse, und Fluffy wurde Teil der Verhandlungsmasse.
Morgens um sechs Uhr holte ihn der Bauer ab und lud ihn auf die Prit sche seines Lastwagens. Bevor er los fuhr, schaute meine Frau dem Mann lange in die Augen und sagte: »Bitte nicht essen!« Er hat sein Versprechen gehalten. Alle zwei, drei Wochen schickt er uns ein Video. Man sieht Fluffy über die Felder im Pekinger Umland watscheln, treu an der Seite jenes Bauern, der unser Gemüse lie fert: Tomaten, Gurken und Karotten.
Eine Pekingente habe ich seitdem nicht mehr gegessen.
The Bonus Bullet #2:
Fluffy… the lovely duck who “forced” the Chinese to quit eating Peking ducks! (Warning: If you want to enjoy eating Peking ducks... don't read this article!)
