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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-W48-7 | Sunday | Bonus: CHN
No. 336
From:
Kyoto-shi, Kyoto, Japan
Sunday, 10:00 A.M.
December 1, 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 12
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 #34:
Just how important safe space is was shown by a study published in Behavioural Processes, in which shelter cats were put in a choice chamber with a space in the middle and cat flaps leading off to different compartments.³ In one compartment was a hiding box; in another, a perch; in another, a toy; and the final compartment was left empty as a control. The cat’s food and their litter box were in the middle space. The scientists monitored where cats chose to spend their time over seven days in the chamber. Although every compartment was accessed roughly an equal number of times, cats spent the most time in the compartment with the hiding box.
The Bullet #34:
Do you know which compartment your cats want?
- A compartment with a hiding box
- A compartment with a perch
- A compartment with a toy
- An empty compartment
The Original Text #35:
One common mistake people make is to put two litter boxes adjacent to each other in a room. If the cat doesn’t feel comfortable accessing one of those litter boxes—perhaps because it’s in a bathroom and someone is taking a shower, or another cat is there—they are not going to feel any safer using the other one in the same room.
The Bullet #35:
Why you shouldn't put two litter boxes side by side!
The Original Text #36:
It’s not a good idea to let kittens play with your hands, as this activity won’t be so much fun for you when they become an adult cat with stronger, sharper claws.
The Bullet #36:
Why it’s not a good idea to let kittens play with your hands! (Hint: They are not kittens forever.)
In the next issue, I deliver How to Create Bullets from Your Products or Services The Real Example #2, part 13!
Sincerely,
Kentaro Sono
Bonus #1:
The Kentaro Sono Selection 2024
~What did you read today?~
No. 336-1
In the book 滚雪球：巴菲特和他的财富人生, in the chapter 34 “糖果哈里”, the author Alice Schroeder writes:
1971年年底，尼克松总统废除了金本位制，导致油价暴涨，全美近半数的石油公司突然停止发放优惠券。由于通货膨胀，日用品物价飞涨，通过热情服务和发放赠品的方式诱使顾客的传统零售方式被颠覆了。人们都想买最便宜的东西，零售商们扎堆打折促销。21家庭主妇们精打细算购物，收集大量优惠券来兑换电煎锅的一切机会全都蒸发了。
The Bonus Bullet #1:
What is the historical event in America in 1971 which forced retailers to abandon “warm-service, free-gifts” strategy?
Bonus #2:
The Kentaro Sono Selection 2024
~What did you read today?~
No. 336-2
In the book 管理（原书修订版）下, in the 第28章 有效决策的构成要素, the author Peter Ferdinand Drucker writes:
真正独特的事件相当罕见，一个组织遇到的几乎每一个问题都总是有别的人已经予以解决。因此，决策者应该仔细分析这个问题，判断它到底是属于普遍的还是真正独特的。大部分类型的问题只要运用标准规则或原则就可以解决。
The Bonus Bullet #2:
The reason why you should make friends with your competitors in the same industry!
