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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-W49-4 | Thursday | Bonus: FREE
No. 340
From:
Kyoto-shi, Kyoto, Japan
Thursday, 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 16
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 #46:
Since moving here, I’ve seen bobcats, black bears, cougars, and more coyotes than I ever imagined. When we got a cat, the neighbors warned me that this is not a safe place for cats to be outside. If you’d told me years ago, back in England, that one day I would have indoors-only cats, I would have thought that was cruel and impossible, but now it seems only safe.
The Bullet #46:
Why Canadian cat owners never let their cats go outside of their home! (Hint: Canadian wild animals may be different from that of your neighborhood.)
The Original Text #47:
For me, the presence of wildlife around our house confirms my decision to keep our cats indoors, although having indoor cats brings its own challenges for good welfare. There is a big cultural divide on this issue between the UK, Europe, and New Zealand (where cats are typically free to go outside for at least some of the day) and Canada and the United States (where indoors-only cats are more common).
The Bullet #47:
Can we generalize whether we should keep our cats indoor forever or not? (Hint: America and Canada vs Europa, England, and New Zealand)
The Original Text #48:
One study of pet cats in Denmark, reported in Animal Welfare, found that cats who are indoors only or indoors with access to an enclosed garden are more likely to have behavior problems (house-soiling issues, boredom, and damaging furniture) than cats who live mainly indoors but have freedom to roam outside at least part of the day.² A Brazilian study also found that cats confined indoors are more likely to have behavior problems and be obese, but have a closer relationship with their owner.³ This shows the importance of ensuring a good environment if deciding to confine a cat indoors.
The Bullet #48:
The Price of Freedom... of Cats!
In the next issue, I deliver How to Create Bullets from Your Products or Services The Real Example #2, part 17!
Sincerely,
Kentaro Sono
Bonus #1:
The Kentaro Sono Selection 2024
~What did you read today?~
No. 340-1
In Wired, in the article Tricked by a Fake Viral Food Product? You’ve Just Been Snackfished, the author Amelia Tait writes:
In November 2023, a new product set the internet alight. “You won’t believe what I found in the shops today,” an Australian man told the world over a nine-second video of him pulling a bottle from a supermarket shelf. Tomato Ketchup Clear was exactly what it sounded like: a totally transparent bottle of Heinz. “Brits Left Horrified After Heinz Tease Introduction of Clear Ketchup,” ran one headline. “How? and more importantly … WHY!?” pleaded a user on X. More than 113 million people watched the video on Instagram. But the product disappeared from shelves almost instantly—up and down the country, no one could find any in the shops.
That, of course, is because clear tomato ketchup doesn’t actually exist. The video was in fact the work of Benji—a 28-year-old armed with an empty bottle, a styling product, and a printer. “It was just hair gel,” the London-based data analyst confesses. (He isn’t actually Australian; that was a voice filter.) “I still feel bad for the people working at Heinz, constantly being asked if clear ketchup is real!”
And so snackfishing was born. “In some ways, I wanted to trick people online,” Benji admits. “I’m not going to pretend it wasn’t that.” But over Zoom, Benji isn’t remotely trollish; he has a gentle-speaking manner, wire-framed glasses, and what looks like a cozy fleece. When the world emerged from lockdown, Benji started staging his snackfishes in shops, filming himself pulling them off the shelves. At first, Benji’s friends and family were perplexed. “Are you OK? Is this a normal thing to do?” But they were soon onboard, and his mum and grandma took him out for afternoon tea when he hit 200,000 followers.
The Bonus Bullet #1:
Do you want to get popular by deceiving them?
Bonus #2:
The Kentaro Sono Selection 2024
~What did you read today?~
No. 340-2
In Wired, in the article A New Phone Scanner That Detects Spyware Has Already Found 7 Pegasus Infections, the author Lily Hay Newman writes:
“The really fascinating thing is that the people who were targeted were not just journalists and activists, but business leaders, people running commercial enterprises, people in government positions,” says Rocky Cole, chief operating officer of iVerify and a former US National Security Agency analyst. “It looks a lot more like the targeting profile of your average piece of malware or your average APT group than it does the narrative that’s been out there that mercenary spyware is being abused to target activists. It is doing that, absolutely, but this cross section of society was surprising to find.”
The Bonus Bullet #2:
A stupid Pegasus may be galloping in your smartphone!
