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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-W49-5 | Friday | Bonus: ESP
No. 341

From:
Kyoto-shi, Kyoto, Japan
Friday, 10:00 A.M.
December 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 #2
part 17

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 #49:

Many of these needs are still similar to those of their closest ancestors, the North African/Arabian wildcat; a self-reliant predator which is territorial spends a large proportion of each day exploring and hunting, and values solitude and the ability to escape from threats by hiding or getting up high. However, we now expect the domestic cat to live in a world very different from that of its relatives—often restricting their ability to explore and hunt within a complex environment (i.e., by confining them indoors), expecting them to live a much more social lifestyle (i.e., with other cats and with us), and to tolerate a lot of physical handling (i.e., we love to cuddle and fuss over cats).

The Bullet #49:

Can we ignore the needs of cats which they inherit from their ancestors... the North African/Arabian wildcat?

The Original Text #50:

How much do pet cats actually threaten wildlife such as mice and birds? The answer is not straightforward. Many of the newspaper headlines we see about how many birds cats kill each year are based on studies of feral cats, and so do not apply to pet cats who are well fed. Some of these studies also have issues with methodology and extrapolate from very small samples. As well, people seem to feel more outrage about cats’ predation on birds than other causes of declining bird populations, such as climate change, the collapse in the insect population, the use of insecticides and rodenticides, the reflective windows of skyscrapers, and so on. There’s no evidence that cats are responsible for declines in bird populations.¹⁰

The Bullet #50:

How newspapers warp the reality of the impacts cats have on wildlife! (Hint: climate change, the collapse in the insect population, the use of insecticides and rodenticides, the reflective windows of skyscrapers)

The Original Text #51:

To get around some of these methodological problems, one study near the Albany Pine Bush Preserve in New York used a combination of surveys, radio-collar tracking, behavioral observations, and scent stations set up within the preserve.¹¹ Based on owners’ reports, pet cats who were allowed outdoor access caught an average of 1.67 prey a month, but based on observations, the researchers estimated the number was closer to 5.54 prey per month in the summer. The most common prey, by far, was mice (47% of the kills), with shrews (15%), cottontail rabbits (8%), and chipmunks (8%) caught in much smaller numbers. Birds made up 13.6 percent of the prey. As with the study of feral cats mentioned earlier, the pet cats in this study did not go very far into the forest. And despite the numbers of small mammals caught, the scientists did not think this affected their overall populations at all, especially given that they mostly caught young animals.

The Bullet #51:

One study near the Albany Pine Bush Preserve in New York reveals... whether cats really are the culprits of shrinking wildlife population!

In the next issue, I deliver How to Create Bullets from Your Products or Services The Real Example #2, part 18!

Sincerely,
Kentaro Sono

Bonus #1:

The Kentaro Sono Selection 2024
~What did you read today?~
No. 341-1

In EL PAÍS, in the article Del lujo a gigantes textiles. Por qué cada vez más marcas confían en esta empresa valenciana para diseñar vaqueros menos contaminantes, the author Micaela Llorens writes:

¿Sabes descifrar la información que viene en una etiqueta? ¿Cuál es la procedencia de una prenda o de qué materiales está hecha? En este primer episodio, Laura Opazo invita a dos expertas para explicar todos los procesos que hay detrás de la confección de la ropa, las posibilidades de reciclaje que tiene y por qué el consumidor es cada vez más exigente a la hora de comprar

The Bonus Bullet #1:

Now you can know the real costs of buying clothes... hidden by industries for a so long time!

Bonus #2:

The Kentaro Sono Selection 2024
~What did you read today?~
No. 341-2

In National Geographic España, in the article El consumo de alcohol en el reino animal es más habitual de lo que parece, the author Sergi Alcalde writes:

“Actúan igual que las personas”, afirmaba el doctor Scott Hansen, profesor asociado del departamento de Medicina Molecular de la Universidad de Oregón en un estudio publicado a principios de esta década en la revista especializada Journal of Molecular Biology, después de comprobar cómo actuaban estos insectos después de administrarles alcohol. Descubrió, por ejemplo, que empezaban a perder la coordinación hasta, literalmente, perder por completo el norte. Y es que las moscas de la fruta no solo se embriagan, sino que también se comportan de manera errática cuando consumen. Algunas se vuelven más solitarias, otras más promiscuas. Por ejemplo, se sabe que, tras la ingesta de etanol, las hembras se vuelven menos exigentes a la hora de elegir pareja reproductora, mientras que en un estudio reciente se documentó que los machos recurren al alcohol cuando se ven incapaces de reproducirse, como si optaran por ahogar sus penas en alcohol cuando les dan calabazas.

The Bonus Bullet #2:

“Drunken” female fruit flies become less choosy… when they are choosing a reproductive partner!

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