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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-W50-1 | Monday | Bonus: ENG
No. 344
From:
Kyoto-shi, Kyoto, Japan
Monday, 10:00 A.M.
December 9, 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 20
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 #58:
Regarding the size of treats, Dr. Ellis has this advice: “Many people think about the size of the food reward that they give, and it is so often far too big. Because we sort of think in dog terms or even in human terms, and even the size that commercial cat treats come in are far too big to be a single training treat. So I very often recommend that if you are using commercial cat treats, use the freeze-dried ones or the semimoist ones, because you can pull them into much, much smaller parts. If we’re thinking about a prawn, not a king prawn, just an average normal prawn, I would break that maybe into four or five parts at least.”
The Bullet #58:
The important tip to train your cats without harming their health! (Hint: Obesity.)
The Original Text #59:
if they spend it purring and rubbing their head on you or the surroundings, that’s a nice sign that they’re happy.
The Bullet #59:
The nice sign your cats are happy!
(If you see these signs often... you should be proud of it.)
The Original Text #60:
Positive reinforcement is the most well known and involves giving the cat a nice reward for a behavior so that they are more likely to do it again. Food makes a great reward for training cats. Negative reinforcement means that something unpleasant is removed when the cat does the behavior and as a consequence the behavior increases. This approach is not recommended in animal training because of risks to the animal’s welfare. Fortunately it is rarely used with cats; however, you may have seen or heard of it in dog training. One example is when someone pushes the dog’s bottom down and releases it when they are in a sit position in order to teach them to sit. The unpleasant sensation of the bottom being pushed ceases when the dog does the desired behavior, making the dog do the behavior more often. But, for dogs and cats, positive reinforcement works very well to achieve the desired behavior, so there is no need to use a negative reinforcement approach.
The Bullet #60:
Ineffective cats-training methods self-proclaimed “cats-experts” love to use!
(In Japan, there are too many fake “cat experts”. For example? You can find him in Osaka-fu, Sakai-shi Mihara-ku.)
In the next issue, I deliver How to Create Bullets from Your Products or Services The Real Example #2, part 21!
Sincerely,
Kentaro Sono
Bonus #1:
The Kentaro Sono Selection 2024
~What did you read today?~
No. 344-1
In The New Yorker, in the article The New Business of Breakups, the author Jennifer Wilson writes:
Before I knew it, I was lost in a corner of the Internet populated by breakup coaches, heartbreak dietitians looking to replace the classic pint of ice cream with anti-inflammatory popcorn, and get-over-him getaways. The Chablé hotel, at its Yucatán and Maroma locations, offers a program called Healing Heartbreak, in which newly single guests can undergo a full-body exfoliation treatment to symbolize the “scrubbing away of the past.” When Al Green sang “How Can You Mend a Broken Heart,” the question was rhetorical. Now there’s the Mend app, which leads users through a seventeen-module online course that will “turn your breakup into a breakthrough.” At StrIVeMD, which has locations in Ohio, Illinois, and Texas, Dr. Syed Ali advertises ketamine injections as breakup therapy, claiming that they can provide relief from heartbreak-induced depression and anxiety within hours.
The Bonus Bullet #1:
How to earn money by exploiting other people's break-ups!
Bonus #2:
The Kentaro Sono Selection 2024
~What did you read today?~
No. 344-2
In The Washington Post, in the article Beloved animal rescue pilot is buried with the puppy he tried to save, the author Marissa J. Lang writes:
Pilots N Paws, a nonprofit that connects pilots with organizations seeking to transport animals out of kill shelters and into no-kill shelters or homes around the country, spoke to Kim’s love of animals and desire to fly. Before long, he was signing up for runs all over the East Coast, ferrying dogs and cats from one state to another, several times a week.
The Bonus Bullet #2:
He risked his own life to save the puppy from the kill shelters
