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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-W52-7 | Sunday | Bonus: CHN
No. 364
From:
Kyoto-shi, Kyoto, Japan
Sunday, 10:00 A.M.
December 29, 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 40
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 #118:
Weigh your cat regularly to keep an eye on any changes. It’s probably easiest to stand on the scale with and without your cat in your arms and then subtract your weight to find that of your cat.
The Bullet #118:
How to weigh your cats easily! (If you can hug the cat, you can weigh the cat.)
The Original Text #119:
Although both sets of owners talked to their cats, owners of overweight cats were more likely to talk to their cat and to talk about topics relating to friends and family or work. Owners of overweight cats were more likely to watch their cats eat, suggesting that food played a greater role in their relationship. Owners of normal-weight cats were more likely to play with their cat.
The Bullet #119:
How to have a healthy relationship with your cats... without giving them too much foods! (Feeding is not the only way to get affection from cats.)
The Original Text #120:
Before starting your cat on any weight-loss program, be sure to speak with your veterinarian so you can develop a safe and effective plan. To lose weight, a cat needs around 60–70 percent of the calories required to maintain their weight. Cats must only lose weight very slowly. If a cat loses weight too fast, they develop fatty liver disease, as their liver cannot break down the fats fast enough, and if not treated in time this can be fatal.
The Bullet #120:
Why the drastic diet programs are dangerous for your cats! (Their liver cannot break down the fats so easily.)
In the next issue, I deliver How to Create Bullets from Your Products or Services The Real Example #2, part 41!
Sincerely,
Kentaro Sono
Bonus #1:
The Kentaro Sono Selection 2024
~What did you read today?~
No. 364-1
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3月，反对越南战争的运动正如火如荼地进行着，《纽约时报》突然刊载了一份五角大楼的秘密档案——这是份绝密档案，是前国防部长罗伯特·麦克纳马拉所撰写的越南政策报告。它揭示了政府从一开始就在欺骗公众，并将残忍地把国家引入无底深渊。21该文件分47卷，共7 000余页，它最终得出的结论是政府在欺诈和愚弄美国公众。6月13日星期日，《纽约时报》开始刊登该文件。
The Bonus Bullet #1:
The ugly truth of the Vietnam war... revealed by the New York Times!
Bonus #2:
The Kentaro Sono Selection 2024
~What did you read today?~
No. 364-2
In the book 管理（原书修订版）下, in the chapter 第29章 怎样做人员决策, the author Peter Ferdinand Drucker writes:
第四，马歇尔会同曾经与候选人共事的人交谈，因为一个人的判断可能不全面。通过询问别人的意见，你可以了解候选人还具备哪些让别人印象深刻，而你没有注意到的长处。但是，你也有可能发现一些你没有注意到的弱点和局限性。通过与候选人过去的上级和同事进行非正式交谈得来的信息，通常是最准确的。
The Bonus Bullet #2:
How to outwit psychopaths... who are good at faking their first impressions!
