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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-W01-1 | Monday | Bonus: ENG
No. 365
From:
Kyoto-shi, Kyoto, Japan
Monday, 10:00 A.M.
December 30, 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 41
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 #121:
Measure your cat’s food with a weigh scale, rather than eyeballing it or using a cup measure. This will help you be more accurate in the amounts you feed your cat.
The Bullet #121:
The simple tool to keep your cats healthy!
The Original Text #122:
The next morning at the vet, a urine test showed that she had an infection. Melina was prescribed antibiotics and because her urine was so concentrated, I was advised to add some water to her food each day. Luckily, she was still happy to eat her wet food with a bit of water in it, the antibiotics resolved the infection, and she went back to toileting in the litter box. I also put some extra water bowls around the house in case they might be used, one of which became part of the regular setup of the house, because she does occasionally drink from it.
The Bullet #122:
The secret reason your cats don't use the litter boxes! (It may not be THEIR problem.)
The Original Text #123:
The experience of having a cat toilet outside the litter box is not unusual. Unfortunately, many people assume their cat’s mishap is due to spite or hatred, don’t think to take their cat to the vet, and, in some cases, end up rehoming or euthanizing their cat.
The Bullet #123:
The ridiculous reason to kill cats... even in your own family! (Those who don't want to learn anything about cats... shouldn't get a cat. Buy a stuffed animal instead.)
In the next issue, I deliver How to Create Bullets from Your Products or Services The Real Example #2, part 42!
Sincerely,
Kentaro Sono
Bonus #1:
The Kentaro Sono Selection 2024
~What did you read today?~
No. 365-1
In The New York Times, in the article New Yorkers Deserve More Public Restrooms, the author Leah Goodridge writes:
When the fiscal crisis of the 1970s hit, New York City elected to stop funding some public services like restrooms. Prejudice against poor people has arguably allowed the problem to fester. In talking to hundreds of New Yorkers about urban planning and the city’s design, I’ve learned that many are uncomfortable with the concept of free public restrooms, believing they will inevitably be destroyed by people without means. Without being explicit about it, they seem to adhere to the age-old presumption that those in poverty are destructive.
The Bonus Bullet #1:
The sad reason the New York City don't have enough public restrooms!
Bonus #2:
The Kentaro Sono Selection 2024
~What did you read today?~
No. 365-2
In The New Yorker, in the article Is There Any Escape from the Spotify Syndrome?, the author Hua Hsu writes:
Just as we train Spotify’s algorithm with our likes and dislikes, the platform seems to be training us to become round-the-clock listeners. Most people don’t take issue with this—in fact, a major Spotify selling point is that it can offer you more of what you like. Liz Pelly’s new book, “Mood Machine: The Rise of Spotify and the Costs of the Perfect Playlist,” is a comprehensive look at how the company’s dominance has profoundly changed the way we listen and what we listen to. A contributing editor to The Baffler, Pelly has covered the ascent of Spotify for years, and she was an early critic of how the streaming economy relies less on delivering hit tunes than on keeping us within a narrow gradient of chill vibes. Her approach is aggressively moralistic: she is strongly influenced, she explains, by D.I.Y. spaces that attempt to bring about alternate forms of “collective culture,” rather than accept the world’s inequities as a given. She sympathizes with the plight of artists who feel adrift in the winner-take-all world of the Internet, contending with superstars like Adele or Coldplay for placement on career-making playlists and, consequently, a share of streaming revenue. But her greatest concerns are for listeners, with our expectations for newness and convenience. Pelly is a romantic, but her book isn’t an exercise in nostalgia. It’s about how we have come to view art and creativity, what it means to be an individual, and what we learn when we first hum along to a beloved pop song.
The Bonus Bullet #2:
Does Spotify broaden our worlds... or confine us in small worlds?
