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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
2025-W01-2 | Tuesday | Bonus: FRA
No. 366
From:
Kyoto-shi, Kyoto, Japan
Tuesday, 10:00 A.M.
December 31, 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 42
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 #124:
One study reported in Animals found that cat guardians with a better knowledge of cat behavior were less likely to have a cat with behavior issues, and less likely to use positive punishment to attempt to resolve any issues that did exist.
The Bullet #124:
The danger of cat owners... who don't study anything about cats on their own!
The Original Text #125:
“Before it becomes a behavioral problem we need to rule out medical problems,” says veterinary behaviorist Dr. Wailani Sung. “It’s not spiteful even though the cat may seem like it is being so. Typically when people think the cat is spiteful it’s because the cat not only eliminates outside the litter box but they do it in areas that the owner is offended by. They do it on their favorite couch or they do it on their pillow or on their bed. And when they do it on their pillow and bed, the owners take it very personally, like ‘They’re being spiteful,’ right. Or, ‘I said no and I locked the cat out and I come out of the room and the cat had peed on my favorite blanket or my pillow.’ So that’s why they think it’s spiteful, whereas I see it as a cry for help. I see it in that particular situation, the specific location where the cat has urinated or defecated is a cry for help, and it’s an indication that something is wrong.”
The Bullet #125:
How to interpret the situation... when your cats has peed on your pillow!
The Original Text #126:
If the vet rules out a medical issue, have a look at the toileting space. I asked Dr. Sung to summarize what to consider. “It’s usually determining if you’re giving the appropriate amount of litter, type of litter box, the size of the litter box, the location, and cleanliness of the box,” she said. “Those are probably the top five I immediately start off with.
The Bullet #126:
The five items to check about the litter boxes of your cats!
In the next issue, I deliver How to Create Bullets from Your Products or Services The Real Example #2, part 43!
Sincerely,
Kentaro Sono
Bonus #1:
The Kentaro Sono Selection 2024
~What did you read today?~
No. 366-1
In Le Monde (MARDI 31 DÉCEMBRE 2024 | 81E ANNÉE – No 24882), in the article La belle vie du MMA amateur, loin des excès du sport spectacle, the author Simon Roger writes:
Les jeunes ne s’en plaignent pas. « On n’est pas là pour former des compétiteurs, même si on en a aussi dans notre équipe, soutient le fondateur de Team Sorel. On vient au MMA pour retrouver la forme, dire stop à quelqu’un dans la rue, prendre confiance en soi. La vic- toire, qui fait partie de ces valeurs répétées à chaque séance, c’est d’abord la victoire sur soi. » La majorité des enfants et des adolescents qui fréquentent le club sont issus de familles en grande précarité, souvent monoparentales. « Ici, c’est un peu l’école de la deuxième chance. On commence par apprendre la discipline propre aux arts martiaux », poursuit l’entraîneur. « C’est sans conteste le sport de combat le plus complet », ajoute Valentin Moulin, 20 ans, à propos du MMA. Cette pratique « a une très bonne image au sein de la jeunesse », garantit cet étudiant en deuxième année de droit à Paris-Assas, rencontré dans les couloirs de l’US Métro Bizot, vieux club parisien entièrement rénové en 2023 pour accueillir ces nouvelles troupes.
The Bonus Bullet #1:
Who practice MMA and why? Probably, it's not what you expected.
Bonus #2:
The Kentaro Sono Selection 2024
~What did you read today?~
No. 366-2
In Le Figaro (mardi 31 décembre 2024 - N° 24 992 -), in the article David Bertrand : « Les animaux nous rendent plus humains », the author Marie-Laetitia Bonavita writes:
Défenseur de la cause animale, vous n’êtes pas un opposant aux chasseurs. Pourquoi?
J’essaie de ne pas faire d’amalgames. Je m’oppose à toute forme de souffrance inutile faite aux animaux sauvages, comme la chasse à courre, le piégeage, le déterrage ou la chasse à la glu. Mais, dans son histoire, sapiens a toujours chassé pour sa subsistance. Il ne s’agit donc pas d’empêcher un Esquimau de chasser le phoque. La chasse peut aussi être ponctuellement nécessaire pour réguler des populations. Mais dans une majorité de cas, elle n’est pas utile, il y a trop de dérives et les lobbies sont trop influents. En France, des faisans et des perdrix sont élevés en captivité pour être ensuite relâchés et chassés, et des oiseaux migrateurs sont tués pour le plaisir alors que leur population est en danger. Citons également la chasse à la baleine au Japon ou ces chasses organi- sées en Afrique où certains sont prêts à payer de fortes sommes pour tuer un éléphant, une girafe ou un lion. Rien ne peut justifier cela, selon moi.
The Bonus Bullet #2:
David Bertrand reveals in his new book... we all have too many stupid prejudices about animals! (Are foxes really so evil?)
