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The Kentaro Sono Letter 2025
〒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-W01-7 | Sunday | Bonus: CHN
No. 5
From:
Kyoto-shi, Kyoto, Japan
Sunday, 10:00 A.M.
January 5, 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 47
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 #139:
If you want to train them, you could use hand signals, which are often used in the early stages of training anyway. For example, you could teach a cat to come when they see light from a flashlight by showing the light and then giving a treat. Start when the cat is close by so they do not have to come for the treat, and then slowly increase the distance. Always give a treat when the flashlight is on, or you will begin to extinguish the response (see chapter 5).
The Bullet #139:
How to train your cats... with a simple flashlight!
The Original Text #140:
Be ready to make some adjustments to your home to help a senior cat or a cat with special needs. For example, if they are no longer able to jump high up like they used to, move things to a lower level or provide a ramp.
The Bullet #140:
How to make your home Barrier-FREE... for your senior cats!
The Original Text #141:
A study of the causes of death for cats in Taiwan found similar results. The most common causes of death were kidney and urologic disorders, cancer, infections, issues affecting multiple organs, cardiovascular disease, and trauma. The most common infection was with feline coronavirus. Many cats get feline corona-virus (up to 40%), and it typically causes only mild disease, although sometimes there are no symptoms at all. However, the virus occasionally mutates as it replicates within the cat and becomes feline infectious peritonitis (FIP). FIP is most common in young cats and is almost always fatal.
The Bullet #141:
The surprising relationship between the common and mild disease feline coronavirus and the fatal FIP!
In the next issue, I deliver How to Create Bullets from Your Products or Services The Real Example #2, part 48!
Sincerely,
Kentaro Sono
Bonus #1:
The Kentaro Sono Selection 2025
~What did you read today?~
No. 5-1
In 滚雪球：巴菲特和他的财富人生, in the chapter 36 两只落汤鸡, 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:
Can Japanese newspapers do the same thing... The New York Times did in March 1971?
Bonus #2:
The Kentaro Sono Selection 2025
~What did you read today?~
No. 5-2
In 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:
美国援外合作组织（Cooperative for American Relief Everywhere,CARE）的业务每到一个国家，就会在那里安排一名国家代表——通常是大学毕业没几年的年轻人。他们会得到精心的培训，但由于他们要在异国他乡，例如柬埔寨和肯尼亚那样的地方独自开展工作，所以失败率非常高。
在很长一段时间内，CARE处理绩效不佳的国家代表的方法，都是把他们召回总部，表示感谢之后予以解聘。然而，该组织没有足够多的新员工去填补所有这些空缺，因此尽管面临组织成员诸多的疑虑和许多反对的声音，它还是把其中一部分吃过一回败绩的人安排到另外一个国家去担任国家代表。结果出乎所有人的意料——这些人绝大部分都成功了，而且还有相当一部分人绩效超群。
第二次机会的成功率高得让人有些吃惊，但是我们仍然要记住：有且仅有第二次机会。连续两次不能取得良好绩效的人，最好是让他们去投奔竞争对手！
The Bonus Bullet #2:
Should you fire the employee just because of one mistake?
