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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-W02-5 | Friday | Bonus: ESP
No. 10
From:
Kyoto-shi, Kyoto, Japan
Friday, 10:00 A.M.
January 10, 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 #3
part 2
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:
The Interpretation of Cats: Understanding the Psychology of Our Feline Companions
by Claude Béata
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:
This book is mainly written about the psychology of cats. Clients consult the author to solve the “problems” their cats make. The author decode the real motivations behind the behaviors of cats and come up with solutions. If you like cats and mystery novels, you like this book too. I love cats and mystery novels.
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!
Scribner don't pay me any money to write this issue. You got it? OK. Let's study the bullets together!
The Original Text #4:
Even if the intention is to improve the cat species, I am no fan of the idea of leaving the future of the species in the hands of breeders. There are cat shows, for example, where higher marks go to Persian cats with concave faces—cats whose noses are set deeper than their eyes. They have more breathing difficulties, and their quality of life is not good. We vets are the guardians of animal welfare, but often our voices go unheard in the breeding clubs, and our warnings are ignored.
The Bullet #4:
Persian cats: Genetically engineered cats who are “programmed” to suffer from breathing difficulties!
The Original Text #5:
For a few years my family and I shared our lives with a Sphynx cat called Galinette. We loved her; she was unique, mischievous, affectionate, and we mourned her greatly when she’d gone. But for me she wasn’t a cat: although she had access to the outdoors, for her leaving the house was purgatory. Her pretty blue eyes couldn’t stand the sun, and as for her skin, the slightest contact with plants gave her pruritus, and she would break out in a rash. Of her own accord, she greatly restricted her excursions.
The Bullet #5:
Sphynx cats are suffering from pain all their lives because you “peel” their fur away genetically!
The Original Text #6:
In Belgium in February 2021, the Walloon Council for Animal Welfare asked for the immediate banning of four breeds: the Scottish Fold, with its folded ears, which has many followers; the tailless Manx cat; the Munchkin with very short legs; and the Twisty or Kangaroo cat, with its atrophied or twisted limbs. The council also required the creation of a special commission for four other breeds: the Persian, the Exotic Shorthair, the Sphynx, and the Devon Rex.
The Bullet #6:
Why it's banned in Belgium to breed the 4 breeds, the Scottish Fold, Manx cat, the Munchkin, and the Twisty!
In the next issue, I deliver How to Create Bullets from Your Products or Services The Real Example #3, part 2!
Sincerely,
Kentaro Sono
Bonus #1:
The Kentaro Sono Selection 2025
~What did you read today?~
No. 10-1
In EL PAÍS, in the article ‘Tahlequah’, la orca que recorrió 1.600 kilómetros con el cadáver de su cría en 2018, vuelve a cargar con otra durante días, the author Constanza Cabrera writes:
En 2018, Tahlequah recorrió más de 1.600 kilómetros empujando el cuerpo inerte de otra cría durante 17 días junto a algunos miembros de su manada, una sobrecogedora historia que acaparó numerosos titulares. En esta ocasión, Phoenix ―de tres años― y una orca de 14 años conocida como Notch acompañan a su madre en el proceso de duelo por la cría, que tenía apenas unos días cuando murió. “El último avistamiento confirmado de J35 tuvo lugar el domingo pasado. Creemos que las orcas podrían haberse desplazado hacia aguas más remotas en la costa exterior”, explica a EL PAÍS Michael Mistein, del Departamento de Pesca de NOAA Fisheries. El primer avistamiento de la cría, cuando todavía estaba viva, fue el 20 de diciembre.
The Bonus Bullet #1:
Do you think only human beings grieve when their children die? You are totally wrong.
Bonus #2:
The Kentaro Sono Selection 2025
~What did you read today?~
No. 10-2
In EL PAÍS, in the article De ser un niño tutelado por Madrid, a cumplir 18 años y buscarse la vida en la calle, the author Álvaro Sánchez-Martín writes:
Cuando ese proceso no se da adecuadamente, cuando el sistema falla, el riesgo de exclusión social se dispara. Para un chico de 18 años, sin recursos, que entra directamente en la red de personas sin hogar, la remontada es casi imposible. Si se da mal ese paso de transición a la vida adulta, es muy fácil que estos jóvenes acaben en la calle, explica Rodríguez. Eso abre la puerta a otros problemas, como adicciones o delitos para sobrevivir. “Se les está condenando a la exclusión social”.
The Bonus Bullet #2:
This is how homeless are made in Madrid.
