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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-W02-6 | Saturday | Bonus: ITA
No. 11
From:
Kyoto-shi, Kyoto, Japan
Saturday, 10:00 A.M.
January 11, 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 3
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 #7:
With a more experienced eye you may notice cats with tangled, matted fur, a sign that they have been stinting on their grooming. It’s an indication of what experimental psychology calls learned helplessness. This phenomenon was described in the mid-1960s by Martin Seligman and Steven Maier in dogs following controversial experiments that won’t be repeated.
The Bullet #7:
Learned helplessness: Even dogs and cats despair... when they can't do anything to escape from stressful situations.
The Original Text #8:
Some cats overcome their fate, and I can’t talk about rescue cats without mentioning Houdini. A few years ago, I visited a shelter on the outskirts of Paris, an example of how well run a place like that can be under the supervision of an extraordinarily devoted team. Every dog cage had a label with the animal’s history and behavioral characteristics marked on it. We went to the cat house, where I was astonished to see there was a section for cats suffering from serious and contagious viral conditions. I asked why this was, and a manager replied: “Oh, they are quite easy to place. We have a particular ‘clientele’ who say, ‘Give me the cat that no one wants; I live in an apartment, I don’t have any other cats, so he can be sick, contagious, whatever. I’ll make sure he’s taken care of and give him the best possible life.’ And so what might have been a real problem becomes a surefire way of guaranteeing a placement.”
The Bullet #8:
A shelter on the outskirts of Paris reveals... How to find ideal families for “handicapped” cats!
The Original Text #9:
It is quite common for our domestic cats to sit in front of a tap and wait until their human gives them access to running water. These days, the introduction of water fountains for cats covers this need. Nearly fifteen years ago, this request for access to running water was more frequent in confined cats than in those who had access to the outdoors and who could satisfy their need for clear water.
The Bullet #9:
Your cats often sit in front of a tap and wait until you give them access to running water? Our cats too.
In the next issue, I deliver How to Create Bullets from Your Products or Services The Real Example #2, part 3!
Sincerely,
Kentaro Sono
Bonus #1:
The Kentaro Sono Selection 2025
~What did you read today?~
No. 11-1
In the book Open. La mia, in the chapter 1, the author Andre Agassi writes:
Ogni terza palla sparata dal drago ne colpisce un’altra già a terra provocando un anomalo rimbalzo laterale. Io aggiusto il colpo all’ultimo secondo, intercetto la palla d’anticipo e la mando abilmente al di là della rete. So che non è un normale riflesso. So che ci sono pochi bambini al mondo che vedrebbero quella palla, per non parlare poi di colpirla. Ma non vado fiero dei miei riflessi, né mi vengono riconosciuti. È il mio dovere. Ogni colpo riuscito è dato per scontato, ogni colpo mancato scatena una crisi.
The Bonus Bullet #1:
Is this a stupid, unrealistic Manga story? No, this is the biography of Andre Agassi.
Bonus #2:
The Kentaro Sono Selection 2025
~What did you read today?~
No. 11-2
In the book Il vaso di Pandoro, in the article Il vaso di Pandoro, the author Selvaggia Lucarelli writes:
Mi viene in mente che già mesi prima l’imprenditrice digitale aveva lanciato le uova pasquali per Dolci Preziosi griffate Chiara Ferragni e che mi era parso ci fosse qualcosa di strano. Non era chiaro il modo in cui la beneficenza si legasse all’operazione, avevo iniziato a fare qualche domanda in giro per poi perdere interesse per la questione. Non perché non mi incuriosisse (mi dedico al filone-inchieste sulla beneficenza da anni e ho scoperto molti inganni o truffe famose), ma perché ero stanca di essere insultata dai fan dei Ferragnez. Fan che tra le altre cose, vista la continua narrazione di coppia e la creazione della soap, hanno sempre considerato Chiara e Fedez una sorta di creatura mitologica, tipo Ortro, il cane a due teste. Bastava toccarne uno per ritrovarsi addosso i fan rabbiosi pronti a difendere entrambi. E Fedez, sempre molto aggressivo nel replicare a qualsiasi post o articolo critico che lo riguardasse, era capace di scatenarmi addosso shitstorm che duravano giorni. Il rapper caustico che graffia(va) politici, cantanti e giornalisti, quello dei dissing e delle strofe contro tutti (colleghi rapper compresi) e contro il sistema, non appena qualcuno osava criticare il suo potere, le sue ipocrisie e il sistema Ferragnez diventava poco sportivo.
The Bonus Bullet #2:
Do you still believe someone just because he or she is popular? Hitler was popular too.
