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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-W03-1 | Monday | Bonus: ENG
No. 13
From:
Kyoto-shi, Kyoto, Japan
Monday, 10:00 A.M.
January 13, 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 5
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 #13:
Having a pet by your side can improve your health and your life in general and give you a greater sense of purpose. That may seem a little clichéd, but we can cite hundreds of scientific publications in support of this; a recent overview of the literature backs the notion that owning a dog, for instance, can increase feelings of hopefulness.
The Bullet #13:
How to improve your health without changing your meals, hard exercises, or visiting the hospitals!
The Original Text #14:
The Five Zones of a Cat’s World
Isolation: Where the cat sleeps, grooms itself, and where it will feel most safe.
Feeding: Where it will find its food.
Disposal: A carefully chosen place where it can defecate and urinate in complete safety, and the source of much quid pro quo with humans.
(Solitary) activities: Where the cat can spend a lot of time observing, hunting, and playing with no need of partners.
Interactions: Where interactions—although they aren’t essential—can be sought and appreciated by our domestic feline. These usually happen in particular places and at precise moments.
The Bullet #14:
The 5 Zones of a Cat’s World you should study before welcoming them to your family!
The Original Text #15:
We have already touched on cats who suffer from HSHA, hyperactive animals. One of the keys to diagnosing this is disruption to the sleeping pattern. These cats sleep anywhere, even in the spot where they were playing just five minutes before. Parents of hyperactive children describe a similar phenomenon, the difficulty of putting their children to bed right up to the moment when, like the flicking of an off switch, they fall asleep wherever they happen to be.
The Bullet #15:
Cats suffer from HSHA too!
In the next issue, I deliver How to Create Bullets from Your Products or Services The Real Example #2, part 6!
Sincerely,
Kentaro Sono
Bonus #1:
The Kentaro Sono Selection 2025
~What did you read today?~
No. 13-1
In The New Yorker, in the article On TikTok, Every Migrant Is Living the American Dream, the author Jordan Salama writes:
Once the migrants are in the U.S., their accounts tend to follow a similar pattern. Migrants begin to show themselves living, in real time, the sueño americano for which they risked everything. I knew that most of these people were now working precarious jobs—indeed, living precarious lives—in the migrant underworld of New York, which has been unsettled by a surge of more than two hundred thousand new arrivals since 2022. In this informal economy, which touches every borough and county in the metropolitan area, there is widespread unemployment, food insecurity, loneliness, and crippling debt. Affordable housing is nearly impossible to find, and many migrants end up renting single rooms in homes or apartments for about a thousand dollars a month, which they share with relatives or others to further defray the cost. The extreme stress regularly leads to alcohol abuse, domestic violence, and other issues. Such difficulties, however, are largely left out of the online picture; whenever sadness or nostalgia is expressed, it is vague and sweetly sentimental, conforming to an inspiring narrative of enduring temporary hardship to achieve future prosperity. More often, the struggle is not shown at all.
The Bonus Bullet #1:
On TikTok, Every Migrant is deceived. And every Migrant deceive you.
Bonus #2:
The Kentaro Sono Selection 2025
~What did you read today?~
No. 13-2
In The Wall Street Journal, in the article America’s Bourbon Boom Is Over. Now the Hangover Is Here., the author Saabira Chaudhuri writes:
Just two years ago Masters could rake in $2,000 for similar barrels. “Back then two phone calls and I could have them gone,” he said.
America’s bourbon boom is over and businesses big and small are starting to hurt, with distillers cutting jobs and shelving expansion plans.
The Bonus Bullet #2:
No boom is forever. Now the bourbon boom in America is over.
