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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-W03-2 | Tuesday | Bonus: FRA
No. 14
From:
Kyoto-shi, Kyoto, Japan
Tuesday, 10:00 A.M.
January 14, 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 6
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 #16:
Don’t forget that, for the sake of its well-being, a cat must eat several times a day. Sometimes, discovering the cause of the problem is a more subtle matter: the food regime is responsible, but it is not the distribution that is the root of the problem but the type of food. Some cats prefer dried food such as kibble. Others prefer wet food. If you live with a cat, you get to know what its needs are and also its tastes.
The Bullet #16:
Do you give your cats one big meal a day? It may cause you a problem.
The Original Text #17:
Female cats inculcate many things in their kittens: how to cover their traces, how to hide up high, and also how to hunt. When they are able to, the mother cat brings dead prey when the kittens are around six or seven weeks, and then, three weeks later, she brings live prey. This is designed to teach familiarity with prey and hunting techniques. For some kittens who have received this teaching, nothing ever replaces prey.
The Bullet #17:
Mother cats school their kittens too. Is it justifiable to take away kittens from their mother?
The Original Text #18:
Once the bag was open, he could have eaten a lot of kibble, which is what a hyperactive cat would have done. But Biscotte simply went and opened another. This is what gave us the idea that what this cat lacked was in fact access to wet food, food that better reminded him of prey than kibble did. I agreed with my colleague that seven or eight times a day we would give him some wet food that best matched his tastes and at the same time a strong dose of an anti-anxiety product derived from milk. After a few weeks of this double treatment, wet food distributed often with a nutraceutical, I received a phone call telling me that Biscotte had stopped licking himself and that his fur was starting to grow back.
The Bullet #18:
The cat keeps opening bags of kibbles without eating them at all... Can you decode his motivation? One French did it.
In the next issue, I deliver How to Create Bullets from Your Products or Services The Real Example #2, part 7!
Sincerely,
Kentaro Sono
Bonus #1:
The Kentaro Sono Selection 2025
~What did you read today?~
No. 14-1
In Le Monde (MARDI 14 JANVIER 2025 | 81E ANNÉE – No 24894), in the article Terrorisme : « La société française a tenu et fait face », the authors write:
La France est le pays occidental le plus visé par le terrorisme djihadiste ces dix dernières années. Comment expliquer cet acharnement ?
Du fait de son histoire d’ancienne puissance coloniale, qui désigne notre pays aux yeux de certains comme historiquement « oppresseur » des nations musulmanes, du modèle de liberté qu’il incarne, de son rôle décisif dans la coalition contre l’organisation Etat islamique [EI] et du nombre de ses ressortis- sants ayant rejoint les filières irako-syriennes, la France a été l’un des pays les plus ciblés. Pour autant, il n’y a pas de spécificité française et, malheureusement, aucun pays occidental ou européen n’a été épargné par le terrorisme.
The Bonus Bullet #1:
The dark side of France Japanese never imagine!
Bonus #2:
The Kentaro Sono Selection 2025
~What did you read today?~
No. 14-2
In L’Express (n° 3836 semaine du 9 au 15 janvier 2025), in the article « Les parents voient bien qu’il y a un problème avec les smartphones », the author Thomas Mahler writes:
Le best-seller a suscité un intense débat scientifique. Dans la revue Nature, la psychologue Candice Odgers lui a reproché de confondre corrélation et causalité, assurant que les jeunes qui ont des problèmes de santé mentale utilisent plus les réseaux sociaux que les autres. A l’inverse, Bill Gates, pourtant cofondateur de Microsoft, l’a qualifié « de lecture incontournable pour tous ceux qui élèvent ou enseignent à des jeunes », tandis que The Economist, le New York Times ou le Wall Street Journal l’ont classé parmi les meilleurs livres de 2024. Surtout, Jonathan Haidt a lancé un débat mondial. Le 28 novembre, le Parlement australien a ainsi approuvé une loi interdisant les réseaux sociaux pour les moins de 16 ans, une préconisation du psychologue.
The Bonus Bullet #2:
SNS enrich the lives of your children? ...Or destroy it?
