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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-W03-3 | Wednesday | Bonus: DEU
No. 15
From:
Kyoto-shi, Kyoto, Japan
Wednesday, 10:00 A.M.
January 15, 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 7
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 #19:
The Litter Box
To work, it should meet four easy-to-remember requirements that relate to four major characteristics:
The Bullet #19:
4 checkpoints to make the litter boxes for your cats to work... Capacity, Content, Location, and A Fixed Location!
The Original Text #20:
One astute study showed that cats are sensitive not just to the odor of their litter boxes but also to the sight of excrement. The researchers placed little plastic stools in the litter; they didn’t smell but they were a perfect replica of something another cat might have left. It was found that 50 percent of cats wouldn’t use a box when they could see that it might contain the feces of another cat.
The Bullet #20:
You don't use a toilet that hasn't been flushed by someone else? Your cats too.
The Original Text #21:
Dogs are much more opportunistic—they are scavengers and are happy with carrion if it saves them the bother of hunting—whereas cats always try to ply their skills as a predator. Even the cutest little house cat needs to do that. We have already seen that it might chase the hands and feet of the humans it lives with if there is nothing else in its environment that allows it to exercise this form of behavior. But once it has an opportunity, whether it is to chase after genuine prey or a lure dangled in front of it, the cat will spend a big part of its day lurking and hunting.
The Bullet #21:
For cats, the result is not everything which matters. They need enjoying the process of getting foods.
In the next issue, I deliver How to Create Bullets from Your Products or Services The Real Example #3, part 8!
Sincerely,
Kentaro Sono
Bonus #1:
The Kentaro Sono Selection 2025
~What did you read today?~
No. 16-1
In Neue Zürcher Zeitung, in the article Tiktok, Schule, Depressionen: Die Schweizer Jugend steckt in einer Krise – mit Geld und Gesetzen allein lässt sie sich nicht lösen, the author Giorgio Scherrer writes:
Wenn es um die unnötige Verstärkung psychischer Krisen geht, sind schliesslich auch Unternehmen wie Tiktok in der Pflicht. Die bei Jugendlichen beliebte Video-App wird von gut einem Viertel der Schweizer Bevölkerung genutzt. Bei Inhalten, die Suizid und Selbstverletzung propagieren, versagen ihre Filter jedoch komplett.
Wer das nicht glaubt, kann sich selbst ein Konto einrichten, sein Alter auf 13 stellen, ein bisschen zu lange bei traurigen Videos hängen bleiben – und dann beobachten, wie vernarbte Unterarme, die Suizid-Challenges und die Fotos von Abschiedsbriefen auftauchen. All das, wohlgemerkt, ohne dass man explizit nach solchen Themen suchen oder entsprechenden Accounts folgen muss.
The Bonus Bullet #1:
This is how TikTok recommends your children information about ... suicides.
Bonus #2:
The Kentaro Sono Selection 2025
~What did you read today?~
No. 16-2
In Der Spiegel (Nr. 3 | 11.1.2025), in the article »Wir wurden kaputtgemacht, wir haben extrem gelitten«, the author Tabea Alt writes:
Alt: Genau. Man turnt weiter, und wenn man weint, wird man schon mal der Halle verwie- sen mit dem Satz: »Dein Gesicht will hier niemand sehen. Verlass die Halle!« Und wer dann in die Umkleidekabine kommt, um zu tr östen, wird sofort in die Halle zurückgeholt. Man ist natürlich angreifbarer, wenn man allein ist. Man trainiert mit den Schmerzen und Verletzungen weiter, und dann kamen irgendwann die Diagnosen, dass der Ellenbogen eine Fraktur aufwies, man an der Schulter einen Ausriss des Bizepssehnenankers hatte oder es einen knöchernen Ausriss im Fuß gab – oft kamen diese Diagnosen erst zu einem viel späteren Zeitpunkt heraus. Überlastungssyndrome , Knochenödeme, Ermüdungsbrüche waren keine Seltenheit. Das sind Dinge, die wir ständig durchlebt haben – aufgrund der hohen Belastungen und der fehlenden Regeneration.
The Bonus Bullet #2:
This is why you shouldn't decide your career path watching Olympics on TV. (They show you only beautiful sides of sports.)
