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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-W03-6 | Saturday | Bonus: ITA
No. 18
From:
Kyoto-shi, Kyoto, Japan
Saturday, 10:00 A.M.
January 18, 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 10
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 #28:
Cat protection organizations tend to brandish scary figures: in four years, a couple of unsterilized cats can be responsible for the birth of more than 20,000 kittens, which makes your head spin, though this has never been put to the test. This theoretical number does not take account of any regulating factors. This explains this modern version of the endlessly leaking tub of the Danaïdes: capturing cats and sterilizing them has never eradicated a population of stray cats. It was decades before large numbers of local government, cat protection, and veterinary staff understood this and set cats free after sterilization, which was made possible by the disappearance of rabies as an endemic disease in France. It is much more effective to capture cats, spay or neuter them, and then release them to their normal living space than to eliminate them.
The Bullet #28:
In four years, a couple of unsterilized cats can be responsible for the birth of more than 20,000 kittens... Do you still believe this myth?
The Original Text #29:
The Five Pillars of a Healthy Environment for a Cat (According to the International Society for Feline Medicine)
Pillar 1: Provide a safe place.
Pillar 2: Plan separate spaces for different resources: food, water, toilet zone, scratching zone, play zone, and zone of rest or sleep.
Pillar 3: Provide opportunities for play and to exercise predator behavior.
Pillar 4: Offer positive, coherent, and predictable social interactions.
Pillar 5: Make sure the cat’s environment respects the importance of its senses and sense of smell in particular.
The Bullet #29:
The International Society for Feline Medicine reveals... The Five Pillars of a Healthy Environment for a Cat! (You probably don't know Pillar 3.)
The Original Text #30:
It’s a classic form of therapy, but an effective one: stop all physical sanctions (there weren’t that many in Luka’s case) and verbal threats. Being afraid can trigger as many phobic responses as being ill in the first place.
The Bullet #30:
Totally meaningless, stupid, even damaging things self-proclaimed “expert of cats” love to do! (You can find one bad example in Osaka, Sakai-shi, Mihara-ku.)
In the next issue, I deliver How to Create Bullets from Your Products or Services The Real Example #3, part 10!
Sincerely,
Kentaro Sono
Bonus #1:
The Kentaro Sono Selection 2025
~What did you read today?~
No. 18-1
In the book Open. La mia storia, in the chapter 1, the author Andre Agassi writes:
Ho colpito così tante volée, che non vedo più il campo. Sotto le palle gialle non è visibile un solo centimetro di cemento verde. Trascino i piedi, ciabattando come un vecchio. Finalmente perfino mio padre deve ammettere che ci sono troppe palle. È controproducente. Se non mi posso muovere non raggiungeremo la quota giornaliera di 2500 palle. Accende a tutto gas il soffiatore, la macchina gigante che serve ad asciugare il campo dopo la pioggia. Siccome dove viviamo – Las Vegas, Nevada – non piove mai, papà usa il soffiatore per radunare le palle da tennis. Come ha fatto con la macchina lanciapalle, mio padre ha modificato un soffiatore standard, realizzando un’altra creatura demoniaca. È uno dei miei primi ricordi: portato via a forza dall’asilo a cinque anni per andare con mio padre al laboratorio di saldatura a vederlo costruire questa folle macchina, simile a un tosaerba, in grado di spostare centinaia di palle alla volta.
The Bonus Bullet #1:
Do your children want to become a legendary tennis player? Read the biography of Andre Agassi with them together... before it's too late.
Bonus #2:
The Kentaro Sono Selection 2025
~What did you read today?~
No. 18-2
In the book Il vaso di Pandoro, in the chapter Oppenheimer, the author Selvaggia Lucarelli writes:
– aver pubblicato post e stories sui canali social della signora Ferragni in cui si lasciava intendere che comprando il “Pandoro Pink Christmas” si poteva contribuire alla donazione e che la signora Ferragni partecipava direttamente alla donazione, circostanze risultate non rispondenti al vero, nonostante le sue società avessero incassato oltre un milione di euro. L’Autorità aveva ritenuto inoltre che anche il prezzo del pandoro “griffato”, che era stato proposto in vendita al pubblico a un prezzo pari a circa due volte e mezzo il prezzo del pandoro classico Balocco, avesse contribuito a indurre in errore i consumatori rafforzando la loro percezione di poter concorrere alla donazione acquistando il “Pandoro Pink Christmas”. Secondo l’Antitrust questa pratica aveva limitato la libertà di scelta dei consumatori facendo leva sulla loro sensibilità verso iniziative benefiche, in particolare quelle in aiuto di bambini affetti da gravi malattie, integrando una pratica commerciale scorretta connotata da elementi di ingannevolezza.
The Bonus Bullet #2:
Looking beautiful and popular is one thing. Whether Being honest and trustworthy is quite another.
