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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-W03-7 | Sunday | Bonus: CHN
No. 19
From:
Kyoto-shi, Kyoto, Japan
Sunday, 10:00 A.M.
January 19, 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 11
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 #31:
Isis loved her human friend, and biting was for her a confusion of love and suffering, a sign of the pleasure of the encounter and the start of a misunderstanding. There were no preceding markers of aggression: the biting reflected excitement, not an assault.
The Bullet #31:
Don't get angry just because your cats bite you. Perhaps they want to tell you... they love you.
The Original Text #32:
“Stop! Just one stroke… wait until she asks for more contact. She wants to be on you, against you, maybe even to leave marks of familiarization, but that doesn’t mean that she wants to be touched, or that she finds it pleasant.”
“But if she comes to me, it must mean she wants to be stroked.”
“No, if she comes to you, it’s because she wants to sit on you.”
The Bullet #32:
Your cat sit on your lap, you stroke them. Suddenly, your cats get angry and bite you... but why? One French veterinary doctor reveals a illuminating truth!
The Original Text #33:
We have to explain again and again that, for cats, being attached does not mean that they like to be touched. If they come and lie down next to you, that is already a major sign that they find you calming and that you provide them with a sense of security.
The Bullet #33:
If you watch cats on SNS too much, you'll misunderstand cats GENERALLY love to be touched. But they don't.
In the next issue, I deliver How to Create Bullets from Your Products or Services The Real Example #2, part 12!
Sincerely,
Kentaro Sono
Bonus #1:
The Kentaro Sono Selection 2025
~What did you read today?~
No. 19-1
In the book 滚雪球：巴菲特和他的财富人生, in the chapter ⑧, the author Alice Schroeder writes:
1974年9月11日，巴菲特正式加入了《华盛顿邮报》的董事会，摇身一变,从一个奥马哈的明星投资经理人，成为世界上最重要的一家媒体公司的正式顾问。尽管刚刚加入该公司董事会，他仍然能够看见格雷厄姆习惯性地向其他的董事们祈求帮助。巴菲特认为不应该这样做，作为一名首席执行官，她不能把自己放在这样的位置上。但是，他还不是非常了解她，因此，他也不好说什么。相反，他却告诫自己，《华盛顿邮报》的董事会里到处都是达官显贵和知名人士，因而他要小心翼翼地同这些人周旋。他们有权有势，还善于玩弄手段，常常习惯于控制格雷厄姆。他在董事会上一直沉默不语，不过，他却在幕后悄悄地发挥作用。
The Bonus Bullet #1:
Do you know the relationship between The Washington Post and the best investor in the world Wallen Buffet? Most Japanese don't. (Sadly, ordinary Japanese don't know The Washington Post anyway.)
Bonus #2:
The Kentaro Sono Selection 2025
~What did you read today?~
No. 19-2
In the book 管理（原书修订版）下, in the chapter 第29章 怎样做人员决策, the author Peter Ferdinand Drucker writes:
如果这个人原来的岗位尚无人出任，那么可以让他回到这个岗位，否则就将其安排到一个与原岗位类似的岗位上去。仅仅没有在具有挑战性的新岗位上取得出色的绩效，并不意味着他们必须被扫地出门。如果他们在原来的岗位上富有成效，他们回归之后仍然会富有成效，并为整个组织的绩效做出贡献。
大多数人认为这是“降级”。没错，这确实是降级，但它与人们的普遍看法恰恰相反，降级不仅是可行的，而且在大多数情况下是受当事人欢迎的。其实，这个人非常清楚自己在新岗位上无法取得很好的绩效，但是很少有人会主动要求把自己的职务撤掉，大多数人觉得必须努力去做明知不可能做到的事情。
The Bonus Bullet #2:
Peter Ferdinand Drucker reveals... the special context your employees welcome their “downgrading”!
