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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-W04-1 | Monday | Bonus: ENG
No. 20
From:
Kyoto-shi, Kyoto, Japan
Monday, 10:00 A.M.
January 20, 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 12
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 #34:
As a practitioner I think I am allowed to say that cats can be “mad,” like dogs, like parrots, but also like certain wild animals. In Au risque d’aimer (The Danger of Loving), my book on attachment and its possible excesses, I describe the moving story of Kamuniak, the lioness in Kenya who made headlines by protecting a baby oryx at Christmas 2001. Her behavior was admired at first (locals called her “Blessed”), but it began to be disturbing when she started stealing other baby oryxes and her passion seemed to turn into madness.
The Bullet #34:
Kamuniak, the lioness in Kenya who made headlines by protecting a baby oryx at Christmas 2001… started stealing other baby oryxes!
The Original Text #35:
The first thing that Nathalie said to me was: “Every time I’ve told my story to a vet, I’ve got the impression they thought I was crazy.” I reassured her: “I hear that a lot, and it’s understandable: animal psychiatry is not taught in veterinary college, and most vets are not qualified in this discipline. They are surprised to hear about symptoms they’ve never learned about and that don’t mean anything to them. Tell me everything, but first of all introduce me to the young lady.”
The Bullet #35:
Do you believe all veterinarian know about animal psychiatry? They don't.
The Original Text #36:
These days, it is not always easy to distinguish between the two severe psychiatric disorders found in our domestic carnivores (and which exist mutatis mutandis in humans): bipolar dysthymia and dissociative syndrome. The former, which we have discussed in relation to Nougatine, leaves the animal connected to reality even if its reactions are disproportionate, but the latter plunges them into another world, one that we don’t have access to and has few points of intersection with our reality. The sudden change that came over Melly, the fact that she seemed not to recognize anyone and others didn’t recognize her, her estrangement from her normally familiar environment—all this inclines us toward a diagnosis of dissociative syndrome, an equivalent of human schizophrenia, found in dogs as well as cats.
The Bullet #36:
Dissociative syndrome, an equivalent of human schizophrenia... found in dogs as well as cats.
In the next issue, I deliver How to Create Bullets from Your Products or Services The Real Example #3, part 13!
Sincerely,
Kentaro Sono
Bonus #1:
The Kentaro Sono Selection 2025
~What did you read today?~
No. 20-1
In The Washington Post, in the article We domesticated, then discarded pigeons. Can we learn to love them again?, the author Kate Morgan writes:
Cher Ami wasn’t the only heroic pigeon. In World War I, pigeons employed by British and American forces completed more than 10,000 flights. During the Second World War, British citizens donated 200,000 birds to the National Pigeon Service. Nearly three dozen were later awarded the Dickin Medal for service to their country.
Their innate ability to find their way back to their nest — also called a “homing” instinct — even from great distances made them useful in wartime. It’s believed that a sense called magnetoreception allows pigeons to navigate using the planet’s magnetic field. But while scientists are still working to understand how homing works, the why is part of what makes pigeons so endearing. They mate for life, and as partners they’re affectionate, attentive and — most importantly — deeply loyal. They will fly for hundreds of miles, over continents and oceans and through rain and darkness, artillery and bullets, just to get home to their mate.
The Bonus Bullet #1:
Pigeons who were AWARDED the Dickin Medal for service to their country!
Bonus #2:
The Kentaro Sono Selection 2025
~What did you read today?~
No. 20-2
In The Washington Post, in the article ‘To anyone who lost their home in the #lafire I will paint it for free’, the author Sydney Page writes:
A friend sent her an Instagram post by another local artist offering to draw people’s homes at no charge, and Heber was inspired to do something similar.
The Bonus Bullet #2:
This headline Sydney Page created in The Washington Post... is a sheer genius!
