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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-W04-2 | Tuesday | Bonus: FRA
No. 21
From:
Kyoto-shi, Kyoto, Japan
Tuesday, 10:00 A.M.
January 21, 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 13
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 #37:
Although human schizophrenia and feline dissociative syndrome are not interchangeable, they resemble each other, they are part of the same family of conditions that have their roots in an unregulated cerebral physiology. Genetic vulnerability, the influence of very early development or of food on the balance of gut microbiota, everything that interests doctors the most in the early detection of schizophrenia, and in its prevention, could one day soon form part of the diagnostic repertoire of the veterinary psychiatrist.
The Bullet #37:
The suggestive similarity between human schizophrenia and feline dissociative syndrome!
The Original Text #38:
How to Dissuade Your Cat from Sharpening Its Claws
Strips of transparent double-sided adhesive tape on the scratching place, or a foil blanket, can make the target area uncomfortable for the cat. If at the same time you put a suitable scratching post (for example, one with a rope wrapped around its whole length) at your cat’s disposal nearby, this has a very good chance of working.
The Bullet #38:
How to Dissuade Your Cat from Sharpening Its Claws on your favorite sofas...without shouting or violence!
The Original Text #39:
Cats are prone to very painful episodes of cystitis. This inflammation of the bladder creates a pressing need to pee, though sometimes with very little urine to expel. Every time a cat urinates it is painful, and sometimes there is blood.
The Bullet #39:
If you skip cleaning the litter boxes of your cats, they suffer like this.
In the next issue, I deliver How to Create Bullets from Your Products or Services The Real Example #3, part 14!
Sincerely,
Kentaro Sono
Bonus #1:
The Kentaro Sono Selection 2025
~What did you read today?~
No. 21-1
In Le Figaro (mardi 21 janvier 2025 - N° 25009 -), in the article « Une loi autorisant l’euthanasie est une loi pour les forts » : les extraits exclusifs du livre de Claire Fourcade, the author De Claire Fourcade writes:
L’anthropologue Margaret Mead dateles débuts de la civilisation de la dé-couverte d’un fémur humain ressou-dé. Un animal qui se casse une jambemeurt. Il ne peut ni fuir face aux pré-dateurs, ni chasser, ni se déplacerpour aller boire. Aucun animal ne peut donc survivreassez longtemps pour que sa patte guérisse, et celavaut pour l’homme. Mais nous avons retrouvé un fé-mur cassé puis réparé. Cela signifie qu’un autre indi-vidu a pris soin du blessé, l’a protégé et nourri suffi-samment longtemps pour que la blessure se referme.
Aider quelqu’un de vulnérable, de dépendant,voilà le commencement de la civilisation. Ce n’estpas la technique utilisée pour réparer ce fémur quifait la civilisation, mais bien le souci d’aider un autrehumain rendu fragile par un accident de la vie.Nous, soignants, et en particulier en soins palliatifs,sommes placés aux avant-postes de la civilisationpuisque ce sont les plus fragiles, les plus vulnérablesqui nous sont confiés.
The Bonus Bullet #1:
If helping the weak is the evidence of civilization... Now the civilization died?
Bonus #2:
The Kentaro Sono Selection 2025
~What did you read today?~
No. 22-2
In L'Express (n° 3837 semaine du 16 au 22 janvier 2025), in the article Vinted, les coulisses d’un succès européen, the author Thibault Marotte writes:
La force de Vinted réside dans son interface, extrêmement simple d’utilisa-tion. Un prérequis car le vendeur s’occupe de tout : la description de l’article, la photo, la mise en ligne, l’envoi du colis… « Le numérique a apporté un grand avantage : il permet de mettre directement en rela-tion l’offre et la demande, ce qui rend la seconde main beaucoup plus accessible, précise l’économiste Philippe Moati, cofondateur de l’Observatoire société et consommation (ObSoCo). Lorsque l’on cherche à aider les gens à faire le premier pas, la simplicité est essentielle. C’est d’ail-leurs ce qui a pénalisé eBay, dont le sys-tème d’enchères était trop complexe et qui a fini par régresser. »
The Bonus Bullet #2:
Why did eBays fail and Vinted prosper… on selling second-hand cloths?
