PHONE: 075-313-3700

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-W04-5 | Friday | Bonus: ESP
No. 24

From:
Kyoto-shi, Kyoto, Japan
Friday, 10:00 A.M.
January 24, 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 16

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 #46:

Sometimes I see cats who express their wish to go out more and who live in conditions that would allow it, but their human companions are too afraid for them to let them out. This makes me think about Clémentine, the mother of the twins in Boris Vian’s novel Heartsnatcher, who tries to protect them at all cost by chopping down the tree in the garden or locking them up in a cage without walls. But the children eat blue slugs that give them the power to fly and to escape the suffocating worries of their mother. Because my work with humans and with cats relies on empathy, I do not pass judgment. I understand the desire to be protective and I understand the need for freedom. When the cats brought to me seem to ask me for it, when I hear of multiple attempts to gain access to the outside or when their apparent resignation is accompanied by symptoms of pathological inhibition, I advocate on their behalf for permission to go out if I think that is the right answer. Electronic cat flaps and lightweight GPS collars are a good solution—they allow the cat to satisfy its thirst for discovery and the owner to keep a protective eye on it.

The Bullet #46:

Should we allow our cats to go outside? Before trying to oversimplify and generalize this problem… listen to what this French veterinarian says about it.

The Original Text #47:

Once you have negotiated that step, you very soon face another controversial question: Should you neuter your feline companion or not?

For some, the question does not even arise: there is only one rule, and that is compulsory spaying or neutering, sometimes from a very young age. We have seen a plethora of publications recommending ovariectomy (removal of the ovaries) from the age of three months or even earlier. Nowadays we seem to be heading toward something a little more reasonable, and some articles have pointed out the risk of increased anxiety due to raised levels of the luteinizing hormone (LH), rendering cats more susceptible to anxious states.13 Surgical sterilization cuts off the return of sex hormones to the pituitary gland and hypothalamus, leading to abnormally high levels of LH within the body. Since receptors of this hormone exist in numerous tissues, some question the effect of these raised doses (for example, up to thirty times the normal dose for a neutered cat compared to an “intact” cat) on behavior, since there are receptors in the thyroid, the adrenal glands, and the digestive tract, which we know can modulate emotions and, in the case of the digestive tract, act as a second brain. Although this research was done on dogs, it is hard to believe, despite knowing that cats are different, that it would have no effect on their behavior.

The Bullet #47:

I admit spaying or neutering all cats is easy for the human society. But don't you care they may want their own children... like us? Can you give up having your own children too?

The Original Text #48:

One should perhaps be surprised that there is no equivalent of an old people’s home for aged animals, given that veterinary medicine explores the same disciplinary areas as human medicine.

The Bullet #48:

It is high time to consider... creating old cats' home.

In the next issue, I deliver How to Create Bullets from Your Products or Services The Real Example #3, part 17!

Sincerely,
Kentaro Sono

Bonus #1:

The Kentaro Sono Selection 2025
~What did you read today?~
No. 24-1

In National Geographic España, in the article Si ves a un perro con un lazo de estos colores, no interactúes con él: esto significa cada color, the author Abel G.M. writes:

El proyecto Yellow Dog es una iniciativa nacida en Suecia en 2012, a propuesta de la entrenadora de perros Taryn Blyth. Este proyecto buscaba aumentar la concienciación sobre la necesidad de respetar el espacio de algunos perros durante los paseos o en lugares públicos. Consistía en el uso de un lazo, pañuelo o cinta amarilla atada al collar o la correa del perro como señal para indicar que ese animal necesitaba espacio adicional o que no se debía interactuar con él sin antes pedir permiso a la persona que lo acompañara.

The Bonus Bullet #1:

Does the dog wear a Yellow ribbon? In that case, don't try to touch the dog unless the owner allows you.

Bonus #2:

The Kentaro Sono Selection 2025
~What did you read today?~
No. 24-2

In EL PAÍS, in the article Por qué la pregunta “¿quién dejó a quién?” se repite en cada ruptura, the author Marita Alonso writes:

En Los años nuevos, el personaje a quien da vida Francesco Carril explica su situación sentimental a un joven que acaba de conocer. Al contarle que se ha separado de su pareja, el recién llegado le pregunta de forma inmediata y casi instintiva quién lo dejó. “¿Qué más da eso?”, pregunta con cierto enfado. “¿Cómo que qué más da? Si te dejan estás mucho más jodido”. “Pues mira, igual fue ella”, dice para señalar lo dolido que está. La pregunta que plantea el ofendido protagonista es en realidad sumamente interesante: ¿por qué se le da tanta importancia a quién deja y quién es el dejado? No todas las rupturas se deben a una intensa pelea final o a un hecho concreto, sino que hay relaciones marcadas por la toxicidad en las que una de las partes hace todo lo posible para poner trabas a las dinámicas de pareja para que, así, sea la otra persona la que tenga que poner fin al idilio.

The Bonus Bullet #2:

You dumped him? Or he dumped you? Stupid people care.

Leave a Reply