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The Kentaro Sono Letter 2024
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協栄ビル2階 京都朱雀スタジオ
H-209
2024-W39-2 | Tuesday | Bonus: FRA
No. 268
From:
Kyoto-shi, Kyoto, Japan
Tuesday, 10:00 A.M.
September 24, 2024
Dear Friend,
In The Kentaro Sono Letter 2024, in the issue No. 267, the author Kentaro Sono (It's me) writes:
Roughly speaking, you can break down crafting sales letters into 5 modules.
- Creating the best deal (What do you offer? How much do you want to charge your customers? How do you guarantee the customer satisfaction? How do you protect the customer from unhappy shopping? etc)
- Creating bullets (bullet means a sentence which ignites readers' curiosity badly enough to make readers keep reading)
- Creating the opening (opening means the first paragraph of the sales letter)
- Creating the headline
- Fixing the sales letter with Readability Enhancement Toolkit (Readability Enhancement Toolkit means space, short sentences, short paragraphs, subhead, shuffle, etc...)
From this issue on, I want to show you the whole process of creating one service from scratch right in front of you. Let's start Module 1. Creating the Best Deal.
Step1:
Decide roughly what to sell
First of all, you must decide roughly what to sell. In this case, I decide to sell a simple consulting service to help creating world-class headlines for clients' products, services, or articles, etc.
Because fixing headlines takes little time, but the impact is significant. (You want to know the real impact of changing headlines, read The First Hundred Million: The Inside Secrets of the American Book-Buying Public by E. Haldeman-Julius) People buy quick fixes. This is why the service to fix headlines is relatively easy to sell.
Don't try to determine everything in detail at the first step. After all, this is your rough sketch.
Step2:
Set the price
I set the price at 1,000$. Because I want to sell the new consultation service at the 1,000$ shop in this website.
When it comes to setting prices, ordinary people choose the Markup Method for no apparent reasons. They set the price at the last step. But I don't choose this method in this case. If you want to use Low Margins, High Volume strategy, the Markup Method is the best option. But you can't sell quality consultation service in high volume. That's why I set the price first in this case.
From here on, I try to sweeten the deal while protecting the price 1,000$.
In the next issue, I show you how to sweeten the deal with minimum cost!
Today's Pearl of Wisdom #1:
Don't stick to the Low Margins, High Volume strategy for no apparent reason! For example, you can't sell high-quality consultation service in high volume!
Sincerely,
Kentaro Sono
Bonus 1:
In Le Monde (MARDI 24 SEPTEMBRE 2024 | 80E ANNÉE – No 24798), in the article En Turquie, les chiens errants dans le viseur d’Erdogan, the author Nicolas Bourcier writes:
- A Nidge, Melis a longtemps vécu avec ses neuf chiens dans une maison. Des animaux errants récupérés au fil des ans. Au printemps, ses voisins ont rédigé une pétition pour lui demander de partir. Le propriétaire l’a expulsée. Melis a déménagé dans un petit appartement et s’est résignée à laisser ses bêtes dans le chenil municipal.
- Tous les jours, pendant des semaines, elle a fait le trajet pour les voir. Jusqu’à ce matin de juillet, où deux de ses chiens manquent à l’appel. Un employé du chenil affirme qu’ils ont fui. Melis n’y croit pas, cherche des réponses, s’enquiert auprès de la direction. Au même moment, un coup de téléphone anonyme l’informe que des animaux ont été enterrés sur les terrains vagues situés autour de l’établissement. La personne affirme bien connaître la fourrière et se dit consterné par les méthodes de la mairie, qui exige l’abattage quotidien de quatre à cinq chiens. Melis demande aux autorités de creuser plusieurs emplacements qu’elle suspecte de servir de fosse commune. En vain.
- Un récent sondage fait apparaître que moins de 3 % des personnes interrogées sont en faveur d’un abattage des chiens des rues. Ils sont, en revanche, une large majorité à vouloir placer ces chiens dans les fourrières pour qu’ils soient pris en charge, avant une adoption.
I don't like those who insist "humans first" nonsense. Because they don't only treat animals badly, but also they treat other human harshly.
Cats and dogs can heal human loneliness, which ordinary people can't do anything about it. Even doctors all over the world admit the facts recently. Animal therapies, are not hype.
If you take the "human first" stance, give cats and dogs good lives because of it.
Today's Pearl of Wisdom #2:
If you really love human, love cats and dogs because of it!
Bonus 2:
In Le Figaro, in the article Flambée des prix, restrictions de circulation en ville… Comment nous avons perdu notre liberté de rouler, the author Bonnes Feuilles writes:
L’interdiction suprême, et la plus folle, est celle imposée le 14 juillet 2021 par les «experts» de Bruxelles. L’oukase qui interdit la vente de voitures thermiques et impose à tous l’électrique en 2035. Dans Voiture électrique : ils sont devenus fous!, paru aux Éditions de l’Observatoire, j’avais dénoncé cet- te incroyable décision. Deux ans plus tard, les ris- ques de dégâts industriels et sociaux que je mettais alors en évidence se confirment.
I want to support the idea "All cars should be electric cars" basically, but I doubt the time limit. 2035? Is that really possible? I remember the Prohibition of Alcohol...
In Kyoto, you can live happily without any car. We have high quality subways, buses, and taxies. You can find tourist spots everywhere too. You don't have to go far away in weekends to enjoy yourself. I don't drive.
Today's Pearl of Wisdom #3:
In Kyoto, you can live happily without any car ! (As long as you live near the subways)
