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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
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2024-W42-5 | Friday | Bonus: ESP
No. 292
From:
Kyoto-shi, Kyoto, Japan
Friday, 10:00 A.M.
October 18, 2024
Dear Friend,
In The Kentaro Sono Letter 2024, in the issue No. 291, the author Kentaro Sono (It's me) writes:
Situation #1:
Alice don’t even know the existences of your products or services in the world.
Situation #2:
Alice know the existences of your products or services (She may know their names), but she don’t understand what they are for.
Situation #3:
Alice know the existences of your products or services (She may know their names), she understand what they are for, but she don’t know why she should choose your products or services among all other competitors.
Situation #4:
Alice know the existences of your products or services (She may know the names), she understand what they are for, and she know why she should choose your products or services among all other competitors, but she don’t know why she should buy it now.
Situation #5:
Alice know the existences of your products or services (She may know the names), she understand what they are for, and she know why she should choose your products or services among all other competitors, and she know why she should buy it now, but she thinks she can’t afford to buy it.
In the previous issue, I showed you the costly mistake big corporation guys love to make. Image & logo-only ads don't work at all in every situation mentioned above. Remember? Good. Let's move on to the today's topic. The dander of oversimplifying "brainwork".
In nine out of ten, big corporation guys suck at creating an advertising that actually sells their products or services. Do you know why? The answer is simple. Winning your seat in a big corporation is one “sport”, but winning your seat in a real market is quite another sport. And they don’t know the fact.
For example, you don’t expect Olympic gold medalists in swimming to play baseball well.
Broadly speaking, you can categorize both swimming and baseball in one huge category, “sports”. But swimming and baseball don’t have much in common. Swimming requires stamina over explosive power. On the other hand, baseball requires explosive power over stamina. This means each requires different kinds of muscles to develop. You can’t switch from the good swimmer to the good baseball player without special trainings.
And the same is true of “brainwork”.
If you are one of the best doctors, lawyers, or investment bank managers in the world, ordinary people think you are “intelligent”. You read the Wall Street Journal, the New York Times, the Washington Post, or the New Yorker as easily as teenagers read comic books. It is probable you can become one of the best copywriters in the world with minimum time. You must have the potential. But still... the potential don't wake up without proper training.
If you think you don’t need any training when it comes to “brainwork” you are too arrogant.
Do you want the convincing proof? Start playing chess or Shogi. Even teenagers can smash your ego into pieces in just 3 minutes.
Don’t categorize what you are already good at and copywriting in just one huge category “brainwork”. It’s like categorizing baseball, basketball, volleyball, skiing, figure skating, scuba diving, and golf in just one huge category “sports”. Being the best golf player in the world doesn’t mean you are the best figure skater in the world.
Between you and me, doctors and lawyers notoriously famous for being poor players in their investments...
Today's Pearl of Wisdom:
Being a doctor don't guarantee you are a good investment player!
Sincerely,
Kentaro Sono
Bonus 1:
The Kentaro Sono Selection 2024
~What did you read today?~
No. 292-1
In EL PAÍS, in the article Enrique Viale: “Pensar que el mercado va a solucionar los problemas de la naturaleza es una ilusión”, the author Julián Reingold writes:
Un incidente en la selva boliviana llevó al abogado argentino Enrique Viale y al exasambleísta ecuatoriano Alberto Acosta a escribir un libro sobre los derechos de la naturaleza. Fue en 2018, cuando estuvieron retenidos por varias horas por pobladores del Territorio Indígena y Parque Nacional Isiboro-Sécure (Tipnis), a donde viajaron para hacer un informe que buscaba frenar la construcción de una carretera impulsada por el entonces presidente Evo Morales.
We haven't counted the cost other species pay.
Bonus 2:
The Kentaro Sono Selection 2024
~What did you read today?~
No. 292-2
In EL PAÍS, in the article María do Cebreiro, escritora: “Como padres y madres hemos reemplazado la experiencia de criar por la información sobre cómo hacerlo”, the author Adrián Cordellat writes:
En la reescritura, eso sí, el ensayo no ha perdido un ápice de su espíritu crítico ni de su vocación profundamente política. Tampoco su eje argumental, que se sustenta en la constatación de lo que ella considera una transferencia de modelos extraídos del mundo del trabajo neoliberal a las tareas cotidianas de crianza. Una transferencia cuya última y mayor consecuencia, sostiene, es la profesionalización de la crianza. “Parecería que para poder ejercer los roles de crianza, las madres deben convertirse, simultáneamente, en nutricionistas, pediatras, asesoras de sueño, asesoras de lactancia e incluso en psicólogas, coachs emocionales y neurocientíficas”, escribe en el que es su primer libro sobre maternidad.
We expect mothers today too much.
