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The Kentaro Sono Letter 2024
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2024-W43-3 | Wednesday | Bonus: DEU
No. 297
From:
Kyoto-shi, Kyoto, Japan
Wednesday, 10:00 A.M.
October 23, 2024
Dear Friend,
In The Kentaro Sono Letter 2024, in the issue No. 296, the author Kentaro Sono (It's me) writes:
Today, more and more people want something similar outside of the hospitals. They want “informed shopping”.
What is “Informed shopping”? The answer is simple. “Informed shopping” means a shopping with full information about the possible effects or results of buying the products or services.
For example: If you buy vegetables, or fruits which are not pesticide-free, you indirectly kill many insects, fishes, and animals. You can't see any firefly anymore in the countryside.
On the other hand, if you buy organic vegetables, or fruits, you can indirectly protect many insects, fishes, and animals.
In the previous issue, I showed you how to implement “Informed Shopping”. When it comes to creating advertisings, only words can play the essential part. The Copy is King. Remember? Good. Let's move on to the today's topic.
Do you know Why Nations Fail: FROM THE WINNERS OF THE NOBEL PRIZE IN ECONOMICS: The Origins of Power, Prosperity and Poverty written by Daron Acemoglu & James A. Robinson?
This book itself is good, but I don’t talk about the contents in detail today because probably you are here to learn how to grow your business, not how to manage nations. Then, why do I mention this book in the first place? Because when I saw the title, I came up with the following title.
“Why Big Corporations Fail”
You know what? This is one of the favorite themes savvy marketers talk about. The typical story is like this:
When your brand is not established yet, no one know your products, services, or company. You have to explain everything in words.
- What are you selling?
- What kind of problem do your products or services solve?
- Why should I choose your products or services among all competitors?
- Why should I believe your claims?
- Why should I buy your products or services now?
Those who actually grow their businesses know how to answer these essential questions. But as your business grow and your brand get stronger... you and your employee notice you don’t have to explain everything so desperately. Your prospects or customers buy your products or services anyway. You start neglecting your advertising.
And then, newbies come.
These newbies don’t know anything about how to earn trust and get sales from your prospects or customers. They take the established trust for granted. For them, the job of advertising is to get awe from their friends and families. In other words, how the advertising looks is everything. Spoiled, ignorant, and arrogant newbies start criticizing the “old, ugly, dirty” copy-based ads.
“Hey, who read such a long ad? Let’s use this kind of logo & image only ads! It's more beautiful!”
The existing customers start noticing the wind change. They begin to leave your products and services because your advertisings are not convincing at all. Above all, customers hate this kind of “anonymous” ads of big corporations.. This is how “Mob rule” kill your advertising.
In the next issue, I show you...
The only job a "short advertising" must do! (Hint: It's not completing the deal.)
Today's Pearl of Wisdom:
As your company grow, “Mob rule” kill your advertising!
Sincerely,
Kentaro Sono
Bonus 1:
The Kentaro Sono Selection 2024
~What did you read today?~
No. 297-1
In the book Wem gehört Deutschland? Die wahren Machthaber und das Märchen vom Volksvermögen, in the chapter Wem gehört Deutschland?, the author Jens Berger writes:
Die 85 reichsten Menschen der Welt besitzen genau so viel wie die ärmsten 3,5 Milliarden Menschen zusammen.1 Ein Prozent der Weltbevölkerung verfügt über ein Vermögen von 80 Billionen Euro, das sind 80 000 Milliarden oder auch 80 Millionen Millionen – eine unvorstellbar große Zahl. Das ist 65-mal so viel, wie die gesamte ärmere Hälfte der Weltbevölkerung besitzt. Seit ökonomische Kennzahlen erhoben werden, war der Abstand zwischen Arm und Reich noch nie so groß wie heute.
But who do keep having SEX without contraceptives and producing poor children? Watch the movie "Idiocracy" by Mike Judge.
Bonus 2:
The Kentaro Sono Selection 2024
~What did you read today?~
No. 297-2
In the book Gestatten Elite. Auf den Spuren der Machtigen von morgen, in the chapter WOLLEN WIR WIEDER ELITE?, the author Julia Friedrichs writes:
Bernd redete da schon weiter. Er sprach von den Studenten in Frankfurt, die aus Protest gegen Studiengebühren die Autobahnen blockiert und so seinen Heimweg gestört hatten. Ich begriff, dass Bernd und Mario sich noch in einer weiteren wesentlichen Frage einig waren: Sie mögen keine Menschen, die in ihren Augen Bremser sind, langsam und »arbeitsscheu«. »Die meisten scheitern doch nicht, weil sie blöd, sondern weil sie faul sind«, sagte Bernd entschieden. Mitleid habe er da nicht.
Remember: in reality, no one wants equality.
