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The Kentaro Sono Letter 2024
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2024-W43-4 | Thursday | Bonus: FREE
No. 298
From:
Kyoto-shi, Kyoto, Japan
Thursday, 10:00 A.M.
October 24, 2024
Dear Friend,
In The Kentaro Sono Letter 2024, in the issue No. 297, the author Kentaro Sono (It's me) writes:
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, new employees come.
These newbies don’t know anything about how to earn trust and get sales from your prospects or customers. They take the trust and the sales for granted. For them, the job of advertising is to get “How beautiful!” from their friends and families. In other words, how the advertising looks is everything. Spoiled, ignorant, arrogant newbies start criticizing the “old, ugly, dirty” ads.
“Hey, who read such a long ad? Let’s use this kind of logo & image only ads!”
In the previous issue, I showed you why big corporations fail from the perspective of the advertising. As the company grow, those who don't anything about how to get trust and sales begin to rule the company. The Mob rule kill the real advertisings. Remember? Good. Let's move on to the today's topic. The right way to use short-version advertisings.
You should create at least one uncut, “full-version advertising” for each product or service.
Otherwise, you have to explain every detail of your products or services every time you get a new prospect or client. It’s really time consuming and exhausting. And if you are just like me, even you forget details about your products or services every 3 days. After all, we can’t remember everything.
Full-version advertisings enable you to review them 24/7, train your sales staffs with minimum time, and use economically newspaper advertising spaces, magazine advertising spaces, emails, and all kinds of SNS. This is how it works:
Step 1: Create the short-version advertising from the full-version advertising.
Step 2: “Lead” your prospects or customers to the full-version advertising with the short-version advertising in newspaper advertising spaces, magazine advertising spaces, emails, or all kinds of SNS posts.
The point is you don’t have to complete the deal in the the short-version advertising.
All the short-version advertising has to do is make your prospects or customers “jump” to the full-version advertisings.
Think about it: Advertising spaces in major newspapers are not cheap. For example, if you buy the “二連版” (full two-pages advertising space: 786.5×512.5mm) for the full-version advertising in the日本経済新聞, you have to pay 40,530,000円≒265,092 US dollars. Not everyone can afford to pay.
But if you buy the “記事中” (advertising spaces between articles: 70.0×32.0mm) for the short-version advertising in the日本経済新聞, you have to pay only 529,000円≒3,460 US dollars. Even college students can afford to pay the money if they give up one short vacation trip.
But in that case, what should you write in the short-version advertising?
Beware guys here. Strictly speaking, there are two kinds of short-version advertising. “Lead-Generation Advertisings” and “Deal Confirmation Advertisings”.
In the next issue, I show you...
How to create lead-generation advertisings and deal confirmation advertisings from the full-version advertising!
Today's Pearl of Wisdom:
You don’t have to complete the deal in the the short-version advertising, just make your prospects or customers "jump" to the full-version advertising!
Sincerely,
Kentaro Sono
Bonus 1:
The Kentaro Sono Selection 2024
~What did you read today?~
No. 298-1
In Robb Report, in the article Meet the 27-Year-Old Hotelier Who Turned a Business-School Idea Into a Private Villa Network, the author Mark Ellwood writes:
In a market crowded with countless villa-rental platforms, Bounekala’s collection stands out. It’s squarely focused on ultra-premium travelers, with a full house (of 14 guests) at Noam Bora Bora starting at about $27,000 per night. He personally inspects potential additions to the portfolio and wants to grow slowly and carefully to cater to the lifestyles of his target clientele. “We don’t send people to properties that we don’t know,” he says. Bounekala hires the staff at new locales to work for him directly, which ensures a consistency of service. He also really wants to get to know you, so the pre-arrival questionnaire is encyclopedic. (One of the quirky questions: “After sunset, are you more inclined to spend a quiet evening reminiscing, or up for any kind of festivities?”) Bounekala, whose Algerian-born father moved to France in the 1970s, says his heritage is crucial to his approach: “You’ve very open, very welcoming, and very happy to meet new people—that comes from my North African side.”
Those who does their best to understand people always create excellent products or services.
Bonus 2:
The Kentaro Sono Selection 2024
~What did you read today?~
No. 298-2
In Forbes, in the article Hackers Have Uploaded Thousands Of Malicious Files To AI’s Biggest Online Repository, the author Iain Martin writes:
“The old Trojan horse computer viruses that tried to sneak malicious code onto your system have evolved for the AI era,” said Ian Swanson, Protect AI’s CEO and founder. The Seattle, Washington-based startup found over 3,000 malicious files when it began scanning Hugging Face earlier this year.
The evil evolve too.
