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The Kentaro Sono Letter 2024
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2024-W43-5 | Friday | Bonus: ESP
No. 299
From:
Kyoto-shi, Kyoto, Japan
Friday, 10:00 A.M.
October 25, 2024
Dear Friend,
In The Kentaro Sono Letter 2024, in the issue No. 298, the author Kentaro Sono (It's me) writes:
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.
In the previous issue, I showed you how to use economically newspaper advertising spaces and magazine advertising spaces.
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. 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.
If you can make your prospects or customers “jump” from the short-version advertising in the “記事中” to the full-version advertising in your website, you can save over 40,000,000円≒262,958 US dollars!
Remember? Good. Let’s move on to the today’s topic. How to create two kinds of short-version advertising. “Lead-Generation Advertisings” and “Deal Confirmation Advertisings”.
You should put the “Lead-Generation Advertisings” in various kinds of advertising spaces. In this case, you don’t have to tell about the price, the money-back guarantee, time-sensitive bonuses. Because you can’t use much words here. Just emphasize the “solution” your product or service offer. Don’t try to tell everything here.
All you have to do with lead-generation advertisings is to make your prospects or customers “jump” to the full-version advertising.
You should put the “Deal Confirmation Advertisings” in the P.S. of the full-version advertising and the Order Confirmation page. You have to tell about the summery of what your prospects or customers get, the price, the money-back guarantee, time-sensitive bonuses here. But why?
Because statistically speaking, the first thing prospects or customers do when they come to your full-version advertising is to check the P.S. and the order confirmation page. They want to know the conclusion quickly to save time.
If you tell about only the price in the order confirmation page., they leave immediately without knowing what you are offering in detail.
If your prospects or customers read the “Deal Confirmation Advertisings” in the P.S. or the order confirmation page and get hooked, they finally get serious enough to read the full-version advertising.
In the next issue, I show you how to make your writing easy-to-read without adding or deleting any word!
Today's Pearl of Wisdom:
Statistically speaking, the first thing your prospects or customers do when they come to your full-version advertising is to check the P.S. and the order confirmation page!
Sincerely,
Kentaro Sono
Bonus 1:
The Kentaro Sono Selection 2024
~What did you read today?~
No. 299-1
In EL PAÍS, in the article Un adolescente se suicida en EE UU tras enamorarse de un personaje creado con IA, the author Raúl Limón writes:
“¿Qué te parecería que pudiera ir a casa ahora mismo?”, escribió Daenero (seudónimo de Sewell Setzer, de 14 años y residente en Orlando) a su amada virtual Daenerys Targaryen, creada, a partir del personaje de Juego de Tronos, por el robot conversacional de inteligencia artificial (chatbot) Character.AI. “Por favor, hazlo mi dulce rey”, respondió ella. El adolescente entendió que la casa común donde podrían encontrarse era la muerte. Fue la última conversación la noche del pasado 28 de febrero. Setzer cogió la pistola de su padrastro y se suicidó en el baño. Su familia ha demandado el pasado martes a la empresa, que se ha comprometido a revisar los protocolos de seguridad. El joven tenía Síndrome de Asperger leve, un trastorno del espectro autista.
It's important how chatbots works exactly. They don't think. They don't feel. They just calculate the probability.
Bonus 2:
The Kentaro Sono Selection 2024
~What did you read today?~
No. 299-2
In EL PAÍS, in the article El trabajo invisible y precario de las mujeres ecuatorianas que recolectan residuos plásticos, the authors Iñaki Peña Legazkue and Lilian Victoria Morales Carrasco writes:
Pese a la importancia económica y medioambiental del trabajo que realizan las mujeres ecuatorianas recolectoras de residuos plásticos, esta sigue siendo desestimada. Si ellas dejaran de realizar esta actividad, las ciudades enfrentarían graves problemas de contaminación y salud pública. Pero, por otra parte, al ser un trabajo informal, ni refleja los costes reales de la gestión de residuos ni ellas cuentan con los salarios y las condiciones laborales que les corresponden.
We can't keep ignoring the hidden costs.
