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The Kentaro Sono Letter 2024
〒600-8846 京都府京都市下京区朱雀宝蔵町44番地
協栄ビル2階 京都朱雀スタジオ
H-209
2024-W47-5 | Friday | Bonus: ESP
No. 327
From:
Kyoto-shi, Kyoto, Japan
Friday, 10:00 A.M.
November 22, 2024
Dear Friend,
Do you remember what a “bullet” means in the copywriting world? Oh, you forgot again? I forgot too. No choice, let's review the definition together.
Bullet: A sentence in your sales letter which ignites readers' curiosity so badly that they drop what they are doing and start reading your sales letter immediately.”
Remember? Good. Let's move on to the today's topic.
How to Create Bullets from Your Products or Services
The Real Example #2
part 3
Compare the original texts and the bullets I created carefully and get “inspiration” to create your own bullets from your products or services. The material I use for this issue is:
Purr: The Science of Making your Cat Happy
by Zazie Todd
There are three reasons why I chose this book as the material.
Reason #1:
This is one of “solution-oriented” books. When you want to create books to sell, you have to choose this format too.
Reason #2:
Animal Welfare is a big market. If you want to create books to sell, you have to choose a big market too.
Reason #3:
I love cats.
And before I show you bullets... I want to emphasize just one thing.
The CEO of Kentaro Sono Inc. swears under oath that this newsletter is not one of the stupid stealth marketing, or written by the Artificial Intelligence such as ChatGPT!
GREYSTONE BOOKS don't pay me any money to write this issue. You got it? OK. Let's study the bullets together!
The Original Text #7:
EVERY YEAR, AN animal charity in the UK called the People’s Dispensary for Sick Animals (PDSA) publishes its PDSA Animal Wellbeing (PAW) Report that assesses how well British pet owners are meeting their pets’ needs.¹² The report covers dogs, cats, and rabbits and uses a representative sample, so the results can be generalized to the UK as a whole. Although other countries may differ, this report gives us a snapshot of where we’re at in terms of animal welfare.
The Bullet #7:
How to know where we're at in terms of animal welfare with PDSA Animal Wellbeing (PAW) Report!
(Especially if you have dogs, cats, or rabbits in your family... check this report!)
The Original Text #8:
The 2011 PAW Report described pets as “Stressed. Lonely. Overweight. Bored. Aggressive. Misunderstood . . . but loved.” Amongst positive changes for cats since then, the 2020 PAW Report shows a big increase in the proportion of cats getting micro-chipped, which is an important way to reunite animals with their owners should they get lost, and now at 74 percent of British cats. But overall, there seem to be more downsides: fewer cats receiving all of their vaccinations when young, down to 69 percent; only 84 percent of cats being registered with a vet, unchanged since 2011; an increase in the number of cats being kept indoors only, even though some outdoor access is the norm in the UK (see chapter 4 for more on this subject); and people being less informed about pets’ need to be housed with (or apart from) other animals and about the need for opportunities to express normal behaviors.
The Bullet #8:
Now animals in your family suffer from stress, loneliness, overweight, and boredom… like us!
The Original Text #9:
But people were not providing extra resources to reflect the number of cats they had, with the exception of food bowls. Amongst households with more than one cat, 64 percent of cat owners provide either just one or no litter boxes (a general rule of thumb is to provide one litter box per cat plus one spare). If cats don’t have enough resources, they can become stressed. Seventy-seven percent of cat owners said they would like to change at least one of their cat’s behaviors, most commonly scratching furniture or carpets, waking people up in the morning, or begging for food.
The Bullet #9:
How many litter boxes should we provide if you have more than one cats in your family? (Hint: it's not one.)
In the next issue, I deliver How to Create Bullets from Your Products or Services The Real Example #2, part 4!
Sincerely,
Kentaro Sono
Bonus #1:
The Kentaro Sono Selection 2024
~What did you read today?~
No. 327-1
In EL PAÍS, in the article Sanidad da un nuevo paso para regular el vapeo, las bolsas de nicotina e imponer el empaquetado genérico del tabaco, the author Pablo Linde writes:
El texto establece la obligatoriedad de la apariencia uniforme para cigarrillos y tabaco de liar. La única distinción será la aparición del nombre de las marcas en una letra aséptica; los elementos de diseño y colores atractivos, que pueden incentivar el consumo, se sustituyen por advertencias e imágenes sobre los efectos perjudiciales para la salud. El primer país en aplicar una norma similar fue Australia, en 2012, y desde entonces se han sumado más de una veintena. Varios estudios han evaluado la eficacia de esta medida y demostrado que este empaquetado baja el consumo y reduce la cantidad de nuevos fumadores.
The Bonus Bullet #1:
How to make smoking NOT cool! (We learned this secret from Australia.)
Bonus #2:
The Kentaro Sono Selection 2024
~What did you read today?~
No. 327-2
In EL PAÍS, in the article “Aguantar, rendir e integrarse”: ¿por qué se consumen drogas en el trabajo?, the author Marita Alonso writes:
Desde El Lobo de Wall Street hasta la serie Industry, la ficción audiovisual se ha encargado de llevar a la pantalla un mundo laboral en el que las drogas son casi tan habituales como el café de cada mañana. Pero lo que narran no es del todo ficción. “El consumo rutinario de drogas ha pasado de ser una actividad que se practica fuera del horario laboral a convertirse directamente en cultura corporativa”, escriben Kirsten Grind y Katherine Bindley en el Wall Street Journal. “A la vanguardia están los ejecutivos y empleados del sector tecnológico, que ven los psicodélicos y sustancias similares, entre ellas la psilocibina, la ketamina y el LSD, como puertas de entrada a avances empresariales”, aseguran.
The Bonus Bullet #2:
The appalling relationship between Wall Street and drugs ! (In the end, The Wolf of Wall Street is not a 100% fiction.)
