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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-W47-6 | Saturday | Bonus: ITA
No. 328
From:
Kyoto-shi, Kyoto, Japan
Saturday, 10:00 A.M.
November 23, 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 4
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 #10:
The same study also asked cat experts to rank welfare issues in terms of how common they believe them to be. The most common welfare issues are neglect and hoarding. Hoarders have more cats than they’re able to take proper care of, although they’re often in denial about this reality and believe they’re helping the cats. Hoarding is a complex issue that requires a multi-agency approach to resolve.
The Bullet #10:
Unconscious animal abusers… Animal Hoarders!
(They pretend to be animal saviors... but in reality, they are the ones who exploit animals.)
The Original Text #11:
A study published in Animals provides support for the idea that better knowledge of cats would lead to happier cats with fewer behavior issues.¹⁴ Some of the positive results from this study include that most people give their cats toys that they can use to play by themselves (e.g., toy mice); most people scoop the litter box at least once a day; almost a third of people have taken the time to train their cat to do something, such as to play fetch or do a trick; and almost half of cat owners take time to play with their cat every day. Less good is that if they saw their cat do something to misbehave, 85 percent of people said they made a loud noise, 77 percent said they would yell, 51 percent had tried spraying the cat with water, and 11 percent had tried kicking or hitting the cat.
The Bullet #11:
How to make cats to have fewer “behavior issues” without “punishing” them such as spraying, kicking, or hitting!
(Hint: In the long term, you can't control other human beings by fear and pain only. You can't control cats by “punishing” them either. You can't ignore what they really want.)
The Original Text #12:
This is comparable to a survey in Victoria, Australia, that found 89 percent agreed their cat was part of the family.¹⁵ In that study, most people were doing a good job of meeting their cat’s welfare needs, but again there were some places where improvements could be made. It seemed likely that some people did not realize when their cat was overweight; 11 percent of homes did not provide toys for their cat; quite a few homes did not have enough litter boxes; and a quarter of cats had not been to the vet in the last year (and 6 percent had never been to the vet).
The Bullet #12:
The problem the majority of cat owners have in Australia!
(Even though 89 percent agreed their cat was part of the family… their understanding about litter boxes is still limited.)
In the next issue, I deliver How to Create Bullets from Your Products or Services The Real Example #2, part 5!
Sincerely,
Kentaro Sono
Bonus #1:
The Kentaro Sono Selection 2024
~What did you read today?~
No. 328-1
In La Stampa La Zampa, in the article Gus è tornato libero, lieto fine per il pinguino che aveva nuotato dall’Antartide all’Australia, the author Fulvio Cerutti writes:
Era una tranquilla mattina di novembre sulla costa sud-occidentale dell'Australia quando Aaron Fowler, un surfista locale, ha notato qualcosa di insolito nelle onde. Avvicinandosi alla riva, Aaron si è accorto che quell’animale che si avvicinava alla spiaggia non era una delle abituali specie marine. No, questa creatura era diversa, con le sue piume nere e bianche e il suo goffo ma dignitoso incedere: un pinguino imperatore, lontanissimo da casa.
The Bonus Bullet #1:
The emperor penguin in Australia who swam far from… the Antarctica!
Bonus #2:
The Kentaro Sono Selection 2024
~What did you read today?~
No. 328-2
In La Stampa La Zampa, in the article Pene più severe per i reati contro gli animali: il sì della Camera, tra passi avanti e criticità, the author Ivo Albertucci writes:
Questa riforma introduce un cambio di prospettiva fondamentale: il titolo IX bis del Codice penale relativo ai reati contro gli animali passa da "Dei delitti contro il sentimento dell'uomo per gli animali” a “Dei delitti contro gli animali”, tutelando non più il sentimento dell'uomo ma direttamente l'animale. Un aggiornamento riflette una maggiore attenzione al riconoscimento degli animali come esseri senzienti, distanziandosi dall’idea che il loro maltrattamento sia un’offesa solo alla sensibilità umana. Tuttavia, non mancano le lacune: alcune aggravanti sono state eliminate, le pene non sempre appaiono sufficientemente dissuasive, e rimangono irrisolti nodi cruciali come la prevenzione e il controllo di questi crimini.
The Bonus Bullet #2:
The decisive change in Italia… from "Crimes against man's feelings for animals" to "Crimes against animals"!
