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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-W49-1 | Monday | Bonus: ENG
No. 337
From:
Kyoto-shi, Kyoto, Japan
Monday, 10:00 A.M.
December 2, 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 13
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 #37:
When we play with toys, we think we don’t want to keep buying toys so we buy these very sturdy toys that won’t fall apart. But cats might actually like the sensory part of the toy being destroyed.” This is probably why cats enjoy shredding tissue paper, newspaper, and cardboard.
The Bullet #37:
Why you shouldn't buy only sturdy toys which cats can't destroy... if you want them to be happy!
The Original Text #38:
The number of toys the cat had and how often the owner played with them were not related to behavior problems. However, owners who played with their cat for at least five minutes at a time reported fewer problems compared with those who played for only one minute.
The Bullet #38:
How to reduce “behavior-problems” of your cats... just by playing with them!
(Hint: You already got the answer.)
The Original Text #39:
A common conflict is that the person would like to have one long petting session, whereas the cat would typically prefer multiple short petting sessions throughout the day. This preference can vary with age. Kittens and young cats tend to prefer longer interactions, and as they get older and reach social maturity (around 2–3 years), they may prefer shorter sessions.
The Bullet #39:
Which do your cats prefer… one long petting session or multiple short petting session?
In the next issue, I deliver How to Create Bullets from Your Products or Services The Real Example #2, part 14!
Sincerely,
Kentaro Sono
Bonus #1:
The Kentaro Sono Selection 2024
~What did you read today?~
No. 337-1
In The New York Times, in the article A North Korean Voice That Kim Jong-un Would Like to Silence, the author Choe Sang-Hun writes:
Even those who “speak, write or sing” in a South Korean style or publish texts using South Korean fonts face up to two years of hard labor.
Those who distribute them widely face the death penalty: A 22-year-old farmworker was killed by firing squad in 2022 for possessing 70 songs and three movies from South Korea and sharing them with seven other people, according to a human rights report from South Korea’s Unification Ministry.
Last year, Pyongyang called for “random inspections” of electronic devices to ferret out those who consume South Korean videos and broadcasts.
Even those who “speak, write or sing” in a South Korean style or publish texts using South Korean fonts face up to two years of hard labor.
The Bonus Bullet #1:
A 22-year-old farmworker who was killed because of sharing with his frriends 70 songs and three movies from South Korea!
Bonus #2:
The Kentaro Sono Selection 2024
~What did you read today?~
No. 337-2
In The Wall Street Journal, in the article Shoppers Fight Back as Retailers Crack Down on Returns, the author Suzanne Kapner writes:
Oscar Rundqvist, eComID’s co-founder and chief executive, said the 15 brands using his technology, including H&M’s & Other Stories brand, have had a 35% reduction in bracketing, a term for the common practice of buying multiple sizes and returning those that don’t fit. The brands’ overall return rates have decreased slightly and their net revenue has increased because the brands are spending less to process returns, he said.
The Bonus Bullet #2:
Do you know the word “bracketing”, a term for the common practice of buying multiple sizes and returning those that don’t fit?
