PHONE: 075-313-3700
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-W50-2 | Tuesday | Bonus: FRA
No. 345
From:
Kyoto-shi, Kyoto, Japan
Tuesday, 10:00 A.M.
December 10, 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 21
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 #61:
Maybe you are petting the cat and the cat bites you out of excitement, so you stop petting them until they stop biting to decrease the biting behavior. But notice I said out of excitement (i.e., they want more), because it’s also possible (even likely) that the cat is biting because they don’t want to be petted anymore. In this case they are applying positive punishment to you: something unpleasant has been added (a bite) to decrease a behavior the cat does not like (petting going on for too long).
The Bullet #61:
If you are petting the cat and the cat bites you out of excitement… should you stop petting them?
The Original Text #62:
Some studies have shown that cats are more likely to have behavior problems when their owners use punishment. In one study, cats were twelve times more likely to eliminate outside the litter box in homes where their guardian used positive punishment.² In a study of cats who had been adopted from a shelter as kittens, aggression towards new people or objects, in new situations, and towards other animals in the home was much more likely when their guardian used positive punishment.³ There has been a lot more research on dog training methods than on cat training methods, and the research with dogs shows that use of aversive methods has risks for animal welfare, including the risks of fear, stress, aggression, and a worse relationship with the owner. In addition there’s some evidence that positive reinforcement is more effective as a training method than aversive methods.
The Bullet #62:
Why you can't control cats by punishing them!
(If you don't know this secret... you may have to clean your home every day.)
The Original Text #63:
Dr. Sarah Ellis told me, “I think to get people onside, they have to understand that punishment will—by the very nature it’s called punishing a behavior—it will stop a behavior. But if that punishment is seen to be coming from you, you are also then perceived as punishing, therefore you are not perceived in a positive light. And therefore it can really damage the relationship that you have with that cat because for a punisher to really work it has to be really aversive. To stop that behavior it has to be stronger than the motivation to perform the behavior. Therefore if it’s that aversive, and the cat associates you as being that aversive, you’re going to really damage your relationship with that cat.
The Bullet #63:
Why you shouldn't trust self-proclaimed “cats experts” who easily “punish” cats!
(Don't believe what “cats experts” tell you at face value. Especially if he is from Osaka-fu, Sakai-shi Mihara-ku.)
In the next issue, I deliver How to Create Bullets from Your Products or Services The Real Example #2, part 22!
Sincerely,
Kentaro Sono
Bonus #1:
The Kentaro Sono Selection 2024
~What did you read today?~
No. 345-1
In Le Monde (MARDI 10 DÉCEMBRE 2024 | 80E ANNÉE – No 24864), in the article « La solidarité familiale limite l’autonomie des jeunes », the authors Anja Durovic et Nicolas Duvoux writes:
Cette classe d’âge est-elle particulièrement touchée par la pauvreté ?
A. D. : Oui, la pauvreté a connu un basculement depuis les années 1970 : alors qu’elle touchait majoritairement les seniors, elle se concentre désormais principalement sur les jeunes. C’est un phénomène structurel des sociétés du Nord global, mais la France fait exception : sa jeunesse est très mal protégée. Les prestations sociales de droit commun, en particulier le revenu de solidarité active, ne sont pas ouvertes aux moins de 25 ans, ce qui constitue une exception en Europe… En France, il y a une forme d’aversion collective à accorder des prestations monétaires aux jeunes. En l’absence de solidarité publique universelle, les jeunes dépendent en grande partie de la solidarité familiale, ce qui limite leur autonomie et contribue à la reproduction des inégalités.
The Bonus Bullet #1:
The hidden relationship between the absence of public solidarity and the poverty of the young in France!
Bonus #2:
The Kentaro Sono Selection 2024
~What did you read today?~
No. 345-2
In Le Figaro (mardi 10 décembre 2024 - N° 24 975 -), in the article Des vélos sous le sapin, the authors Stéphane Reynaud et Pascal Grandmaison writes:
Ça y est, enfin, nous l’avons trouvé, le vélo à la fois léger (18kg), maniable, nerveux, beau (disponible en gris, jaune ou rouge…) mais tout de même discret, avec un vrai dérailleur 8 vitesses et les commandes au guidon, des freins hydrauliques et toute une batterie d’accessoires disponibles. C’est le Trek Verve+1 LT. Sachant que le modèle basique est livré avec un porte-bagage, des gardeboue et des feux. Et cela pour 2299€. Chacun appréciera le guidon confortable, le cadre ouvert, pratique pour l’urbain encombré d’un sac à dos, d’un deuxième cabas et des courses du soir. L’autonomie n’est pas folle (une bonne cinquantaine de kilomètres); mais elle peut être doublée avec la batterie externe. Les geeks ne manqueront pas de recourir à l’application Trek Central pour régler avec précision les paramètres du moteur, obtenir des estimations d’autonomie, calculer des itinéraires. Une fois encore, la marque américaine a dégainé un produit fort compétitif.
The Bonus Bullet #2:
Now you can buy this sporty, ecological, and healthy life style... for only 2299€!
