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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-W50-3 | Wednesday | Bonus: DEU
No. 346
From:
Kyoto-shi, Kyoto, Japan
Wednesday, 10:00 A.M.
December 11, 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 22
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 #64:
Some technical terminology goes along with this form of training, so let’s switch to the example of using classical conditioning to teach that the cat carrier is not to be feared (counter-conditioning). We need something the cat really likes: let’s say tuna. Tuna is known as the unconditional stimulus, and feeling happy about eating it is known as the unconditioned response—unconditioned because we don’t have to do anything to make that happen; the cat likes tuna already. The cat carrier is the conditioned stimulus—the thing we want to train them to like—and liking it is known as the conditioned response. If we always bring the carrier out and then feed tuna, the cat will learn that the appearance of the carrier means she will be given something tasty to eat, and she will like to see the carrier because it predicts nice things.
The Bullet #64:
How to make cats like cat carriers… in order to carry them to the vets!
(You shouldn't expect an instant result. But you can train them little by little.)
The Original Text #65:
Other research on the benefits of training cats has looked at the effects of training on shelter cats. One study, published in Animals, looked at whether shelter cats could be taught tricks (to sit, spin, or high-five, and to nose-touch either the trainer’s finger or a chopstick, depending on how fearful the cat was).⁸ Over two weeks, each cat took part in fifteen five-minute clicker training sessions. By the end, 79 percent had learned to nose-touch the target, 60 percent to spin, 31 percent to high-five, and 27 percent to sit. Even very shy cats took part in the training (rather than choosing to hide at the back of their cage) and learned some tricks. This result shows that tricks training is suitable for any cat. As well, it seems likely that the training sessions helped shy cats learn positive associations with people.
The Bullet #65:
The rampant lie you can't train cats!
The Original Text #66:
Identify the type(s) of food that will work best as positive reinforcement for your cat, and use it. Don’t expect your cat to work for free.
The Bullet #66:
You can't expect other people to work for free... cats either!
In the next issue, I deliver How to Create Bullets from Your Products or Services The Real Example #2, part 23!
Sincerely,
Kentaro Sono
Bonus #1:
The Kentaro Sono Selection 2024
~What did you read today?~
No. 346-1
In Frankfurter Allgemeine Zeitung, in the article „Viele Coaches sind nicht seriös“, the author Ursula Kals writes:
„Der extrem unübersichtliche Markt ist kaum zu durchschauen“, sagt Uwe Kanning, Wirtschaftspsychologieprofessor an der Hochschule Osnabrück, im Beruf-&-Chance-Podcast „Das zweifelhafte Geschäft mit dem Coaching“. Denn es gibt keine berufsrechtlich geregelte Ausbildung. Der Coaching-Begriff ist nicht geschützt. Zwar bemühen sich seriöse Anbieter um ordentliche Qualitätsstandards, aber welcher Laie hat bei mehr als 20 Coaching-Verbänden den Durchblick? „Viele Coaches sind nicht seriös, und es ist schwer nachvollziehbar, wie gut die Leute ausgebildet sind und wie kompetent sie sind“, sagt Tim Hagemann, Arbeitspsychologe an der Hochschule der Diakonie in Bielefeld. „Es gibt relativ viele, die sich das selbst durch Ratgeber oder Crashkurse erarbeitet haben.“ Das kann gut gehen oder in profanen Tipps münden, siehe oben.
The Bonus Bullet #1:
The danger of industries everyone can self-proclaim “expert”!
Bonus #2:
The Kentaro Sono Selection 2024
~What did you read today?~
No. 346-2
In Neue Zürcher Zeitung, in the article Unser täglich Weissbrot ist für den Körper wertlos – welche Alternativen besser sind, the author Nina Himmer writes:
Das liegt an der Herstellung: «Bei raffiniertem Weissmehl werden alle Teile des Korns bis auf den Mehlkörper entfernt, wodurch Nährstoffe verlorengehen und eine Art Kohlenhydratkonzentrat entsteht, das den Blutzucker schnell nach oben treibt», erklärt Meissner, der dem erweiterten Vorstand des Bundesverbandes Deutscher Ernährungsmedizinerinnen und -mediziner angehört.
Gerade bei Brot gibt es bessere Alternativen. Allen voran Vollkornbrot, das reichlich Ballaststoffe und B-Vitamine liefert. «Da aber bitte immer genau aufs Etikett schauen, ob es sich nicht doch nur um mit Malz gefärbtes Mischbrot handelt», rät Meissner. Auch mehlfreies Saatenbrot ist gesund, weil es voller Omega-3-Fettsäuren steckt. Oder Sauerteigbrot, das positive Auswirkungen auf die Darmgesundheit hat. «Bei Brot gibt es so viele wirklich gesunde Alternativen, dass man im Alltag auf Weissbrot getrost verzichten kann», sagt Meissner.
The Bonus Bullet #2:
The danger of eating white breads and the good alternative!
