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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-W50-4 | Thursday | Bonus: FREE
No. 347
From:
Kyoto-shi, Kyoto, Japan
Thursday, 10:00 A.M.
December 12, 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 23
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 #67:
It turns out Harley absolutely loves to be brushed, so much so that clearly I should have started much sooner. Brushing him is now a daily ritual. He has a good sense of time, and he expects to be brushed at exactly the same time every single day. If I’m even a few minutes late to go and get the brush, he will come and find me and howl at me, and then run along the hallway with me, almost tripping me up. It takes only a few minutes to brush him, but it’s clearly a few minutes of bliss from Harley’s perspective.
The Bullet #67:
Why you can believe cats have a good sense of time!
The Original Text #68:
Having a carrier where the top can be removed, so that the vet can examine your cat in the bottom of the carrier, can also help reduce your cat’s stress.
The Bullet #68:
The best kind of carrier in which the vet can examine your cats without giving them too much stress!
The Original Text #69:
Signs of stress are also seen when cats are scruffed (held by the scruff of the neck), so scientists recommend avoiding scruffing cats.
The Bullet #69:
The handling method of cats scientists don't recommend but the stupid animal hoarder in Osaka recommend!
In the next issue, I deliver How to Create Bullets from Your Products or Services The Real Example #2, part 24!
Sincerely,
Kentaro Sono
Bonus #1:
The Kentaro Sono Selection 2024
~What did you read today?~
No. 347-1
In Robb Report, in the article Here’s Every Step That Goes Into Creating Santoni’s Handmade Leather Dress Shoes, the author Naomi Rougeau writes:
The company now employs about 600 artisans in a 300,000-square-foot factory in Corridonia, Italy. So valuable are they to the business that one worker I spoke with could spare only 15 minutes. While many luxury brands are lamenting the loss of such specialized knowledge as seasoned craftspeople retire, Santoni is insuring itself with the Accademia dell’Eccellenza, a fully funded educational program. But don’t be misled by the business’s scale: Though the retail line involves some machinery, made-to-measure shoes—such as the Carter double monk straps featured here—are 100 percent handmade. The price is $7,830 for your first pair but drops to $4,350 for your next. “As we say, time is luxury,” notes Santoni. “And to produce Santoni shoes, it takes a lot of time.”
The Bonus Bullet #1:
If you know how Santoni shoes are made... you think the price tag $7,830 is actually cheap!
Bonus #2:
The Kentaro Sono Selection 2024
~What did you read today?~
No. 347-2
In Robb Report, in the article We Tested Sunspel’s Bespoke T-Shirt Service and It’s Totally Worth It, the author Benedict Browne writes:
My measurements and specifications were then sent to Sunspel’s newly assembled bespoke team, whereby Rita, whom I learned about upon delivery, kindly proceeded to cut and sew the T-shirt expressly for me. Delivery took about four weeks, which, by bespoke standards, is fast. Prices start at 150 GBP (around $187). It debuted at the recent Walpole British Luxury Awards, held at The Dorchester, and whilst I was one of a few who wasn’t wearing a dinner shirt and bow tie, I felt no less put together.
The Bonus Bullet #2:
This order-made T-shirt ennables you... to go to the Walpole British Luxury Awards without a dinner shirt and bow tie!
