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-W50-7 | Sunday | Bonus: CHN
No. 350
From:
Kyoto-shi, Kyoto, Japan
Monday, 10:00 A.M.
December 15, 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 26
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 #76:
Grooming is another important part of caring for your cat. Many cats with long fur, such as Persians, need to be brushed every day as they are not able to properly groom themselves. Don’t get a long-haired cat if you’re not going to keep up with daily brushing, or they will end up with matted fur that gives them pain.
The Bullet #76:
Don't get this kinds of cats... if you can't groom them every day!
The Original Text #77:
Do not bathe your cat unless it is essential (such as after diarrhea), because it will strip the oils from their coat. And never trim your cat’s whiskers, because they are full of nerve endings. Your cat relies on their whiskers to judge space, to show how they are feeling, and (if they catch prey) to help with the catch.
The Bullet #77:
Why you shouldn't cut the whiskers of your cats!
(They are totally different from beards of your father!)
The Original Text #78:
It is important to avoid cutting the quick, the part at the top of the nail that contains blood vessels, will be painful and cause bleeding.
The Bullet #78:
Why you can't cut nails of your cats carefree!
In the next issue, I deliver How to Create Bullets from Your Products or Services The Real Example #2, part 27!
Sincerely,
Kentaro Sono
Bonus #1:
The Kentaro Sono Selection 2024
~What did you read today?~
No. 350-1
In 滚雪球：巴菲特和他的财富人生, in the chapter 35 《奥马哈太阳报》, the author Alice Schroeder writes:
在弗拉纳根创建儿童城的初期，他查询过法庭的记录，接收了一些冥顽不化的少年犯，甚至还有几个杀人犯。但是到了1971年，儿童城开始筛选进入这里的人，将精神失常、智力迟钝和有严重违法犯罪行为的人排除在外；它基本上只接受那些“无家可归”的男孩，并且不能有其他严重的问题。16儿童城可以容纳1 000人，却雇用了600多人来照顾665名男孩。17然而，这样一个庞大的机构，却只是收容男孩，并且与世隔绝，营造了一种类似监管甚至监狱的环境，这种方式似乎已经过时了。18孩子们依据钟声行动：第一声钟声响起时，他们要在巨大的餐厅祈祷；第二声时坐下；第三声时开始吃饭；到第四声响起时，无论吃完与否，都要放下刀叉；第五声时站起来祈祷；听到第六声时就要立即冲出餐厅。他们的邮件要接受审查，一个月只允许接待访客一次，并且还要由工作人员选择，不能自己挑选。他们从事着琐碎的工作，基本上没有什么创造性，也不能和女孩接触。儿童城只重视培养低等的职业技能，如采摘豆子和搭建鸟巢。
The Bonus Bullet #1:
How Children's City rehabilitate homeless children!
Bonus #2:
The Kentaro Sono Selection 2024
~What did you read today?~
No. 350-2
In 管理（原书修订版）下 in 第28章 有效决策的构成要素, the author Peter Ferdinand Drucker writes:
没有走出去亲自检查，是行动在过时甚至变得不合理很久以后仍在继续执行的首要原因。这是因为，如果没有掌握关于结果的第一手的信息，决策者就会越来越脱离现实情况。
The Bonus Bullet #2:
Why CEOs often lose sight of their customers!
