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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-W51-7 | Sunday | Bonus: CHN
No. 357
From:
Kyoto-shi, Kyoto, Japan
Sunday, 10:00 A.M.
December 22, 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 33
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 #97:
If you’ve made the mistake of trying to pet a cat on the tummy, you will probably have learned the hard way that when they stretch out and show their tummy, they are not asking you to pet it.
The Bullet #97:
Why you shouldn't touch the tummies of your cats... even when they lie on their backs and stretch out!
The Original Text #98:
We know that friendly feline behavior involves parts of the body with many scent glands: around the lips, chin, and cheek (the perioral gland); between the eyes and ears (the temporal gland); and near the base of the tail (the caudal gland). When cats rub against each other in these areas, they are transferring scent and building up a group scent (see chapter 9). So you might guess these would be the areas cats prefer to be petted by people.
The Bullet #98:
The secret places cats want you to pet! (If you are a dog... you may be able to smell them.)
The Original Text #99:
So if you want to pet your cat, give them a choice and find out if they would like it or not. You can put out your hand, fist, or a finger and see if they choose to approach.
The Bullet #99:
If you want to be loved by cats... give them “choices”!
In the next issue, I deliver How to Create Bullets from Your Products or Services The Real Example #2, part 34!
Sincerely,
Kentaro Sono
Bonus #1:
The Kentaro Sono Selection 2024
~What did you read today?~
No. 357-1
In the book 滚雪球：巴菲特和他的财富人生, in the chapter 36 两只落汤鸡, the author Alice Schroeder writes:
菲利普·格雷厄姆着手对此进行整顿，并且开始加大政治报道的版面，培养报纸的特性，同时用强硬自由的声音加强社论版的力度。他收购了《新闻周刊》和几家电视台，这都表明他是一个出色的出版商。但是随着时间的推移，酗酒狂欢、脾气暴躁、情绪不稳以及冷酷的幽默感，使他变得越来越古怪，尤其是对他妻子常常毫不留情地讽刺抨击。当凯瑟琳体重增加时，他称她为“肥猪”，并且给她买了一个瓷猪。她很少为自己考虑，以至于她还认为这个玩笑很有趣，把这个瓷猪放在了显眼的地方。
The Bonus Bullet #1:
One of the best journalists in the world was... the worst husband on the earth!
Bonus #2:
The Kentaro Sono Selection 2024
~What did you read today?~
No. 357-2
In the book 管理（原书修订版）下, in the chapter 第29章 怎样做人员决策, the author Peter Ferdinand Drucker writes:
在其他任何一个领域的决策记录，都不会比大多数组织和大多数管理者的人员决策更差。而且，记录最差的往往是那些对自己“慧眼识人”感到骄傲的人。
The Bonus Bullet #2:
Why you should stay away from those… who pride themselves on their ability to judge people!
