PHONE: 075-313-3700
The Kentaro Sono Letter 2025
〒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
2025-W52-3 | Wednesday | Bonus: DEU
No. 1
From:
Kyoto-shi, Kyoto, Japan
Wednesday, 10:00 A.M.
January 1, 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 43
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 #127:
Every cat is an individual and will have their preferences. Some cats prefer to urinate in one tray and defecate in a different one. When presented with three identical litter boxes, one containing a wood-pellet litter, one with clay granules, and one with silica microgranules, the least preferred (i.e., least used) option was the wood pellets, according to a study of twelve cats published in Journal of Veterinary Behavior.⁶ In a follow-up study, another twelve cats were given a choice between two identical litter boxes that contained granule-size litter, one made of silica and the other of clay. In this case, cats preferred the clay litter (i.e., used it more than the silica litter).
The Bullet #127:
What is the least popular litter boxes for cats?
The Original Text #128:
What really matters to all cats is cleanliness. In one enterprising study of multi-cat households, published in Behavioural Processes, researchers added either the smell of pee and/or poop or odorless fake pee and/or poop to cats’ litter boxes.¹⁰ The added smell did not seem to trouble the cats, and they did not seem to mind whether it was their own or from another cat in the household. However, they did not like the added lumps of fake pee or poop, especially the poop. This finding shows the importance of regularly scooping the litter box.
The Bullet #128:
Do cats care fake poops?
The Original Text #129:
Another big difference occurred in what the cats did after peeing or pooping. In this clinic-like setting, they spent much longer pawing at the area around the litter box—the floor, the wall, the sides of the box. As well, they spent much more time sniffing their deposit (just under a minute sniffing poop, and just under thirty seconds sniffing pee). In some cases, they went back to sniff it again several times. In this litter box, they were not able to cover up their pee or poop, because there weren’t enough little plastic beads to do so. What this tells us is that scent plays an important role in the cat’s preferences for toileting. If you notice that your cat seems unsure of going in their litter box, goes in and out again, takes their time over peeing, or spends a long time pawing or scratching afterwards, it is worth considering whether you can improve their toilet setup.
The Bullet #129:
The true price of skimping on cat litter!
In the next issue, I deliver How to Create Bullets from Your Products or Services The Real Example #2, part 43!
Sincerely,
Kentaro Sono
Bonus #1:
The Kentaro Sono Selection 2025
~What did you read today?~
No. 1-1
In Neue Zürcher Zeitung, in the article Das Publikum besteht aus 84 Zuschauern und einem Hund – aber die Skisprung-Legende Noriaki Kasai fliegt auch mit 52 Jahren unbeirrt weiter, the author Nicola Berger, writes:
Längst ist er ein Publikumsliebling, was ihn selbst zunächst erstaunte: Als die Leute ihm in Europa zujubelten, dachte er, sie würden sich über sein Alter lustig machen. Erst mit der Zeit realisierte er, dass die Bewunderung echt ist. Noriaki Kasai fragt sich, wie es erst sein wird, wenn ihm der perfekte Sprung gelingt.
The Bonus Bullet #1:
The Japanese star ski player in Europa is... 52 years old!
Bonus #2:
The Kentaro Sono Selection 2025
~What did you read today?~
No. 1-2
In Frankfurter Allgemeine Zeitung, in the article „Ich wurde benutzt, bis ich geistig und körperlich kaputt war“, the author ⑨ writes:
„Seit der Zeit in Stuttgart bin ich in psychotherapeutischer Behandlung.“ Teilweise habe sie damals auch verletzt trainiert, schildert Hinsberger: „Ich trainierte immer weiter, bis ich irgendwann eine Stressfraktur im Schienbein mit zusätzlichem Meniskusriss im linken Bein erlitt. Als meine Mutter mit dem (sich in Stuttgart befindenden) Arzt telefonierte, wurde ihr gesagt, dass ich nicht trainieren dürfe. Dabei wurde sich über den ärztlichen Rat hinweggesetzt. Ich trainierte knapp 5 Stunden täglich nur noch Barren.“
The Bonus Bullet #2:
The dangers of deciding your future dreams... only by watching the Olympics on TV!
