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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-W04-4 | Thursday | Bonus: FREE
No. 23
From:
Kyoto-shi, Kyoto, Japan
Thursday, 10:00 A.M.
January 23, 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 #3
part 15
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:
The Interpretation of Cats: Understanding the Psychology of Our Feline Companions
by Claude Béata
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:
This book is mainly written about the psychology of cats. Clients consult the author to solve the “problems” their cats make. The author decode the real motivations behind the behaviors of cats and come up with solutions. If you like cats and mystery novels, you like this book too. I love cats and mystery novels.
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!
Scribner don't pay me any money to write this issue. You got it? OK. Let's study the bullets together!
The Original Text #43:
Émile Zola wrote a novella on this theme, telling the story of an Angora cat who wants to experience the freedom of alley cats but, after a night of horror and hostile encounters with other cats, in the rain, unable to find anything to eat, chooses to return to where it knows it can find comfort and be well fed.
The Bullet #43:
Émile Zola shows you with a wonderful story... Freedom comes with danger!
The Original Text #44:
In order to obtain more substantial scientific evidence, one of our students, as mentioned earlier, researched the living conditions, the behavioral repertoire, and the prevalence of behavioral issues in cats who went out and those without access to the outside.
The Bullet #44:
Can we really generalize whether access to the outside is necessary for cats or not? (For example, in Japan, there are few animals who can eat cats. But in Canada...)
The Original Text #45:
It was a large trial: 351 cats were included in the study, which provided a lot of information and one major lesson. There are no more behavioral issues (in particular regarding the two main complaints, uncleanliness and aggression) among confined cats than there are among cats who have access to the outside. And the cats purr just as much, whether they live inside or out.
The Bullet #45:
Without access to the outside, cats don't use litter boxes properly... is this true or false?
In the next issue, I deliver How to Create Bullets from Your Products or Services The Real Example #3, part 16!
Sincerely,
Kentaro Sono
Bonus #1:
The Kentaro Sono Selection 2025
~What did you read today?~
No. 23-1
In the book Too Big to Fail: The Inside Story of How Wall Street and Washington Fought to Save the Financial System--and Themselves, in the chapter ⑧, the author Andrew Ross Sorkin writes:
The crowning example of liquidity run amok was the subprime mortgage market. At the height of the housing bubble, banks were eager to make home loans to nearly anyone capable of signing on the dotted line. With no documentation a prospective buyer could claim a six-figure salary and walk out of a bank with a $500,000 mortgage, topping it off a month later with a home equity line of credit. Naturally, home prices skyrocketed, and in the hottest real estate markets ordinary people turned into speculators, flipping homes and tapping home equity lines to buy SUVs and power boats.
The Bonus Bullet #1:
Do you think financial “experts” are good at math? Maybe. But not so much.
Bonus #2:
The Kentaro Sono Selection 2025
~What did you read today?~
No. X-2
In the book Gods and Kings: The Rise and Fall of Alexander McQueen and John Galliano, in the chapter Introduction, the author Dana Thomas writes:
Galliano’s flameout came almost a year to the day after his competitor and compatriot, the forty-year-old British designer Alexander McQueen, was found dead in his London flat. After years of serious drug abuse and profound depression that his psychiatrist Dr. Stephen Pereira later testified was caused by work pressures and accentuated by the death earlier in the week of his devoted mother Joyce, McQueen hanged himself in his wardrobe.
The Bonus Bullet #2:
Being able to create beautiful cloths... don't guarantee their inner beauty at all!
