The Daily Scott Scheper

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San Diego, CA 92101

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No. 102

A writing piece from Scott P. Scheper.

No. 102

A laptop next to a lamp made of bronze and green-glass...
Both of which rest on a smart brown desk...
In Scott's home (which looks more like a library).

Little Italy, San Diego, CA
Saturday, 5:12 pm

Dear Reader,

Tonight I may write more.

But in the meantime, this is all you get.

"And if not tonight, well then... there's always tomorrow."
- Said the man who never wrote a symphony

STOPPED: 5:38 p.m.

STARTED AGAIN: 10:55 p.m.

I believe the tale of my previous 17 minutes and five hours risk wasting the time of my public audience.

The people who may enjoy such tales are those of my core audience——that is, entrepreneurs of intellect who also possess the ability to partake in debauchery of healthy variform. This category of people——of which I consider myself a part of——bear such burden only for purposes of curbing the risk of becoming a turtle-necked pedantic, aka turtleneckitis.

Now, however...

Since this letter is published to the entire internet, I am a victim of its circumstance. You see, I have no way in telling which category you fit into.

And thus... the tales of adventures like tonight's shall be reserved for those of my core audience——that is, for subscribers of my monthly publication, The Scott Scheper Letter

Therefore, I shall spare such details.

What I shan't do is skip out on writing about what I planned earlier today. And that is this...

When it comes to marketing, there's an easy way to tell apart an amateur from a pro.

Here's how: When a new technology emerges, an amateur is concerned with it. They take notice of it. And they do so regardless of whatever else they're doing.

For example, if a new delivery system of content emerges (such as a new social media app), they drop everything else.[1] Reasonably, they conclude it could threaten their current strategy; but also, they reason it could present new opportunities for growth. And... therefore they reason away their attention and focus.

The pro does not.

In fact, the pro is not even concerned about what may change. This means over the next year, five years, or even fifty years from now.


Two words: Human... Nature.

At the core of human nature are human desires.

If you're a marketer, actually, I take that back: If you have fricken a pulse, then learning about human desires is something of which there is one thing I am absolutely certain of. That is this: the future version of your self will not regret the time you spend doing so. Period.

But when I say learning about, I don't mean in the conventional sense. I mean, deep learning. To an absurd degree. That's how deep we'll be going, and that's what you should expect if you're a subscriber of The Scott Scheper Letter.

I planned to say more, but I've also said more than planned.

Therefore, we shall part for now...

Until tomorrow,

Yours truly,

image Signature of Scott P. Scheper San Diego

Scott P. Scheper

DONE: 12:12 a.m.

DONE EDITING: 12:38 a.m.


TAuthTrth: 98

  1. I prefer the term delivery system, to the term traffic, as it better encapsulates the essence of what the concept is... Also I use the term as an ode to direct response legends. ↩︎


Scott P. Scheper