The Daily Scott Scheper

600 West Broadway, Suite 700
San Diego, CA 92101

(Home Page)

No. 126

A writing piece from Scott P. Scheper.


Daily Issue No. 126

FROM:
Scott P. Scheper
One American Plaza
Downtown San Diego, CA

TO:
You (i.e., The Person Reading This Now)

IF AND ONLY IF:
These Three Things Describe You...

  1. First, you are a marketer or entrepreneur committed to growth and learning.
  2. Second, you're interested in copywriting, mass persuasion, life philosophy, business, technology, and more.
  3. Third, you do not possess the attitude of a pedantic pessimistic b'hole. Meaning, you're not someone who takes life too seriously.

If the above fits you, then I like you! Seriously!

In fact, I'd even consider you a friend.

So with this,
Now begins,
A message I wrote,
For my friends...


START:
Tuesday, 4:15 pm

Dear Friend,

Here in Downtown San Diego, I have a peculiar habit. Instead of stocking up on groceries for the week, I prefer spontaneity. How do I obtain this spontaneity? Easy. I stop by a convenience market once, twice, or even three times every day!

The convenience market I frequent isn't what you would expect. It's not the cheapest, nor is it necessarily the best. It's not an organic luxury market. It's not as efficient as 7-Eleven. They tell me I'm the only local who's a regular. They also tell me I'm the coolest![1]

This convenience market finds itself attached to the first floor of a slick hotel in Downtown. As one could expect, it commands tourist prices 20% more expensive than 7-Eleven.

Yet despite this, I still go there——yes, even though it's more expensive and out of the way!

Why do I do this, you ask?

It all traces back to perennial human desires.

To understand why you must first understand human desires.

Jeff Bezos advises that one should NOT ask: What will change in 10 years?; instead, one should ask, what's NOT going to change in 10 years?[2]

Perennial products and markets serve as a subject to which entire books traverse.[3]

Indeed, the most notable books on the industries of the future ground themselves in perennial human desires.[4]

So back to the question...

Why do I go out of my way to visit a convenience market that is more expensive and of equal quality to other alternatives?

That, my dear friend, is something I'll reveal to you in a future issue of The Scott Scheper Monthly (my premium physical publication). The Scott Scheper Monthly contains the best material you'll ever read on mass persuasion, copywriting, better thinking, growing your business, life philosophy, and more. I'm not done yet. What makes it special are two things:

  1. First, the real data, ads, case studies, and $ stats I share in The Scott Scheper Monthly.
  2. And second: the humorous* adventures and stories from my life.

*Humorous, if you enjoy Family Guy, Rick and Morty, Beavis and Butthead, and/or Silicon Valley.

I hate to be a tease (just kidding, I love it), but seriously, I shouldn't reveal why I choose this convenience market. It necessitates that I first teach you everything I know about perennial human desires. Only then will it make sense.

Until then, you've at least learned one thing: the next time you're visiting Downtown San Diego, there's a good chance we'll run into each other——if, of course, the hotel you choose houses the convenience market frequented by the mullet-rocking nerd who drives a green Hellcat.

If you catch me there, I'll take you for a spin in the Hellcat... heck, I'll even let you buy me a bag of beef jerky!

Sincerely,
image Signature of Scott P. Scheper San Diego

Scott P. Scheper

END:
Tuesday, 6:05 pm



Footnotes:
  1. I made this up, but actually, they'd no doubt agree. Who else could be cooler than a mullet-laden fellow——one who pulls up in a green Hellcat, and buys beef jerky and chardonnay? ↩︎

  2. Hunt, Helena, ed. First Mover: Jeff Bezos In His Own Words, (Loc. 451) ↩︎

  3. Holiday, Ryan. Perennial Seller: The Art of Making and Marketing Work That Lasts. New York, New York: Portfolio/Penguin, 2017. (Of particular value is page 50 on perennial market pains). ↩︎

  4. Kelly, Kevin. The Inevitable: Understanding the 12 Technological Forces That Will Shape Our Future. New York, New York: Penguin Books, 2017. (Of particular note is the section, "Better Than Free") ↩︎


Sincerely,

Scott P. Scheper