The Daily Scott Scheper

600 West Broadway, Suite 700
San Diego, CA 92101

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No. 127

A writing piece from Scott P. Scheper.


Daily Issue No. 127

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

TO:
You, the person reading this now, however...

THIS IS TRUE IF, AND ONLY IF, THESE THREE TRAITS CHARACTERIZE YOU:

  1. First, you are a marketer, a copywriter, or an entrepreneur.
  2. Second, you are a lifelong learner who is committed to growth in those fields.
  3. Third, you do not possess a cynical attitude, nor are you a pedantic B'hole. In other words, you're NOT someone who takes life TOO seriously!

If these three traits——actually wait.

One more thing:

Anyway, if this sounds like you...

THEN I LIKE YOU——SERIOUSLY!
I'd even consider you a friend.

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

START:
Wednesday, 6:13 pm

Dear Friend,

I just spent the past hour and eleven minutes writing the above introduction.

There is a lesson here for copywriters.

If you know anything about copywriting, you know the most important rule: everything is about the audience.

Audience research stands as the most important factor in copywriting.

For this reason, the very first step one should undertake is creating a specific, defined audience avatar.

If you're a copywriter or marketer, I recommend you write out the the following content: The section above between the TO:, and Start:.

Why write it out?

That's a lesson in and of itself. And more important, it's for another day!

I gotta run and hop on a call now. I'll be helping out an intern introduced to me by my father. He works at an insurance agency, and wants to interview me *(and who knows, it could be a deftly disguised sales call. Of which, I shall tell you all about!).

Peace and love,

And don't forget...

To stay hungry,

Stay vigilant,

and as always...

Stay crispy.

Sincerely,
image Signature of Scott P. Scheper San Diego

Scott P. Scheper

END:
Wednesday, 7:36 pm



Sincerely,

Scott P. Scheper