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:
- First, you are a marketer, a copywriter, or an entrepreneur.
- Second, you are a lifelong learner who is committed to growth in those fields.
- 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:
- Bonus points if you're obsessed with reading, yet also enjoy Family Guy, Beavis and Butthead, or Silicon Valley.
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,
Scott P. Scheper
END:
Wednesday, 7:36 pm
Sincerely,
Scott P. Scheper