The Daily Scott Scheper

600 West Broadway, Suite 700
San Diego, CA 92101

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No. 135

A writing piece from Scott P. Scheper.

Daily Issue No. 135

One American Plaza
Downtown San Diego, CA

Scott Paul Scheper

You——IF AND ONLY IF——the page I wrote, About You, (see the previous Issue)


Do Not Waste Your Time Reading Below Until
You've Read the ABOUT YOU page!

With that out of the way...

Below you'll find a piece written for the irreverent crew of brilliant thinkers, entrepreneurs, marketers, and oddballs, which together comprise... Scott Scheper and friends.

Thursday, 3:33 pm

Dear Friend,

For over an hour-and-a-half, I have been writing, rewriting, and reorganizing the section above.

Why have I done this?

Because I've learned what happens when you don't explicitly defined your dream, target audience. I've learned it the hard, painful, old fashioned way. Not only has this lesson cost me a lot of money (several million dollars); it's cost me even worse: the loss of my time. I'm not done yet, however. Hell, I wish I was! It's cost me something even more scarce than time and attention. What's more critical than time and attention?

One thing: your soul.

Look, I realize soul hasn't been identified scientifically. I also don't want to spend much time exploring ontological definitions of what it is.

In practical terms, what I'm talking about is simply: prioritizing money over fascination. In brief, don't do it.

You'll end up spending your life doing things you don't like, with people you don't like——why? In order to... buy things you don't like!

Much, very much, shall be written about on this subject in a future issue of The Scott Scheper Letter or monthly (or whatever the hell I end up calling it!)...

Anyway, that's all I've got to say 'bout that.

I have some literature and research in front of me to prove I'm right, but frankly, to hell with it! Just do what I say. That is, only serve people and customers and markets you love.

Fine, hell, I'll give one quick thing on this... (I'm in quite the curmudgeon mood today, aren't I?!)

In this spirit, we turn to the old curmudgeon, Dan Kennedy, himself. He's a legend in direct response marketing. He recommends Rick Warren's book, The Purpose Driven Church on this matter. There's a section in there showcasing how they built their Audience Avatar. What did this do? It helped them in becoming one of the most prolific churches in the world. It also landed the pastor, Rick Warren, a gig delivering the invocation at President Barack Obama's inauguration.

Bottom line: it's critical to not only research your market. It's more important to define your market.

Enough; I can't possibly teach all of this properly now. It's better left for a future issue of The Scott Scheper Letter.

Therefore, let me conclude by providing an update on something other than the professional life of Mr. Scott Scheper. The other thing that's most important to him: I'm of course speaking of... Brodus Maximus Scheper The Third——my beautiful, rotund, portly ragdoll cat.

This morning I surprised Brodus with some new toys, and cat cocaine (aka, catnip).

Why do I bring him up, you ask?

So that when I am in the running for Cat Dad of The Year, I can call upon my brethren——that is, my friends——that is, my iconoclast crew of Schepians.


So you can back me in winning it.

That's all.

Peace and love,

image Signature of Scott P. Scheper San Diego

Scott Paul Scheper

*Thursday, 6:22 pm


Scott P. Scheper