Scott P. Scheper

You see this image right here?

This is a photo I just took of my son, Fitzgerald (aka Fitzy).

For the past two days, he has been carrying this laundry detergent carton everywhere with him. He sleeps with it. In fact, I let him sleep with it in his crib last night.

Why?

Because it gives him meaning.

He loves it. He loves carrying it around. He loves banging it against things. He loves putting his Legos and blocks inside of it and shaking it around.

And it brings him joy.

Why am I bringing this up?

Because we are entering a new phase of civilization.

With the rise of AI, and soon robotics, we are moving into a post-productivity society.

For decades, entrepreneurs, marketers, writers, and creators judged everything through the lens of utility.

We lived in a society of utility-maxing.

Everything had to be justified by how useful it was to the largest number of people possible.

That is rapidly changing.

You are now able—and, in fact, encouraged—to pursue things that give you meaning.

Things that fascinate you.

Things that light you up.

Because if you throw yourself into something with all your heart, soul, mind, and passion, you can attract your people.

You can attract 1,000 True Fans.

You can attract 1,000 crazy fans who care about the same thing you care about.

This is why my book, The Antinet Zettelkasten, has done so well.

I went all-in on analog note cards.

I went all-in on writing by hand.

I went all-in on the experience of creating books with pen and paper.

Why?

Because for me, it enables a deeper connection with God and with meaning itself.

And I believe you need to embrace the things that give you meaning, too.

Have as much fun as possible in this life.

Of course, high on your priority list should also be helping, encouraging, and impacting other people.

But if you combine meaning with service, you will have success in the world of tomorrow.

You will have success in a realm AI cannot touch.

Write on, you crazy diamonds. ✍🏻💎

2 months ago | [YT] | 11

Scott P. Scheper

Recently, a so-called founder guru came across my newsfeed.

He created a video detailing his elaborate Claude Cowork system. He had loaded up his Claude knowledge base with customer avatars, all of his content, Zoom conversations and transcripts, product notes, book notes, and more. He used all of that to create his marketing.

There was just one problem.

The customer avatar he was using was a PDF document that he himself had written.

He had created it.

He had convinced himself that this was who his customer avatar was.

He listed out all these intricately detailed desires, wants, feelings, frustrations, and goals. There was only one problem:

This individual came up with the list himself.

It was his own imagination.

It wasn’t reality.

You see, it’s hilarious because even many of the so-called AI gurus, the people with legions and hordes of followers online, are absolutely clueless when it comes to the fundamentals.

The fact is, this person’s customer avatar document was entirely concocted by him.

What he missed is the most important lesson in all of marketing and all of business:

Talk to your customers.

Speak with them for an hour.

Ask them what they truly want.

Ask them what truly keeps them up at night.

Ask them what they’re afraid of.

Ask them what they’re frustrated by.

Ask them what they’ve already tried.

Ask them what they secretly wish was possible.

Not your interpretation of those things.

Not your assumptions.

Not your clever PDF.

Them.

The best copywriters in the world do not spend their time devising headlines, bullet points, copy, campaigns, or funnels.

The best copywriters in the world spend 96% of their time doing one thing:

Talking to customers.

They let customers write the sales letter.

They let customers write the promotion.

They let customers write the campaign.

They let customers write the product.

They let customers write the idea.

You can major in the minor and optimize everything you want.

You can build AI systems.

You can create knowledge bases.

You can automate workflows.

But if you miss the first and most important step, if you won’t shut the hell up, sit on your ass, call your customers, and actually speak with them for an hour, then you’re wasting your time.

Remember that.

Do the important things.

The slow way.

The hard way.

The analog way.

That is all I have to say.

Have a fantastic freaking Sunday.

Write on, you crazy diamonds. ✍🏻💎

2 months ago | [YT] | 15

Scott P. Scheper

My new book Penpreneur is officially live! If you want to spend your days reading, writing, and thinking — while also making a six-figure living — this book serves as the seed that will take you there. You can get it for free (just cover the shipping cost of $4.95). Here's the link: www.scottscheper.com/penpreneur

1 year ago | [YT] | 28

Scott P. Scheper

For anyone starting their own Antinet, I think this video is a great beginner's guide.

4 years ago | [YT] | 12

Scott P. Scheper

Live now! Talking Zettelkasten, Obsidian and Roam downfalls, and more

4 years ago | [YT] | 1

Scott P. Scheper

Just posted a new video! Check it out if you haven't seen it already.

4 years ago | [YT] | 1