The Woman in the Red Dress

From:
Scott P. Scheper
Rancho Santa Margarita, California
Friday, 1:26 p.m.

Dear Friend,

Niklas Luhmann——who is the most influential person to put his stamp on Zettelkasten——once wrote something quite profound. On the surface, what he stated seemed simple, and yet——there are deep implications once you understand what he is really saying.

You see, Luhmann said that information cannot exist without one thing——and that is comparison. He stated that comparison is an intra-systematic event. It is essentially what binary code is built on——and that is what our entire information age is built on. It is built on zeros and ones. At the center of that is comparison. You're comparing zero to one. Zero does not equal one——and by just one simple rule of comparison——we are able to create the dawn of the information age and everything that you see around us.

Luhmann believed very much in the power of comparison for creating information——or more specifically the power for creating structured information——which is knowledge. In fact, his theoretical work was founded on differences. It was founded on making comparisons. He once wrote, "It is more fruitful for theories not to start from unity, but from difference."

Now I want to relate this back to you, and I'm going to do so by sharing something that I revealed in my writing incubator Write to Freedom. Yesterday I was speaking with one individual who decided to write a book about "anger management."

When he told me about this niche, I quickly pulled up a YouTube video and shared my screen with everyone on the Zoom call. The video I pulled up was from the movie The Matrix. It was a scene wherein Neo is walking around a crowded city street with Morpheus. Along the city street are a sea of people. All of them are dressed in black.

What happens next is very important. It is one of Neo's first failures in his tests that he undergoes. What happens is Neo is walking and all of a sudden he's distracted by a woman in a red dress. She's breathtaking and she stands out from everyone else. Why? Because she was wearing a red dress and everyone else was wearing black. By way of comparison, she invited attention. The mind is constantly looking to create comparisons in order to better make decisions.

In order to create a book or a piece of knowledge or a work that actually sells, you need to do an extremely good job of making the process of comparison that is constantly running in your audience's mind——and make it super simple for your audience to quickly notice how different your book, idea, or knowledge product is.

Neo was walking through the crowd and could not help but get distracted and see the woman in red. As a result, he got distracted and the woman in red turned into an agent who was about to kill him. The woman in red——because she was so polarizing and stood out——caused Neo to fail the experiment. There really isn't anything Neo could have done but to stare at the woman in red because she's so polarizing. She stands out so easily from everyone else.

Your Goal And Your Objective Is For Your Book, Your Product, or Your Service To Be The Woman In The Red Dress!

After I showed him this video, I then pulled up Amazon. I searched "anger books." What I was presented with was a sea of books. They looked exactly like the people in The Matrix. They were all dressed in black. Every one of these books was obsessed with the idea that you have an anger problem and that you need to manage it.

The goal when you launch a book is to be the woman in the red dress. Instead of starting from the frame that you need to manage your anger and be related to "anger management," you should do the exact opposite. You should be "Anti Anger Management!" You should come to the market with a book that presents anger as a good thing——and presents anger as something that you should embrace and then channel by exercising or some other mechanism. This idea set off a light bulb in this individual's mind. He is going to work on a book related to anger that is going to stand out from every other book on the market. Too often I see people embark on the commendable project of writing a book only to write a boring book.

They Write a Book That Is Dressed in Black Instead of Dressed in Red!

I have a detailed framework for how I go about teaching this in my writing incubator Write to Freedom. If you would like to spend your days reading, writing, thinking, taking notes, using your Antinet——all while making a killer, multi-six figure living by only writing one thing a month——then I would like to share with you what I know is the most powerful business model out there for independent writers, creators, thinkers, coaches, consultants, and heck, anyone.

I've put together a detailed 44-minute video that shows you everything there is to know about this model. Go ahead and click the link below to watch this video:

www.ScottScheper.com/private

After watching, we can have a friendly, casual discussion about any questions you have. If it's a fit, great. If not, great——but at least you'll be educated about the best business model out there for independent thinkers and creators like yourself.

Remember, I only have a few spots available because I personally dedicate significant time to each person I work with. So if you're ready to prove the naysayers wrong and create something truly valuable that stands out from everything else on the market. Watch the video now.

Warm regards,

And always remember,

To stay crispy, my friend.

Scott P. Scheper

"A Man Who Writes Books That Are Like A Woman In a Red Dress!"

P.S. This email is going out to over 18,000 people now. I have limited spots to work with me in my writing incubator, because I personally dedicate a significant amount of time to each and every person I work with to ensure their success.

Therefore, if you would like me to help you live your dream lifestyle and make six figures writing one thing a month——then here is a detailed video that shows you everything:

www.ScottScheper.com/private