EMAIL NUMBER 45
Perception is Not Reality
Scott P. Scheper
Downtown San Diego, CA
Friday 12:42 p.m.
Most of you know me as the "Analog Knowledge Revolutionary" (i.e., the guy that teaches how to read, takes notes, and turn them into knowledge—the analog way).
Some of you may know me from my cryptocurrency days. The tl;dr version is: I helped my first boss pull his business out of $4 million dollars of debt (a crappy version of Apple AirTags). I repositioned the company into launching a cryptocurrency, which later went on to become the hottest cryptocurrency of 2018 (raising $13 million in an Initial Coin Offering), and much more via equity. Later on, we got listed on Coinbase.
Heck, maybe some of you know me from my days as an "underground performance marketing legend." Not a lot of people know this about me, but I made most of my money running a marketing agency that was largely automated and optimized by a Python algorithm I named after the Family Guy character, Stewie. For four straight years, I was the number one driver of revenue for the biggest affiliate marketing network out there: Neverblue Media (now GlobalWide Media). I still hold the record for most revenue driven in a day and most revenue driven in a month.
I was one of the largest advertisers on the Google Display Network from 2013 to 2014. Little did people know that my company consisted of just me, one contracted software developer, and my algorithm, Stewie. I ran the entire business from St. Thomas, Virgin Islands. I lived and worked in an island shack that sat on a hill overlooking Magen's Bay while using an 8-megabyte-per-second internet connection.
Why am I telling you all of this?
I'll get to that in just a second.
But first, let me tell you something important: Whenever you read an impressive bio of someone, like on LinkedIn or whatever, just know that perception is not reality!
Most people will bullshit you with their bio.
For instance, I've just laid forth my bio, which peppers in some impressive-sounding feats.
But here's the reality: Most of the time I can be found marching around my house in my boxers, shooting flies with a Bug-A-Salt 3.0 salt gun (while playing the theme song of The Mandalorian). My two-year-old daughter follows me around with the flyswatter and puts any stragglers out of their misery. My (tolerant) fiancé thinks I'm legitimately insane. Whenever a fly enters the room, a look of bloodlust comes over me, I grab my phone, turn on The Mandalorian theme song, and grab my salt gun. Even yesterday morning, I was exercising on my Peloton, drenched in sweat with my Bug-A-Salt 3.0 salt gun in hand, blasting The Mandalorian theme song, and shooting down any flies who dared come near.
Anyway, that's what my life really looks like.
But ignore that. Just think of me as the "Analog Knowledge Revolutionary." For now, think of me as one who has had a lot of success due to his writing, copywriting, marketing and programming skills.
Here's why I'm telling you this: the very skills that I just outlined (writing, copywriting, marketing, and programming) are the keys to my success, yes. However, I never really "turned pro" with those skills until 2013. At that time, I read Cal Newport's So Good They Can't Ignore You. From that book I learned the value of deliberate practice. I learned that it's not just practice that make the greats exceptional; it's the deliberate way of studying their craft.
Starting in 2013, every single morning before work I applied the concept of deliberate practice. How? By sitting on the floor of my home office, reading and taking notes on notecards by hand. This practice helped me turn pro. At that time, I was in my mid-twenties and had $16,000 in my bank account. One year later, I became a multi-millionaire.
The secret sauce in all of this centered on analog tools: pen, notecards, and a book.
With my upcoming launch of the Antinet Zettelkasten book, I'll be unveiling the power of this practice in explicit detail.
All week I've been working behind the scenes on the book launch. This week I've been occupied with the landing page copy, as well as finalizing the logistics with different printing and fulfillment houses for the book.
My goal is to get the cost to $11-$12 per book, and sell the book at that cost + shipping & handling costs (around $5 in the U.S. and Canada).
Let me remind you that the book is 594 pages! It's filled with material that not only will teach you how to build your own Antinet, it covers many aspects beyond that.
I go deep into the concept of knowledge development, becoming a prolific writer, turning your Antinet into a robust idea generator, and many more advanced things. I even have new material about the origins of Niklas Luhmann's Zettelkasten that comes from four-plus hours of interview material from interviewing Luhmann's youngest son.
If you've ever been confused about certain aspects of the Antinet, your questions will finally be answered. Moreover, I have hundreds of photos of my own cards, as well as dozens of hand-drawn illustrated diagrams to help you rethink your own learning process.
This week I didn't finish as much as I'd have liked. My goal was to finish the copy of the landing page, and then get it sent off to the designer next week. But it's taking me longer than I had hoped. Oh well. Writing this letter to you has helped me get my copywriting juices flowing again. Hopefully, that will carry over to writing the copy for the book's landing page.
Anyway, look for the book to launch in early December. It's been a long time coming! I hope you're excited.
If you want to become a prolific learner, reader, researcher, writer, and thinker, then here's what I'll say: this will be the most important book you ever read.
The number one most common thing I hear from people is, "I just wish I had learned the Antinet ten years ago!"
Don't worry, though. Everyone says this. I even hear this feedback from Antinetters who are in their teens. The bottom line is that the best time to learn and apply the Antinet in your life is… now (or, actually in early December when I launch the book)!
Stay tuned and stay crispy, my friends.
Scott P. Scheper
"A Man Who Starts Off His Emails With Boastful Biographies"
P.S. I just did a brand photo shoot. Check out my new profile photo:
Friday 3:23 p.m.