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Clearing Up The Controversy

August 31, 20232 min read

Scott P. Scheper
Orange County, California
Thursday, 12:22 p.m.


Dear Friend,

I realize now that my email yesterday may have caused some controversy.

As you may recall, I told a story about an interview F. Scott Fitzgerald did in 1920.

However, I ended the email with my usual "signature sign-off." The signature sign-off I used yesterday was:

"A Man Who Pulls an F. Scott Fitzgerald Story Out of His Ass to Promote His Physical Monthly Newsletter"

I realize now that the concept of "pulling something out of your ass" implies that it was completely made up.

This was not my intent. The story I told yesterday is a 100% true story. In fact, I pulled the idea from a bibnote I took while reading the book, Some Sort of Epic Grandeur: The Life of F. Scott Fitzgerald (pages 138-9).

Here's a photo I took of the bibcard. See bibnote (138) "professed literary thief..."

Anyway, I hope that clears things up.

And also, I hope you take me up on my offer to pick up Issue No. 9 of The Scott Scheper Letter.

It gives you the best framework you will ever have for opening any book, course, or knowledge product you create.

Here is a link to pick up a free thirty-day trial:

All I ask is you pay the cost of printing, shipping, and materials ($11.86).

There's only ten hours left before the deadline to pick up the issue!

Warm regards,

And always remember,

To stay crispy, my friend.

Scott P. Scheper

"A Man Who Wants Aspiring Copywriters to Read The P.S."

P.S. Do you see what I did with this email? I sucked you in because it's human nature to want to get the full lowdown on "controversy." But that's not the main lesson here. The main lesson is that I also implied there was controversy without flat-out lying.

How did I do this? By also injecting "may have caused" in the first sentence of this email.

Why did I do this? Because it's 100% true that my email yesterday "may have caused" some controversy!

The main lesson here is that you can leverage the power of sucking people into your copy——by using the "controversy" trigger——and you can do so without being a gimmicky dirtbag!

Clever? I certainly think so! And I'd like to invite YOU to try it out yourself.

Let me know if you do, and if you're a Subscriber of The Scott Scheper Letter, post about it in


Scott P. Scheper

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