Fears Risk and Scarcity is a powerful driver.

There was an advert on a few websites last week; it was for a face mask. Of course, it was a reaction to COVID19, but what is driving the panic. To me it is all about, fears risk and scarcity. 

The advert led me to write a post for LinkedIn called 

Where is the opportunity or wave to ride? Sadly fear is a powerful driver.

The guys at AusAir have been developing a face mask for the last four years as a response to air pollution in Australia and the Far East. It filters out the PM10 particles and uses botanicals to mask the smell of city life and pollution.

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Why do people buy & the scale of market awareness.

Why do people buy
Why do people buy, what are the stages

There is the route or the journey to a sale.

I have spoken on this blog many times about the sales journey. Why do people buy, when speaking about this I often liken it to the process of buying a new car?

You might be happy with your car until your circumstances change:

That could be a change of job where you need to make longer journeys or to carry more stuff. Maybe the family needs have changed or the car is just getting old and unreliable.

Now the journey to the new car begins. What are you going to buy, how will it be financed, how to find it, second hand or a dealer and on and on….

These ideas were brought back to me last week while watching a webinar on copywriting. Lukas Resheske is a direct response copywriter, he is writing copy for some of the biggest names on the Internet. Direct response is the type of writing that gets people to take action, it can be websites, but more often it is letters and direct mailing.

Why do people buy

There were many useful nuggets in this conversations, but the biggest take-away for me was the idea of a scale for market awareness. In the model that Lukas describes there are 5 layers to the scale, at one end is the core audience and at the other is the no interest prospect.

I spoke to Lukas following the webinar to get more clarity on his model.

” I didn’t develop the original idea, but I modified it heavily when I talk about it. The original concept is in Breakthrough Advertising by Eugene Schwartz, but Gene wrote BA in 1966, before the Internet and social media. My Awareness levels are modified accordingly. ”  Lukas Resheske

Check out the video below for a full explanation.

I hope you found this useful, check out the youtube channel or the market-that facebook page for other videos and useful content.

To your success

Paul Harvey

PS. If you are looking for support with digital marketing book a discovery conversation it is FREE and a great opportunity to see what is possible for your business.

Discovery call

How to get results in 90 days.




Achieving your goals in 2017 in 90 days

Does this sound like a tall order achieving your goals in 2017 in 90 days? Well, of course, the goal needs to be realistic for it to be possible in the time frame and it must be a stretch to make it worthwhile. With the right goal and commitment, it is possible.

I have been exploring goals for most of this month. This time last year I was looking to achieve a growth target for it to come all to nothing. I fell into the trap known as the pit of doom and did not want to repeat the experience.

Why are goals so difficult?

goals in 2017
If only it were simple

What does it take to find a realistic goal or target and make it happen? We all have patterns and when you consider that only 10% of the population set or use goals, there is more to the process. Clearly, as humans, we have problems with getting stuff done and nothing brings out a pattern of failure more than setting a goal.

Achieving your goals Webinar

This lead me to the webinar with Anthony Dexmier. He is a Facebook friend and runs a Facebook group called breaking the bonds.

We took an hour together in a webinar last Tuesday and went through the issues of goal setting and getting stuff done. There was some great content on the call; it is worth a listen, I have processed a time stamp for you so you can get to the parts that interest you quickly, it is below the video.

I will have a unique offer going out to the list next week; the detail in the PS.


How to set meaningful goals 1.50
The importance of WHY 3.30
Action leads to WHY 7.52
EGO and goals
The power of Yes 14.45
Working with Fear  17.00
Accountability   19.00
Burning money !!  22.00
Daily action  23.00
List the obstacles 28.00
Open mindset  30.00
The pit of  DOOM   31.00
Ten-year process  31.00
Look at areas of life  34.00
When a goal wears out and does not server 36.00
The journey must be worth the outcome 39.00
The questions we need to ask 41.00
Measure the journey 43.00
Overestimate and underestimate 43.00
More hustle will not work 45.00
Taking action is the key to success 48.00


I wish you every success with you goals in 2017

Paul Harvey

PS.Marketing support, If you are looking for support with a marketing project or with business related goals  I have a special offer for those on my list. It will be going out late Monday.

Join the list here and I will send you a PDF digital marketing infographic.