Eagerness or urgency? — Kelford Labs Daily

Are your prospects eager to be in the market for your product or services, or are they urgently trying to buy and be done?

Why does this matter?

Because if someone’s in a rush to buy, they’re speeding toward their default destination, and you have limited time and opportunity to place your marketing messages before them.

And if someone’s eager to shop, it means they’re going to be spending a lot of time (potentially your time) comparing, researching, and thinking.

The type of message they’ll respond to—and where and when they’ll respond to it—is different, depending on their urgency.

If your best prospects are in a crisis and need a solution now, that means you need to market to them immediately, once they have a problem you can help with. Or, even better, immediately before they have the problem.

You’ll want to know where they go first when they need help with an urgent challenge you can solve. What’s their default destination, and can you meet them along their path to it?

Or, if your best prospects are slow, careful buyers with lots of time to research and compare, you’ll want to let them take their time without making them feel rushed or pressured.

You’ll have plenty of opportunities to market to them, but so will everyone else, so it’s even more important that you’re setting yourself apart from the pack.

So, are your prospects eager, or urgent?

And where could you place your messages along their path?

Kelford Inc. provides finely crafted value propositions and marketing messages for hands-on entrepreneurs and founders.

We’ll show you the way to always knowing what to say.