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# Eagerness or urgency? — Kelford Labs Daily
- URL: https://kelfordinc.com/eagerness-or-urgency-kelford-labs-daily/
- Published: 2024-08-15T10:23:06.000Z
- Updated: 2026-01-18T15:15:45.000Z
- Description: Timing your marketing
- Author: Joel Kelly
- Tags: Daily Labs, demand, attention, signal, strategy, context

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](https://kelfordinc.com/whats-their-default-destination-kelford-labs-daily/), 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?**

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