NEED
Right Time, Right Copy: Match your message to how badly your reader wants what you’re selling.
Good for
Understanding your reader’s level of desire or urgency so you can match your message accordingly.
What it stands for
Now ➡️ They need a solution “like yesterday” - use direct, benefit-packed copy with a strong call to action.
Eventually ➡️ They have a problem but it’s not urgent - focus on education, nurturing, and building trust.
Eh ➡️ They don’t have a problem - spark curiosity, tell stories, or focus on long-tail content for when they do need you.
Don’t ➡️ They’re not your customer (yet) - use brand building or let them go.
Example Use Case
Project Management Software
Example Implementation
Now:“Tired of missed deadlines and team chaos? Get organized today.”Eventually:“Not ready to switch tools? Start with our free plan and explore at your own pace.”
Eh:“Think project management tools are boring? Ours comes with built-in AI suggestions and real-time team mood tracking.”
Don’t:“Just browsing? No pressure. Follow us for tips until you’re ready.”