Align on Campaign Success Criteria using Get Who To By
Look, we’ve all been there. A 'brainstorming' session that lasts three hours and ends with a goal like 'increase brand synergy.' It’s enough to make you want to quit and open a cat cafe. The Get Who To By framework is the antidote to that corporate brain rot. It forces you to stop dreaming and start defining exactly what needs to happen before you blow the budget on a campaign that nobody asked for. It’s about alignment, not just nodding your head until the meeting ends.
The TL;DR
Stop guessing and start defining. Use Get Who To By to nail your target (GET), find their real-world baggage (WHO), tell them exactly what to do (TO), and give them a reason to actually move (BY). It’s the difference between a strategy and a expensive wish list.
Why Get Who To By Saves Your Sanity
Most campaigns fail because they try to be everything to everyone. This framework is a filter for your bad ideas.
The Four Steps
GET
Who is the specific victim of this campaign?
Identify the smallest, most winnable group of people. If you say 'Gen Z' or 'Decision Makers,' you've already lost. Be specific enough that you could actually find them in a room.
WHO
What is the inconvenient truth about their behavior?
Don't give me their demographics. Give me their baggage. What are they doing right now instead of using your product? What’s the habit or frustration that’s keeping them stuck in their current ways?
TO
What is the one stupidly obvious thing you want them to do?
This is your message. It needs to be so clear that a tired person scrolling on a toilet gets it in two seconds. If it requires 'brand storytelling' to explain the action, it’s too complicated.
BY
How are you actually going to bribe or nudge them into action?
This is the mechanism. Is it a discount? A scary piece of data? A free tool? This is the 'how' that turns a message into a behavior change.
Ways You'll Probably Screw This Up
(Try not to, though)
- ×Targeting 'Global Humans' because you're afraid of leaving people out.
- ×Writing a 'WHO' that is just a compliment to your brand.
- ×Using more than one 'TO' in a single campaign.
- ×Confusing the 'BY' with your media buy - it's a mechanism, not a channel.
- ×Using marketing jargon like 'leverage' or 'synergy' in the message.
- ×Ignoring the fact that people are inherently lazy and don't want to click your link.
- ×Setting success criteria that are 'feelings' instead of 'actions'.
- ×Forgeting that the 'WHO' insight should feel a little bit uncomfortable.
If you avoid these, your campaign might actually achieve something other than a participation trophy.
Real Examples
B2B SaaS
Aligning on a campaign to get trial users to actually set up their dashboard.
GET
New sign-ups who haven't logged back in after 48 hours.
WHO
They’re overwhelmed by the setup process and are currently sticking to their messy, familiar Excel sheets.
TO
Get your first automated report in under 5 minutes.
BY
Sending a 'Quick Start' video and offering a one-time setup concierge call.
D2C E-commerce
A campaign to move stagnant inventory of premium coffee beans.
GET
Occasional buyers who only purchase during holiday sales.
WHO
They love the 'idea' of premium coffee but think the daily price tag is a luxury they don't deserve.
TO
Stop drinking 'gas station quality' coffee at home.
BY
A 'Daily Brew' subscription that brings the price-per-cup down to less than a dollar.
Professional Services
A campaign to get leads for a cybersecurity audit.
GET
IT Managers at mid-sized firms who think they're 'too small' to be hacked.
WHO
They know their security is patchy but are paralyzed by the thought of a massive, expensive overhaul.
TO
Find your top three vulnerabilities before a hacker does.
BY
A free, 15-minute 'vulnerability scan' that provides a simple red/yellow/green report.
Frequently Asked Questions
Can I have two 'GETs' if my product is for everyone?
No. If you have two targets, you have two campaigns. Trying to hit both in one go is how you end up with a message that means nothing to nobody.
What if my 'WHO' insight is just that they don't know we exist?
That’s a lazy insight. Why don't they know? Are they ignoring your category? Are they using a competitor? Dig deeper until it hurts a little.
Does the 'TO' have to be a direct call to action?
Yes. If your 'TO' is 'think differently about our brand,' go back to 2005. Your 'TO' should be an action you can actually track.
How do I know if my 'BY' is strong enough?
Ask yourself: 'If someone offered this to me while I was busy, would I actually stop what I’m doing?' If the answer is 'maybe,' it’s weak.
What happens if the team can't agree on the GWTB?
Then you don't have a campaign, you have a disagreement. Better to argue now than to spend $50k on a campaign that satisfies everyone’s ego but moves zero needles.
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