Build High-Conviction Creative Direction with Get Who To By
Creating a high-conviction creative direction is like trying to herd cats — chaotic, messy, and no one really knows where they’re going. But hey, we’re all in this together, right? With the Get Who To By framework, you can cut through the noise and build a creative direction that doesn’t just look pretty on a slide but actually drives results. Let’s stop pretending everyone is on the same page and get real about what your creative should be doing.
The TL;DR
Use the Get Who To By framework to create a high-conviction creative direction by answering four questions: GET (who's your target?), WHO (what's their behavior?), TO (what's the message?), and BY (how will you drive action?). This framework clarifies your creative approach and eliminates the fluffy nonsense that rarely converts.
Why Get Who To By Works So Well for Creative Direction
Creative direction often suffers from too many cooks in the kitchen and zero clarity. This framework cuts through the clutter, aligning your team on what actually matters — the target audience, their behaviors, and the action you want them to take.
The Four Steps
GET
Who should your creative be aimed at?
Zero in on the smallest, most winnable audience. Not everyone in the universe. Who's actually going to care about your creative?
WHO
What specific behavior insight do you have about them?
Dig deep into their habits and frustrations. What makes them tick? What do they struggle with that your creative can address? If you can't pinpoint this, you're just guessing.
TO
What's the message that needs to be crystal clear?
Craft a message that cuts through the noise like a hot knife through butter. Make it immediately obvious what you want them to do and why it matters.
BY
What's the mechanism that will drive them to act?
Define how you'll prompt the desired behavior. Whether it's a social proof element, a limited-time offer, or an emotional appeal, be specific.
Common Creative Direction Pitfalls
(Yeah, We've All Been There)
- ×Targeting broad demographics instead of specific groups
- ×Ignoring actual user behaviors in favor of assumptions
- ×Messages that sound like vague slogans
- ×Creative that doesn't solve a real problem
- ×Relying solely on aesthetics without clear purpose
- ×Overcomplicating the call to action
- ×Failing to align the team on the same vision
- ×Not measuring the impact of your creative direction
Avoiding these blunders will set you miles ahead of your competition. Seriously, just don’t do them.
Real Examples
Social Media Campaign
A campaign for a new eco-friendly product line.
GET
Eco-conscious millennials.
WHO
They often buy green products but feel overwhelmed by options and uninspired by marketing.
TO
Choose our product because it’s the easiest choice for a sustainable lifestyle.
BY
Highlighting simple, relatable benefits and using user-generated content that showcases real-life applications.
Why this works
By targeting a specific audience with relatable content, the campaign resonates and drives real engagement, instead of getting lost in the noise.
Email Marketing Blast
A targeted email campaign for a fitness app.
GET
Busy professionals aged 25–40.
WHO
They want to stay fit but struggle to find time for workouts and often give up on apps.
TO
Get fit in 15 minutes a day with our app that fits into your schedule.
BY
Offering a 7-day free trial with quick, effective workouts that can be done anywhere.
Why this works
The message is straightforward, and the trial removes barriers to entry, encouraging quick sign-ups.
Event Promotion
Promoting a local food festival.
GET
Foodies in the local area.
WHO
They love trying new foods but often don’t know about local events until it’s too late.
TO
Join us this weekend for a taste of the best local cuisine.
BY
Creating urgency with limited-time offers and showcasing highlights from past events.
Why this works
A clear call to action paired with FOMO (fear of missing out) drives ticket sales and engagement.
Frequently Asked Questions
How do I define my target audience for creative direction?
Narrow down to the smallest, most winnable group that will actually care about your creative. No one has time for vague demographics.
What's the best way to uncover behavior insights?
Engage with your audience. Surveys, interviews, or just lurking on social media can reveal their true habits and frustrations.
How do I make my message stand out?
Cut the fluff. Make sure your message is simple, direct, and tells them exactly what you want them to do.
What if my team can't agree on the creative direction?
Use the Get Who To By framework to force clarity. If they can’t agree on GET, WHO, TO, and BY, they need to go back to the drawing board.
How can I measure the effectiveness of my creative direction?
Set clear KPIs that align with your GET, WHO, TO, and BY decisions. Track engagement, conversions, and feedback to assess impact.
Generate a Framework for your Product Launch Strategy
Use our framework generator to generate various Get Who To By, 4C, 4 Points Strategy, and other frameworks — all in one place and directly to editable Google SLIDES!
Go to Framework Generator