Clarify Launch Objectives for DTC Products using Get Who To By
So, you’re launching a DTC product and you’ve convinced yourself that 'everyone with a pulse' is your target market. Spoiler alert: that’s why your last launch felt like screaming into a void. Most DTC launches fail because they’re built on a foundation of vague 'brand vibes' rather than actual strategy. The Get Who To By framework is the slap in the face your planning process needs. It forces you to stop daydreaming about your IPO and start focusing on the actual human beings who might actually open their wallets.
The TL;DR
Stop treating your DTC launch like a guessing game. Use Get Who To By to pin down your most winnable audience (GET), find the behavioral itch they can't scratch (WHO), tell them exactly what to do (TO), and build the bridge that gets them there (BY). It’s the difference between a real business and a very expensive hobby.
Why This Framework Beats Your Vague 'Launch Plan'
Most DTC strategies are just a collection of pretty pictures and wishful thinking. This framework actually demands a pulse.
The Four Steps
GET
Who is the smallest, most winnable group for this launch?
Forget demographics. I don't care if they're 25-34. I care if they're 'people who buy organic dog food but still use chemical-laden floor cleaners.' Find the specific tribe that is most likely to say 'finally, someone made this.'
WHO
What is the specific behavior or frustration they’re stuck in?
What are they doing right now instead of buying your product? Are they settling for a cheap alternative? Are they ignoring the problem entirely? You need to find the friction point that makes their current habit suck.
TO
What is the stupidly obvious message they need to hear?
If your audience has to think for more than two seconds to understand your value prop, you’ve already lost. Give them a clear, punchy reason to switch their behavior.
BY
What is the literal mechanism that makes them act?
This is the 'how.' Is it a limited-edition drop? A 'buy one, give one' offer? A 30-day money-back guarantee that removes the 'what if this sucks' factor? Define the bridge from 'interested' to 'customer.'
DTC Launch Face-Plants
(Try not to do these, for everyone's sake)
- ×Defining your audience as 'Millennials' (they aren't a monolith, they're a generation)
- ×Confusing a 'product feature' with a 'behavioral insight'
- ×Writing 'TO' messages that sound like a corporate mission statement
- ×Making the 'BY' mechanism a 12-step checkout process
- ×Assuming people care about your 'brand story' more than their own problems
- ×Setting 'Brand Awareness' as the only objective because you're scared of sales targets
- ×Using jargon that your target audience would never actually say out loud
- ×Forgetting to include a link to the actual product in your launch ads
Avoiding these won't guarantee a billion-dollar exit, but it'll keep you from being the laughing stock of the next marketing post-mortem.
Real Examples
DTC Beverage Launch
Launching a high-caffeine, zero-sugar sparkling water.
GET
WFH professionals who are hitting the 3 PM wall.
WHO
They’re currently chugging lukewarm coffee or sugary energy drinks that make them crash by 5 PM.
TO
Get the focus of an espresso without the stained teeth or the sugar-induced coma.
BY
A 'Workday Survival Kit' bundle with a 20% discount for the first 500 orders.
DTC Home Goods
Launching a high-end, self-cleaning bed sheet set.
GET
Busy urban bachelors who value sleep but hate laundry day.
WHO
They know they should change their sheets weekly but wait a month because it's a massive chore.
TO
Keep your bed fresh for weeks, even if you're too lazy to do the laundry.
BY
Using a '30-Night Sweat-Free Trial' to eliminate the risk of buying expensive sheets online.
DTC Personal Care
Launching a plastic-free, refillable deodorant for athletes.
GET
Crossfit enthusiasts who are vocal about plastic waste.
WHO
They use high-performance 'standard' deodorants because they're afraid natural ones will fail them mid-workout.
TO
Finally, an eco-friendly deodorant that actually survives your heaviest lifting day.
BY
Partnering with local gyms for a 'Smell Test' challenge and an easy subscription sign-up.
Frequently Asked Questions
Can't I just target everyone who likes 'lifestyle' brands?
Sure, if you want to go bankrupt. 'Lifestyle' isn't a target; it's a vague vibe that doesn't help you write a single line of high-converting copy.
What if my 'WHO' insight is just that they want my product?
That's not an insight, that's narcissism. An insight is why they *haven't* bought something like yours yet, or what they're currently doing that's sub-optimal.
Does the 'TO' message have to be my actual slogan?
Not necessarily, but it should be the soul of it. It’s the raw, unfiltered value proposition before the copywriters make it pretty.
Is a discount the only 'BY' mechanism that works?
No, but it's the easiest. You could also use exclusivity, early access, or a 'limited drop' model. Just make sure the mechanism actually forces a decision.
What if I have three different audiences for my launch?
Then you have three different GWTB frameworks to fill out. Trying to cram them all into one is how you end up with a mess that appeals to nobody.
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