Clarify the Primary Customer Action in Telco Campaigns using Get Who To By
Most telco campaigns are just a desperate scramble for 'market share' that results in a confusing mess of 5G buzzwords and fine print. You're probably sitting on a deck right now that tries to sell fiber, mobile, and insurance all in one go. Stop it. The Get Who To By framework is your intervention. It’s designed to strip away the corporate bloat and force you to decide what you actually want the customer to do before you blow another million on a generic awareness campaign.
The TL;DR
The Get Who To By framework fixes telco campaign paralysis by forcing you to define a specific target (GET), identify their actual frustration (WHO), deliver a punchy message (TO), and provide a frictionless way to act (BY). It’s the difference between a high-performing conversion engine and a very expensive billboard no one looks at.
Why This Beats Your Current Strategy Deck
Telco is a commodity game. If you don't have a razor-sharp focus, you're just paying for your competitor's next customer to see your ad and remind them to switch.
The Four Steps
GET
Which specific slice of the market are we actually hunting?
Forget 'Adults 18-54.' Think 'Prepaid users who hit their data cap three days before payday' or 'Small business owners still using a Gmail address.' The smaller and more specific the group, the easier it is to win.
WHO
What is the specific pain or habit keeping them from acting?
Identify the behavior. Are they sticking with a bad provider because they fear the 'switching' paperwork? Are they overpaying because they don't understand their usage? Find the itch you're going to scratch.
TO
What is the one thing we want them to do or believe?
This is your message. Not a list of 15 features. One clear command or realization. 'Switch to us and save $40 a month' or 'Get fiber installed tomorrow, not next month.'
BY
How exactly do they cross the finish line?
This is the mechanism. Is it a QR code on a bill? A one-click upgrade in the app? A 'text-to-switch' service? If the 'BY' is 'visit our store and wait in line,' your campaign is dead on arrival.
How Telco Marketers Usually Mess This Up
(Don't be that person)
- ×Targeting 'all current customers' for a niche add-on
- ×Using 'unlimited' as an insight when everyone else does too
- ×Making the call-to-action a link to a generic homepage
- ×Hiding the actual price in a footnote that requires a microscope
- ×Forgetting that people genuinely hate talking to call centers
- ×Assuming customers care about your network's technical architecture
- ×Creating a 'BY' that requires more than three clicks
- ×Ignoring the 'WHO' and just shouting about a discount
If your campaign feels like a chore for the customer, it's because you failed the 'BY' or the 'WHO'.
Real Examples
Prepaid to Postpaid Migration
Moving high-value prepaid users to a more stable monthly contract.
GET
Prepaid users who top up more than $50/month manually.
WHO
They are terrified of 'bill shock' and contracts, but hate the manual effort of topping up every week.
TO
Get the freedom of unlimited data with the safety of a price-lock guarantee.
BY
A 'one-tap' migration in the self-care app that keeps their current number and offers the first month free.
Churn Prevention
Retaining customers whose 24-month handset contracts are about to expire.
GET
Customers in month 22 of a 24-month contract.
WHO
They are being bombarded by 'new customer' offers from competitors and feel unrewarded for their loyalty.
TO
The best deals aren't for new strangers, they're for you.
BY
An exclusive 'early-access' handset upgrade portal sent via personalized SMS.
5G Home Internet Expansion
Getting people to swap their slow DSL for 5G fixed wireless.
GET
Renters in fiber-poor urban areas.
WHO
They hate their current slow ISP but don't want to pay for professional installation or drill holes in a rental.
TO
Better internet that moves with you - just plug it in and go.
BY
A 14-day 'no-questions-asked' trial with a plug-and-play router delivered next-day.
Frequently Asked Questions
Can I have two 'GET' groups for one campaign?
No. Pick one. If you have two different audiences, you have two different campaigns. Trying to talk to both at once is how you end up with mediocre results.
What if my 'WHO' insight is just that they want it cheaper?
That's a lazy insight. Everyone wants it cheaper. Why do they want it cheaper? Is it because they feel they aren't using what they pay for, or because a competitor is taunting them? Dig deeper.
Is the 'TO' just my slogan?
Not necessarily. It's the core message that sticks in their brain. Your slogan might be 'Connecting Worlds,' but your 'TO' is 'This plan won't charge you for roaming in Europe.'
How technical should the 'BY' be?
Not technical at all for the customer, but very technical for you. The customer should feel like it's magic; you should know exactly which API is making it happen.
Does this work for B2B telco too?
Absolutely. Just replace 'renters' with 'IT managers' and 'bill shock' with 'budget overruns.' The psychology of avoiding pain and seeking ease is the same.
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