Define the One Shopper Behavior That Matters using Get Who To By
Look, if you're trying to change five different shopper behaviors at once, you're not a strategist; you're just an optimist with too much budget. Most campaigns fail because they're too vague to actually move the needle. The Get Who To By framework is your reality check. It forces you to stop daydreaming about 'brand love' and focus on the one specific action that actually pays the bills. It’s about being precise enough to actually win.
The TL;DR
Stop trying to be everything to everyone. Use Get Who To By to pick one winnable group (GET), figure out their specific hang-up (WHO), give them a clear instruction (TO), and a damn good reason to follow it (BY). It’s about cutting the fluff so you can actually change a behavior instead of just making a pretty deck.
Why Get Who To By is Your Reality Check
Marketing is full of people trying to 'boil the ocean.' This framework is the bucket that actually lets you catch something.
The Four Steps
GET
Who exactly is the smallest, most winnable group?
If you say 'adults 18-54,' I'm leaving. Define the specific person who is currently doing the 'wrong' thing but is actually reachable. The smaller the group, the better your chances.
WHO
What is the specific habit or frustration stopping them?
This isn't a demographic; it's a behavior. Why are they buying the competitor? Why are they leaving the item in the cart? Find the friction point that actually matters.
TO
What is the stupidly obvious thing you want them to do?
Your message isn't a manifesto. It's a command. Tell them exactly what the new behavior looks like. If they have to think about it, you've already lost them.
BY
How are you actually going to force their hand?
This is the 'nudge.' Is it a price drop? A limited edition? A psychological trigger? Define the mechanism that turns your message into an actual transaction.
How to Ruin a Simple Framework
(Try to Avoid These if You Like Success)
- ×Defining the 'GET' as 'Everyone with a wallet'
- ×Writing a 'WHO' that is just a generic compliment to the audience
- ×Making the 'TO' a three-paragraph brand story
- ×Forgetting the 'BY' and just hoping the creative is 'viral' enough
- ×Trying to change a behavior that is physically impossible for the target
- ×Using corporate jargon that sounds like a LinkedIn bot wrote it
- ×Ignoring the actual barriers that keep people from buying
- ×Setting goals that would require a miracle, not a marketing plan
If your framework looks like a word cloud of buzzwords, start over. It should be sharp enough to hurt.
Real Examples
Retail Grocery
Getting habitual brand-loyalists to switch to a premium private label.
GET
Budget-conscious 'Foodies' who buy name-brand organic pasta.
WHO
They believe private labels are lower quality and 'cheap,' and they’re afraid of ruining family dinner.
TO
Experience restaurant-quality pasta for half the price of your usual brand.
BY
A blind taste-test display at the end of the aisle with a 'money-back if you can tell' guarantee.
SaaS / Tech
Moving free-tier users to a paid subscription.
GET
Small business owners using the free version for over 6 months.
WHO
They’ve hit the 'good enough' plateau and don't realize how much manual work they’re still doing.
TO
Automate your entire Friday afternoon so you can actually go home early.
BY
A 14-day 'Power User' unlock that automatically triggers when they hit a specific usage limit.
DTC / E-commerce
Increasing the frequency of purchase for a skincare brand.
GET
Occasional buyers who only purchase when they have a breakout.
WHO
They treat skincare like a fire extinguisher instead of a daily habit because they don't see immediate results.
TO
Stop waiting for the fire - prevent it with a 30-second daily routine.
BY
A subscription model that offers the 3rd month free to reward the habit-forming period.
Frequently Asked Questions
Can I have two 'WHOs' if I'm feeling ambitious?
No. Pick one. If you try to solve two different behaviors, you'll end up solving zero. If you have two distinct groups, write two different frameworks.
What if my 'TO' sounds too aggressive?
Good. Most marketing is too polite and gets ignored. You aren't asking for a favor; you're providing a solution. Be direct.
Is the 'BY' always a discount?
God, I hope not. It can be exclusivity, ease of use, social proof, or even just better placement. Discounts are the lazy strategist's 'BY'.
How do I know if my 'GET' is too broad?
If you can't describe their current bad habit in one sentence, your group is too big. Narrow it down until it hurts a little.
Does this work for 'Brand Awareness'?
This is for changing behavior. If you just want people to 'know' you exist without doing anything, go buy a billboard and leave the strategy to the adults.
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