Define the One Trust-Building Action in Financial Campaigns using Get Who To By
Financial marketing is usually where creativity goes to die in a pile of compliance-approved stock photos of silver-haired couples on beaches. You’re probably trying to sell 'trust' while looking exactly like the guys who crashed the economy in '08. The Get Who To By framework is here to stop the bleeding. It forces you to stop being a generic suit and actually give people a reason not to close your tab immediately by focusing on one singular, trust-building action.
The TL;DR
Stop trying to be everything to everyone. Use Get Who To By to nail down your specific skeptic (GET), identify why they think you’re full of it (WHO), give them a message that doesn't sound like a legal disclaimer (TO), and provide a mechanism that proves you aren't a liar (BY).
Why This Beats Your Current Compliance-Heavy Nightmare
Trust isn't a 'value proposition' you just list on a slide; it's a result of not being annoying and actually solving a problem. This framework forces that reality.
The Four Steps
GET
Which specific skeptic are we talking to?
Forget 'investors.' Are they burnt-out tech workers with $200k in a 'high-yield' account earning peanuts, or freelancers who think banks hate them? Pick the smallest group with the biggest trust gap.
WHO
Why do they think you're going to screw them over?
Identify the specific friction. Maybe they’re tired of hidden fees, or they think your 'AI-driven' platform is just a glorified spreadsheet. What is the one thing keeping them from clicking?
TO
What’s the 'No-BS' message that breaks the ice?
Write a message that sounds like a human talking to a human. If a compliance officer doesn't initially wince a little, it’s probably too boring to work.
BY
What’s the actual proof-of-work?
This is the mechanism. A fee calculator, a 5-minute audit, a transparency report. This is how you prove you're not just another shark in a tailored suit.
Ways You’ll Probably Screw This Up
(Don't Say I Didn't Warn You)
- ×Targeting 'High Net Worth Individuals' like it’s a personality trait
- ×Ignoring the fact that people actually hate talking about money
- ×Using the word 'comprehensive' more than zero times
- ×Making the 'BY' mechanism a 20-page whitepaper no one will read
- ×Setting a 'TO' message that sounds like a bank's terms of service
- ×Thinking 'Trust' is a message rather than a result
- ×Forgetting that your audience is constantly being lied to by your competitors
- ×Trying to solve five financial problems in one campaign
Financial trust is earned in drops and lost in buckets. Don't be the bucket.
Real Examples
High-Yield Savings/Fintech
Attracting traditional bank customers to a new fintech savings app.
GET
Traditional bank loyalists who are annoyed by 0.01% interest rates but scared of 'internet banks.'
WHO
They feel like they're losing money every day but fear their funds will vanish into a digital void if they switch.
TO
Your big bank is literally charging you for the privilege of losing your money to inflation.
BY
A 'Switch-in-60-Seconds' tool that shows real-time earnings lost vs. earned, backed by an instant FDIC-insurance verification badge.
Wealth Management
Getting mid-career professionals to switch advisors.
GET
Gen X professionals who feel their current 'big name' advisor only calls them once a year and charges too much.
WHO
They suspect they are being overcharged for a generic portfolio but don't want the awkwardness of a 'breakup' meeting.
TO
You’re paying for a country club membership your advisor uses, not for actual financial growth.
BY
Offering a 'Fee Forensic Audit' that highlights exactly how much they’re paying in hidden commissions compared to a flat-fee model.
Debt Consolidation
Helping people with high-interest credit card debt take out a personal loan.
GET
Salaried employees who are 'doing okay' but are secretly drowning in credit card interest.
WHO
They feel ashamed of their debt and assume a consolidation loan is just another trap with a different name.
TO
Stop punishing yourself for a bad year; just kill the interest rate and breathe.
BY
A transparent 'Debt-Free Date' calculator that requires zero personal info to show when they'll actually be done.
Frequently Asked Questions
Does this work for B2B financial services?
Yes. CFOs are just people with bigger spreadsheets and even more skepticism. The 'WHO' just shifts to their fear of looking incompetent to the board.
My compliance team is going to kill any 'sharp' messaging. Now what?
Show them the cost of acquisition for your current boring ads. If you aren't saying something different, you're just lighting money on fire. Be bold, then let them add the tiny legalese at the bottom.
What if my 'BY' mechanism is just a 'Contact Us' form?
Then you've already failed. No one trusts a 'Contact Us' form. Give them a tool, a data point, or a specific piece of value before you ask for their life story.
Can I have two 'GET' audiences?
No. If you have two audiences, you have two campaigns. Don't be lazy; pick one and nail it.
How do I know if my 'WHO' insight is actually good?
If it makes you feel slightly uncomfortable to say it out loud to a customer, it's probably a real insight. If it sounds like a Hallmark card, it's garbage.
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