Fix Content-Led Campaign Briefs That Lack Direction using Get Who To By
Look, most content-led campaign briefs are just five pages of 'synergy' and 'brand awareness' that say absolutely nothing. They're a collection of vibes masquerading as strategy, and frankly, it's exhausting. The Get Who To By framework is the slap in the face your brief needs. It forces you to stop hiding behind corporate word salad and actually commit to a direction before you waste the creative team's time and the client's budget.
The TL;DR
Stop writing briefs that read like a fever dream. Use Get Who To By to nail down your real target (GET), their actual - and probably annoying - behavior (WHO), a message that isn't a riddle (TO), and the actual mechanism you'll use to force them to move (BY). It's strategy for people who don't have time to fail.
Why Get Who To By Stops the Bleeding
Most campaigns fail because they try to be everything to everyone. This framework is a filter for your bad ideas.
The Four Steps
GET
Who are we actually talking to?
Define the smallest group that will actually move the needle. If you say 'Decision Makers,' go back to bed. Be specific. Who is the person actually feeling the pain you're solving?
WHO
What's their deal?
Identify the critical behavior or frustration. What are they doing right now that's wrong for us? Don't give me demographics; give me the habit that's keeping them from buying your stuff.
TO
What's the point?
What is the one, stupidly obvious thing you want them to believe or do? If it takes more than one sentence, it's not a message; it's a manifesto. Simplify it.
BY
How do we make it happen?
What is the actual mechanism? This isn't 'magic' or 'viral loops.' It's the specific tactic - a tool, a trial, a specific piece of content - that triggers the action.
Common Briefing Disasters
(Try Not to Do These)
- ×Targeting 'anyone with a budget'
- ×Writing 'WHO' insights that are just boring facts
- ×Messaging that sounds like a LinkedIn AI wrote it
- ×Assuming people care about your 'brand story' (they don't)
- ×Forgetting to include a real reason to act now
- ×Using 'BY' to describe a channel instead of a mechanism
- ×Trying to solve three problems with one piece of content
- ×Hiding a lack of strategy behind pretty stock photos
If you avoid these, your brief might actually result in something people want to consume.
Real Examples
B2B SaaS Content
A campaign to drive leads for a complex project management tool.
GET
Overworked marketing managers at mid-sized agencies.
WHO
They spend 4 hours a day in 'status meetings' because their current tools are too messy for clients to see.
TO
Get your life back by giving your clients a dashboard they can actually understand.
BY
Offering a 'Meeting Calculator' tool that shows how much money they're wasting on status updates.
D2C E-commerce
Launching a high-end coffee subscription for home office workers.
GET
Remote workers who currently drink 'good enough' grocery store coffee.
WHO
They miss the 'cafe experience' but are too lazy or busy to leave the house during the 2 PM slump.
TO
The cafe-quality break you actually deserve is currently in your mailbox.
BY
A 'First Bag Free' trial triggered by a quiz that identifies their specific taste profile.
Professional Services
A campaign for a law firm specializing in intellectual property.
GET
First-time startup founders who just closed their Seed round.
WHO
They know they should protect their IP but are terrified of billable hours and legal jargon.
TO
Protect your biggest asset without the legal headache or the hidden fees.
BY
A free 15-minute 'IP Audit' video call that provides a flat-fee roadmap for protection.
Frequently Asked Questions
What if I have three different audiences?
Then you have three different briefs. Don't try to mash them together into one mediocre soup. Pick the one that's most likely to pay you.
My 'WHO' feels like a demographic. Is that okay?
No. Demographics tell me they're 35 and live in London. Behavior tells me they're frustrated because their current software crashes every Tuesday. Target the frustration.
Does the 'TO' have to be the actual headline?
It doesn't have to be, but if it's good enough, it should be. If the 'TO' is too boring to be a headline, it's probably too boring to be a strategy.
What's the difference between a channel and a 'BY'?
Facebook is a channel. A 'Limited-time 50% discount code' is the mechanism (the BY). Channels are where you say it; the BY is why they do it.
Why isn't there a 'Strategy' box in this framework?
Because the entire framework *is* the strategy. If you can't explain it using these four pillars, you don't have a strategy; you have a wish.
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