Fix Feature-Led EdTech Messaging at the Brief Level using Get Who To By
Look, your EdTech brief is currently a laundry list of features that no one asked for and even fewer people understand. If I see the word 'gamified' or 'synergy' one more time, I’m quitting. Your messaging is feature-led because you're scared to have an actual point of view. The Get Who To By framework is your intervention. It forces you to stop hiding behind your product roadmap and start talking to humans who are actually trying to get through their day without a breakdown.
The TL;DR
Stop treating your brief like a product manual. Use Get Who To By to identify the one person who actually gives a damn (GET), find the real reason they're annoyed (WHO), tell them exactly what to do (TO), and give them a mechanism that isn't another boring webinar (BY). It’s the only way to stop your deck from being a total snooze-fest.
Why Get Who To By is Your EdTech Brief's Only Hope
EdTech is a sea of sameness. Everyone has a dashboard, everyone has 'AI,' and everyone is 'reimagining education.' This framework cuts through the marketing-speak before it hits the creative team.
The Four Steps
GET
Who is the poor soul actually using this?
Don't say 'Educators.' That's lazy. Is it the tired K-5 teacher who hates grading, or the IT Director who is tired of security patches? Pick the smallest, most desperate group.
WHO
Why are they currently annoyed or indifferent?
Identify the friction. Maybe they hate their current tool because it takes 12 clicks to do one simple task. This is the 'aha' moment that makes your messaging not suck.
TO
What's the message that makes them stop scrolling?
Make the value stupidly obvious. Not 'Optimize your pedagogical outcomes,' but 'Get your Sunday nights back.' If they have to think, you've already lost.
BY
How are you going to prove you aren't full of it?
The mechanism. Is it a 3-minute demo? A free trial that doesn't require a credit card? A case study that isn't a 40-page PDF? Show, don't just tell.
Common EdTech Messaging Blunders
(Yes, your current brief probably has these)
- ×Targeting 'The Education Sector' (too broad, try again)
- ×Using 'AI-powered' as a substitute for an actual benefit
- ×Focusing on the buyer's budget instead of the user's pain
- ×Messaging that sounds like a textbook wrote it
- ×Ignoring the fact that teachers are burnt out and don't want 'new' things
- ×Making the call-to-action a 'Request a Consultation' (nobody wants that)
- ×Listing features instead of outcomes
- ×Assuming people care about your 'mission' more than their own time
If your brief looks like a technical manual, throw it away and start over.
Real Examples
K-12 Grading Tool
Fixing a feature-led ad for a new automated grading platform.
GET
Overwhelmed middle school English teachers.
WHO
They spend 10+ hours a week grading essays and feel like they’re failing their students because feedback is always late.
TO
Give every student instant feedback without sacrificing your entire weekend.
BY
A 'Grade-Off' challenge video showing our tool vs. a red pen.
Higher Ed Admin Software
Moving away from 'integrated solutions' talk for University IT.
GET
University IT Directors who are tired of 'Frankenstein' tech stacks.
WHO
They are terrified of data silos and the inevitable security breach that comes with 50 different plugins.
TO
One login. One source of truth. Zero Sunday morning emergency calls.
BY
An interactive 'Tech Debt Calculator' that shows how much their current mess is costing them.
Early Childhood Literacy App
Focusing on engagement over 'research-backed' jargon.
GET
Parents of 5-year-olds who are worried their kid is falling behind.
WHO
They want to help but feel guilty because every 'educational' app feels like a chore for the kid.
TO
The only reading app your kid will actually beg to play.
BY
A 7-day 'Love to Read' streak challenge that starts with a free character unlock.
Frequently Asked Questions
My product has 20 amazing features. How do I pick just one for 'TO'?
You don't. You pick the one that solves the biggest headache identified in 'WHO.' Save the other 19 for the user manual no one reads.
Can I just target 'Decision Makers' in the GET section?
No. 'Decision Maker' isn't a person; it's a corporate ghost. Find the human who has to sign the check and the human who has to use the tool. Start with the one who's in the most pain.
What if my 'BY' is just a 'Contact Sales' button?
Then your campaign is going to die a quiet, lonely death. Give them something useful - a tool, a teaser, or a truth they can't ignore.
Is the 'WHO' just a demographic?
Absolutely not. 'WHO' is a behavior or a feeling. 'Teachers over 40' is a demographic. 'Teachers who are one glitch away from throwing their laptop out the window' is an insight.
How do I know if my 'TO' message is sharp enough?
Read it out loud. If it sounds like something a real person would say at a bar, it's good. If it sounds like a LinkedIn post from a CEO, delete it.
Generate a Framework for your Product Launch Strategy
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