Fix Your Off-Target Messaging using the Get Who To By Framework
So, you thought your messaging was on point? Surprise! It's off-target and causing more confusion than a bad Netflix show. Get Who To By is your lifeline here. This framework will hammer your messaging into shape by forcing you to make four clear decisions. Let’s turn that chaotic babble into a message that actually lands.
The TL;DR
Use the Get Who To By framework to fix your messaging by focusing on four key decisions: GET (who to target), WHO (specific insight about their behavior), TO (the message), and BY (the mechanism). This will cut through the noise and give your audience a clear call to action.
Why Get Who To By Works Wonders for Messaging
Because vague messaging is like trying to hit a piñata blindfolded—good luck with that. This framework cuts through the fluff and makes sure you’re delivering a message that actually resonates.
The Four Steps
GET
Who is the target audience that needs to hear your message?
Be specific. Instead of saying 'everyone', identify a narrow slice of people who will find your message relevant. If they're not engaged, you’re wasting your time.
WHO
What insight about their behavior shows why your message matters?
Dive into their actual behaviors and frustrations. What do they currently struggle with? What are their habits? This insight will inform not just the message but the entire approach.
TO
How can you make your message stupidly obvious?
Strip away the jargon and get to the point. Your audience should know precisely what action you want them to take without having to decode your marketing jargon.
BY
What mechanism will you use to motivate them to take action?
Think about how you can create urgency or offer something irresistible. If you can’t explain it in one punchy sentence, it’s too complicated.
Common Messaging Blunders
(Yep, We’ve Been There)
- ×Trying to target everyone and their dog.
- ×Ignoring actual behaviors and focusing on assumptions.
- ×Crafting messages that are more cryptic than clear.
- ×Using complex jargon that sounds smart but confuses everyone.
- ×Forgetting about the mechanism—just hoping it’ll work.
- ×Over-complicating the call to action.
- ×Creating a message that sounds like a corporate brochure.
- ×Skipping audience research and winging it.
Avoid these pitfalls, and you’ll be ahead of most brands fumbling through their messaging strategies.
Real Examples
E-commerce Launch
An online store for eco-friendly kitchen products.
GET
Environmentally conscious millennials.
WHO
They’re frustrated with the lack of sustainable options in their local stores.
TO
Make the switch to eco-friendly kitchenware that doesn’t suck.
BY
Offering a limited-time discount for first-time buyers to entice them to try something new.
Why this works
A clear target and a pressing need for sustainable options mean they’ll be more likely to buy. Plus, the discount creates urgency without being gimmicky.
Fitness App Launch
A new fitness app aimed at busy professionals.
GET
Busy professionals aged 25-40.
WHO
They want to stay fit but struggle to find time for workouts.
TO
Get fit in 10 minutes a day—no excuses.
BY
Providing a free trial that includes a quick-start guide to integrate workouts into their packed schedules.
Why this works
The target audience's pain point is time, and the message is clear and actionable. The free trial lowers the barrier to entry.
Finance Tool Launch
A budgeting tool for freelancers.
GET
Freelancers struggling to manage irregular income.
WHO
They often feel overwhelmed by unpredictable cash flow.
TO
Take control of your money with a simple budgeting tool.
BY
Offering a personalized budgeting plan during a month-long free trial.
Why this works
Freelancers need a solution to a tangible problem, and the offer provides immediate value. Clear messaging with a compelling incentive.
Frequently Asked Questions
How do I identify my target audience?
Look for the smallest, most winnable group that actually cares about your message. Focus on specific demographics and psychographics.
What if my messaging still isn't resonating?
Revisit your WHO step. Ensure you’ve got real insights into their behaviors and frustrations before tweaking your message.
Can I target multiple audiences?
Technically, yes. But good luck. It's better to nail one audience before trying to juggle multiple.
What's the best way to create urgency?
Use limited-time offers or highlight scarcity. But make sure there's a real reason for urgency, not just marketing fluff.
How often should I revisit my messaging?
Regularly. Markets change, audiences evolve. If your messaging feels stale, it probably is.
Generate a Framework for your Product Launch Strategy
Use our framework generator to generate various Get Who To By, 4C, 4 Points Strategy, and other frameworks — all in one place and directly to editable Google SLIDES!
Go to Framework Generator