Plan Behavior-Driven Marketing using the Get Who To By Framework
So you want to plan behavior-driven marketing? Great, but let’s be real: if your strategy is just a vague hope that people will magically engage with your brand, you’re in for a rough ride. Enter the Get Who To By framework—your new best friend in cutting through the noise. It’s not about fluffy ideals; it’s about making decisions that actually lead to action. Let’s get your marketing plan on the right track before it derails into another round of pointless meetings.
The TL;DR
Use the Get Who To By framework to sharpen your marketing strategy into four bite-sized decisions: GET (who to target), WHO (how they behave), TO (the message), and BY (the mechanism). This approach strips away the guesswork and forces clarity—because vague strategies are the enemy of progress.
Why Get Who To By Works Wonders for Behavior-Driven Marketing
Behavior-driven marketing is all about understanding your audience—like, really understanding them. The Get Who To By framework cuts out the BS by focusing on actionable insights, not just pretty words. Here’s why this approach will save your marketing sanity.
The Four Steps
GET
Who are you really trying to reach?
Identify the smallest, most winnable group that will actually care about what you're offering. Think niche, not broad. If you can’t define them in one sentence, you’re probably still lost.
WHO
What do they actually do and feel?
Dig into their behaviors, current frustrations, and what makes them tick. What’s their daily routine, and how does your product fit into it? If it feels too vague, keep digging until you hit a nerve.
TO
How can you make your message crystal clear?
Your message should be a direct call to action, not a cryptic poem. Make it obvious what you want them to do, why they should care, and why they need to act now. If it feels like a riddle, rewrite it.
BY
What’s the mechanism to drive this behavior?
Outline the specific strategy that will create the desired behavior. Are you leveraging a trending moment, providing a trial, or tapping into a frustration? Keep it simple and direct—if you can’t explain it in one sentence, you need to refine it.
Common Pitfalls in Behavior-Driven Marketing
(Yes, We’ve All Been There)
- ×Targeting a broad audience and hoping for the best
- ×Ignoring actual behavioral insights in favor of assumptions
- ×Crafting messages that sound like marketing jargon
- ×Lacking clear mechanisms to drive action
- ×Focusing on features instead of benefits
- ×Not testing your messaging before launch
- ×Overcomplicating the strategy with too many moving parts
- ×Avoiding hard questions about your audience’s real needs
If you steer clear of these disasters, you’re already ahead of many brands fumbling through their marketing plans.
Real Examples
E-commerce Campaign
An online store selling eco-friendly products for millennials.
GET
Eco-conscious millennials.
WHO
Regularly buy sustainable products but are frustrated by high prices and lack of variety.
TO
Shop guilt-free with affordable, stylish eco-friendly options.
BY
Offering exclusive discounts for first-time buyers and a loyalty program that rewards sustainable choices.
Why this works
Tapping into their eco-consciousness while addressing affordability means they have a reason to engage. Clear messaging with tangible benefits drives action.
Food Delivery Service
A meal kit service targeting busy professionals.
GET
Time-strapped professionals aged 25-40.
WHO
Often order takeout due to lack of time to cook, but want healthier options.
TO
Cook healthy meals in 30 minutes or less without the hassle.
BY
Providing easy-to-follow recipes with pre-portioned ingredients delivered straight to their door.
Why this works
Addresses their pain point of time while offering a healthier alternative to takeout. The mechanism is straightforward and appealing.
Fitness App Launch
A new fitness app aimed at beginners.
GET
Newcomers to fitness.
WHO
Feel intimidated by traditional gyms and need simple, guided workouts.
TO
Get fit with workouts tailored to your level, no gym required.
BY
Offering a free month with easy onboarding and personalized workout plans.
Why this works
Removes barriers to entry and directly addresses fears. Clear, inviting messaging encourages sign-ups.
Frequently Asked Questions
How do I effectively target my audience?
Use the GET step to narrow down to the smallest group that will actually engage with your product. Be specific—this isn’t the time for wishy-washy definitions.
What insights should I gather about my target audience?
Focus on their behaviors, frustrations, and motivations. What do they currently do that relates to your product? This will inform your WHO step.
How clear should my marketing message be?
It should be so clear that anyone can understand it at a glance. If it feels complicated, you need to simplify it.
What if my mechanism isn't working?
If the mechanism you’ve outlined isn’t compelling enough, it’s time to rethink your approach. Look for friction points and try to eliminate them.
How do I know if my marketing strategy is working?
Monitor engagement metrics closely. If people aren't responding, revisit your GET, WHO, TO, and BY steps to find where the breakdown 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!
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