Strengthen Creative Output through Sharper Objectives using Get Who To By
Creative output is like a leaky faucet — it just keeps dripping with ideas that don’t hit the mark. If your team is churning out work that leaves everyone scratching their heads, it’s time to get serious about sharpening your objectives. Get Who To By is the cheat code for turning vague aspirations into laser-focused directives that actually inspire creativity rather than confusion. Let’s fix that creative output before your team needs a new career path.
The TL;DR
Use the Get Who To By framework to transform your creative objectives: GET (who to inspire), WHO (insights into their behavior), TO (the clear call to action), and BY (the method to engage them). This approach brings clarity and revitalizes your creative process.
Why Get Who To By Revitalizes Creative Output
Because creativity without direction is just a fancy way to waste time. This framework cuts through the noise of vague goals and half-baked ideas, ensuring your team knows exactly where to aim their creative arrows.
The Four Steps
GET
Who are we trying to inspire?
Identify the specific audience that will benefit from your creative output. Not 'everyone’—that’s lazy. Find the niche that will actually appreciate your work.
WHO
What behavior insight reveals how our target audience engages with creativity?
Look for real habits and frustrations. What are they consuming? What are they ignoring? Understand their preferences to craft something that resonates.
TO
What’s the clear call to action?
Your message should be a direct command, not a riddle. What should they do after consuming your content? Make it crystal clear.
BY
How will we actually engage them?
Define the medium and method. Whether it’s through compelling visuals, interactive content, or striking copy, make sure it aligns with your audience’s preferences.
Common Creative Output Blunders
(Trust Us, We’ve Seen It All)
- ×Vague objectives leading to aimless creativity
- ×Targeting too broad an audience
- ×Calls to action that leave people scratching their heads
- ×Ignoring audience behavior insights
- ×Relying on trends rather than actual needs
- ×Creative that doesn’t align with the message
- ×Overcomplicating the engagement method
- ×Failing to iterate based on feedback
Avoid these pitfalls, and you might just elevate your creative output above the level of mediocrity.
Real Examples
Ad Campaign
Campaign for a local coffee shop targeting young professionals.
GET
Young professionals in the neighborhood.
WHO
They love coffee but often complain about the long lines and mediocre service at chain stores.
TO
Get their caffeine fix faster and enjoy a unique atmosphere.
BY
Offering a 'skip the line' app feature that allows pre-orders and a cozy seating area for quick breaks.
Why this works
This approach targets a specific pain point and provides a clear solution, making it easier for the audience to engage with the brand.
Content Series
A video series for a fitness app aimed at busy parents.
GET
Parents juggling work and family.
WHO
They want to stay fit but struggle to find time for lengthy workouts.
TO
Get fit in 15 minutes a day with quick and effective routines.
BY
Creating short, engaging workout videos that can be done at home, tailored for their time constraints.
Why this works
This directly addresses their obstacles and offers a straightforward solution, increasing engagement and subscription rates.
Product Launch
Launch of a new eco-friendly cleaning product.
GET
Environmentally conscious consumers.
WHO
They are tired of ineffective eco-products that don’t deliver results.
TO
Clean their home effectively without harming the planet.
BY
Highlighting real-life testimonials and before-and-after results in a captivating video campaign.
Why this works
Using testimonials builds trust and addresses their skepticism, making them more likely to try the product.
Frequently Asked Questions
How do I enhance creative output with clearer objectives?
Use Get Who To By to define your target audience, understand their behaviors, craft a clear call to action, and determine the best method for engagement.
What does the Get Who To By framework entail?
It’s a strategic approach that breaks down your creative objectives into four parts: GET (target audience), WHO (behavior insights), TO (call to action), BY (engagement method).
Why is clarity important in creative objectives?
Clarity reduces confusion and aligns your team, leading to more effective creative output that resonates with the audience.
How specific should I get with my audience?
The more specific, the better. Aim for a defined niche that will genuinely benefit from your creative output.
What are the risks of vague creative objectives?
Vague objectives lead to scattered ideas, wasted efforts, and a creative team that’s unsure of what success looks like. Skip the ambiguity.
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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