Turn Vague Marketing Goals into Concrete Actions using Get Who To By
So, you've got vague marketing goals floating around like a bad smell in the office? Time to turn that confusion into action. Enter Get Who To By. This framework helps you cut through the noise and transform your lofty, abstract goals into concrete, actionable steps. No more guessing what your team means by 'engaging the audience.' Let’s carve out a path that actually leads somewhere instead of spiraling into a marketing black hole.
The TL;DR
Use the Get Who To By framework to clear up your marketing goals: GET (target audience), WHO (specific insight about their behaviors), TO (the message), and BY (the mechanism). This will help you stop flailing and start doing.
Why Get Who To By is a Game-Changer for Marketing Goals
Vague goals are like a foggy day—impossible to navigate and full of potential disaster. This framework pulls you out of the haze and forces you to make decisions that actually matter.
The Four Steps
GET
Who exactly are we trying to reach?
Identify the smallest, most reachable group that will actually care about your message. Not 'everyone,' because that's just lazy and ineffective. Narrow it down.
WHO
What specific insight reveals how this group behaves?
Dive into real behaviors. What are their frustrations? What do they currently struggle with? If you can’t pinpoint it, you’re still stuck in the fog.
TO
What’s the message that makes the action crystal clear?
Your message should be so straightforward that they can’t help but understand what you need them to do. Cut out the jargon and get to the point.
BY
What’s the mechanism to drive this action?
This is your strategy. How will you ensure they take the action? Think urgency, exclusivity, and all the good stuff that actually gets people moving.
Common Marketing Goal Pitfalls
(Trust Us, We've Fallen for These Too)
- ×Targeting an audience that’s way too broad.
- ×Ignoring real behavioral insights in favor of assumptions.
- ×Messaging that sounds like a corporate snooze fest.
- ×Skipping the 'how' and just hoping for results.
- ×Creating complex mechanisms that confuse rather than clarify.
- ×Failing to establish urgency for the desired action.
- ×Putting too much faith in creative without clear direction.
- ×Launching without a solid understanding of the audience's current state.
Avoid these and you might just be ahead of the game. Seriously, it’s not rocket science.
Real Examples
E-commerce Campaign
A campaign for eco-friendly home goods.
GET
Environmentally conscious millennials.
WHO
They feel guilty about their purchases but still buy plastic products because of convenience.
TO
Make the switch to sustainable alternatives without sacrificing quality.
BY
Offering a limited-time discount on first purchases and highlighting the positive environmental impact.
Why this works
This targets a specific pain point and offers a clear benefit, making it hard to say no.
Fitness App Launch
A fitness app designed for busy professionals.
GET
Stressed-out professionals aged 25-40.
WHO
They try to find time to work out but often skip sessions due to overwhelm.
TO
Get fit in just 15 minutes a day, no gym required.
BY
Providing quick, effective workout sessions paired with a calendar integration for reminders.
Why this works
It addresses their frustration directly and offers a simple solution that fits into their hectic lives.
Online Course Promotion
An online course for digital marketing skills.
GET
Small business owners looking to expand their online presence.
WHO
They’ve tried DIY marketing but struggled with results.
TO
Learn how to effectively market their business online in just 4 weeks.
BY
Offering a money-back guarantee if they don’t see results within the first month.
Why this works
The guarantee reduces the risk and taps into their desire for concrete outcomes.
Frequently Asked Questions
How do I make my marketing goals less vague?
Use the Get Who To By framework to break down your goals into specific actions: identify your target audience, understand their behaviors, clarify your message, and outline the mechanism.
What if I can’t identify my target audience?
Narrow it down. Focus on a specific group that will benefit from your product or service. If it feels too broad, you’re doing it wrong.
How do I create a compelling message?
Your message should be direct and easy to understand. It should clearly state what you want the audience to do and why they should care.
What if my audience doesn’t respond to my campaign?
Revisit your Get Who To By breakdown. You might need to refine your target group or adjust your messaging to better fit their needs.
Is it really necessary to have a mechanism for action?
Yes. Without a clear mechanism, you're just throwing ideas at the wall and hoping something sticks. You need a strategy that drives behavior.
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