Messaging Brand Hack: Get-Who-Need-to-By
Your offer? It’s killer.
Your expertise? Unmatched.
You’ve poured your heart, soul, every ounce of strategy, and (probably a lot of) caffeine into this thing.
But when you start talking about it…you freeze.
Your brain? Spinning.
Your messaging strategy? Blanking.
You’re wondering, “should I lead with the benefits?” or “maybe it’s time to talk about my story?” or even “What if they don’t get it and I’m saying the wrong thing so why BOTHER?”
That last one is the worst of all.
Welcome to one of the most common copy conundrums out there: messaging overwhelm.
If you’ve ever stared at the blinking cursor (I know you have) and wondered how to explain what you do in a way that actually clicks, this one-line exercise is your new brand messaging shortcut.
(And it’s a lifesaver, trust me).
LIL KEY TAKEAWAYS: THIS BLOG AT A GLANCE
Messaging overwhelm happens when you have too many things to say but struggle to focus on what matters most.
The Get-Who-Need-To-By framework helps you simplify your message by pinpointing your audience, their needs, the problem they face, and how your offer solves it.
Clear, focused messaging beats clever but confusing every time – clarity grabs attention and builds trust quickly.
Your audience’s brain is scanning for relevance and ease, so make it obvious your offer is made for them and will deliver real results.
This shortcut can be used everywhere – from your Instagram bio to your website to your sales pitch – to keep your message consistent and compelling.Pair this framework with other messaging tools like the 5 Whys and the 4Ps for even deeper clarity and connection.
Brand Messaging: Why It Matters & Why You Get Overwhelmed
Messaging 101: Your Quick-As-Can-Be Recap
Messaging is just the what stuff – the things you’ll say to your audience to share or sell your offers, services, or resources. A messaging strategy is what guides you when you’re talking about your stuff – it exists to help you.
We overcomplicate messaging, but it truly is just the stuff you’ll say about your offer to the right people. It’s strategic, of course, but the main concept behind it is truly not that complicated.
Want a full peek at a Messaging 101? I’ve got an entire Messaging 101 blog that dives deep into the basics of brand messaging (it’s a must-read in my not-so-humble opinion).
Why You Get Overwhelmed with Your Brand Messaging
One of the hardest parts of writing about your offer is that… you know so much about it.
And you know what? That’s a good and a bad thing.
Because knowing too much about your zone of genius and then not being able to communicate it – that’s called the Curse of Knowledge.
And when you know a lot, it’s hard to figure out what to lead with.
Do you start with the problem?
The promise?
The personal story?
The pain points?
The transformation?
The logistics?
That kind of pressure can shut you down fast. Instead of feeling clear and excited, you spiral into overthinking and second-guessing. And if you’re not saying anything? That’s a messaging issue – not a you issue.
That’s why we keep a few go-to tools in our back pocket to stop the spiral and start the clarity.
One of my favorites?
This little thing I call the Get-Who-Need-To-By framework.
The Get-Who-Need-to-By Framework
One of the biggest hurdles in brand messaging? Having too much to say. When your brain is juggling a dozen different angles, benefits, and backstories, it’s easy to get stuck in analysis paralysis.
The pressure to say the right thing in a small window of attention can make you clam up – and say nothing at all.
That’s why simplifying your message is key. Strip it back. Make it clear. And use this simple framework to get grounded in what really matters about your offer:
GET: (Who’s your audience?)
WHO NEED: (What are they craving or desiring?)
TO: (What specific problem are they looking to solve?)
BY: (What transformation does your offer provide?)
By filling in these blanks, you’ll be able to distill your messaging down to a clear, focused statement that speaks directly to your audience's needs and the unique transformation your offer delivers.
A Quick ‘n’ Easy Example of the Framework
You get the concept, and that’s great – but let’s make it concrete and plug it in with an example:
Let’s say you’re a dietitian who works with overwhelmed business owners who’ve been surviving on caffeine and convenience meals.
GET: Busy entrepreneurs
WHO NEED: more energy and fewer burnout days
TO: finally understand how food actually fuels their focus and stamina
BY: giving them a no-BS, beginner-friendly nutrition guide they can actually stick to
See how it distills all the “here’s what I do and why it matters” into one clear line? That’s the power of this shortcut – it forces you to cut the fluff and lead with what clicks.
That could become the bones of your brand messaging:
My new resource helps busy entrepreneurs who need more energy and fewer burnout days to finally understand how food fuels their focus and stamina by giving them a no-BS, beginner-friendly nutrition guide they can stick to.
Tight. Focused. Clear. Now that’s how you message.
Why This Shortcut Works – For You & Your People
Let’s talk brain science for a second.
When someone stumbles across your brand – whether it's your website, a social post, or a launch email – they're not usually settling in for a deep, thoughtful read.
They're scanning. Fast.
Their brain is working like a radar, constantly filtering through noise to decide what deserves attention and what gets tossed. And it’s doing it in seconds.
Here’s what your reader’s subconscious is really asking:
Is this meant for someone like me?
Do they understand what I’m going through or looking for?
Is this going to help me change something I care about?
The Get-Who-Need-To-By framework helps you deliver yeses to all three, without making your audience connect the dots themselves.
It slices through the noise and hands their brain exactly what it’s hunting for: clarity, relevance, and potential relief.
This works because our brains are wired for survival and efficiency. If something feels unclear, uncertain, or like it might take too much effort to figure out – we default to “nope.”
We scroll. We click away. We bounce.
But if your message makes it obvious that this is for them, solves something they care about, and does it in a way that feels easy? They’re way more likely to lean in, click through, and take action.
Bottom line: Your audience is busy. Their brain is overwhelmed. And this shortcut gives them a fast, frictionless “I get it” moment that a lot of sales copy misses.
Other Messaging Shortcuts Every Biz Owner Should Know
Want to keep building on this shortcut? Once you’ve nailed the Get-Who-Need-To-By framework, there’s a whole lineup of other tools that can help you shake up your messaging freezeup.
If you’re in a brainstorm spiral or just want more structure for how to talk about your stuff, here are a few quick frameworks I reach for all the time:
The 5 Whys
Perfect for figuring out what your audience really wants – not just on the surface. You ask “why?” five times to go beyond the obvious and uncover the root motivation behind the problem your offer solves.
Use this when: You’re trying to write about a pain point, but it keeps feeling vague or generic.
The 4Ps Breakdown
This one’s one of my go-to classics for a reason. It helps you map out:
Use this when: You need a clear messaging map to figure out what actually matters to say – and what’s just noise.
(Psst: I’ve got a full blog post breaking the 4Ps of Messaging down even more if you want to dive in.)
The Feelings > Features Lean In
If your copy’s packed with features but still not clicking, this is the missing link.
People don’t make decisions based on logic – they make them based on emotion, then use logic to back it up. That means if your messaging is all “what’s inside” without any “why it matters,” you’re skipping the part their brain actually responds to.
Here’s how to flip it.
The Framework:
List the feature – What’s included in your offer? (Think: calls, modules, templates, access.)
Ask why it matters emotionally – What relief, hope, or transformation does it offer?
Reframe it with feeling – Translate the feature into a real-life benefit they’ll feel in their day-to-day.
Use this when: Your copy sounds accurate but flat. You’re listing deliverables or outcomes, but people still aren’t buying, booking, or biting.
A Must-Know Shortcut to Stronger Messaging
If you’re stuck staring at a blank page, this shortcut could be hella helpful for you (or the three others I mentioned!)
And if you need a tool that helps you put this into practice (with examples and plug-and-play formulas), I’ve got you. Grab Mini Messaging Marker to help you build a quick, clear messaging guide that you can actually use to share and sell your stuff.
P.S., Messaging Strategy is one of my top 1:1 services, too! Don’t forget to inquire on my contact page if you’re seeking a little one-to-one attention!
