WHO-SAY-DO

Your target audience are those people who you seek. You think you are seeking your target audience. Your actual audience are those people who took time out of their day to stop, listen and engage with your message. The goal of WHO is to align your target audience with your actual audience so that they become the same. That is, you are speaking to the audience you want and not just the one that showed up.

SAY

What you say depends on who your target audience is. What you say is captured in the stories you tell. Things like product descriptions, case studies, position statements, press releases, landing pages, and advertisements. We use what we SAY to attract the right audience - the WHO. We also use the SAY to encourage and instruct the WHO to DO stuff.

DO

The third leg of the framework is the conduct and measurement of actions taken by the audience. The WHO DO. DO consists of behaviors like bounce, view, duration, click, hover, and scroll. When someone performs a call to action, that is a DO. People DO stuff that get them segmented into different audiences or WHOs.

REPEAT

Through rapid iterations of the WHO-SAY-DO model we quickly align the audience and messaging to achieve the desired actions.