List the negative consequences your customers will experience if they don't use your product or service.

FROM

How was your customer feeling about themselves before they used your product or service?

TO

Who will your customer become after they use your product or service? What is their aspirational identity?

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StoryBrand Client Discovery Questionnaire

Introduction

This comprehensive questionnaire will help us gather the essential information needed to create powerful, clear, and effective marketing content using the StoryBrand framework. Please take your time and provide detailed responses - the more information you share, the better we can position your business as the guide your customers need.

Business Foundation

1. In one simple sentence, what does your business do?
2. What are your primary products or services? Which ones are most profitable?
3. What is the current state of your marketing efforts? What's working well and what isn't?
4. Do you have existing sales funnels? If so, please describe them.
5. What specific marketing goals do you hope to achieve in the next 6-12 months?

Customer Understanding

Customer Identity

6. Describe your ideal customer in detail (age, gender, income, education, lifestyle, values, etc.).
7. What aspirational identity do your customers have? How do they want to see themselves?
8. What would your customers say is the "better version of themselves" they're trying to become?
9. How do your customers currently describe their challenges in their own words? (Share any direct quotes or feedback if available)
10. What emotional states drive your customers to seek a solution like yours? (Frustration, fear, aspiration, etc.)

Customer Problem

11. What external problem (practical, tangible challenge) does your customer face that your business solves?
12. What internal problem (feelings, emotions) does your customer experience related to this external problem?
13. What philosophical problem might exist? (Why is it wrong or unfair that your customer has this problem?)
14. What's at stake for your customers if they don't solve this problem? What do they risk losing?
15. What other solutions have your customers typically tried before finding you? Why didn't those solutions work?
16. What specific objections or hesitations do customers typically have before purchasing from you?

Your Solution

17. How specifically does your product/service solve your customers' external problem?
18. How does your solution make customers feel? (How does it address their internal problem?)
19. What tangible results or outcomes can customers expect after using your product/service?
20. What is your unique value proposition? What makes your solution different from competitors?
21. Do you have quantifiable results you can share? (e.g., "Our clients typically see a 25% increase in...")

Your Authority

22. What specific qualifications, experience, or expertise positions you as an authority in your field?
23. How long have you been in business, and how many customers have you served?
24. Do you have awards, certifications, or affiliations that build credibility?
25. What is your personal or company origin story? Why did you start this business?
26. Can you share 2-3 powerful customer success stories or testimonials? (Include specific results achieved)

Your Process

27. What steps do customers take to do business with you? Can you break down your customer journey into 3-4 simple stages?
28. What is your onboarding process for new customers?
29. What obstacles might prevent customers from taking action, and how do you address these?
30. Do you have a satisfaction guarantee or risk-reversal policy?

Call to Action

31. What primary action do you want potential customers to take? (Schedule a call, request a quote, make a purchase, etc.)
32. Do you have any transitional calls to action for those not ready to buy? (Download a guide, subscribe to newsletter, etc.)
33. Do you currently offer any lead generators? If so, what are they?
34. What incentives or limited-time offers might motivate customers to take action now rather than later?

Success Definition

35. How will customers' lives be different after using your product/service?
36. What specific positive outcomes can customers expect? (Save time/money, gain status, avoid pain, etc.)
37. Do you have metrics or testimonials that demonstrate these successful outcomes?
38. What ongoing relationship do you envision with customers after their initial purchase?

Content & Voice

39. How would you describe your brand voice? (Professional, conversational, technical, humorous, etc.)
40. Are there any specific phrases, terminologies, or language you consistently use or avoid?
41. What tone resonates best with your audience?
42. Do you have existing brand guidelines we should follow?

Website & Digital Presence

43. What are the 3 most important pages on your website?
44. What specific actions do you want visitors to take on your website?
45. What content (if any) do you currently gate behind email capture?
46. Which social media platforms are most important for your business?
47. What types of content perform best with your audience? (Videos, blogs, case studies, etc.)

Email Marketing

48. Describe your current email marketing strategy, if any.
49. What segments exist in your email list?
50. What types of emails have generated the best results for you previously?
51. How frequently do you currently communicate with your email list?
52. What specific metrics do you track for email success?

Lead Generation

53. What valuable information could you share that would help solve a small part of your customers' problems for free?
54. What specific topics would make compelling lead generators for your business?
55. What formats would work best for your audience? (PDF guides, video series, webinars, etc.)
56. Do you have expert knowledge that could be transformed into a checklist, worksheet, or assessment?

Sales Process

57. What is your current sales process from initial contact to closed deal?
58. What are the most common questions prospects ask during the sales process?
59. What objections do you most frequently need to overcome?
60. What's your average sales cycle length?
61. At what point in the customer journey do most prospects drop off?

Competitor Analysis

62. Who are your top 3-5 competitors?
63. How do your competitors position themselves in the market?
64. What do your competitors do well that you admire?
65. What do your competitors miss or get wrong that creates an opportunity for you?
66. Why do customers choose you over competitors? Why do some choose competitors over you?

Industry Context

67. What current trends or changes in your industry affect your customers' problems and needs?
68. Are there industry-specific terms or concepts we should understand to communicate effectively?
69. What regulatory considerations (if any) impact your marketing messages?

Analytics & Measurement

70. What key performance indicators will you use to measure the success of our marketing efforts?
71. Do you currently track conversion rates at different stages of your sales funnel?
72. What would a successful ROI look like for this marketing investment?

Practical Information

73. What existing marketing materials can you share with us? (Website, brochures, presentations, etc.)
74. Do you have brand assets we should use? (Logo files, brand colors, fonts, image library, etc.)
75. What is your timeline and budget for implementing new marketing initiatives?

Additional Context

76. Is there anything else you'd like to share that would help us understand your business, customers, or marketing goals better?
77. What questions do you have for us about the StoryBrand process or how we'll work together?

Thank you for taking the time to complete this questionnaire. Your thoughtful responses will help us create a powerful StoryBrand messaging framework that clarifies your message and connects with your ideal customers.

Next steps:

1. We'll review your responses and may follow up with clarifying questions
2. We'll schedule a strategy session to discuss our findings and recommendations
3. We'll begin developing your StoryBrand framework and implementation plan

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