Purpose
We met to establish a shared understanding of where StoryBrand's current audience journey stalls — specifically between the moment someone discovers the content and the moment they feel ready to invest in the course or certification.
Notes
- Existing email list engagement is inconsistent — open rates are healthy but click-through to course pages drops off significantly.
- The podcast audience and the YouTube audience are largely distinct — no unified path brings them to the same destination.
- Trial users of the on-demand course report feeling overwhelmed by the volume of material without a recommended starting point.
- Certification candidates are often discovered late — after months of self-study — rather than being guided toward it earlier in the journey.
- No current mechanism exists to distinguish between a business owner looking to apply the framework and a marketer looking to become certified.
- The opportunity is in segmentation — routing each audience to a tailored arc rather than a single general funnel.