Worksheet · Foundational

StoryBrand BrandScript for Local Business

Fill in 7 sections. Walk away with a one-liner, a homepage outline, and a message customers actually understand.

How to use this worksheet: Type directly into each box. Your answers save in this browser only — nothing is sent anywhere unless you choose to email yourself a copy.

StoryBrand BrandScript

Every great story has the same structure: a character wants something, encounters a problem, meets a guide who gives them a plan and calls them to action, helping them avoid failure and reach success. Your customer is the character. You are the guide. This worksheet helps you write the script.

A Character Who Wants Something

Who is your customer, and what is the one thing they want from your business? Be specific — "homeowners in Calhoun County who want a leak-free roof before storm season" beats "people who need roofs."

Who, exactly, is your customer?

What do they want from your business?

Has a Problem

Customers buy solutions to problems. Name three layers of the problem they're facing:

External problem (the surface-level issue)

Internal problem (how it makes them feel)

Philosophical problem (why it's just plain wrong)

And Meets a Guide

You are the guide — not the hero. Guides show empathy (we get it) and authority (we can fix it). Write one of each.

Empathy statement

Authority statement (proof you can help)

Who Gives Them a Plan

A 3-step plan removes confusion. List the three steps a customer takes to work with you, in plain language.

Step 1

Step 2

Step 3

And Calls Them to Action

Two CTAs: a direct ask (buy / book / schedule) and a transitional one (download / read / watch) for people not ready yet.

Direct CTA

Transitional CTA

That Helps Them Avoid Failure

What's at stake if they don't act? Name 2–3 concrete consequences — these are the stakes that motivate action.

What do they lose by doing nothing?

And Ends in Success

Paint the picture. What does life look like after they work with you? Specific is better than aspirational.

What does success look like for your customer?

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Your One-Liner

Combine your answers into a single sentence using this template: “We help [character] who [problem] so they can [success].”

Your one-liner

Got a website already? Now's a good moment to check if it actually says what you just wrote. A free plain-English audit — what's working, what's not, what to fix first.

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Next Step

Now Let AI Help You Refine It

The companion AI prompt sheet gives you copy-paste prompts for ChatGPT or Claude that sharpen each section of your BrandScript without losing your voice.

Open the AI Prompt Sheet

Want a Second Set of Eyes?

Get a Free Audit of Your Current Website

Once your BrandScript is dialed in, the next question is: does your current site actually say it? Send me your URL and I'll send back a free, plain-English audit — what's working, what's not, and what to fix first.

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