Client Discovery Guide

Tell me about your business. What do you do and who do you do it for?

Gets them talking naturally. You'll hear how clearly they understand their own offer.

How long have you been running this business?

Newer businesses often need Brand Foundation. Established ones usually need Content Engine or Campaign Sprint.

How do most of your clients find you right now?

Tells you if they have any existing marketing working for them or if they're starting from zero.

What does your business look like day to day — do you have a team or is it mostly you?

Affects how much content they can realistically produce or approve on their end.

Have you worked with a creative agency or freelancer before? How did that go?

Reveals past frustrations, expectations, and red flags about their working style.

Are you currently posting on social media? Which platforms and how often?

Tells you their current effort level and whether you're building on something or starting fresh.

What kind of content have you tried before — photos, videos, stories, reels?

Helps you understand what they're comfortable with and what formats have or haven't worked.

Do you have a website? Is it working for you or is it just sitting there?

A broken or outdated website can undermine even great content. Good to flag early.

Have you run any paid ads? What was the experience like?

Reveals their attitude toward paid vs organic and how sophisticated their marketing thinking is.

Is there any content you've put out that performed really well? What was it?

Gold. If something worked before, there's usually a lesson in it you can build on.

Do you have existing brand assets — a logo, brand colors, photography?

Tells you whether they need a Brand Foundation package or if they already have the basics in place.

What's the main thing you're trying to achieve in the next 3 to 6 months?

The most important question. Everything else should connect back to this answer.

If we worked together and it went really well, what would that look like for your business?

Gets them thinking about outcomes rather than outputs. Sets the standard for success.

Is there anything coming up — a launch, an event, a new offer — that needs content support?

Reveals time-sensitive opportunities that might point toward a Campaign Sprint.

What's the biggest thing holding your business back from growing right now?

Often the real problem isn't what they said at first. This question gets to the root of it.

Are you more focused on getting new clients or keeping the ones you have engaged?

Acquisition vs retention tells you what kind of content strategy makes most sense.

Who is your ideal customer? Paint me a picture of them.

Vague answers here ("everyone") are a warning sign. Specific answers make better content.

What does your best client look like — the one you wish you had ten more of?

More specific than asking about "ideal customers." Gets them thinking about real people.

Who are your main competitors and what are they doing well?

Shows you the landscape and helps you position their content to stand out.

Is there a brand — in your industry or outside it — whose content you admire? What do you like about it?

Gives you visual and tonal direction without having to guess their taste.

Where does your audience spend time online — Instagram, TikTok, Facebook, LinkedIn?

Determines which platforms to focus on. Don't build a TikTok strategy for a LinkedIn audience.

Do you have a budget in mind for this? Even a rough range helps me point you in the right direction.

Asking this early filters out bad-fit clients and helps you tailor the right recommendation.

Is this something you want to start right away or are you planning ahead?

Tells you how urgent the need is and whether you're closing now or nurturing for later.

Are you looking for a one-off project or ongoing support?

Points you toward Campaign Sprint (one-off) vs Content Engine (ongoing).

Is there a hard deadline — a launch date, an event, a season — we need to work around?

Deadlines change scoping and pricing. Better to know now than two weeks in.

How involved do you want to be in the creative process? Do you want to review everything or do you prefer to hand it over?

Micromanagers slow projects down. Knowing this upfront sets expectations on both sides.

How do you prefer to communicate — WhatsApp, email, calls?

Keeps projects moving smoothly. Agree on a channel before work starts.

How quickly can you typically turn around feedback or approvals?

Slow approvals kill timelines. This sets a clear expectation early.

Is there anyone else on your team who will be involved in decisions?

Multiple decision-makers means longer approval cycles. Better to know this upfront.