Orginally from the inEvidence storytellingworkshop at Advocate Marketing Academy Eur’24. Access the full document HERE

1) BUILD YOUR QUESTIONS

Understand what you want your interviewee to convey. Build your questions around helping them to do so.

If you want emotion, prompt emotion (“How did that make you feel?”).

If you want explanation, seek clarity (“Really? How?”).

2) YOU’RE NOT THE STAR

If you’re interviewing face to face, then wear clothes that are comfortable.

If you’re standing, wear comfortable shoes. The interviewee doesn’t want to see you fidgeting.

And, dress wise, never upstage the interviewee.

You’re not the star.

3) BE UPBEAT

To set the tone for a great interview the opening moments are critical.

Aim for upbeat, human and approachable.

Smile and make eye contact.

4) DO YOUR RESEARCH

Do your research, but avoid online stalking.

Demonstrating you’ve read a recent LinkedIn blog can establish you as serious and thorough.

Mentioning the interviewee’s Instagram posts from last summer’s trip to Zante is weird.

5) INCLUDE KEYWORDS

Use phrases you’d like to hear from the interviewee.

Understand what keywords are important to your messaging. Include them in your questions.

Humans are similar to parrots.

6) AVOID USING JARGON

You want the interviewee to provide material for a piece of marketing content.

Many interviewees know this, and try to deliver a perfect line. This doesn’t always work.

Their words can sound like jargon. Avoid using jargon yourself.

7) ACTIVE LISTENING

Practise active listening.

Show an interest in your interviewee’s answers, ask follow up questions, respond with appropriate emotions.

If it helps keep you in the moment, make notes.

8) PROMPT THE ANSWERS

Prepare a list of questions that will prompt the answers (content) you want to capture.

Before you finish, check that every question has been answered.

9) GENERATE MOMENTUM

Not every answer has to make the final edit.

Some questions are only there to move the conversation along, to generate momentum.

Don’t sweat every answer.

10) MAINTAIN CONTROL

It’s your role to be Ringmaster. If there are people in the room who want to ask a question, it’s your job to maintain control.

The interviewee wants to know who is in charge.

Leave time at the end for others to ask questions. Explain this at the beginning.