1) DO YOUR RESEARCH

Do your research about the interviewee but avoid online stalking. Demonstrating you’ve read their recent LinkedIn blog or noticing they’ve received a promotion can establish you as serious and thorough. However, mentioning the interviewee’s Instagram posts from last summer’s trip to Zante is weird.

2) BUILD YOUR QUESTIONS

Ask yourself what you want your interviewee to convey. Build your questions around helping them to do so and prompt the answers you want to capture. It remains their story, but you might have an idea about how to frame it while keeping it true. For example, some people can be very matter of fact, but you might need something more evocative. If you want emotion, prompt emotion (“How did that make you feel?”). If you want an explanation, seek clarity (“Really? How?”).

3) YOU’RE NOT THE STAR

If you’re interviewing face to face, then wear clothes that are comfortable (but keep in mind the location and the person you’re speaking to). If you’re standing, wear comfortable shoes. The interviewee doesn’t want to see you fidgeting. It will, consciously or not, cause them to lose focus. And, dress wise, never upstage the interviewee. You’re not the star.

4) BE UPBEAT

To set the tone for a great interview, the opening moments are critical. Smile and make eye contact. Aim for upbeat, human and approachable. And don’t overdo it. Again, you’re not the star. There is a huge gulf between upbeat or friendly and over-the-top obnoxious.

5) SET UP FOR THE BEST ANSWERS

Understand what keywords are important to your messaging and include them in your questions. Use phrases you’d like to hear from the interviewee. Humans are similar to parrots. Don’t be afraid to point out that there are specific soundbites or quotes that would be particularly valuable if said a little differently. If what you want the interviewee to say is true, they won’t mind saying it. Just don’t push it by feeding them a script.

6) ACTIVE LISTENING

Blindly following your prepared list of questions without deviation is the opposite of a good conversation. So practise active listening. Show an interest in your interviewee’s answers, ask follow up questions and respond with appropriate emotions. If it helps keep you in the moment, take notes.

7) FOLLOW THE SPARK

This is an extension of active listening. Don’t ignore something particularly interesting just because it doesn’t have anything to do with your questions. If your interviewee is excited about something or thought it was important to bring up, then it’s probably worth exploring. It could provide a new angle or insight.

8) GENERATE MOMENTUM

Not every answer has to make the final edit. Some questions are only there to move the conversation along and generate momentum, so don’t sweat every detail. Simply check that all the important questions have been answered.

9) AVOID USING JARGON

You want the interviewee to provide material for a piece of marketing content. Many interviewees understand this and will do their best to deliver a perfect line. The risk is that ‘perfect’ can sound like jargon and not seem authentic. Avoid using jargon yourself and encourage your interviewee to use simple language.

10) MAINTAIN CONTROL

It’s your role to be the ringmaster. If there are people on the call or in the room who want to ask a question, it’s your job to politely maintain control. Leave time at the end for others to ask questions. Explain this at the beginning. The interviewee will be more at ease if they know who is in charge.

This list is a condensed version of the overview created for the inEvidence storytelling workshop at Advocate Marketing Academy Europe ’24. You can find the full document full document HERE