How to Interview for Instant Impact

Key questions, savvy timing and people skills will charge your interviews with life. Sales letters, landing page copy and white papers will all take on attractive power from the very realistic information discovered through interviewing. Read on to learn more.

Difficulty: Moderately Easy

Instructions

Things You'll Need:

• Phone recorder

How to Plan and Arrange Interviews

1. Interviewing Saves Time: According to Michael Stelzner, author of "Writing White Papers," an extensive research study by IDC revealed that information workers spend more than 27 hours weekly searching and analyzing information. You can leverage their expertise and knowledge via the interview, while cutting your search time in half.

2. Arrange Content-Rich Interviews: An interview is like a key opening the door into another's mind. For content-rich interviews seek out experts in the field. Prime targets for dynamic sessions are inventors, product managers, lead scientists, engineers and corporate leaders. Experts have access to information you might never obtain on your own. They can actually suggest topics or subject slants that might not have occurred to you. Your best marketing content will stream from the expert's brain.

3. Prepare a Plan: Interview preparation is critical. Start with initial exploratory research. This will give you a basic background platform. Set goals for your meeting. Identify the main issues and categories that you want to develop. Finally, draw up a list of direct open-ended questions for your sessions and arrange appointments with the targeted experts.

4. Keep the Expert on Task: Establish a pre-approved outline of interview topics to guide your conversation with the expert. Take time to review any support materials provided prior to the session. If the specialist turns too technical, ask for a benefits-based explanation of features which your audience would understand. A simple: "What would this mean to my readers?" will surface the practical information you want. Above all, keep a sharp focus and steer your conversation toward the exact information elements you need.

5. Be a Flexible Listener: Your prepared questions are a tentative plan. The interview, however, is an organic experience. Listen carefully to your expert. Together you will raise valuable ideas to pursue as the interview unfolds. Respond to your interviewee's comments. Encourage additional feedback. Explore these unexpected digressions which may lead you to an information jackpot.

Tips & Warnings

• Follow-up your interview with an appreciative email. Thank your experts for the favor of their time and talent.

Resources

• Prosperity Pipeline