Interviewing Experts For Product Creation
Interviewing experts and compiling the information is a credible and fast way to
create an information product which can then be sold or used for lead generation.
Of course, for the product to be completed, one must conduct the interview, an activity many have not previously engaged in. Being the case, here are some tips for conducting interviews so that they proceed smoothly and produce the desired results.
To begin with, research your subject before hand and use your newly acquired knowledge to formulate a list of in depth questions so you can dictate the direction you want the interview to go. They will share more with you if you demonstrate you've done research and talk their language.
Another worthwhile practice is to send your basic line of questions in advance so the expert can take the proper time to craft a comprehensive response. This will raise any potential issues or quell any apprehension they might have beforehand. Also, this gives them insight into the direction of the interview and what you hope to accomplish with it. As an added benefit they will be more collected and prepared.
Before commencing with the interview, develop a friendly rapport with your interviewee to ensure a amenable, comfortable atmosphere. During the interview always remember to give them your undivided attention and generate positive feedback so they will remain at ease and feeling comfortable.
But don't shy away from asking probing questions. The interview will be much more interesting if you can ascertain the reasons the expert has pursued their passion. Frame your questions to focus not only on facts but also on their motivations and inspirations. Even though this may extend the interview longer, this is not usually an issue. Most folks like to talk about themselves and they always appreciate the positive publicity, so it's mutually beneficial.
As you ask questions, voice your interview with your prospects in mind. In other words, use the proper vocabulary and tone as it will differ for different subject matter and readers. This is also an area where preliminary research will go a long way. A specific trade or technical specialty may require exacting detail whereas a consumer oriented subject may be more of a review style or conversational in nature.
If the conversation becomes overly vague or jargon filled, ask for clarification. And always formulate open-ended questions that require thought so as to avoid simple, non-captivating yes and no answers.
Don't be afraid to deviate from your original line of questioning and improvise where you see fit. If you pay close attention to their tone and emotion you may discover new story lines or paths of knowledge you can traverse.
Also, keep in mind the difference between faceless facts and personal information borne out of actual experience such as with personal anecdotes and stories. This type of shared emotion can add great value to the overall results. At the same time, exercise control over the interview to guard against unforeseen agendas, inappropriate references or drifting off topic. Be courteous but swing the discussion back to your relevant priorities.
Finally, end the interview by asking what they would like readers or listeners to know about them and offer them the chance to add anything not covered or clarify earlier statements or impressions.
And always follow up with a note thanking them for their time and offer to collaborate on future projects so as to keep opportunities open.
by: Ryan Round
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