“Always
assume your first question may be your last. Make it count.” That’s the advice
from journalist Martin Perlich, who has written, The
Art of the Interview: a Step-by-Step Guide to Insightful Interviewing.
- Be prepared and do
good homework. This is at least 50%, maybe more, of what makes a good interview. When Susan
Bratton of New Life Media prepares
for a "Dishy Mix" interview she really pushes her guests to provide the unusual
tidbits and then she digs, digs, digs.
I believe one reason she gets such interesting people to agree to
be interviewed - and reveal so much about themselves -- is that she makes it easy and interesting for them due to
her homework. Another podcaster who really does his homework is Paul Dunay of Buzz Marketing for Technology. And then, of course, there's the infamous James Lipton of Inside the Actors Studio who constantly surprises his famous actor guests with just how much he knows about them.
- Start off with a
question that puts the person in a good light and makes him or her comfortable. If you begin by asking too
provocative a question, the interviewee may shut down. Perlich suggests that
the opener question should distinguish
you and bring something new to the “travel weary Subject.” “The Opener speaks volume about who you
are,” he explains. “It should contain a kernel of original insight into
the Subject and his or her work. Show you care enough to have penetrated
past the home page of the official website. The Opener should display both
your power and respect for your Subject.”
- Be totally
interested in the other person and really listen to what they’re
saying. In researching my book
Beyond Buzz I asked Robin Young, host of NPR’s Here & Now lunchtime
news show and a brillant interviewer, for her suggestions. Her advice:
1. Listen
2. Really listen.
3. After you’ve listened, ask questions relative
to what you heard when you listened.
4. Then, listen to the answer
5. Follow up with another question to make sure
you heard correctly what the speaker was saying.
5a. Then, listen some more.
- Ask the
unexpected: What are people wasting too much time on? What should
be worrying people about this issue? What are the three biggest
obstacles to using or succeeding in this field? What could completely disrupt the game? What are you sick of talking about and why?
- Avoid these questions: So how id it feel? What was it like? Where did it all begin for you? And anything that elicits a yes or no response.
- Keep asking
questions until you understand the answer: If you don’t understand the
answer, neither will your listeners.
- Wrap with either of
these two questions: “Is there something you’d like to add?” or “What am I
forgetting?”
