{"id":295,"date":"2019-11-11T10:05:30","date_gmt":"2019-11-11T16:05:30","guid":{"rendered":"http:\/\/capertongillett.com\/blog\/?p=295"},"modified":"2019-11-11T10:05:30","modified_gmt":"2019-11-11T16:05:30","slug":"how-to-be-a-better-interviewer","status":"publish","type":"post","link":"https:\/\/capertongillett.com\/blog\/how-to-be-a-better-interviewer\/","title":{"rendered":"Ways of making you talk: How to be a better interviewer"},"content":{"rendered":"\n
\"\"
Tell me who peed in the laundry basket. DON’T LIE TO ME. (Credit Carol VanHook<\/a>)<\/em><\/figcaption><\/figure><\/div>\n\n\n\n

You wouldn\u2019t think someone who\u2019s introverted nearly to the point of misanthropy would be a badass interviewer, but I\u2019m full of surprises.<\/p>\n\n\n\n

I think it\u2019s because I love hearing stories, and that\u2019s what interviews really are. (\u201cTell me a story!\u201d \u201cI guess I can. How about the one where my lab discovers a biomarker that can help doctors identify neurodegenerative diseases at an earlier stage?\u201d \u201cYaaay!\u201d) My job as an interviewer is to provide prompts that keep the story going as long as possible. (\u201cWhat impact did grant funding have on your research?\u201d \u201cIsn\u2019t it past your bedtime?\u201d) And over my fifteen-plus years in the business, I\u2019ve had plenty of time to get really good at keeping it going.<\/p>\n\n\n\n

Whether it\u2019s for a feature article, web copy, video, or anything else that might call for input straight from the subject\u2019s mouth \u2014 even if that subject is deeply uncomfortable being interviewed, or the topic under discussion is deeply boring \u2014 I get the good stuff. And now you can, too.<\/p>\n\n\n\n

(Be<\/em> interviewed? Thanks, but I\u2019ll take whatever\u2019s behind that blackened, glowing door with smoke and the wails of the damned seeping out from underneath.)<\/p>\n\n\n\n

Be genuinely curious.<\/h2>\n\n\n\n

Just that easy, right?<\/p>\n\n\n\n

No, of course, curiosity isn\u2019t something that\u2019s easy to just turn on and off at will. But whether you\u2019re interviewing someone for a video or article of some kind or just trying to wring information out of them for web or print copy, there\u2019s a reason you\u2019re talking to them. They\u2019ve done something. They know someone. They know someone who\u2019s done something. Do your research beforehand, and chances are, you\u2019ll find something that makes you want to know more. <\/p>\n\n\n\n

Even if you don\u2019t find anything directly interview-related, you\u2019re bound to discover something<\/em> about your victim that\u2019s enough for you to want to make a connection. \u201cBefore we start talking about your work at the janitorial supply warehouse, I wanted to ask you about the blindfolded longbow elk-hunting trip you took.\u201d By the time you\u2019ve gotten to the bottom of that certified deathtrip, you\u2019ll both be all warmed up to keep the interview moving.<\/p>\n\n\n\n

Go into the interview already knowing what you\u2019re looking for.<\/h2>\n\n\n\n

Preparation is key \u2014 rather like a good prosecutor, you want to come prepared with questions you\u2019re pretty sure you already know the answer to. Of course, those aren\u2019t the only questions you ask, and that\u2019s not the only information you\u2019ll be including in your finished piece (\u2018cause what\u2019s the fun in that?). But those questions will be the jumping-off point for follow-up questions that will get you the good stuff. They\u2019ll also help direct your interview to produce material pertinent to the project at hand and not just wander off into the weeds.<\/p>\n\n\n\n

This is where the aforementioned research comes in \u2014 definitely get any background you can from the client (which has the added benefit of helping you better understand what they\u2019re looking to get out of the finished product), and then do as much additional research as you can to find out things the client didn\u2019t know or think to include. This will help you come up with better questions, and it\u2019ll tell your interview subject that you respect them enough to do your homework before talking to them.<\/p>\n\n\n\n

Put your interview subject at ease.<\/h2>\n\n\n\n

Obviously, this is an important step when you\u2019re doing an on-camera interview and want your subject to act natural. But it\u2019s still important in an interview for print or web, because they\u2019ll give better answers if they aren\u2019t nervous.<\/p>\n\n\n\n

Joke with them a little to let them know the situation isn\u2019t serious. Assure them that the interview is for marketing purposes, so you have an interest in making them look as good as possible \u2014 they\u2019ll be less worried about coming across as smart or sophisticated. A little bit of gentle self-deprecation can go a long way. Frequently, interview subjects see you as a kind of authority figure \u2014 you\u2019re sitting them down and interrogating them, after all \u2014 and bringing yourself down to their level does a lot to make them more comfortable.<\/p>\n\n\n\n

(It\u2019s a balance, though \u2014 if you\u2019re talking to a Fortune 500 CEO, they probably don\u2019t see you as an authority figure, and you don\u2019t want to make yourself come across as a complete yabbo. A non-native English speaker or a person with cognitive difficulties might not understand some of the jokes you make. As with so many other things, it\u2019s a matter of reading the room.)<\/p>\n\n\n\n

Also: Never ask them if they\u2019re nervous. If they weren\u2019t, they will be now. I was giving a guy tips for interviewing students who were about to audition for a big music scholarship, and I told him that under no circumstances was he to ask if they they were nervous \u2014 if they muffed their audition and didn\u2019t get the scholarship, it would be his fault.<\/p>\n\n\n\n

Ask around the question you actually want to ask.<\/h2>\n\n\n\n

When you ask a person a question in conversation, they answer it. When you ask a person a question in an interview, they think about it, and whee! Now you have an answer that\u2019s less natural and authentic than it might otherwise be.<\/p>\n\n\n\n

The trick, and it isn\u2019t always an easy one, is to ask a question that will elicit the information you\u2019re looking for without getting them to think about it. If you\u2019re trying to get an employee to say good things about a particular manager, don\u2019t use the manager\u2019s name \u2014 ask how the employee has grown as a result of the work they do, and who has inspired them on the job, and then if you need to drop the manager\u2019s name, the employee will already be on a roll, and their response will be a lot more sincere and natural. If you want to know about their work with a given charity, start by asking why they think it\u2019s important to serve their community, and then ease into the more specific questions from there.<\/p>\n\n\n\n

A clue that you\u2019re on the wrong track is if your subject starts a sentence with \u201cthus.\u201d No one naturally starts sentences with \u201cthus.\u201d If you get a \u201cthus,\u201d it\u2019s a signal to back up a little and come at your question from a subtler angle.<\/p>\n\n\n\n

Try to avoid \u201cwhy.\u201d<\/h2>\n\n\n\n

Why? It can come across as kind of combative. Why did you make your logo pink? WHY? TELL ME.<\/em> You\u2019ll usually have better luck with Tell me about your decision to [make your logo pink, etc.]<\/em>, or similar.<\/p>\n\n\n\n

Give them time to answer.<\/h2>\n\n\n\n

You aren\u2019t in a hurry. (If you are in a hurry, you should have scheduled better.) If your subject needs a little time to compose their answer \u2014 or compose themselves emotionally \u2014 give it to them. Don\u2019t interrupt or offer any prompts or suggestions unless they really appear to be floundering. And give them a couple of seconds at the end of their answer before you ask the next one \u2014 they might feel inspired to keep going and give you some good stuff.<\/p>\n\n\n\n

Listen to them.<\/h2>\n\n\n\n

It sounds obvious \u2014 I mean, that\u2019s the point of interviewing them, right? \u2014 but while they\u2019re answering, listen to them and give them your full attention rather than just thinking about your next question. They deserve your attention, first of all, but people also just tend to talk more and more openly when they think someone is interested in what they\u2019re saying. They could give you an answer that leaves room for follow-up questions, which are frequently more interesting than whatever you have on your list.<\/p>\n\n\n\n

Ask if they have anything else.<\/h2>\n\n\n\n

Always end your interview by asking your subject if there\u2019s anything they want to mention that didn\u2019t make it into your questions. If your subject is your actual client, this can give you insight into what they\u2019re really looking for in the project \u2014 if you didn\u2019t already have it on your list of questions, it could be that you\u2019ve missed some aspect of their story that you need to work into your copy. Otherwise, it can still be an opportunity to get more information, and for them to talk about something that\u2019s important to them. Often, the answer I get is, \u201cNot really. I think you covered everything. Just that\u2026\u201d followed by some of the best information they\u2019ve given the whole time and five more minutes of interview.<\/p>\n\n\n\n

My proudest moment<\/h2>\n\n\n\n

One of the toughest bunch of interviews I\u2019ve had to do was for a video for a group foster home. We needed to convey the challenges facing these kids who are compassionately cared for by the sincerely wonderful people at the home. That involved talking to some of the kids, but if you\u2019ve ever wondered, \u201cHey, should I ask a child with a history of abuse and worse about their traumatic childhood, thus further traumatizing them and making them break down on camera?\u201d the answer is no, you should not.<\/p>\n\n\n\n

Instead, I asked them about their foster brothers and sisters \u2014 what those kids were going through when they came to the home, and how the kids I was talking to supported the new kids as they came in and started to adjust. The interview subjects knew what the new children were going through, because they\u2019ve experienced it personally, but talking about it in terms of someone else made it a little more removed and a little less painful. Talking about how they were able to help gave them a way to talk about what kids are going through and what they need, but it put them in a position of strength and agency that made them feel less vulnerable.<\/p>\n\n\n\n

We still got everything we needed to make a really touching, emotionally compelling video. Their stories were no less moving for them not crying or painfully baring their souls. It\u2019s because I started with them in mind \u2014 not the questions, not the client, not the project, but the people I was going to be talking to.<\/p>\n\n\n\n

What about you? Do you have any tips, challenges, horror stories, or success stories about interviews? I\u2019m so interested in what you have to say \u2014 by all means, tell me more.<\/p>\n","protected":false},"excerpt":{"rendered":"

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