We recently examined how good face-to-face interviews can supplement content ideas taught on copywriting courses.

These additional techniques will help you conduct an effective interview, and come away with great quotes and ideas.

  1. Introduce yourself, say who you work for, give a firm handshake, and exchange some small talk.
  2. Make sure you establish a good rapport with the person. Try to allay their fears.
  3. Take care how you introduce your recording device or notebook into the conversation. Be discreet – reassure them … ‘I’m going to record this, so I get the facts right.’
  4. Then, ask the person to summarise the issue for you.
  5. Then … work through your pre-prepared questions. If the interviewee says something that merits its own line of inquiry, then either pursue it there and then, and return to your main list of questions. Or return to it after you have completed your list of questions.
  6. If the interview involves a process, take your interviewee through sequence from beginning to end.
  7. Don’t interrupt. You may miss important information and quotes.
  8. Be a good listener – and an enthusiastic one. Let them talk and maintain eye contact.
  9. Show genuine interest. Nod, smile and frown when appropriate.
  10. Use the person’s name frequently.
  11. Check the names and titles of the person you’re speaking too, and everyone involved in the issue.
  12. Double check complicated name spellings. If necessary, get the person to write their name down for you.
  13. Agree heartily – disagree softly. Try to be non-committal if you disagree with something the person says.
  14. Make sure you get some quotes. Ask questions like: ‘What did you feel?’ or ‘What was your reaction?’ And use open questions – ones where the person cannot respond by saying ‘Yes’ or ‘No.’
  15. Be clear in your own mind about the information you are given. Do you understand it? If not, don’t leave the interview until you do. Get the person to explain it and interpret it.
  16. Leave tough questions until later in the interview, when the person is feeling more relaxed with you.
  17. Maintain courtesy but be as firm as necessary.
  18. Conclude the interview well: offer a handshake,  say goodbye, and exchange contact details.

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