Conducting interviews with experts is one of the best ways to create quality online content that’s highly profitable. But once you get an expert on the phone (or face-to-face), it’s crucial that you know how to ask great questions that will bring out the best answers possible. Otherwise your guest will go into “speaker mode,” just regurgitating what she’s said thousands of times before — that is, if you’re lucky.
You also might end up with sub-par content, because the interviewee is only answering your questions instead of volunteering more information.
In any case, you won’t be inspiring your expert’s imagination, or revealing anything that people can’t get in his latest book. That will likely result in a higher proportion of refunds from people who buy your product because they like that expert, and want something new.
A poorly-conducted interview will also make your guest reluctant to recommend you to any of her peers, or provide a testimonial, so you’ll have to work harder to convince the next person to be interviewed.
Luckily, by following a few simple rules, you can make sure that you get the best content out of your interview. That in turn leads to more expert interviews, more sales, and fewer refunds.
Here are my 6 Rules for Asking Great Interview Questions:
1. Don’t Ask Limiting Questions
Beginning interviewers almost always seem to fall back on asking limiting questions, which take the form of a multiple choice (either/or) or closed-ended (yes/no) question. These encourage your guest to give short answers, and to focus simply on the parameters you’ve set rather than thinking “outside the box” of your question.
As a result, he’ll feel stifled, or that you’re on a cold fact-finding mission instead of in an engaging discussion. The content will suffer, and so will your profitability.
To avoid limiting questions, make sure the first word out of your mouth is not Is, Are, Were, Do, or Does.
2. Ask Open-Ended Questions
When you avoid limiting questions, you’ll be able to ask the best types of questions: open-ended. These inspire your guests to think and use their imaginations, which result in unique, thoughtful answers that are chock-full of valuable information.
The easiest way to know that your questions are open-ended is to start them with Who, What, Where, When, Why, or How.
3. Don’t Ask Loaded Questions
Another common mistake is putting too much into a question, resulting in an overloaded, long-winded, or double-barreled question. If you do that, your guests will be forced to put less into their answers.
To avoid loaded questions, make sure you only ask one thing at a time, and don’t tack on rambling information or commentary before or after you ask the question.
4. Ask Simple Questions
When your questions aren’t loaded, they can be simple. And you know what they say: KISS (Keep It Simple, Stupid… or, if you prefer, Keep It Short and Simple).
Remember, an interview isn’t about you showing off how much you know; it’s about inspiring your guest to reveal how much they know, so your audience can benefit.
5. Don’t Ask Leading Questions
Leading questions are those that try to get someone to give a specific answer rather than the true answer. They’re manipulative, and they greatly impact your ability to uncover gold in an interview.
If you find yourself making assumptions, trying to get a guest to agree with your opinion or observation, or using emotionally-charged words that are biased or could trigger a reaction, then you’re asking a leading question. There’s nothing wrong with an interview that’s full of emotion, but it should come from the thoughtful answers, not from a poorly-worded question.
6. Ask Neutral Questions
When you avoid leading questions, you can ask neutral questions instead. There will be times when you can express your opinion, or ask about something you’ve noticed — even something that doesn’t necessarily agree with what your guest has just said — but it shouldn’t take the forefront.
Remember, the person in the spotlight is your guest, not you. Let his personality and knowledge shine, and not only will he want to share more, but you’ll be creating a compelling and attractive piece for your audience.
Summary
In case you’re wondering, yes, I do break all these rules sometimes in my interviews. However, after asking questions for years to hundreds of interviewees, I know when I’m doing it, and it’s always for a specific reason.
If you’re just starting out, it’s all too easy to break the rules, and many beginners do so on almost every question without even realizing it. That’s why I recommend you follow these rules as closely as possible at all times until they become the new habit; this will give your interviews better, higher-quality content right away, and you’ll see your bottom line increase as a result.
