|
|
|
|
May 2002 |
"Smart, fast and priced right!" |
Premier Issue |
 My objective in launching the ExcitingWriting Advisory is to tell you everything I know about writing
in easy-to-read, bite-sized morsels. Short. Sweet. Just the wisdom, Ma'am! I will have accomplished my objective if you decide you want to save these monthly mind-joggers for future reference or pass them on to less experienced
communicators. And be on the lookout for Issue #2, entitled "Write Now! Current Trends in Writing," where I'll discuss what you need to know to keep your writing on the leading edge. - Chuck Lustig, owner, ExcitingWriting
Communications
How to conduct telephone interviews
They say the eyes are the windows of the soul, that we communicate with our eyes. Then how can we effectively interview strangers over the phone? (I conduct more than 95 percent of my interviews by telephone.)
Plan: Start with the end in mind. Decide what you want to get out the interview. Just a comment on a specific issue? Or an overview of an entire subject? Let me suggest that each interview should be an opportunity to build a bridge
so the person wants to talk to you the next time you call.
Develop rapport from the start. Whether your initial contact with the interview subject is by email or telephone, put the story in context by telling the interviewee why you’re calling, who suggested you call and what you
want to get out of interviewing him or her. This will help the person feel comfortable with you and the interview. Start this way: “This is (NAME) from (NAME OF ORGANIZATION OR PUBLICATION). Due to the (TREND OR EVENT), we want to do
an (ARTICLE, BROCHURE, WEB FEATURE) on (SUBJECT) and (SUBJECT OWNER’S NAME) thought I should ask you about (SPECIFIC MATTER.) Please let me know a convenient time for us to talk about this by phone.” This approach develops
trust and helps the interviewee feel authoritative and relaxed.
Send questions in advance: No need to do this all the time, but it does help the interviewee, particularly when there is a lot of ground to cover. Often people will feel comfortable emailing you answers to your questions.
That’s fine, but DO take the opportunity to interview them about their answers. Doing so may bring other subjects to light! Always ask as one of your questions: “What is the single most important thing you want to communicate
in this (ARTICLE, BROCHURE, ETC.)?”
The interview itself: Be on time. Get the person’s title and contact information FIRST. (Don’t wait. You may forget to ask if you leave it until the end of the interview.) Get right down to business. Start with a
statement of intent: “Well, I know you’ve been instrumental in this project and we have a lot of ground to cover. Would you like to start with…?” As the subject answers each question you ask, say back to them what
you heard. “So what I heard you say is…” This wording works wonders for clarification. Work through each question, thank them and GET OFF THE PHONE! People will appreciate your businesslike manner.
Handling bitter, negative people: Skip the gutter, meaning, don’t go there with them. But don’t judge them either. Everybody has been hurt. Many people are going through some hurt. Just take in what they’re saying
and try to work with it.
Handling apparent contradictions or errors: Don’t let them go by. Take the onus off the interviewee and put it on yourself. Say: “I don’t understand. (NAME) told me (CONTENT) about (SUBJECT) but I hear you saying
(APPARENT CONTRADITION).”
If appropriate, ask for funny incidents: Capture people as they let their soul shine through.
To summarize:
-
Build a bridge
-
Develop a source
-
Send questions in advance
-
Ask: “What is the single most important thing…”
-
Let the subject control the interview
-
Help the interviewee feel comfortable
-
Deal with contradictions
About ExcitingWriting™ Communications
Exciting Writing Communications is business writing that turns heads, touches hearts and changes minds. It can be a powerful force that builds sales for your company. For virtually every kind of writing, including articles, white papers,
annual reports and proposals, remember, if the writing is exciting, it’s ExcitingWriting!
Chuck Lustig
Tel: 972-867-7799
Email:
chuckiel@airmail.net
Copywriter
Creative Consultant |
4517Briar Hollow Drive • Plano, Texas 75093
972.867.7799 • 972.867.7102 Fax |
Discover ExcitingWriting™
www.marketnet.com/lustig |
|
|
|
|
