Secret Six

0
The Secret Six

And The Power Of Intimate Interviews
The Art And Mastery Of The Intimate Interview Turning the Art of the Intimate Interview into a Service Reasons to do Intimate Interviews First Things First - Equipment To Get the Most from an Intimate Interview Lets Get Started Worksheet Intimate Interview Exercise Seven Point Emotional Bank Account Sustaining the Emotional Bank Account Worksheet Seven point Emotional Bank Account The Power of Listening Directive Questions Secondary Questions Worksheet Directive and Secondary Questions Overview of Secret Six Questions Types of Secret Six Questions The Secret Six Questions Rapport-Building Questions Likeability and Trust Questions Persona Questions Revealing Questions Digging Questions Emotional Questions Worksheet Secret Six Questions Client Customer Expert Interviews Interviewing a Client Worksheet Client Interview Interviewing Your Clients Customer Worksheet Customer Interview 3 6 8 12 13 15 18 20 23 25 26 38 41 44 46 48 50 50 51 51 53 54 55 58 60 62 64 65 68
1
Approaching Experts Interviewing Experts Strategic Questions for Experts The Predetermined Set-Up Worksheet Expert Interview Wrapping up the Interview Effective Interview Techniques Long pauses Softening Statements Allow them to lead Dig deeper Advanced Interview Techniques Worksheet Advanced Interview Techniques Preparing for the Interview
69 75 84 87 90 91 93 94 95 97 98 99 103 104
Shaune Clarke Shaune@DynamicResponseMarketing.com
When is an interview not a Q & A session? When its an Intimate Interview!
The Art and Mastery Of The Intimate Interview

An Intimate Interview is not merely a matter of asking the right questions at the right time Its FEELING what and when to ask.
You Do Not Want Just An Interview You Want INTIMATE INTERVIEWS

. Who will benefit? Literally everyone. CopywritersInternet MarketersWriters...Business Ownersthe list goes on and on. If there is one skill that will improve your business, interviewing is it! As an example
If Youre An Internet Marketer, a single interview can bring.

Increased viral traffic Powerful SEO traffic Article content creation Increased trust, offline and online Added credibility Potential JV opportunities and list exposure
Intimate Interviews
Get provocative comments Give a new or different perspective Create original content Get the interviewee excited
3
A well-done Intimate Interview is your surest way to develop a Viral Marketing Piece. Youll be able to create a buzz You should hear what _____ said about ______!
THIS IS The One Skill That Can Benefit Every Part Of Your Online Marketing.
If Youre a Copywriter or Write Copy For Your Business
Intimate Interviews will help you uncover Hidden reasons the target audience will buy Hidden reasons the target audience wont buy Deep emotional triggers you cant find any other way The hidden objections, perceptions and hot buttons And also Cut your research time by half Trigger your subconscious mind eliciting your best material Become connected and passionate about the person, product or service . Know that getting there is the key to effortless, emotion-driven, multidimensional copy. Copy that feels right, feels believable Copy that has emotion, strength and clarity.
THIS IS Copywriting Mastery!

Intimate Interviews also improve client relationships by increasing trust, likeability, respect and value. Imagine pulling off The Winner Envision being successful because of it.
If Youre a Business Owner or Professional

You have valuable knowledge that others will pay money to obtain. You also have colleagues and associates with knowledge. Information Marketing is a Billion dollar industry. You are in a position to use your knowledge, experience and contacts to tap into it. Through interviewing you can quickly create high-quality, in-demand information products both written and audio. To create your own product all you have to do is have a colleague or staff member go through the program with you. They interview you and You interview other colleagues and experts. This begins to collect the necessary information for Blog posts Emails Newsletters Articles A Manual Even Your Own Book. With a little editing, your interviews become audio information products.
THIS IS The Best Way To Leverage Your Assets -- Your Knowledge -- Your Experience -- Your Contacts.
Imagine Having Your Own Product!

Turning the Art of Intimate Interviews into a Service
As a copywriter or marketer heres a tremendous opportunity you can offer to your clients. Turn your interviews into promotional tools. The banter of an interview is excellent for holding attention -- again, making for an excellent sales tool. Im sometimes hired to interview others in order to create their own selfpromotional pieces. What they get is An interview that gives away content but is crafted so that the listener wants to know more. As an example, I just did this for a multi-faith minister. We did two interviews in an hour -- In this case the first interview was richer but there were a few great points that came out in the second interview as well. With careful editing, she now has an excellent pass-around product. Here's what she got for hiring me: Two 30 minute interviews Provocative, revealing and informative content Editing to get the most from those interviews It provided her with the best sales tool possible! With intriguing content for an audio CD, people can listen to it in the caror while theyre on the go. It increases the chances that itll get listened to, as well as shared with friends and family. The interview is provocative, revealing and informative Its on an audio CD Increased exposure from being passed around In fact if you'd like to have me interview you and help you create your own potent self-promotion tool, email me at Shaune@DynamicResponseMarketing.com or call toll-free 866-486-4884.
6
No matter your goals with interviewing, you can accomplish them in a relatively short period of timeif you ingrain these techniques. Doing just one Intimate Interview a week will make a world of difference in your businessand its fun! You Won't Master This Overnight In these pages you'll find interview techniques and the secret strategies Ive used for years to extract potent emotional and useful information. But like any technique, studying and ingraining are essential. But like any new skill, study and practice are essential. Your goal is to ingrain these techniques, so they become natural and fluid. Then youll be able to turn your full attention to the conversation you are having which is the key to a brilliant Intimate Interview. You see, interviewing is not a passive form of listening. Its active participation. Its a tool. Its being tuned in to what people are not saying. You will gain access to the real issues, desires and motivations of your clients, your target market, or even your friends and family. Forget about running down a list of questions. That doesnt work if you want to get to the deeper objections, perceptions and hot buttons. It begins with you. The next time you react emotionally to something (like getting angry) ask yourself Why am I reacting in this way? Youll realize that the minor annoyances are usually masking a deeper issue. Dig for the answers. For example, are you annoyed with your spouse because they spilled coffee, or is it because you feel that they expect you to clean it up? Is there resentment or a feeling of being unappreciated? Perhaps thats the real issue at hand, not the spot of coffee on the kitchen floor. Take a few moments to figure out whats really at the root of your annoyance. With that realization. Other people are approaching their own issues from their own perspectives. Interviewing requires being tuned in to this.
Heres a great preliminary exercise: The next time someone is venting to you, refrain from offering advice. Instead, focus on being empathetic, a good listener. Give the individuals message your full attention Provide the time and space to merely express themselves Direct your attention so that they feel understood Feel whats going on for themnot you During an interview its your job to get them to the place where they trust you, and perhaps dump something on you that is pure marketing gold!
Reasons to do Intimate Interviews

One of the key things you are looking for are the desires of the Target Audience. Youll be able to use these interviews to help your client sell more of her products and services by defining the qualities that have resonance with that particular market. Youre evaluating the potential selling features for the Target Audience. Ask a member of the Target Audience and theyll tell you just about anything. The bad experiences theyve hadhidden objections Why do they use the product or service.perceptions. The information will also enable you to define and make Not statements. Its not this..its not that. Who exactly IS your Target Audience (TA)? Allow me to explain who its not. Its not the portion of the market that youre targeting. Its not the piece of the market you FEEL you should target (that TA specifically is most likely to buy from you anyway) This is best illustrated with an example Lets just say that you have a client with a program to market to alternative health doctors, and he thinks the Target Audience will be Chiropractors. Well, yes and no.
Your real Target Audience is the Chiropractor who will actually be LIKELY to buy from you. Most of the times, its only 1% of the market. This determination is highly specific to three things Those who are prone or susceptible to Your particular message Your particular persona Your particular offer What are the factors in their lives that trigger the need for this product or service? Why them and not the other Chiropractors? Whats their trigger? We should focus exclusively on themthe 1% that is likely to buy. Perhaps we could increase that from 1% to 2%. We dont want to miss any of the TA. Define your presentation for that 2% of the market and forget about the 98% that are not going to buy no matter what. Key points to uncover: What the person is into, or not into What do they like about the alternative What dont they like about the alternative Where stage theyre at in their lives Validate exactly what their hot buttons are. If youre interviewing prominent people to develop your own e-books or articles, the same philosophy holds true. You want to dig into their knowledge, their perspectives. If youre interviewing a client - What motivates her? What is her unique story? If youre interviewing your clients customers, the first thing you do is qualify them as part of the Target Audience. What is their motivation to try the product or service? What are the circumstances in their life that led them to this point? Tip: State that youre looking to gather testimonials for your client. This leaves the interviewee much more open to providing a testimonial than giving you an interview. (Your client should be informed that this is the
approach youre taking with her customers. She doesnt need anyone who is just a testimonial collector) If youre interviewing an Expert, figure out what other people would love to know. What differing perspectives do they have? How did they get to be where they are now? Why do they do what they do? The techniques of Intimate Interviewing will work in any type of situation. You are digging for the deeper reasons! Reasons people buy. Reasons a product was developed. Reasons behind an experts rise to the top of her field. Real Life Tidbit One of my clients hired me to write copy for an arthritis product he had developed He was convinced that the copy should educate people about the fact that the (Major Brand Name Pain-Reliever) they were taking were ruining the linings of their stomachs. I didnt believe this was the proper approach, but decided to do some investigation during interviews with his existing customers. When youre doing interviews with customers, try to figure out how they feel about alternatives. In this case, are they pro or con regarding traditional medicine? This is all part of trying to determine the perfect customerwhat they need to know.and what you dont need to have in the copy. As far as the (Major Brand Name Pain-Reliever)the customers really liked having these over-the-counter options. Not just for their arthritis but for other things like headaches. To have written copy slanted against these pain relievers would have alienated the TA, and decreased response. Figure out where theyre at The best way to handle a situation like this is to ask the customer, Do you take pain medication?
10
Then you can even bring it up with them in an impromptu manner. How would you feel about the fact that its ruining the lining of your stomach. See how open or defensive they get. In this case, IF the perfect customer was already familiar with natural health, and was anti-medical establishment, then I wouldnt want a Medical Doctor endorsing the product. I also found out that once they got to a naturopath, they still werent antidoctor. Extremely useful information.
When you can ask specific questions of your market and get definite, heartfelt answers -- youre in the rare position to craft a message unique to their emotions, thoughts and values.
NOTES:
11
First things first

In order to be fully present during the interview, I cant stress enough that the following is a necessity! Think of how difficult it is to have a conversation while keeping a phone propped up in your ear, and using your other hand to scribble down notes. not conducive to conversational flow at all. Recording device for your phone There are subtle nuances and opportunities missed if youre scribbling down the conversation. All of us have suffered through conversations where the other person was busy with tasks. Extremely frustrating and distracting, wouldnt you say? Rather than focusing on taking notes, you should be directing your attention to the current conversation. Headset How many of us talk with our hands in the course of a normal conversation? We want to keep the interview flowing as a regular conversation would. Picture that person in front of you. Gesture with your hands, if thats how you best communicate. This is a real conversation. With a real person. Keep it as natural as possible. Do keep a pen and paper in front of you if there is a point made that you need to get back to, jot it downbut thats the only reason you should need them.
FOCUS -
FOCUS
- FOCUS
12
To Get The Most From An Intimate Interview

Clear Concise Communication How you think the interviewee understood one of your questions may be quite different from how they actually processed it. This may also be true in how you interpret their responses. A small misinterpretation can lead to a breakdown during the interview. Have you ever said something, and realized later that your words were misconstrued? If this happens during an interview, youll be able to feel the disconnection. Take a moment to go back and clarify the statements made. If you suspect this is happening during the interview, don't hesitate to reiterate or ask for an explanation. Also, get into the habit of occasionally reiterating your own interpretation of what the person has said. It helps you pay attention. It ensures you are both on the same wavelength. It shows you care about what they are saying. Two basic ways to achieve this are "So what you're saying is" "Would I be right in that you think" Park Yourself at the Door We need to set aside our preconceived notions and judgments. Think about thishow many times during the course of each day do we make decisions about other people? When someone cuts in front of us in the grocery store, or on the highwaywe may think were surrounded by idiots and our day is ruined. What weve done in those cases is project our own implications or judgments onto others. When we label" others, we shut down our ability to truly communicate with and see people for who they really are. During an interview, put aside your own judgments. Authentically hearing the other person requires an open mind.
13
They have their own set of experiences, stresses and forms of communication that should not be evaluated according to our skewed perceptions. Weve all been the recipients of receiving understanding from others. Pass it along. Do them a favor...take time for yourself How often have you been talking to someone on the phone, only to realize that theyre not fully present? Are you a bit annoyed when this happens? Of course! How do you suppose it feels to a person youre interviewing when you have to rush off the phone? Put yourself in their shoes. Clear your calendar so theres nothing crowding the time youve scheduled to interview them. Do whatever you need to clear your mind of any distractions. Go for a walk, meditate, or get some relaxation time before the call. Get clear. Unless you have clarity going into the interview, there cant be a genuine exchange, or flow, to the expressions of desire, need or pain. Empty your own emotional burden so you can be receptive to others. Leave your baggage out of the interview. NOTES:
14
Lets Get Started!

Dont expect to be perfect with your first few interviews. Relax. Breathe. You are holding an excellent reference in your hands. Read it. Study it. Practice. A skilled interviewer can ask anybody almost anything, and obtain a reasonable, informative response. It's a matter of practicing the techniques laid out here. Doing the exercises, and listening to the recommended CDs will speed your progress toward becoming an expert interviewer Each interview can be broken down into simple steps. These are outlined in an easy-to-follow manner. For example Learn how to gauge the Emotional Bank Account. Once youve become familiar with it, move on to the Secret Six Questions. These Secret Six Questions are the backbone of your interview process. After that A section on Directive Questions and Secondary Questions is provided to help you improve the quality of the interview process. Learning to phrase questions in a conversational manner means a more fluid, more connected interview. By combining Secret Six Questions with Directive and Secondary Questions, youre on your way to achieving an Intimate Interview. All this and more will be spelled out for you. Or perhaps. Youre concerned with How to get an interview with an influential person? Its really not too difficult. Just say these four powerful words Can I interview you? Its an outstanding door-opener! There IS no faster way to gain access to the experts you admire. Being an interviewer sets you apart. Instantly.
15
In seconds youll have attained instant credibility in that persons eyes, and will have gained value and importance. Theyll feel appreciated. Its instant camaraderie. Its a great way to network to the top. How do I Interview an Expert? Begin with your own niche. Something that youre comfortable withthat which you have knowledge insomething you find extremely interesting. Why? Personally, I know Ill be better in the interview when I have my own need to know. As in the interview with Trey Smith (Disc 10) I wanted to know for myself I had enough knowledge to carry on an intelligent and informed conversation and ask good questions. But I wasnt informed enough to be bored. In fact, the opposite was true. I was very attentive and truly wanted to know what he could tell me. Its best to interview someone who you actually want to learn from. Give them an authentic, heartfelt compliment. Then make a specific reference to information theyve presented that you like and what you now want to know more about. That real-life authenticity shows that you are into it, and that youre not just doing an interview. Experts love to talk to people who want to listen who are into what theyre into. Its part of being an expert. They want to share their knowledge with others, especially those who are willing to drink it in. Imagine this Youre speaking to someone and ask them what they do. They answer, I interview people. Youd think twice about that person, wouldnt you? Youd give them more attention. It happens all the time. Wouldnt you be curious about who theyve interviewed? What they do interviews for?
16
And Would you feel special, validated, and unique if you were asked to be interviewed? Of course!
As An Interviewer, Youre In A Rare Position To Access Experts

ARE YOU READY?
Begin your journey to successful interviews by completing the following exercise and the rest contained in this manual. Theyre structured to provide you with a step-by-step guide on how to achieve an Intimate Interview.
Each section that requires you to have a CD player and a corresponding disc will be noted at the beginning of each section/exercise.
17
Set up: Disc 1
David and Karen Interview Exercises

David and Karen Interviews - Disc 1
List the times on the recording as your answers. (ie: 3:43)
1) Make a note of when I am "letting them talk.
2) At what times you hear either of them shift in their emotions.
3) How did I respond to those shifts? List examples.
4) What is the turning point and what "opportunity" did I seize as a result?
Make note of what was said, the time it occurred and especially any insights that you may have.
NowListen To Best-Of-The-Best #1 Discs 2 and 3 (Optional Exercise - Discs 4 and 5 Also)

18
Set up: Disc 6
Foby Interview Exercise

Foby Interview- Disc 6 (pardon the clarity)
Make note of what was said, the time* it occurred and especially any insights you may have.
Listen to the "momentum" of the call and look for...
1) Times you feel Foby "shift" -- IE: You notice a change in his tone of voice.
Why did it happen? What do you notice happens after the shift in tone?
2) When am I "letting him talk."
3) Times when you feel that I'm "exploring" -- looking for opportunities.
4) What do you feel is the "Pivotal Moment" in the Interview?
NowListen To The Foby Interview Coaching Call Disc 7

19
The previous exercises prepared you to identify
The Seven Point Emotional Bank Account

The Emotional Bank Account refers to the level of interest and involvement from the person youre interviewing. I've created this 7-point system to help you gauge exactly where your prospect is throughout the interview. 1 = Theyve just checked out 2 = Watching the clock 3 = Participating out of duty 4 = Interested 5 = Talkative 6 = Emotional 7 = Don't want to stop talking -- completely connected and on topic Notice that even in everyday conversation, people will fluctuate between some of the emotional states listed above. (Especially teenagers!) If theyre at a Level 6, you can ask a more intimate (or probing) question and get an answer. But if theyre at a Level 3 and you ask the same question, chances are they wont respond at all. In an interview, monitor your subjects changing emotional states. The more emotional (enthusiastic, excited) a person is, the better the time to ask a strong question. Listen to their voice, their tone. Are they getting louder, more intense? When someone is more up or excited, its an opportunity for you as an interviewer. If you have someone excited about a subject, even if its not relevant to the copy or topic of the interview, let him talk. Youre placing a deposit in his Emotional Bank Account. What happens when you ask a strong question? you get resistance. Your Emotional Bank Account is going to drop.
20
Lets say you have him at a 5. Hes talkative, but still not digging too deep emotionally. You ask him a strong question. Hes just dropped down to a 3. At this point, dont count on getting an answer from him. But if you have him at a 7, ask that tough question. Itll bring him down to a 5, but youll get a great answer. You can follow up a strong question with another strong question, but youll need to pay close attention to his tone before doing so. A great way to build that Emotional Bank Account when you feel them drop, is to ask a question that brings them back to the spot where they were feeling good. I want to go back to when you said ___________ I have another question for you about that but only after EBA has gone up. Monitor where theyre at as far as their changing emotional states. When they are at 2 or 3, dont even attempt the difficult questions. At 4 or 5, you probably still can't ask the real deep digging questions. So use your points carefully. You may not get them back up to a 7 before the end of the call. There are times when youll need to "budget." You may want answers to several difficult questions. But if you know you only have so much credit, you risk using it all on just one question. In this case, youll have to be discriminative about which question you ask first, knowing if you run out of credit it may be the only one you get to ask. Other times everything will go extremely well, and you may be able to ask anything without fear of going broke." Real Life Tidbit I interviewed an inventor (Disc 1) who wasnt very receptive to speaking with me. I wanted to know how much money it cost to come up with his invention. This could potentially be great information in the copy. His initial response? "A lot of money." Of course I wanted to hear the specificsthe exact dollar amount. I just knew he was losing money on it.
21
But after spending 30 minutes getting him up to a 6 on the emotional scale, my account was fragile. I would not be able to ask more Digging questions. This guy was not very willing to share anything. In this situation, I had to make a decision. Ask those tough questions and lose the interview, or have him answer multiple questions that may not have rich content, but would still be useful. I opted for asking multiple questions and gleaning useful information rather than shut him down as a resource altogether.
NOTES:
22
Sustaining the Emotional Bank Account

Keeping your subject emotionally involved with the conversation will sustain momentum. Your conversation and banter may be enough to carry it alongto clear the way for answers to deeper questions. But that doesnt always happen. Occasionally the interview is not progressing well. Its a struggle to keep it going. Your Emotional Bank Account is depleting. You need to raise it up again. So what do you do now? Find a unique achievement that is important to them While listening, jot down any points that could trigger energetic conversation. (this does not mean youre taking notes through the whole conversation) You may need this later on to get the interviewee more involved. As an example, David had invented a product targeted for women. I found he had a talent for something that wouldnt resonate with his typically female market.rebuilding motorcycles. Why did I pursue this topic with him? Because I was having trouble connecting with him. It was an attempt to show my genuine interest, and to get him more involved in the conversation. It worked. The excitement in his voice rose because I was interested in his unique achievement. This was important to him. Look for connection. "Absolutely, I agree with you let me ask you" These statements are affirmations. They create bridges from you to your subject. Be a person first, interviewer second As well as building rapport, youll get further in the interview by being authentically interested. It helps instill a conversational tone to the interview, rather than just rattling off a list of questions.
23
If you feel that the conversation isnt flowing - back off from the questions - see if casual talk helps lower their resistance to you. And most importantly Be Empathetic! You may need a few minutes to get into their frame of mindand stay there. Its important to stay connected with how they are feeling throughout the interview. Ask yourselfhow is this particular person reacting to the questions you are asking or the areas being discussed? To reiterate an earlier point, be certain that you are clear before beginning the interview. You have taken the time to clear your thoughts, your hectic schedule and any potential bias. Your subject needs to feel that you have no outside agenda, other than to listen to themwithout judgment. To empathize with your subject, simply ask how he feels about what youre discussing. This is not about what YOU feel its about what HE feels. This may reveal more potent information than anything you had planned to ask. Theyre going to tell you much more than you can imagine if they feel that youre just there to hear them. By following these simple guidelines, you should generate and sustain an engaging conversation. NOTES:
24
The Seven Point Emotional Bank Account Worksheet

1) Choose any one of the interview CDs 2) Listen carefully for dips and fluctuations of tone 3) Gauge the progress of the interview on the Emotional Bank Account scale
1 = Theyve just checked out 2 = Watching the clock 3 = Participating out of duty 4 = Interested 5 = Talkative 6 = Emotional 7 = Don't want to stop talking -- completely connected and on topic
4) List times and phrases indicative of changes in the Emotional Bank Account. Time: Phrase:
Time: Phrase:
Time: Phrase:
Time: Phrase:
Time: Phrase: Set up Disc 12 Robert Stover Interview Time: 29:00 30:20. Note when the question is asked to divulge some information, Robert states I cant share that one. Listen to his response when I ask if we can switch the topic. Hes slipped a few points in the Emotional Bank Account. Can you feel the difference?
25
Wisdom is the reward for a lifetime of listening ... when you'd have preferred to talk. D J. Kaufman
THE POWER OF LISTENING IS KEY TO AN INTIMATE INTERVIEW

As interviewers, our best information comes from speaking to clients, customers or experts. We dig for the whys for their motivations, purchases, or statements. An interview can reveal golden nuggets that wont be found anywhere else those valuable little tidbits which are the difference between a marketing campaign that stands out from the competition, or falls flat on its face. But our interviews the very basis of our marketing -- are only as good as our level of listening. Lets face it. Most of us are lazy listeners. Our conversations are punctuated with interruptions, challenges and statements like If I were you. or I know exactly how you feel! All well-intentioned of course, but totally disempowering. Would it be all that surprising to find out that the automatic listening we engage in leaves us feeling more isolated, or even more stressed? Feeling like no one else really understands or cares. When we listen automatically.. Were distracted. We cant wait to give our opinion. We offer either/or solutions. We cant understand why they just cant do what they should. And We dictate the direction of the conversation! But the good news is Theres one skill you can learn that will be the difference between: An average interview and a GREAT interview A work project well done and one that requires a re-do A strained relationship or a good one
26
What is it? Intense Listening! Theres a BIG difference between hearing and Intense Listening. Hearing is what we do every day. We hear things on the radio. Hear the neighbors dog barking. Hear people gripe about their relationships. But were most likely not Listening.
What exactly is Intense Listening?

Its listening with intent to understand the other persons frame of reference and feelings. Listening for the nuances, inflections and tone of voice. Its being tuned in to those little bits and pieces that are out-of-the-ordinary and original. Intense Listening, combined with empathy, is using your ears, your eyes and your heart. Its a tremendous deposit into another persons emotional bank account. Its deeply therapeutic and healing and gives someone a way to air their issues. Intense Listening means leaving yourself behindand focusing entirely on the other person what HEs saying, what HEs feeling. Not an easy thing to do. We go to a whole new level of total understanding of another person. It means not judging -- not thinking about what youre going to say next. Of course, this isnt a new concept. Freud emphasized it. Karl Jung pushed his students to master the art. There are numerous papers on the subject in the psychoanalytical field. This has spilled over into other areas of medicine and into the world of marketing. Stephen Covey felt this subject was so important that Empathetic Listening is listed in his 7 Habits of Highly Successful People as the MOST IMPORTANT type of listening. He states Empathetic Listening listening/responding with both the heart and mind to understand the speakers words intent and feelings. Listen for what is not being said. Think about this We all know of one person we love to talk to. Someone we can really open up with. You always seem to come away from the conversation feeling good, dont you?
27
Have you ever wondered why? Its a sure bet theyre a great listener. Remember your first real love? You clung to every word as if it was gold. They had every ounce of your attention you didnt argue or judge. The two of you felt like the most important people in the world. Perhaps you wanted to keep on talking late into the night, because you finally had someone who really listened someone who really seemed to get you. That is Intense Listening. Feels good, right? When youre in that heightened state of listening, your thoughts become more focused, undisturbed. Your ability to quickly process information and respond with insightful questions and comments is magnified. The depth of your concern, understanding and empathy is also magnified when youre in the zone.
Intense Listening isnt a passive process

To truly appreciate what the other person is saying, you need to be actively engaged. -- actively listening. This takes patience, practice and tremendous focused energy on your part. Ask questions dig for the deeper meaning what are they really saying? Gaining true understanding of another person -- not just becoming familiar with them -- is the goal of Intense Listening. We dont interrupt, finish their sentences or offer advice. If youre thinking this is difficult, youre only partly right. Its much more difficult to go through the rest of your life without this skill. Heres a partial list of the almost-instant changes youll experience once you start to practice Intense Listening. You will - Improve relationships - Deepen intimacy - Make better choices - Generate respect and rapport
28
- Resolve conflicts more easily - Create win-win situations - Make more money The list could go on and on Theres a BIG difference between hearing and Intense Listening. Hearing is what we do every day. We hear things on the radio. Hear the neighbors dog barking. Hear people gripe about their relationships. But were not really Listening. Intense and empathetic listening is about opening up with total understanding of another person. It means not judging -- not thinking about what youre going to say next. It means leaving yourself behindand focusing entirely on the other person what HEs saying, what HEs feeling. Not an easy thing to do. Youre not expected to fix or change anything. You dont offer your opinion.
There are very few listeners among us

I recently went out with a group of friends and found that they all wanted to be heardbut werent attentive to what was going on for others in the group. Because I was listening, I had 5 people vying for my attention before I knew it! They each had stories and perspectives to share. It was apparent that they hadnt been able to completely unload their experiences. They were starving to be heard. Within 5 minutes, I was engaged in a deep conversation with my friend, Jennifer, who is a social worker. She was frustrated with the lack of support from the administration and was recounting some of her reasons for these frustrations. Another friend, who works in the very same office, kept butting in with his own stories. Each time, Id steer the conversation back to Jennifer. Finally, the other friend started listening to Jennifer as well. He even said, WowI hadnt heard about that before. Honestly, he wouldve heard about it from Jennifer at work if hed been willing to put himself aside for a few moments and really listen. We see it all the time. People start out listening, only to unhook and run with their own agenda. The listening process is short-circuited.
29
Were overloaded and overwhelmed We all lead very busy lives. Think of who we listen to dailyspouses, children, parents, friends, co-workers, media, salespeople, etc. How can we possibly listen to every single message? We cant, so we need to allow our minds to wander. Or, choose which messages are important and give those our full attention. Preoccupations and distractions are part of our daily lives. Yet -- next to survival -- the greatest need of a human being is to be understood, affirmed, validated, and appreciated. How many people ever get to finish being heard? Just think of how allowing someone else to be heard will affect them. And, in turn, elevate your influence because youre willing to HEAR them. The long-term results in possessing the skill of attentive listening will be felt in both your personal and professional life. Quicker conflict resolution When dealing with an emotionally charged topic or crisis, focusing on listening helps both the talker and the listener remain calm. The core of the problem is identified much more quickly and the coolingdown process is able to occur. Higher self-esteem and respect An active listener gets along better with others, is perceived as confident and gathers more respect. Higher productivity If people are encouraged to explain problems and start working through them, their output and creativity levels increase. This pertains to business as well as relationships. Fewer miscommunications Better listening leads to better information. By listening attentively, youre able to more clearly see the issues experienced by the other person. The facts arent misconstrued by your own interpretation. Carl Roger (founder of humanistic psychology) offers this quote The way of being with another person which is termed empathetic means temporarily living in their life, moving about in it delicately without making judgments To be with another in this way means that for the time being you lay aside the views and values you hold for yourself in order to enter the others world without prejudicea complex, demanding, strong, yet subtle and gentle way of being.
30
Intense listening is not for wimps

It takes a great deal of security to go into a deep listening experience. How many of us can Let go of our ego long enough to understand another persons perspective -without feeling like we must defend our own position? Remain completely open to another persons experiences without judgment? Leave ourselves and our hectic lives aside while listening to someone else? Become vulnerable to another persons emotions? Its not easy, but the rewards are great.
Listening During Interviews

When we truly listen during an interview, were better able to use effective interviewing tools like Directive Questions This type of question will generate something of relevance from your subjectif its based on what youre searching for. It also provides your interviewee with a specific direction to go. Softening Statements - These help lessen the abruptness of your questions. One example of a Softening Statement is Do you mind if I ask Revealing Questions If youre listening, you can dig into the core of the material you want to uncover. One example of a Revealing Question is What was the most difficult part of that for you? (these types of questions are explained later in the manual) Were able to use these and other interviewing techniques in a more effective and heartfelt manner. The results you achieve will be nothing short of spectacular! An effective salesman seeks to understand the needs, concerns and situations of his customer. An amateur sells the product -- the professional sells the solution. But how does he find out exactly what the customer is looking for? An effective interviewer seeks to understand a persons motivations, experience and reasoning. Theres only one way to do thisIntense Listening.
31
Its all about viewing the world from another persons perspective. Youre able to step inside another persons shoes -- see the world as he does. Granted, this type of listening takes time to develop. But not nearly as much time as backing up and trying to correct misunderstandings. Think about this Its much easier than having to live with the problems that result from not giving others you care about the respect they need and deserve.
The DONTs of Intense Listening

Do not Tell the other person how to fix their problems When you offer a suggestion to someone on how to fix their problems, they may interpret it on a deep level that you think theyre unable to do so on their own. Compare what theyre talking about to something similar in your own life Comparing what theyre talking about to something similar in your life isnt the same thing as letting them know you understand. An acknowledgement of understanding should be stated briefly. The purpose isnt for you to engage in your story. Rather, it is to only indirectly reveal your sincere empathy. Keep it brief and not center-stage. Try to cheer them up Youre not taking their emotional state seriously. Change the subject - You should only do this if the original subject is concluded. Otherwise, itll seem as if the subject isnt important to you, though it very well may be to them. Interrupt As basic as this sounds, we all do it. From now on, dontor do it only sparingly. There have been interviews with Experts where it was necessary for me to stop them. Those times are rare. Here are a few types of responses we use when were not listening effectively Warning lecturing withdrawing sympathizing blaming moralizing scolding -- praising If were honest, were all guilty of responding in one or more of these ways. Using these types of responses is controlling and invasive. The result? Any real communication ends.
32
If youve been able to establish any type of real connection, it will most likely be damaged. On the other hand When we really deeply understand each other, we open the door to creative solutions and alternatives. Our differences are no longer stumbling blocks to communication and progress. Instead they become stepping stones to synergy.
WARNING: Practicing Before You Interview!

Whatever you do, be sure to practice your new listening skills before trying to use them in an important interview. If youre stumbling around, or uncomfortable with this new type of listening you risk permanently alienating the other person. Chances are slim youll end up with the results you were hoping for. An Intense Listening situation really can be quite delicateespecially if you came together as strangers. If youve been able to get them to open up to you - one wrong word can make them close up and feel embarrassed. Youll have to work twice as hard to get them to feel comfortable again. This Secret Six Intimate Interviews program teaches you how to avoid this. Using the various types of questions at the right times is crucial.
Here are some key points to becoming an effective and intense listener
Monitor Your Own Level of Focus Let go of what youre going to say next. Be attentive to the conversation, not to your responses. Possible comments to make are If I understand you correctly, you feel Why did it make you feel that way How did you feel when Refer back to what they said without paraphrasing their statement. Especially make note of any feelings they may have revealed.
33
Use Presence-Confirming Statements At first glance, these phrases may seem ordinary but in an active listening situation, they become extremely valuable. These are statements that show them youre listening. They make them feel youre with them. Uh huh Yes Really?" "Mm - mmmmm." "Interesting." "You don't say." "How about that!" Be Aware Of Their Tonality Pay attention to their tone, speed and inflection. This is the emotional content of the words. When youre present and tuned in to their tonalities, even your simple presence-confirming comments will carry more emotion. You will use them naturally, because youre picking up on the subtleties. Be Fully Present Instead of really listening, most of us are busy thinking about how we are going to respond what were going to say next - while the other person is still speaking. This is not being fully present and respectful of the conversation. Clearly, a listening connection isnt possible when we arent fully present. But if you are able to quiet your own internal chatter, youll be able to pick up the little nuances of what is being said and how theyre saying it. Youre able to respond based on those nuances what is REALLY being said - instead of just the surface material. External distractions are things that you can see or hear - things that may be impacting your other senses. A television turned on, a phone ringing or a noisy environment. Dont let your thoughts drift focus on the person who is speaking. We all have 100 other things going on in our lives, but those must take a back seat during the Listening process. How is this done?
34
Concentrate On The Speaker Face the speaker. Your shoulders and your face should be open and facing them completely. Dont angle away from them. This will force you to focus. If youre doing the interview over the phone, still be attentive to your body language. Its conveyed even if they cant see you. Spend time trying to understand what the speaker is trying to say instead of trying to figure out how it affects us or what we want to say in return. Questions should be not have an interrogative feel to them. Come From A Place Of Understanding Try to put yourself in their shoes. If you want to truly understand where the speaker is coming from, forget about your own situation and feelings. Try to see things from their perspective and frame of reference. Sounds easybut it takes practice. Never Assume We all do it. It could be that weve had a similar experience. Whatever the case, Its easy to think that we already know what someone is going to say. Instead, allow them state their point fully. Youll receive the whole message and be able to respond in a more open manner. There have been times when, although I thought I knew how someone would answer, they surprised me by taking it in a completely different direction. Typically this happened when I asked a follow-up question. Be certain you have their perspectivenot yours. Use follow-up clarifying questions such as "Tell me the whole story." "What did you do then?" "You used the word ________, what exactly did you mean by that? IMPORTANT - Check Your Emotions Be aware of topics and things that trigger your emotions. Increase your efforts to focus on a clear understanding of whats being said.
35
For example A lot of people are passionate about politics or religion. What are your views? If someone has an opposing view, how does it make you feel? Are you able to put your own perspective aside and really hear someone elses? Be An Active Listener Ask questions and seek clarification. Actively share in the speakers efforts to improve your level of understanding, whether or not you agree with their point of view. Have Them Understand That You Understand State your understanding, but be brief. You dont need to get into a full-blown story of your own life, but rather acknowledge an incident that may have been similar to theirs. Communicating is not just saying words its creating true understanding.
During An Interview
Seek first to understand Take yourself out of the picture. Dont allow your ego to get in the way of any valuable information you might obtain. By accepting them, you create a high Emotional Bank Account. Notice your responses - Are you evaluating the other person? Offering advice? These may be typical responses in communicationbut an effective listener does none of this. Be authentic. An individual will see right through you when youre not with them emotionally. If they feel that youre not being open (even subconsciously) they wont want to divulge or share any pertinent information. Always enter an interview as if youre getting together with your best friend, someone you can trust, someone who has something wonderful to tell you.
The Rewards of Intense Listening

If youre a copywriter Youll be able to quickly get to your Target Audiences objections, perceptions and hot buttons. This saves you time and quickly gets you directly into copy that pulls a higher response.
36
If youre an interviewer Youll get fresh, provocative insights and comments from the Experts. Also, word will spread that an interview by you is sure to generate positive exposure for them. In your business and personal life Theres nothing else like learning to truly listen. All relationships improve and understanding is achieved. Daring to be completely open to another person is powerful and instills trust. Try this experiment. The next time youre in a social situation, notice how many people are truly listening. Its going to be rare to find even one. Then practice Intense Listening. Just dont be surprised at how many people want to talk to you!
NOTES;
37
What do we want to know? The hidden objections the compelling story the hidden desires
Before we start the Secret Six Techniques, you should first understand how to utilize Directive and Secondary Questions. These will be used along with the Secret Six Questions to get the most out of your interviews.
Set up: Disc 8, Disc 9, Disc 11
Directive Questions
There are times when its good to just let your subject talk I call this letting him dump. Eventually though, you will be trying to get to specific information. Directive questions will help get you there. The Directive Question focuses in on your target, as well as softens the initial question. It will generate something of relevance from your subjectif its based on what youre searching for. Placing a Directive Question directly after your primary question also defines which direction the answer lies. If youre asked a single, direct question, you typically give back a singular answer. Correct? Were you speeding? Yes sir.
Pointed abrupt questions = surface answers. Avoid this at all costs. Imagine the same question, asked along with another. Were you speeding? Are you in a hurry to get somewhere? Yes sir. My wife is in the back seat having a baby. Okay, thats a bit dramatic but you get the point. The first question, Were you speeding? is a very direct question. Its rather intimidating when asked by itself. But by adding the second question, Are you in a hurry to get somewhere? you soften it. It also helps define the answer youre searching for which in this case could be the story behind the action.
38
The Directive Question will: Pinpoint the answer Soften the edge of that first question Help maintain the flow and momentum of the call Ask your first question. With the second (or Directive) question, define it for your subject. Dont let them go on blindly. Something to think about... A Directive Question leads them gently down the conversational path. It prevents the subject from having to pause then think, What did he mean by that? Lets assume youre in the middle of an interview. The other person has several topics on her mind. By stating a questionby itselfyou will stop that thought process. Shell be trying to guess which venue to go down. Its too abrupt and interrupts the flow of the conversation. Lets follow this as if in an actual interviewwithout a Directive question. Q: How do you know that? A: How do I know what? (Natural flow of conversation is immediately halted. Shes checking her watch, slightly annoyed.) Try this instead Q: How do you know that? Had you already tried the alternative? Can you feel how the disconnecting pause was prevented? To reiterate The Directive question complements the first question with something relevant to what you want to know. Its based on what youre searching for. Define it for your subject Dont allow them to go on blindly You define the conversationin a natural manner
39
*Each of the Secret Six Question types can take on the form of a Directive Question.
Listed are examples of questions followed by Directive questions found in the interview materials. Youll notice that very rarely do I ask one single, pointed question. Its typically followed up immediately with at least one or two more directive questions. Excerpts: Disc 8 - Brian Keith Voiles 2:40 How do you know that? How does somebody know it if theyre not? 7:40 How do you know that? If its such a choice, why isnt everybody choosing it? How do you know its a choice? Disc 9 - Brian Keith Voiles 10:45: And so, what have you done, Brian, when youve gone into this big huge starving crowd with lots of competition? Have you essentially become another 1 in the pile, or have you somehow differentiated yourself to attract your section of that niche market? How did it happen? Why did it happen? Who used to do that? Whos the master of artful writing from the past? Disc 11 - Robert Stover 27:20 So now that you know this, Robert, how do you apply it? Do you just kind of have your radar up that when you have this kind ofIll call it fear attentionare you better able to recognize that?
NOTES:
40
Set up Disc 1
Secondary Questions
While Directive Questions are used to clarify your first questionSecondary questions can be described as Digging questions. They were designed to direct your subjects focus towards something specific. To use them effectively Your intuitive radar must be up throughout the interview. Many times you will want to follow-up on something interesting or provocative your subject just said. Youre noting what theyve said and how theyve said it. Youre tuned in to their responses. Theyve tossed an intriguing comment or phrase your way. Perhaps answered your question with something totally off-topic. Thats a subconscious invitation to follow them down the rabbit hole Youll have to decide whether or not you really want to go there. Example: Disc 1 Sanitizer Product Interviews 53:55 Primary Question: Tell me another story about someone thats called the office. A: (goes into explanation of how a worker at a nursing home cut her finger on a wheelchair. The finger got infected and the worker died three days later from a flesh-eating bacteria) Secondary Question: So she had picked up something from that wheelchair? Listen for times when youve asked them something, and their response surprises you. Maybe its a curious inflectionor word choiceor you sense an underlying emotion. It may even trigger something in you, a gut feeling that this could lead to something interesting or useful. Trust your intuition. Example: Previously, you used the word painful to describe _______why did you use that particular word?
41
When you say ______, explain what you mean by that. Define that . What does that mean to you? Dragging them back out of the rabbit hole There will be times when the emotional bank account is going to be high. The person will become very comfortable, very talkativeand theyll go off-track. Depending on the subject, you may not want to pursue it. During one such interview, I struggled to bring my subject back on topic I was interviewing one of my clients customers and he was starting to delve into past emotional issues. I really didnt want him to go there. It took a couple of tries on my part to bring the conversation back to the subject at hand. As an example: My dad used to go down to the bar every night. I think my mom preferred having him gone. In this case, I really didnt want to go there. Lets look at it from another point of view If I had been interviewing my client, I would want a bit of background. But I would be looking for something less destructive like: Im determined to be a success because my dad never was. In fact his business went bankrupt when I was 7 years old, and he ended working for my grandfather. I swore that would never happen to me. Can you feel the difference? Its emotion-driven, but not destructive. The difference is... The above statement could be a piece of the clients Unique Selling Point. Hes driven. Hes motivated and this is part of the cause for it. It doesnt mean Id be interested in hearing about dads failed businessif it was coming from my client and not one of his customers. If Im interviewing one of his customers, Im searching for his/her reasons that they buy. This most likely will not include their traumatic childhoodUNLESS it directly pertains to your clients product.
42
So, how do you respond to an off-topic statement like My dad used to go down to the bar every night. I think my mom preferred having him gone. Bring it back on-topic. You start by acknowledging what they just said. Then you direct them back to the conversation you want to have. Huh, thats something. Now, Id like to go back to the article you were telling me about.. Do your best to make it as seamless as possible. Ideally, use something theyve already stated for the direct tieback. Refer to a comment or word, or use a transitional sentence to bring them back. Transitional sentences: Getting back to the ___________, could you explain that a bit more? I hope you wont mind, but could I ask you to define_________ Id like to go back to the point you made about __________ It would be really great if you could take some time to tell me about________ Previously, you used ___________ to describe _______why that particular phrase?
NOTES:
43
DIRECTIVE AND SECONDARY QUESTIONS WORKSHEET

Set up Disc 9 Brian Keith Voiles Interview List examples of 10 Directive Questions followed by Secondary Questions
1) Directive Question:
Secondary Question:
Secondary Question:
Secondary Question:
Secondary Question:
Secondary Question:
Secondary Question:
44
Secondary Question:
Secondary Question:
Secondary Question:
Secondary Question:
NOTES:
45
Overview of the Secret Six Questions

Follow the natural, conversational progression of the interview with the Secret Six. Open the interview with Rapport-Building questions and feel your subject become more relaxed and open. Offer them an authentic compliment. It goes without saying that your very real interest will elevate their willingness to speak freely. Once rapport has been established, the interview will naturally move into the Likeability and Trust questions. This helps build their confidence, and the conversation should begin to develop a natural flow. They need to feel that what theyre telling you is of utmost importance. Your job is to really hear them, as well as guide the conversation. Persona Questions are the starting point to defining your subject. Who are they not? What are some of their behaviors, lifestyles or patterns? By now, your conversation should be occurring rather easily. The next step is getting into the Revealing Questions. You want to know Why do you? How? As well as Why not? Asking some of these questions may bring them down a notch as far as being willing and open to providing answers. Digging Questions pave the way for emotion-driven responses. You may need to dip into your Emotional Bank Account, or the goodwill youve built with your subject, at this point. Then come the Questions for Emotional Material. Youre tuned in and listening to them. Knowing how to ask these questions and at what time provides your interview with great content. Who Should I Start With? I strongly suggest that you start with at least 6 interviews of friends and family. Youll become more familiar with the process, more comfortable with your role as interviewer, as well as recognize areas for improvement. Once you feel ready to do a real interview, start fishing in the smaller ponds, at least for a short while. Begin your first live interview with your clients customers, the less influential ones. If youre interviewing people for your own products, start with the lesser: experts. Theyll still provide you with great material, as well as allow you to hone your skills.
46
Tip: Until youve gained a fair amount of experience, interview more people than necessary. This will ensure you get the material youre looking for. Plus, by doing extra interviews early on, you will become a better interviewer in a shorter amount of time.
NOTES:
In order to do a great interviewan Intimate Interview, you must be able to determine the best time to ask one of the questions from the Secret Six.
47
Types of Secret Six Questions

Rapport Building - Likeability and Trust Persona - Revealing Digging - Emotional Its not enough to just blurt out the question. Your questions must be asked at just the right time; otherwise youll get a surface answer. You can work with surface answers, but deeplyconnecting material comes from the greater depths. Getting that richer, deeper material is the whole purpose for the interview. This makes the timing of when the questions are asked very critical. When you have built up the Emotional Bank Account during the interview, your subject will feel safe enough to give you emotional, deeper-than-surface material. Effectively prepare for what could happen during the interview by understanding: What will decrease the emotional bank account What will increase it How to prevent your subject from emotionally disconnecting Approaching this strategically will give you pure interview gold. You will Know how to control the emotional tempo Recognize when and how to ask the right questions Unearth the deep, underlying reasons they buy or dont buy. A comprehensive understanding of the Intimate Interview Process/Strategy will give you a decided advantage. Without interviewing, Only the top 10% of copywriters ever actually dig this deepand they generally do it on autopilot with no conscious idea of how it happens.
48
Without interviewing, It can take days and weeks to come up with enough content to create articles, e-zines, blog posts or e-books. But by using the Intimate Interview process, you will have access to expert advice, extremely valuable insights and market definition. Study and learn the various types of interview questions and their functions. By strategically positioning them within the flow of the interview, youll uncover the richest material necessary for great copy and product creation. Tip: By positioning the interview as Market Research, you can give yourself license to delve a little deeper if it serves the purpose. NOTES:
49
Set up: Disc 13
The SECRET SIX Questions

Foundational Questions To Get You Started The following questions are in basic format. In this manner, youll gain a clear and concise working knowledge of their purpose. Follow these up with a Directive Question to gain a more insightful answer. If necessary, use a Secondary Question for further investigation. After you become more proficient and familiar with the purpose of these basic questions, reference the Client Customer Expert Interview sections.
1) Rapport Building Questions

These Questions Help Loosen Up Your Interviewee, As Well As Reflect Your Genuine Interest In Their Product/Service Building rapport may happen in a matter of moments, or may take 10 minutes. It all depends on your approach, as well as your subjects personality. Taking this time to put them at ease will provide great value through the remainder of the interview. Why are you doing this? Why is it so important to you? How long have you been doing this? Tell me something you really like about your product/what you do What gets you the most excited about it? Why is that? Heres what I really want to know. I want to know If______________. How you_________. When you________. Do you__________. Can you_________. Have you ever Wanted to___________. Said_______________. Considered__________. Felt like_____________.
50
Ask these general questions until you can feel a flow to the conversation.
2) Likeability and Trust Questions

Begin To Form The Foundational Knowledge of Your Subject What do you most want people to know? What do you most want your customers to get from you? What does your product/service do like no other? What do you know that nobody else knows? Can you give a before and after example? How do you know that? this is a BIGGIE. It could help uncover the Compelling Story. Example: In an interview I did for a stock trader, I asked his client When you say theres a fortune to be made in trading, how do you know that? What were some of the indications? His reply was used directly in my copy.
3) Persona Questions
Your Radar Needs To Be Up In Order To Catch Inflections In Their Voice Which Indicate The Deeper Benefits or Key Points The purpose of Persona Questions is to look for material which creates resonance. Youre trying to find a common thread of the persona of the Target Audience A Persona Question will identify behavior patterns such as Definition of a Persona Question: Identifies behavior patterns such as Why do they make decisions about certain products How does the product fit into the flow of their day Why are they using the product in the first place Does it fulfill a goal they have Does it alleviate a problem Does it improve their lives
51
Were hoping to find out what is triggering their purchase, or motivating them. Tell me what you really like about _________. Whats your best experience with that? Directly follow up the moments where you can feel emotion coming from them. Tell me whats behind what you were just Saying. Thinking. Wanting to ________. After they have explained a pertinent event, ask them, Why do you think that happened? This will give you deep insight as to their perceptions and frame of mind in regards to that experience. Attitudes and environments are significant. For each product, there is a small set of personas.one of whom will be the primary focus for your copy. That one persona could represent hundreds of people with similar goals and behavior patterns which would benefit from your product or service. What youre trying to find out about your client, product or service is. How does this relate to the target audience? Who is the target audience? What does it mean to them? What is it not to them? What is it like? How is it similar? Get the customer to dump their perspective to you so you can tell where theyre coming from. This will help define if theyre part of the target market. Example: In conducting interviews for an Arthritis product, I found that a good portion of the TA was living alone, thus more motivated to be self-reliant.
52
They were more likely to try a new product. It was a common personality trait which built resonance with those most likely to buythat is the real TA. Tip: There will be times when the line between Persona Questions and Revealing Questions is quite blurry
4) Revealing Questions
Reasons They Buy -- Reasons They Dont Buy Exactly When They Buy Here are some questions you might ask a business owner or top salesman: Where do most of your sales come from? Why? Whats your best-selling product? Why do you think that is? What do you find easiest to sell? Who is it easiest to sell to? Why is that? After they explain a product/benefit, ask Is that a common experience for people? What is a not-so-common, but compelling result you see? Other Revealing Questions would be: How would you describe Why did you do it that way? What surprised you about the result? What kind of an experience was that for you personally? On a scale of 1 to 10 with 10 being Fantastic! and 1 being Awful, how would you rate that experience for you personally? Given your preference, is that the way you prefer to work? Why? Did you receive adequate credit for your efforts? Why do you think the situation was approached in that way? What was the most difficult part of that for you? Why? What did you think of that? Did that make sense to you? Should that have been done differently? Was that your preference? How would you like to have seen it done differently? If it was your call to make, how would you have decided? What was wrong with that approach?
53
If you had your preference, how would you... How did that decision strike you? What was your biggest frustration with... If you could do that over again, how would you approach it? Revealing Questions will provide you with rich, rewarding material to better define and get to know your client, or their TA. 5) Digging Questions Open The Door For Emotional Material While digging for information, youll most likely lower your emotional bank account. Thats why its best to soften these questions. Barging in like a news reporter and placing demands upon a person will likely end up with a door being slammed in your face, or a dial tone in your ear. Use qualifiers so your subject realizes that youre sensitive to the fact that the question may be unsettling for them. Examples of qualifiers: Please allow me to ask you If youd be so kind as to answer this. Tune in to when the light goes on for them. When do they really get it? How did you get to this point? What was the first step in that process? How did you come to this conclusion/result? Whats the #1 reason that ____________? Whats the one thing that _____________? How did your life changefor the better? Examples of Questions along with Softeners and Directive Questions from some of my interviews: Do you mind if I ask how much money you did lose? Who do you find are your customers? If you could describe your typical customer, how would you describe them? How do they come in contact with you?
54
Give me your quick rundown if Im a prospect of yours.give me your presentation, if you will. As if Im a new person. Just go through the basic questions for me. Do you know what your conversion is? How many actually become customers? Is it true that even if I have a run of the higher gains, if I have a loss its a higher loss so I kind of go back to zero? I want to get straight on the numberwhen youre talking on a modest trade, what category would you put that? So if you had one big tip to give to peopleone thing that youve learned thru your experience.what would that be? So continue then, with answering my basic questions on how the trades come in, how I get started, and that type of information. Explain to me what you go thru on a daily basison a weekly basis. At this stage, be especially alert when they use an interesting word or phrase. Follow up on it by asking Could you please define (interesting word or phrase) for me?
6) Questions for Emotional Material

Specific Questions For Deeper Insights Of course, youll get emotional material from some of the above questions, but dont stop there. Why do you think you feel/felt that way? Was it because of _____________? Key in on certain words or phrases, or add vocal emphasis. As an example, when people use the word especially, ask What do you mean by especially? When an emotion, such as enthusiasm or concern, is expressed, ask How did that make you feel? How do you know that on such an intimate level?
55
This is an adaptation on How do you know that?, but it goes deeper. This question needs to be asked in an authentic manner, but if you get the chance to do so, grab it. Work to bring out the emotion youre sensing. There will times when youll hit one of your subjects hot buttons quite by accident. This occurs because of your genuine interest in them. Youre tuned in and really listening to them. Why do they think or feel a certain way? This will help to bring out those underlying emotions. When youre reviewing your own recorded interviews, do you have a sense of what theyre feeling? You want to confirm this. So in your next interview, when your emotional bank account is high, ask them. Example: During an interview with customers of an arthritis product, I sensed a loss of dignity with the ailment. It was sensed, but they hadnt expressed it verbally. As an interviewer, I wanted to find out how emotional was it for the Target Audience. In my next interview, I wanted to find out. When the Emotional Bank Account was high enough, I was able to ask Sounds like youve even lost a sense of yourselfyour dignity perhaps (softens it) Is that so? Feel the difference in that question as opposed to, Do you feel a loss of dignity from having arthritis? BIG difference. Youre allowing her to tell you instead of you telling her. When in this situation, your subject may come back with Absolutely! Whatever comes next is gold. Other potential questions What you just said, __________________(ex: I decided at an early age I wasnt going to be like that), what exactly did you mean? At times, it isnt a specific question that triggers the emotional material. Its the comfort level that has been achieved which allows an atmosphere of sharing..
56
Example: Disc 13 - Alan Forrest Smith 56:00 Alan and I are discussing the lack of depth in much of todays copy. I asked him if he knew why that was. Heres his response One of the problems these days, Shaune, is that people have handed their brains overto TVto radioto iPod.to MP3.to videosto movies. He expounds, frustrated that people are on the information highwaytaking in so much information to the point of inaction. This interview is an example of a sharing of ideas, opinions and concepts, as opposed to asking a lot of questions. Following are a few more personal questions that may be used, dependent upon the comfort level of the interviewee. Reminder: Define your interview from the start as Market Research. Once the interviewee is comfortable, introduce a few of the following questions (just pick a few) by saying Now, Id like to ask a few of our market research questions. Were getting to know the type of person that (you or your client) resonates with. Do you mind if I ask a few questions about your personal preferences? Some basic personal questions to choose from: 1. What books are you reading now? 2. If you woke up tomorrow, and could do whatever you wanted to in those first four hours, what would that be? 3. Do you have a motto you follow in life? 4. If you could make one change in your life, what would that be? 5. What's the most important lesson you've learned in life? 6. What three words best describe you? NOTES:
57
Asking questions in a way that is conversational as opposed to a Q & A session is key to obtaining the very best material.
WORKSHEET FOR THE SECRET SIX QUESTIONS

Come up with 3 of your own questions in the following categories: RAPPORT BUILDING QUESTIONS 1)
2)
3)
LIKEABILITY AND TRUST QUESTIONS 1)
2)
3)
PERSONA QUESTIONS 1)
2)
3)
58
REVEALING QUESTIONS 1)
2)
3)
DIGGING QUESTIONS 1)
2)
3)
QUESTIONS FOR EMOTIONAL MATERIAL 1)
2)
3)
59
Client Customer Expert interviews

There are similarities in your approach to interviews with Clients, their Customers, and Experts. In all interviews, you want The Compelling Story. What is that persons history? How did they get to where they are now? What were their motivating factors to Develop their product or service (Client) Try the product or service (Customer) Expand their knowledge in their chosen field (Expert) Were looking for Real Life Tidbits. The Compelling Story. and the Reason Why However The types of stories you want from each of them will be slightly different. The questions you ask will reflect these differences. For example... With a Client, find what triggered the reasons to develop their product or service. Get their history. Is it a family-owned business that was handed down? Or was it something they started because it could fill a void in peoples lives? From your clients Customers, find out why theyre using that product or service. It must be solving a need or problem. Find what that problem is. How did it develop? How is it different now? What was their life like before using this product or service? When interviewing an Expert, dig for background information as well as informative tidbits on their area of expertise. How did they develop their knowledgeand why? Be tuned in to the deeper emotional reasons for all of the above. What occurred in their lives that motivated them to Try a product Develop a service
60
Want to share their knowledge Find that trigger point. With Clients and Customers, the interviewer is the authority of sorts. With experts, the rules change slightly. Be attentive to the feel of the various interviews on the CDs as youre listening to them. NOTES:
61
Interviewing a Client
Your client is an expert in their own business. Your job is to find what makes them uniquesets them apart from the competition. Ive had clients who feel that they dont have an interesting story. This has never been the case. In fact, what seems common to them may be extremely interesting to others. One of the easiest ways to find their story is to gently start digging into the background. It comes down to finding their specific reasons why. Find their past history
Sample Questions to Ask a Client

Revealing - So Im wondering what led you to Interior Design? Directive It seems like youve done a lot of things before Interior Design. What is your favorite thing to do? If you could wake up tomorrow morning and choose whatever you wanted to do in the next four hours, what would it be? How would you describe your clientele? Im guessing theyre somewhat affluent. Id like to hear more about that
Digging Directive -
Digging Directive -
Digging -
Emotional - You just said that youd love to see your business triple within the next year. Is that a nagging thought for you? Secondary - Do you have this thing in your mind saying that theres something you should be doing? Emotional - What things bother you, or things youd like to improve about your business? Revealing - What would you attribute your interest in ____________ to?
62
Digging Directive -
Tell me about that. How do you know that on such an intimate level? How, exactly, would you describe your perfect customer? (this gives you a sense of their defined Target Audience) Why did they buy from you at that specific point in time? (defines motivating factors) Would they refer you to others?
Digging -
Digging -
Digging -
Secondary - Why? If not, then why not? What specific benefits do they see in your competitors product?
Digging -
Even when you think you know the answer, ask them. How do they feel itsay itexpress it? Get it from their heart and soul.
NOTES:
63
CLIENT INTERVIEW WORKSHEET

What other questions could you ask a client? 1)
2)
3)
4)
5)
64
Interviewing Your Clients Customer

Youve been hired to interview your clients customers. With this type of interview, your primary focus will be on the reasons why. Why did they feel the need to try this product What problem is it solving What have they already done to try to solve the problem What emotions does having that problem bring up for them What can they do now that they couldnt do before using the product What was their life like before using the product Most importantly, allow them to feel your genuine concern and interest. Their problem and the solution is your focus. Be on the lookout for odd or standout words and phrases. These are not your typical Its a good product answer. Your ears should perk up when you hear them say, Absolutely! or Without a doubt! These are stronger emotional statements. Dig in. Find out whats behind them. Follow up on these statements by asking What do you mean by _______ Could you define _______
Sample Questions for Current Customers

Revealing Directive Tell me that story. How did you come across (product or service), and what happened from there? Tell me a little bit more about that. Had you already tried other things instead? Then what happened? When you say _________, does that mean __________?
65
Digging Directive -
Digging -
Digging -
Emotional - How do you know that? Directive How do you know that this works better than XYZ product?
Emotional - You say that with such certainty. Directive Why is that? Of all the things you can now do in your life (because of the problem being solved), what is the thing of which youre most appreciative? What makes you the perfect customer for this product?
Digging -
Digging -
Revealing - On the day that you bought the product, what was motivating you on that day vs. the day before? Secondary - What made you really need a solution? Have you referred the product to others? If so, what have you said to them?
Digging Directive -
Sample Questions for Prospective Customers

Digging What would be your greatest motivation to try this product?
Secondary - What would be another reason for you to try it? Have you tried a similar product in the past? What would prevent you from buying it?
Digging -
Digging -
Secondary - Fill in the blank I wouldnt: try it if ________ Whats: the one thing youve have to know for sure before spending money on this?
Persona -
Secondary - What else would you need to know?

66
Ask digging questions If you were going to recommend the product to someone, and for whatever reason they were reluctant to try it, what would you say to them? And, if theyve already told others What did you say to your friends and family when you told them about the product? Keep in mind this is the dumping. At the end of their reply, ask If there was one more thing youd say to someone who was reluctant, what would that be? Keep bringing it back When youve asked a digging/tough question, and the reply was short, its good to reiterate the point back to the interviewee. Example: Q: When you say was there anything in particular that drew you to this product over another? A: I looked up the ingredients, and figured lets try this and see. Q: Had you tried other products containing any of these same types of ingredients? How have those worked? Reasons to reiterate (or bring it back) It keeps the conversation going Acknowledges the point they just made Helps them to feel like youre with them Theyre still present to that point their mind is able to search for other comments connected to it. Make them feel their input is valuable. Your interview will be much richer for it.
67
CUSTOMER INTERVIEW WORKSHEET

What other questions could you ask your clients customer? 1)
2)
3)
4)
5)
68
One of the questions I get asked the most is,
How do I approach experts for interviews?

First let me say this Once you know how to actually perform an Intimate Interview, you will know that you have a great experience to offer. Experts love a great interviewer! Ask any expert about their favorite interview, and youll hear just how much they enjoyed it. It really is a memorable experience. When youre able to create that experience, youll have a confidence a knowing of what you have to offer. To get this depth of understanding - Read this entire manual - Do the exercises - Listen to the CDs - Read the manual again - Do the exercises in your weak areas - Practice, practice, practice!!! Also, record a few of your practice interviews and review them to find the areas you could improve upon, as well as what you did well. It doesnt take a long time to acquire these skills, especially when you consider that youll be using them throughout your whole life! When you do approach an expert, be enthusiastic. Theyll sense that youre an above-average interviewersomeone that they want to be interviewed by. You could also mention a person you just interviewed, and their positive response from that interview. No question about it, I highly recommend you start with a few practice interviews. Not just to build your skills, but to heighten confidence as well. Most Experts Want To Be Interviewed! On top of the engaging experience you have to offer, heres their big Reason Why
69
All experts know the power of exposure the power of sharing a piece of themselves as a sample of who they are and what they do. This is particularly true if the expert happens to currently be promoting something. They have something they want to spread the word about, and an interview with helps them accomplish that goal. No question about it, theyre always ready for free exposure. Simply put You will offer others a piece of that experts knowledge, a provocative comment or something revealing. In exchange, the expert gets introduced to a new audience. Thats win-win! So if an expert feels itll be a fun experiencean engaging interviewand they can get free exposure, thatll usually do it. A few tips on how to leverage moments into big interviews Opportune moments: One of the best times to ask for an interview is at one of the experts own events or especially at an event where they are speaking where they arent as consumed with the running of the event. Its somewhat assumed that if youre there, then you must be somebody. At the very least, you have paid to be there, so there is an economic relationship. You have paid to see them they appreciate that and are open to reciprocating if they can. Not to mention that they are in share information mode. In fact, I once saw a guy who simply brought a Camcorder to an event. He hung out in the hotel and used chance meetings to pull experts into an unused portion of the hotel restaurant to do video interviews. I know because he interviewed me! Leverage Who You Know This is quite simple and straightforward. Whatever your topic or niche, ask others who they know in that particular field. Leverage that relationship to score interviews.
70
Start by explaining your project Ive put up a website called _________.com. Ill be interviewing experts and offering the recordings. (these could be free to generate viral traffic, or as a paid-for info product) I was wondering who you might know that _______________ Getting To Top-Tier Experts For experts that are a bit less reachable, you can start where youre at. The points above are powerful. They can get you at least second-tier interviews. Once youve done enough of them and created a couple of great pieces from them, youll be building your reputation as an interviewer. After each Intimate Interview when you know theyve enjoyed the experience their Emotional Bank Account is at a high level. You can ask them who they might be able to introduce you to. Eventually one of them, based on the success of your interview, will endorse you to a top-tier expert. So, in some cases youll need to climb the ladder. Keep in mind Sometimes the second-tier interviews are better, especially when it comes to being provocative. They want exposure, so if they have something strong to say, theyll be more willing to let it go. Not to mention that you may be able to get a second-tier expert to reveal something about a top-tier expert. Provocative and Revealing dont have to come from top-tier experts to go viral! What if you havent gone to a seminar, or other places where experts hang out? Heres something else that works I like to call it Getting Scrappy. Are you determined to get that elusive interview? The one that you just know will provide you with top-notch material? It can be done. Just perhaps not through the typical venues.
71
The best way to describe it is to show you how Ive done it. Heres how it all began for me. With an authentic desire to learn from others, I began buying their programsgetting on their mailing lists. When I came across an item or statement that I appreciated, Id be sure to email or call them to let them know. Most times, Id get a response. To me, this was a door-opener. A dialogue would develop and before too long, I was able to get them on the phone for an interview. A relationship was established due to the previous rapport that had been built. Also theyd leave the interview with a positive opinion which paved the way for future communication.. These relationships have been leveraged for mutual benefit. We all profit from them, as there isnt a feeling of being used. Getting experts, or anyone for that matter, to hang up the phone after an interview knowing it was a mutually beneficial experience is key. Becoming proficient in the Intimate Interview process will raise you up to that level quite quickly. Still, youll need to work to get the interview.
You may encounter reluctance from experts

Ive been on both sides of being the interviewer and the interviewee. You dont truly appreciate a good interview until youve seen what else is out there. A bad experience A woman asked to interview me, and I gladly agreed. She came to the interview with more than just a little arrogance. She didnt allow me to make a single point without letting me know that she already knew thateven though she was furiously scribbling notes the whole time. She reminded me of a vulture -- just perched there -- waiting to verify that she really didnt need to speak to me. She was a taker who had no interest in making the interview a win-win situation. I wrapped up the interview and felt like Id been taken advantage of. That single experience has made me much more cautious. Your experts are most likely doing the same. Give them a reason to say yes.
72
So if an expert hesitates when you offer to interview them, its possible theyve had a bad interview a bad experience. Its up to you to make it a thought-provoking and enjoyable experience for all involved.
Be Fluid and Aware

WARNING: An interview with a top-tier expert can make or break you. If you dont do it well, youll lose stature. The flip-side also holds true if youre able to pull off an engaging Intimate Interview. Do the Research If at all possible, speak to someone who knows the expert a secretary, a friend, etc. They may be able to give you some interesting tidbits about that expert. What are some of their former occupations hobbies life experiences? Just a few simple facts are enough. You want to keep some surprises for the interview. If you can tap into these early in the interview process, itll get their engine running right away. You now have them paying attention to you and out of the Here I goanother boring interview mindset. As an example I happened to learn that one of my clients was an avid animal rights activist. When I brought that up at the beginning of the interview, I learned he was currently involved in a large campaign to end bullfighting. It clearly was a passion of his. It got our interview off to a great start, and I found his views highly interesting. As we were getting ready to wrap up the interview, he delayed some real estate investors in order to spend more time in conversation with me. THAT is a sign of a connected Intimate Interview! By doing your homework, you may find some unique traits or interests of theirs. At the same time, be sensitive to information which they may not have wanted to share, or could potentially be embarrassing.
73
So what happens if I have an interview that I just cant pass up but dont have much knowledge about the subject matter. This may occasionally happen. Its not the ideal situation but you can still make it work. Lets say that youre set up to interview a bass fishing expert but youre not a bass fisherman. What do you do? You interview one or two bass fishermen first. Create a connection, understanding and empathy for that Target Audience. Youll get to understand the struggles, the questions, and the nuances of the questions that theyd love to ask an expert. Keep your ears tuned for the language they use. Shad..breamlargemouth. If you become familiar with the common terms, your interview will flow much more smoothly. TIPS FOR INTERVIEWING EXPERTS Be authentic and sincere Develop your listening skills Prepare for the interview Keep the objective in mind Write down potential questions as a guideline not a map Gain permission to ask one more question at the end of the interview Review your recorded interviews what did you do wellnot so well
Notes:
74
Interviewing the Experts

Its best to interview experts in a niche that you are into. The rapport and comfort level will come quickly, because youre both passionate and knowledgeable on that particular subject. Youll be better in the interview when you have your own need to know. When doing research on the expert, realize theres a big difference between being in the know and knowing too much about the person. Give yourself some room to be pleasantly surprised by some aspects of their business or personality. Allow experts to be the authority, but subtly let them know that you have your own knowledge in that area as well. How? When asking for an interview, Preface it with an authentic compliment Make a specific reference to the information that you like Let them know what you want to know more about. Example: I really love the model you use for creating viral SEO traffic. It appears amazingly simple, but must have taken you a while to figure it out. Would you allow me to interview you about that? That real-life authenticity shows that you are into it you're not just "doing an interview" Also, give them a reason to say yes! Let them know this isnt going to be a typical interview. I promise this will not be a lame Q & A session. It will be an intimate experience. We're both going to learn something during this time. Do NOT interview when youre bored with a topic. It cant help but show. When listening to my interviews with the Experts --Alan Forrest Smith, Brian Keith Voiles, Robert Stover and Trey Smith -- notice the more conversational tone we have. Theyre willing and eager to share insights on their chosen fields.
75
More importantly These are subjects I cant get enough of myself! We already have established common ground before going into the interview. Use those interviews as examples of using tone of voice to build momentum. Mirror their speech patterns and tone to build rapport In order to build or add momentum during the interview, take your tone about notch higher than theirs. Be sure to reflect enthusiasm in your voice when theyve said something you appreciate. One thing to be conscious of is that they may have done many interviews around the same subject matter and have a rhythm to their interviews. We need to give them promotional value in exchange for their time. Also, were looking for something deeper more revealing than their standard, canned presentation. This can be done by using the Intimate Interviews techniques.
Youve practiced, become fluid and have an Expert interview lined up -- now what?
Interview experts on their success, not How To Get Rich We all know that success doesnt always mean money. There are experts in every niche with varying degrees of income. For example A top horticulturist doesnt earn as much income as a professional athlete, yet the extensive knowledge base is there. Theyre still considered an expert. The depth of the interview is a good reason why its SO important to interview people in a niche youre interested in. Your authentic enthusiasm will ignite the conversation. The sharing of ideas and perspective will be appreciated. Theres a perfect time to do an interview There are a few things to consider before you do an interview. What level are you at, personally? Consider this When youre brand new to a topic -- a newbie -- theres a different flow to the conversation than when youre familiar with the ins and outs of it. So what does that mean as far as your interview?
76
Take into account your audience your listeners. You should know more than your audience does Otherwise, youll bore them to tears. The basic material may be too low-level for them, unless theyre also just beginning in the same industry. For instance, lets say youve started a DIY (do-it-yourself) site for home ownersbut youve only swung a hammer a few times in your life. Do you suppose an interview with the carpentry expert on how to use a sander will hold the interest of someone whos already moved on to building a wraparound porch? It wont. Theyll quickly realize that your information isnt relative to them and move on. You need to be at least one step ahead of their learning curve. . As you become experienced, your interviews become more finely tuned The more interviews you do on a topic, the more you learn. Your level of knowledge rises significantly. Your ear becomes finely tuned to the interaction from the higher-level experts. You have a good working knowledge of the topic. Youre now able to allow the experts to speak about something you may already know. The great thing about this is that now you notice the subtleties. While theyre speaking about something with which youre familiar, your mind can attentively listen for the nuances in their voicethat unusual word they just usedthe inflection when they speak of their past. Be a detective. Youre looking for clues especially if youre well-prepared. Once you hear something thats different, bring it back. Many times, the result is something theyve never said beforenew and provocative material. Tune into the tonality in the experts voice. Chances are theyve been allowed to run along the same track of patter. Heres what happened to me I interviewed a copywriting legend, and it was extremely difficult to break him out of his ingrained habit of providing sound bites. He was running along full steam, disregarding my attempts to divert him. Finally he finished his spiel and I was then able to get to the real conversation.
77
At the end, he happily told me, This has been most exciting. I love the way you interview!
The experts have needs

Keep in mind that each expert has promotional needs. Part of building the EBA is allowing them to feel as if these have been met. After that point, theyll be more wiling to give you what you want. Getting that provocative comment Picking up on the inflection in their voice can take the interview in a whole new direction. Decide if its one that you want to follow. A word of caution You run the risk of being annoying if you dont frame your questions in a softening wayespecially if its a sensitive topic for them. Frame your question carefully. Such as Well, anybody listening to this is going to be wondering so I need to ask. Do not challenge them, or the interview may be over very quickly. Bring up an opposing view without challenging them. You can easily do this by asking a question such as, So what do you think about________? Self-deprecating comments Every once in a while, your interviewee will make a comment when they catch themselves expressing a trait or habit that others have labeled as unusual. For example, a self-taught intellectual expert made a comment on his excessive book-reading -- that it was neurotic. I turned that around and said that I didnt so much see it as neurotic, but passionate. Do you see how that relieves them of feeling like theyre being judged? The same goes for my interview with Karen, (on one of the included CDs). She was starting to go off on her awareness of germs, then stopped. She then said, I suppose Im being a bit much. I assured her that perhaps the rest of us should be as concerned as she was. That allowed her license to feel free to be herself.
78
This is what is meant by listening and picking up cluesintense listening with empathy. Were allowing people the freedom to speak without being judged. Not only does it improve the interview, but allows for much richer interaction and communication.
The Awkward Momentshow to handle them

The occasional awkward moment is going to happen. You may not be able to avoid them completely, but you can be prepared on how to deal with them. The interview isnt going anywhere You have a feeling of dread. The last few questions have been dead-ends. The answers have been lame short. The EBA is slipping. Youre thinking that this interview is dying. Perhaps your questions have caught them off-guard. Youve gone into a place where they refuse to follow. Its time to back it up. In as gracious a way as possible, go back to an earlier topic that they were excited about. Make a connection. Earlier you were saying _______ about _______. Did you have any early indications as to the success youd achieve with it? Become familiar with this manuals section on Conversation Lifters. These can be used at any time during the interview if you feel the energy level dropping. If that doesnt work, refer to your list of back-up questions. As long as its not abrupt, you can take the interview in another direction. In order to do so Use a softening statement and a directive question that lets them know what youre doing. Now Id like to take this in a different direction. Youve done some great work with _______.... Id love to know more about that. Or even, Since most of the people listening to this are (entrepreneurs, business owners, dog groomers) what could you tell them about ________?
79
Hint: You can sense the interviewees discomfort when the answers start getting shorter. You can either change your approach when you notice this happening, or dig into the EBA if you feel theres a real gem a provocative statement behind it. What if they cry or get emotional? This is not planned, and can take you by surprise. Your interviewee may get emotional. The time it happens is typically 30 - 40 minute into the interviewwhen the level of trust has been attained. The guard is down. Theyre connected. Keep in mind that it isnt your fault. You touched on a sensitive area in their lives. There should be no regrets on either side. Acknowledge the fact in a soft way. Then use a bridge from where youre at to a safer ground if necessary. Offer to pause. I had an experience where I asked an expert about his motivation and drive and if it was tied to a specific event in his past that wed been discussing.he went silent. I asked, Are you still there? When he replied, his voice was cracking, so I knew that Id hit a nerve. I offered to pause the interview, but he said No, just give me a moment. He did bring himself out of it, but the next few minutes were undeniably awkward. A good interviewer constructs the safety net. There has to be an element of security in the environment youve created during the interview. In order for that sensitivity to be triggered, there has to have been some kind of lowering of the wall. A feeling of refuge where its ok to be more vulnerable. Theyre annoyed You caught them off-guard with a comment. Taken them in a direction they dont want to go. To handle this, go back to the topic that they were excited about. Did they use interesting or provocative words to describe something? Did you feel there was more to an answer that could be explored? Or you could even find out the history behind a particular achievement. Try to salvage what you can.
80
If your Expert has a large egolittle patience Occasionally, youll run across an expert who is quite taken with him or herself. What this means is that you cant be too casual at the start of the interview. Ask them if you can call them by their first name, or if theyd prefer their more formal title (Dr., Mr, Ms, etc) Do your homework to show them you know who they are. Be respectful but still be natural. Use humor only if it pertains. Be your authentic self. The Expert isnt familiar with a topic you bring up This can create a loss of momentum to the interview. By doing homework ahead of time, youll be able to avoid this type of landmine. Once you realize its a dead-end, back off and take it another direction without making the expert feel inadequate. Ask questions that show they have valuable information to share Begin the interview with easy questions. Refer to the Rapport-Building section. Some people will ease into it quickly, others will take a bit more time. Your goal at this point is to Raise their comfort level Reaffirm that there is value to their information Increase their confidence levels by displaying their knowledge Begin your understanding of their mindset Create connection When interviewing an Expert, dont assume you dont need to boost their confidence. They also need to feel your genuine interest in what they have to say. Generate questions for experts based on their area of expertise These will be very specific to them and their field of expertise.
81
Lets say youre interviewing a womens soccer player. The questions youll be asking will vary from those you would ask a naturopath. But, the categories for these questions would be the same. Such as Experience What is something theyve changed Regrets - Something they wish they hadnt spent time on Perception What does it really take? Advice What are suggestions for a novice to speed up his learning curve? Ask questions with strategic intent!
The Expert-Directed Interview

You may come across a top-tier expert with a very strong agenda whos used to getting his or her way. Though these people are prime interviews, it can turn into a verbal wrestling matchor a power struggle. Example: I interviewed a world-renown icon in the personal-development field. The end result was to be a promotional marketing piece for his organization. Throughout the interview, he was aggressively running through his own conversation. My attempts to slow him down or divert his patter were largely being ignored. A man of very high intelligence, he was used to imposing his own pattern on any conversation. It was like trying to stop a runaway train. My initial attempts to back him up on a subject were uselessso I let him go. It was only when I felt that the EBA had been built up enough that I could really try to put the brakes on him. Several times I tried. He wasnt having any of it. Finally, I yelled, HOLD ON!!! and laughed. That got his attention. (though I dont recommend that approach until youre highly skilled) We were then able to progress through the rest of the interview in a more relaxed manner and he allowed me to get some rather interesting and provocative material from him.
82
The interview turned out well and was enjoyed by both of us. The following day, I got an email from the experts marketing manager
(Expert) was very impressed about the depth of the interview - he asked a lot of questions about you.
I was able to construct a win-win situation out of something that was clearly headed down a one-way street.
Expert Interview Donts

Dont ask a question with the wrong intention dont try to annoy them or stump them Dont have scripted comments its not authentic and its easily detected Dont slow the momentum by dealing with contact details, etc. Save it for the end. Dont steal their thunder. Their EBA may not recover. Example: I was interviewing a millionaire, and he was trying to make the point that people tend to only remember the #1 person in any area. He asked me who the #2 golfer in the world was, and I knew the answer. It completely destroyed the point he was trying to make and I had to work at getting the EBA built back up. Notes:
83
Strategic Questions For Experts

Modify these to fit the type of individual and niche. Make them more specific. Team them up with a Directive or Secondary question to get the best material. Experience What have you done to get to where you are now? Have you taken missteps along the way, and how have you learned from them? What wouldnt you do now that you did before? Was there a turning point decision for you? What was that? What circumstances helped create the opportunity? At start-up, what is something creative you did to lower costs? What steps have you take to achieve ___? How did you know to do that? Create 3 of your own Experience questions youd like to ask an expert 1) 2) 3)
Regret Looking back, what would you do differently? Have you gambled and lost? What did you learn? Is there something you wish you had done that you didnt? What was your most expensive mistake? Create 3 of your own Regrets questions youd like to ask an expert? 1) 2) 3)
84
Perception What does it really take? What has been easier/more difficult than you expected? Besides perseverance, positive thinking and never quitting, what would you say is the number one personality trait to develop? Whats the one thing you seemed to just figure out as you went along? What changes do you foresee in ______? How does your vision differ from other peoples? Create 3 of your own Perception questions youd like to ask an expert 1) 2) 3)
Advice What would be your number one shortcut? What is your advice to a novice hoping to reduce the learning curve? Besides setting goals, learning time management skills and ______, what is the best activity/thing you would recommend we get better at? Create 3 of your own Advice questions youd like to ask an expert 1) 2) 3)
85
Other questions to ask an expert In all successes there are circumstances there are variables. What is one of the things that has happened to youopportunities you have created around unique circumstances? Its something that could only have happened due to a certain chain of events Besides setting goals, learning time management skills and ________,what is the best activity/thing you would recommend we get better at? Use the following as idea-generators for questions along with Directive Questions and Secondary Questions. Fine-tune them for your expert. What does it take to be a success (indirect compliment) The best decision youve made A decision you wish you hadnt made. What did you learn from that? Something youd like to learn A challenge in your life A miracle youd like to see happen A person who motivates you The best piece of advice you received
Notes:
86
***SPECIAL NOTE: This is a highly advanced technique not to be used early in your interviewing experience.
The Predetermined Set-Up

This is a sometimes risky strategy to use, but can yield provocative material. Keep in mind that this is done with the best of intentions, not to stir up hard feelings. Think of something you want to know ask or get out of the interview. Youre going to know ahead of time what it is youd like to have happen. From that, youre going to ask say do something early in the interview that will potentially create an opportunity. The Set-Up is all about warming up the predetermined question, comment or topic. The warmer it is, the better chance of a response. Though theres no guarantee that well get a responseit just gives us a bit more of an edge if it is to happen. The Emotional Bank Account comes into play, in that it is a form of the Set-Up as well. Your accompanying question or comment is a complement to the EBA. The Predetermined Set-Up is the ULTIMATE payoff but you should be skilled at asking the basic Digging Questions before attempting this. The Digging Questions will lower the EBA, so you need to be comfortable and familiar with how to increase it as well. Theres a risk that the EBA may not recover fully from asking a Set-Up question. Itll take courage to ask this type of question. Steps to Follow 1. Predetermine the provocative comment, gold nugget or outcome.. 2. Prepare the predetermined question or comment. 3. Look for an authentic compliment or other relevant reference. 4. Remember to look for associated like provocative comments gold nugget or results from another connected person who youve interviewed. 5. As usual, work at increasing EBA. 6. Look for the opportunity to ask your predetermined question/comment.
87
7. Dont be too attached to it. This should flow within the interview as seamlessly as possible and not be out of sync. Be conscious about seizing the opportunity. Example #1 When you first get on the phone, you may ask a question/comment relative to somebody/another expert you may want to use as a point of reference later in the interview. Reference that person in passing. I notice that you were working with _____ on the ______ project. I was intrigued by the way the two of you _________. This enables you to refer back to that person at some point. It wont be cold. For example, If youd like for your name to be passed along to them for a future interview, youve already made mention of their name. Example #2 During an interview, I had an expert say something positive, as well as negative, about another expert. As it turned out, I was given the opportunity to interview the expert who was spoken negatively about. Of course, this creates a tremendous opportunity for a provocative momentas well as an opportunity to dramatically lower the EBA. I go into this interview knowing that if I can get the EBA high enough, Ill ask this expert what he things about the comments (both positive and negative) To set this up, Ill make a comment about the positive comment made. This will be done early in the interview. Then, use the Intimate Interview process to build the EBA. Once again, Ill reference the positive comment -- then gracefully also bring up the negative comment. The best outcome will be that the expert makes a positive comment then make a negative one as well. Again, Ill only do this if its done good-naturedlynot to start a fight. Im just looking for an unusual, atypical comment that will make this a rare interview. Example #3 I interviewed a millionaire with a diverse portfolio of ventures. The greatest jewel I can get from him is a stock tip.
88
Early in the interview, I compliment him on his success in the stock market. Also, (if its true) Ill bring up that another expert gave me a similar piece of information. This helps it seem more normal to pass along this type of stock tip. During the interview, Ill be looking for opportunities, once the EBA is high, to ask specifically what was the last stock he invested in. Consider that its already been framed as a normal occurrence by another expert. (a mild form of peer pressure) Ill only ask him if it works or flows into the rest of the interview. This is information he holds tightly, and wouldnt normally give away. By bringing up the topic early, Ive helped him warm up to the idea. My authentic compliment early in the interview makes my question not so cold. Its going to pause him whenever I do ask him. The EBA needs to be high at the right time. Most of all, keep it a win-win situation. Itll be memorable, enjoyable and help create lasting relationships.
89
EXPERT INTERVIEW WORKSHEET

What questions could you ask an expert?
1)
2)
3)
4)
5)
90
Wrapping Up The Interview

Become proficient with graciously closing the interview. Have an exit strategy in place. Before you exit an interview ALWAYS ASK THIS ONE VERY IMPORTANT QUESTION Is there anything else? This can prompt them to dump some very rich material that theyd been holding back. Then wrap it up. Feel free to use any variation of these options: I want to thank you very much. This was good, as I would have expected. Thank you! I wouldnt mind if you would read through my siteif you have something nice to say about me, Id love to include it. Unless you have anything else to add, Im going to thank you for your time and let you get back to (whatever they may have mentioned they were doing earlier) Genuine compliment You are an underground copywriting secret! I cant thank you enough for doing this interview and confirming for me and a lot of other people that what were doing is extremely valid. Im grateful for the opportunity to have spoken to you and shared some insights. Thank you. Thanks for shining a light on how we can do it different. Youve been absolutely brilliant! Thank you for your time. I truly appreciate your insights. Thanks again. Specifically for a client or clients customer: Im going to send an email to you. Any thought that comes to you, feel free to email it on over. I really appreciate your time. Theres one more story. One more opinion. One more very valuable insight. In essence, an interview that may have appeared to be over still has ten minutes left. This last ten minutes might contain one of the richest pieces of material from the interview
91
Example: On Disc 1, youll hear what is most likely one of the most challenging interviews Ive ever done. Even the smallest piece of information was tough to extract. I was certain the interview was over. Needing to regroup my thoughts, I asked the subject, Is there anything else? The effect was immediate. He began churning out great content. Just asking that single question elevated the material in the interview from substantial to rich and rewarding. NOTES:
92
Set up: Disc 8
Effective Interview Techniques

If youre not using these techniques, youre conducting a lame Question and Answer session Youll be able to provide great interviews by embedding these techniques. Set a Comfortable Tone Begin the interview with easy questions. Refer to the Rapport-Building section. Some people will ease into it quickly, others will take a bit more time. Your goal at this point is to Raise their comfort level Reaffirm that there is value to their information Raise their confidence levels by displaying their knowledge Begin your understanding of their mindset Create connection - When interviewing an Expert, dont assume that this isnt a necessary step. They also need to feel your genuine interest in what they have to say. Be Present This sounds simple enough, right? But just being a willing ear isnt enough. You need to allow people to speak be themselves. In one particular interview, the woman actually said, You might think Im a freak when speaking about her concern with germs. What she was really saying was Are you comfortable with this conversation? What did I do? I supported her opinion made her right. I said, I dont think youre a freak at all. I just think youre very aware and the rest of us should be as well. What happened next was She dumped even more and really got on my side.
93
If you can learn how to interpret peoplebecome awarethen youll be successful. Its all about Really listening Reading between the lines Knowing how to direct it Realize that when he/she says ___________, then what theyre really saying is _________. If its something positive, magnify it. If its an objection, overcome it If its a question, clarify it. Long Pauses Pauses are part of natural conversation, but may seem uncomfortable during an interview. These lapses may occur for a number of reasons. You should anticipate lulls during the interview. For the times when its moving slow, its okay to ask a question here just for the sake of keeping it going. But that being said Once you start unearthing information in an interview, its likely that youve dug into uncharted territory. The interviewee may need time to find the necessary descriptions. Pauses allow them the opportunity to verbalize their emotions and reactions. Give them as much as 15 - 30 seconds. Especially if was a potent comment. You may want to throw in a "huh" or a "very good" if the silence feels off. But that's it. Let it go back into silence. Again, be sure youre not communicating anything other than empathy. Something may be brewing on the other end. 90% of the time, this gives the person a chance to breathelet something surfacegive their thoughts a chance to see the light of day. This method often releases an avalanche of emotional or deeper hindsight material. A little bit of silence from you can encourage them to explore more indepth emotions or insight. Also, it keeps the interview from feeling rushed. Getting comfortable with this comes with experience. Youll see that pauses will happen and that it's fine.
94
Go ahead -- allow yourself that few seconds of silence to collect your own thoughts -- to come back with another question. You will be surprised how quickly an interview can open up if you just "hang in there long enough. That said an interview should rarely be longer than an hour and to many of these pauses can be detrimental. The pauses that youll want to have questions prepared for are more likely at the start of the interview when it's still a little cold. Example: Disc 8 Brian Keith Voiles 15:50Thought provoking question: Is there a copywriting principle, or practice, that is touted as being good that you dont agree with <long pause> Then huh <another pause> Well, you know were all in different places. <struggles> Even the formula stuff I hate. (then hopefully says) I could rail on swiping a bit. I said: Go! Thats a favorite topic of mine It gives Brian license to dump at this point. Softening Statements and Getting Permission Lets say you have your interview subject into the flow of the conversation. Theyre willing to give up good information, but youre sensitive to the fact that a blunt question would dampen their enthusiasm. This is the time to use softening statements. Example: Thats well said! Im anxious to hear, Robert, if youre willingand if youre not I completely understand. You said that Ask for permission and soften those tougher questions. Sample softening statements Do you mind if I ask Please allow me to ask you If youd be so kind as to answer this Its okay to take a moment before you answer.
95
Keep in mind this is a strategic conversation, not an interrogation. Real Life Tidbit During an interview with a prospective customer for an Internet Marketing program, I wanted to hear (in his own words) how he would describe the sales funnel for an online business. When I first asked him, he went off on a tangent about Internet Marketing in general didnt really answer my question. I let him run with it though, then brought the question up again.. Please be patient with me, Im going to dig here a bit. All of what you just said is great, but getting back to the sales funnel in your own words how would you define it? He went off again this time on what he didnt like about Internet Marketing in general still didnt provide me with an answer. He was giving me great information, but not his definition of the online sales funnel. I had to try a third time, but I knew he would feel a bit pushed. This was definitely going to lower his Emotional Bank account. It really would need to be softened even more. I know this is redundant, I hope you wont mind, but could I ask you to define the sales funnel? I really want to see how you would word it. Do you mind? I got permission to ask one last time. He still did feel a bit pushed, but what he gave me was gold! Keep it Flowing Having the interview flow is extremely important. As long as youre getting good material, dont abruptly insert topics you may have on your list. Stay in the flow. Get what youre going to get. If you get the change at the end of the interview to ask more pointed questions, do so. Example: I interviewed a designer who had been on HGTV. The interview was going exceptionally well, and I was fine not to bring up that detail within the conversation. Doing so would have derailed the interview into a venue that wasnt pertinent to me.
96
Be aware of your own reactions Not everyone you interview will have the same personality. For this reason, youll need to adapt to the person youre speaking with. Reserved, analytical people prefer low-key, intelligent confirmations, or responses to their comments. Getting too excited while interviewing this type of person can make them uncomfortable. Referring back to my interview with David the inventor, I got too excited when he finally divulged a valuable piece of information. It made him uncomfortable, and he backed up a step. His emotional energy went down. I worked at getting him back with me by going back into an intellectual mode. I knew we were back on solid ground when he said, I love you Canadians! after asking where I lived. Yet on the other hand, his secretary proved to be the emotional type. With her, I was able to express appropriate enthusiasm. In fact, the following section applies directly to interviewees just like her. Allow them to leadfor a while Some people will take a subject and run with it. Theyre dumping information on you, which may or may not be relevant to the interview. Allow them to get it out of their system. Because of this, theyll have a renewed sense of appreciation for you when you gently guide them back into the interview. If you have a subject who wants to expound on a subject, but you dont allow her the opportunity, she may lead every question back to that issue. Its possible that very few people are willing to listen to her on a particular subject. Let her run with it, and listen attentively. Youll build up a large amount of emotional credit. Tip: While your interviewee is dumping their initial baggage, you may want to write a note as to the point that you really wanted to capture so it isnt forgotten. Still, you need to find the balance between the unloading of their ideas and emotions, and transitioning them back into the conversation. Youll figure out what surface stuff can be let go. Once its passed, then the real material comes out. Youre just waiting to get to that richer substance.
97
Help them achieve confidence To reiterate, view people without judgment. There may be instances during an interview when you can express this. They may state something like, "You must think I'm crazy/a bit much/too extreme or somethings wrong with me." Again, a bit of empathy will help ease them into a secure comfort level. Show your interest and validate their emotions. Let them know that they are more aware than the average person in regards to that particular issue and pay attention to what is important. Make them feel comfortable in your presence. Do it in a genuine, caring way. Dig deeper on abstract statements If a statement is made that is interesting or unique, follow up on it. This type of exploration may lead to a bigger picture, and a new realization of what is important to the target market. Explore their tangents, and figure out how it ties into their emotional triggers. After all, its their opinion, not yours, that matters. In Summary The most valuable asset you can bring to the interview process is an empathetic attitude and a genuine desire to get to know your subjects perceptions, feelings and emotional hot buttons. This is best accomplished by leaving your own predispositions aside, which may not be an easy thing to do. Be cognizant of what questions to ask during the various levels of emotion. Tune in to what people are NOT saying. Follow your instincts. Dig for the deeper meaning.
98
Advanced Intimate Interview Techniques

NOT Questions Find the compelling story motivating desires hidden objections. Not questions are a powerful way to gain valuable insights, as well as help frame questions. Not questions arent typical in most interviews, so it may help to get a unique and provocative answer. Your subject will most likely pause and think before answering. In my Indirect Persuasion piece, I talk about Not Statements used in copy. With a Not statement, the reader is told directly that there is a difference between Product A and Product B. More importantly, it indirectly suggests that Product B is inferior because it doesnt have the same qualities. I apply the same principle for interviewing. With Not questions, you can drive a point home, and gently assure your subject that what they have to offer is valuable. As an example, during an interview with a client you may want to say something like. Let's do this... Could you fill in the blank for me? Unlike my competitors we do not ___________. What your client says at this point most likely will be surface material. You may even already know what theyre going to say. So now would be a good time to follow up with a qualifying question such as I can see that you're quite different from your competition. You don't ___________ or ___________. So... other than what you just said how else are you different? Silence After A Positive Comment If youve just made a positive comment to your interviewee, and they are silent, give them time. Pause. Wait for them to respond so they can take it in and then bring back what was organic for them. This type of response is what naturally
99
comes up for them -- its what is important to them thats what they need to talk about. Dont fall into the trap of feeling like you always have to ask questions. If theyre ready to just take it and go, let them. This ties into the emotional bank account of that person. Real Life Tidbits Provide Priceless Details Once the flow of the conversation has been established, you may ask the person for stories regarding their experiences. Stories can give you so much valuable informationReal-life tidbits, a glimpse into their world, a better feel for where theyre coming from. Instead of imparting basic information, people are more likely to reveal subtle little details in the framework of a story. Real life tidbit A Chiropractic patient related how she misaligned the vertebra in her neck while working as a stage hand for a theater group. She provided details about the trip to the hospitalfollow-up treatments from the medical doctors that didnt help the daily painas well as the inability to participate in sports or even do chores. Not to mention the endless hassles with the insurance company. The content of this interview was far richer than if the vague, How did it feel when you got hurt? was asked. And its these details that will make your writing more honest and real. Dig Deeper To Hit That Nerve If youre sensing a benefit or emotional hot button, but theyre not getting to it, look for opportunities to prompt them. In a friendly, questioning voice ask, Well, would you say that.? If they agree, ask a second question to dig deeper. You want to evoke those deeper emotions. This type of question is specific if youre bringing up a difficult topic, trying to evoke a loss theyre experiencing, but not expressing. In interviews with arthritis sufferers, I sensed a loss of dignity as the common thread. They had to rely on others to open jars, go up or down steps, or even get in and out of the bath.
100
This emotion wasnt openly expressed, but I knew it was there. In these interviews, I asked (after getting their Emotional Bank Accounts quite high), Would you say that there is even a loss of a certain amount of dignity? How do you feel with becoming a bit more dependent on others? It struck a nerve with that Target Audience. As another example, I recently interviewed Master Copywriter Terry Dean. Hed purchased my Best of the Best program, and I knew hed have an opinion of me as a coach/teacher. I wanted to know what it was. I sensed hed have a positive response, but I softened the question so hed feel comfortable answering even if the response wasnt so positive. I was searching for genuine feedback, and phrased it as such. The end result was that I did get feedback, and a topic-specific testimonial from him. Ask For Specific Numbers Another thing I like to do is ask for a specific number of things. So, tell me three things that people say about you. If you were to define what you do in one sentence, what would it be? At this point, your subject will pause. And think. Theyll come back to you with a thoughtful, original answer. Truly rich material. Keep in mind how each question affects your Emotional Bank Account. Some questions will prove uncomfortable for your subject. If you can feel your credit level dropping because you are probing deeply, keep in mind that if you keep going, you may have no credit left to probe in another direction. Q: If you dont mind, can you tell me how much money you lost on this venture? A: <pause> a lot. The Emotional Bank Account just experienced a drop.
101
At this point, you'll need to decide if you should back off and explore something else which may be more comfortable for them. Dont Allow Vague Answers Be on the lookout for vagueness in your interviewees replies. Dr. Miller really helped my dogs arthritis. This is a signal that your questions or conversation arent specific enough. Its also a golden opportunity to find out whats lying below the surface. Ask a more direct follow-up question such as, What signs of arthritis did your dog exhibit? How is that different now? or even better Can you give me 3 symptoms of your dogs arthritis? Appreciate the answers given. Let your interviewee know that youre attentive and their input is extremely worthwhile. Listen with genuine, authentic concern. You may bring it back to the topic 2-3 more times to get to the real answer. Phrases to use in instances like this may be, Please forgive me for being redundant, but Id like to clarify _______. I know Ive already asked this, but _____________
Remember
An Interview is NOT a Question and Answer Period Its An Intimate Experience!

NOTES:
102
ADVANCED INTERVIEWING TECHNIQUES WORKSHEET

List 3 benefits of doing an Intimate Interview For the interviewer 1)
2)
3)
For the interviewee 1)
2)
3)
103
Preparing For The Interview

Warm up-call/set up time If at all possible, call them yourself to set up a scheduled time as a preinterview strategy. Real life tidbit David, the inventor, was not my client. He was the inventor of the product that my client was distributing. My client felt like hed already taken up too much of the Davids time, and didnt want me to bother him. I felt it was indeed necessary to speak to David directly, but my client wanted to ask the questions himself. At this point, I realized my relationship with my client was still very fragile. Instead of pushing him, I carefully worded this statement, Here are a couple of key questions to ask David. But it would be even better if I had 10-15 minutes with him. In this manner, I was agreeing to go along with his request, but also indirectly letting him know that I could do a much better job for him if I had direct access to the inventor. My client got the opportunity to look over a couple of key questions. Then he comes back and says, "Shaune, I'm going to be at the office, can you do the interview with David?" You bet. I called Davids office at the appointed time and asked his receptionist to connect me to him. David answers, and I say, Hi David. Its Shaune. silence.. He had no idea of who I was and the reason for my call. I caught him off-guard. He wasn't ready. He wasn't "on." On the Emotional Bank Account scale of 1 to 7, I was starting at a -3. If I had called Davids office prior to the appointed interview time, we would have begun on a much better note.
104
Prepare/Research Whenever possible, try to get some background information on the person youre about to interview. This might only take 5-10 minutes to read, but can provide valuable insight. Be especially tuned in to areas where you can start digging for information you are looking for. If you are interviewing a business owner or product developer, there should already be some copy material available, most likely on their website or promotional materials. When interviewing your client's customers, ask your client for a little background information on them. Find out why he selected them to be interviewed. Arrange compensation (if necessary) If interviewing customers for a client, most of your interviewees wont be paid for their services. Theyre doing it as a favor of sorts. But if your client really wants to pay the people for their time If the person you are interviewing knows they are receiving $50 for the time they spend with you, they may be even more forthcoming, and willing to cooperate. You may find it easier to get an OK to use their signatures and testimonials. In this case, there are a few necessary steps to youll want to follow. Have your client set up the agreement ahead of time. Dont get in the middle of this. Your client has already built a relationship with this person let HIM make the agreement. (I recommend $50, or equivalent in product, for a 30-60 minute call, with the client paying for it in most cases.) Ask that payment be made AFTER the interview. The truth is, paying in advance dilutes the enticement. Often, people have already spent the money by the time you do the interview and thus the value is already gone. Dont give them the reward before theyve done the work! Preliminary Contact You need to begin the interview at a Level 3 or 4. To do this, put some time into setting it up. Preparation for an interview is essential. Define your own goals for the interview. What information are you trying to find? Be specific.
105
After your client has provided you with the names and phone numbers of people to interview, call and set up times with these people. Don't expect them to be immediately available. Call them, and ask for a good time to talk. Try to cater to their schedule. Give them specifics such as the potential length of the interview, and the types of questions you may be asking. Also, find out what their schedule is like. If it's a choice between interviewing them a. On their cell phone. b. At their work. c. At their home in the evening Obviously C is the best choice. B is the next-preferred option. Real life tidbit I just got off the phone with one of my client's staff members who called back to arrange an interview. I asked which time was good for her, and her response was, "Oh, I'm flexible!" I cringed. Dont take such a statement literally. Get an exact time and day that would work best for them. At what time are they most available and relaxed enough to give you the time you need? ALWAYS give them a reminder phone call or email the day before the scheduled interview. When you call, be sure to introduce yourself properly. Give your full name, and let them know on whose behalf youre calling. Something to the effect of: Hi, this is (your name). Im calling on behalf of Mr. Snyder and XYZ Cleaning Company. He said youd be willing to speak to me regarding your experience with his company, XYZ Cleaning. Keep the questions simple 1. What's your occupation? 2. What do you enjoy about your job? 3. How long have you been a customer of XYZ Cleaning? My experience has found that most people are a little nervous when you first contact them. Ease them into the conversation.
106
Encourage them. Youre asking for their opinions. Its not a test. There are no right or wrong answers. Leave your phone number in case their schedule changes. Even when you call at the appointed time, ask if its still a good time to talk. Taking a few minutes with this step before the actual interview will help it proceed much more smoothly. Persist in getting the interview It happens. You may not hear back from the person right away to set up a time for the interview. This doesnt mean that theyre not willing to speak to you. In most cases, they probably have other things going on, as we all do. They may intend to return your call, put it off, and forget about it. Give people 48 hours to respond. After that, call again. After several attempts, move onto another person to interview. Asking for more sources Listen to see if there are other key people mentioned that you could interview. Often, a client will mention another person who may have a better view on the matter. Or they may even know of another client who has a great story. Ask your client for more people to interview than you really need. Not everyone will be amenable to donating their time for this purpose. If you think you only need two interviews, ask for three leads. You can always go through the process of interviewing, and then decide if you really need that third person. Follow-Up Leave your phone number and email, in case they think of anything else to share. Reassure them you want to know when they come up with new or different information. One of my coaching students interviewed a 65 year-old lady (customer of his client). Her memory wasn't the best, and would every few days call back with
107
more information. Always good stories. She'd be at home, recall more use tidbits, and call. Also, youll have more questions upon reviewing your interviews afterwards. At the end of the interview, ask the person how they prefer to be contacted in the event you have a few more questions. Theyll never deny you that information, especially if youve done your job and established rapport. At the very least, get their email address and send them a thank you for their time. In that email, you may want to remind them that they can call you even though the official interview is done in case they come up with additional insights. Many times, these secondary insights can prove worthwhile.
Dont have just a Q & A session. Instead, it should be a rewarding experience for everyone involved. Learn how to do an interview that will prompt your subject to thank you for it!
Actual Email from an Interviewee: Hi Shaune, I wanted to thank you for the interview Wednesday evening. You are a very talented interviewer. (OprahBarbara WaltersShaune Clarke) and I really enjoyed our talk. I hope it was productive for you and your clients as well. I mentioned to Allen that I had a few revelations about what makes me tick, which made it all the more worthwhile for me. Thanks for a lively and enriching experience. All the best, Trish
108
My "New Copy Secrets" Newsletter and "Maximum Website Profits Checklist Are Available For FREE at... www.DynamicResponseMarketing.com Shaune Clarke is
A Canadian talk show host turned marketing consultant and advertising copywriter. Years as a talk show host have given Shaune a unique appreciation for human nature and what moves people to respond. He uses his interviewing skills to uncover the hidden emotions that trigger prospects to buy. Shaune writes and teaches No-Hype Ad Copy. He says I prefer to use the power of connection, empathy and Indirect Persuasion TM to sell. Rather than creating resistance and closing you can respectfully, yet powerfully, guide the prospect to a buying decision.
Write Down Your Three Most Pressing Questions About Interviewing. Call Shaune, and Hell Answer Them For You Toll Free 1-866-486-4884 Or Email him at Shaune@DynamicResponseMarketing.com Copywriters interested in advanced coaching should visit www.NewCopySecrets.com
109

Secret Six

Uploaded by

Document Information

Original Description:

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Secret Six

Uploaded by

Copyright:

Available Formats

0

The Secret Six

Shaune Clarke Shaune@DynamicResponseMarketing.com

When is an interview not a Q & A session? When its an Intimate Interview!

The Art and Mastery Of The Intimate Interview

You Do Not Want Just An Interview You Want INTIMATE INTERVIEWS

If Youre An Internet Marketer, a single interview can bring.

THIS IS Copywriting Mastery!

If Youre a Business Owner or Professional

Imagine Having Your Own Product!

Reasons to do Intimate Interviews

First things first

To Get The Most From An Intimate Interview

Lets Get Started!

As An Interviewer, Youre In A Rare Position To Access Experts

Set up: Disc 1

David and Karen Interview Exercises

1) Make a note of when I am "letting them talk.

2) At what times you hear either of them shift in their emotions.

3) How did I respond to those shifts? List examples.

NowListen To Best-Of-The-Best #1 Discs 2 and 3 (Optional Exercise - Discs 4 and 5 Also)

Set up: Disc 6

Foby Interview Exercise

Listen to the "momentum" of the call and look for...

2) When am I "letting him talk."

4) What do you feel is the "Pivotal Moment" in the Interview?

NowListen To The Foby Interview Coaching Call Disc 7

The previous exercises prepared you to identify

The Seven Point Emotional Bank Account

Sustaining the Emotional Bank Account

The Seven Point Emotional Bank Account Worksheet

THE POWER OF LISTENING IS KEY TO AN INTIMATE INTERVIEW

What exactly is Intense Listening?

Intense Listening isnt a passive process

There are very few listeners among us

Intense listening is not for wimps

Listening During Interviews

The DONTs of Intense Listening

WARNING: Practicing Before You Interview!

The Rewards of Intense Listening

Set up: Disc 8, Disc 9, Disc 11

DIRECTIVE AND SECONDARY QUESTIONS WORKSHEET

10) Directive Question:

Overview of the Secret Six Questions

Types of Secret Six Questions

Set up: Disc 13

The SECRET SIX Questions

1) Rapport Building Questions

2) Likeability and Trust Questions

6) Questions for Emotional Material

WORKSHEET FOR THE SECRET SIX QUESTIONS

LIKEABILITY AND TRUST QUESTIONS 1)

QUESTIONS FOR EMOTIONAL MATERIAL 1)

Client Customer Expert interviews

Sample Questions to Ask a Client

CLIENT INTERVIEW WORKSHEET

Interviewing Your Clients Customer

Sample Questions for Current Customers

Sample Questions for Prospective Customers

Secondary - What else would you need to know?

CUSTOMER INTERVIEW WORKSHEET

One of the questions I get asked the most is,

How do I approach experts for interviews?