Interview Like a Boss: Essential Skills Every Marketer Needs | E64

Ever felt like interviewing is more intimidating than nailing that big campaign pitch? You're not alone. Whether you're a junior marketer stepping into the spotlight or a seasoned pro looking to sharpen your skills, mastering the art of interviewing can transform your marketing game. Shana Pearlman is the brain behind this episode.

Why Interviewing Matters in Marketing

In the world of marketing, understanding your audience is everything. And what's a better way to get inside their heads than through thoughtful interviews? From extracting compelling customer stories to tapping into subject matter experts' insights, interviewing is a powerhouse tool that can elevate your strategies and content.

"Interviewing is something that I'm passionate about. It's something that I love to do. I love helping people tell their stories." – Shana Pearlman

Overcoming the Interviewing Jitters

Let's get real—many marketers, especially those just starting out, feel a bit squeamish about conducting interviews. The fear of messing up, looking unprepared, or just not knowing what to say can hold you back. But here's the thing: interviewing is less about you and more about unlocking the stories and insights your audience cares about.

1. Embrace Your Inner Introvert

Marketing often glamorizes extroverted traits, but success lies in leveraging your unique strengths. If you're an introverted extrovert, that's perfectly fine! The key is to shift your mindset from "I'm going to mess up" to "I have valuable insights to share."

"It's a conversation. Just think of it as having a chat rather than grilling someone." – Shana Pearlman

2. Listen More, Talk Less

One of the golden rules of interviewing is to listen actively. It's tempting to run through your list of questions, but true engagement happens when you allow the interviewee to lead with their stories and experiences.

• Pause and Reflect: After asking a question, give them space to respond fully.
• Use Silence Strategically: As Shana puts it, "Stop talking. Silence makes people open up."
• Ask Follow-Up Questions: Instead of sticking rigidly to your script, adapt based on their answers.

Essential Interview Techniques

1. Don't Be Afraid to Ask "Stupid" Questions

Feeling self-conscious about asking basic questions? Drop that fear! Sometimes, the simplest questions can lead to the most insightful answers.

"Don't be afraid to ask dumb questions. Let them be the experts." – Shana Pearlman

2. Reframe Your Perspective

Instead of viewing interviews as a task, see them as opportunities to discover valuable information. This mindset shift can make the process more enjoyable and productive.

"Think of it as unlocking a story within them. It's a super interesting psychological power." – Shana Pearlman

Practical Framework: The Inverted Pyramid

One tried-and-true method borrowed from journalism is the inverted pyramid structure. Here's how you can apply it to your marketing interviews:

1. The Lead: Who, What, When, Where, Why

Start with the essentials. Capture the key elements that your audience needs to know immediately.

2. The Body: Details and Anecdotes

Fill in the gaps with rich details, anecdotes, and quotes. This fleshes out the story and makes it relatable.

3. The Conclusion: Takeaways and Lessons

Wrap up with actionable insights and lessons learned. What should your audience do with this information?

"Great interviewing is never about you. It's about your interviewee." – Shana Pearlman

Additional Tips for Successful Interviews

1. Prepare Your Interviewee

Whenever possible, give your interviewees a heads-up about the topics you'll cover. This helps them feel comfortable and ensures a smoother conversation.

2. Be Flexible

While it's good to have a structure, don't be afraid to veer off-script if the conversation leads to something valuable. This adaptability can uncover insights you hadn't anticipated.

3. Show Genuine Interest

Make your interviewee feel valued by showing genuine curiosity about their experiences and perspectives. This not only builds rapport but also encourages them to share more openly.

Putting It All Together

Mastering the art of interviewing doesn't happen overnight, but with practice and the right mindset, you can become a pro at extracting valuable insights. Remember to listen actively, stay flexible, and always keep your audience's needs in mind.

"Stop talking. People are going to give you the stories and insights your audience needs." – Shana Pearlman

Key Takeaways

• Listen Actively: Let your interviewee lead the conversation.
• Embrace Flexibility: Be open to where the conversation takes you.
• Don’t Fear Looking Stupid: Simple questions can yield powerful insights.
• Use a Structured Framework: The inverted pyramid helps organize and prioritize information.
• Show Genuine Interest: Building rapport encourages more authentic and in-depth responses.

So, next time you sit down for an interview, remember these tips and watch your marketing insights soar. Happy interviewing!