I think the number one most important thing is doing good research and being a good listener. You’re doing an interview with a big named guy, and you’re going to have this desire to say, “Yeah, Ted, when I was doing a copywriting product….” You want to get your two cents in because you’re the interviewer.
You may think of yourself as more important than you really are. You’re really just a guy asking the questions. So, being a good listener, not interrupting and being able to listen and dig deep. Listen for the hooks, being able to ask questions that maybe no one else would ask, being able to make the expert feel comfortable, being professional and being meticulous in your editing.
If you’ve got someone who’s got a sales letter for a product, go to their bullet points, and whatever the bullet point is, turn it into a question.
They’re there to listen to your expert. It’s not about you. It’s about your expert. They want the information from the expert. If you keep chiming in, it’s like – you’re at a party and there’s three people talking and there’s a third wheel just chiming into your conversation. It’s annoying.
People will turn it off. They’ll stop the play button. They’ll put their headphones down. They’ll click somewhere else. You’re gone in a matter of a second. So, you have to do everything you can to make that audio interview listening experience as smooth as possible and don’t give any reason for them to turn you off.
You would never write a sales letter for a client and put your rough draft up on the internet and say, “Here you go.”