In-person is even better, but often difficult if interviewer and interviewee are in different
parts of the world.
When conducting an interview, record it (and make sure that the client knows it??™s being
recorded). This is for future reference. Even the fastest and most efficient note takers in
the world cannot capture every word, idea thread, and spontaneous question ideas all at
once, and having an indisputable record of the conversation can prove invaluable when it
comes to transcribing quotes accurately.
There are few rules of interviewing.1 Many people have their own style, and the process
gets easier with practice. For every dream subject that responds with elaborate, detailed,
and articulate answers, there are ten subjects who mumble short, off-topic, and occasionally
factually incorrect answers. It is the interviewer??™s job to coax them toward coherent,
usable responses. There are many subtle tactics, but the best way to get the interviewee
talking is to ask open-ended questions??”ones that cannot be answered with a ???yes??? or
???no.??? Start your questions with ???how??? or ???why.??? For instance, a subject is forced to think
about their answer when asked, ???How did our service benefit your company???? rather than
???Did our service benefit your company????
Produce the content
After the interview, it??™s entirely up to your company to produce the actual content, which
includes writing the text, designing the printed version (if there is one), and prepping the
material for the website.
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