How to be an Expert Interviewer
as we talked about earlier in the personal branding framework, you're going to start with particular assets that are based on your goals, content and targeting and run all the way through asset production to distribution to amplification. Now, when you're interviewing people as part of your personal brand, you have a more complex set of operations because you're dealing with people that are higher authority and you have longer form content, which can be split into many, many more pieces. So there's much more that has to happen and your personal brand manager to be able to take this content and be able to extract power out of it. That's why we started with things like simple tweets, simple blog posts, simple videos because the interview requires you as the leader and interviewing someone else to be able to bring out that expertise. So let's talk about how do you bring out that expertise in that long form content? That means that you have to become an expert interviewer. Let me give you ...
a few tips on the most common mistakes that I see people make when they're trying to create expert level interview content one as they talk too much. If you're interviewing somebody you want to make sure they're doing two thirds of the talking, ask your your questions quickly and simply number to be prepared before you interview them. Have you done all the research? Have you creeped on them on linkedin and instagram to see where they've been So you can ask interesting non obvious questions. Number three, have you created value? Are you delivering them a gift? Are you doing something that aligns with something that they care about with their why? You could even create a topic wheel by executing a gig on Fiverr having someone do all the research and send that to you so that you can figure out in advance, here's the brief and here's the direction I want to go. So I know that I have an alignment between my topics and their topics and when those pieces are in place then the conversation feels more like having coffee with a friend than a cold interview where you're just asking them a series of questions and they're answering like a police interrogation interrogation. Remember we talked earlier about how you can create a piece of long form content yourself. Think of that as practice. I do that myself. Sometimes I just go live on facebook because I want to be able to simulate how I want to link different topics together so I can cut out different pieces. One of my favorite things to do is I'll put together an outline for example here and when you have an outline of topics that you can put together that you can link together that shows that you have a level of comfort and fluidity with the topic. The beauty of an interview is you're already setting what the topics are. So it should be a slam dunk. You already know what you're going to talk about. You've already done your research in terms of who you're going to be able to meet and what you're going to talk about, and that gives you the opportunity to produce 100 pieces of content in just 1 30 minute interview, for example. And the beauty of that is if you're intentional about the homework that you're doing in advance before your meeting, these other people, you already know the intersections between the topics you care about, the topics they care about the people in their network and during that interview, they may mention other people that you already know. That creates other introductions. Imagine that while you're interviewing them and creating more content, you already know in advance, who else you're going to be able to meet next because they're gonna make introductions to their network. They're gonna see that once you push that content out there and their friends see it, they're gonna say, wow, I want to be on his or her podcast as well, and it just starts generating more and more momentum. And when we get to the amplification stage, which is next, I'm gonna show you how to guarantee 100,000 views on any interview that you do with somebody and therefore any guests that you have for your podcast or interview when they know that you can generate 100,000 views, you can reach out to almost anybody and they're gonna say yes when you make a request to want to be able to interview them or be on their podcast.