What makes a good interviewer?

I think the most important thing is to do good research and know how to listen. You’re doing an interview with a big guy and you’re going to have the desire to say, “Yeah, Ted, when I was doing a copywriting product …” You want to do your bit because you’re the interviewer.

You may think of yourself as more important than you really are. You really are just a guy asking the questions. So, be a good listener, don’t interrupt and be able to listen and dig deep. Listen to the hooks, to be able to ask questions that perhaps no one else would ask, to be able to make the expert feel comfortable, to be professional and meticulous in your editing.

If you have someone who has a sales letter for a product, go to their bullets and whatever the bullet is, turn it into a question.

They are there to listen to their expert. It’s not about you. This is your expert. They want the expert’s information. If you keep ringing, it’s like you are at a party and there are three people talking and there is a third wheel just ringing in your conversation. It is annoying.

People will turn it off. They will stop the play button. They will put down their headphones. They will click somewhere else. You leave in a matter of a second. Therefore, you should do your best to make the listening experience of the audio interview as smooth as possible and not give them any reason to turn it off.

You would never write a sales letter for a client and put your draft on the Internet and say, “Here you go.”