I have a personal objective of doing one interview per day. These interviews are done through e-mail, Skype, telephone, live at seminars, for web radio, and for offline media. I do these interviews as a result of they are typically nice free publicity.
Like many marketers, when asked to do an interview, I have to reply the "What's in it for me?" query. As you approach a potential interviewee, you have to ensure that your interview request answers that query.
Here are just a few pointers to remember:
1) The interviewee is aware of for those who're simply trying to leverage off his/her title. You don't need to disguise that fact.
2) The interviewee knows should you're just trying to leverage off his/her listing. That may generally backfire.
3) An interview shouldn't take too long. Acknowledge that the interviewee in all probability has a busy schedule and is not getting different things achieved whereas being interviewed by you. Try to keep it transient and very targeted.
4) You should not make the success of your product dependent upon one interviewee. That's not honest to the interviewee, and likewise puts the success (or failure) of your product in someone else's fingers.
5) You shouldn't expect the interviewee to do a solo mailing promoting your interview or product. While it is nice if they do tell their viewers in regards to the interview, they typically won't have the "capability" in their promotional calendar to do intensive promotions in your interview or product.
6) You shouldn't anticipate the interviewee to provide you with a testimonial. Since he/she is within the product, that testimonial has less credibility anyway... and could appear hypocritical to some interviewees or potential customers.
7) You shouldn't expect the interviewee to jot down your ad copy. Do not ask them to present you bullets to place in your sales letter!
8) You should not follow-up with the interviewee ("for clarification on factors") too many instances. The interviewees shouldn't feel like it's by no means over because you bombard them with emails. Should you do, they are sooner or later more likely to simply ask to cancel the interview.
9) You should not expect the interviewee to download some new piece of software with the intention to be interviewed by you. Attempt to use something that they are already prone to be using, equivalent to Skype or the telephone. Whereas it's nice to use some "new fangle" expertise that palms you an MP3 and a transcript 10 seconds after you dangle up, you should place the interviewee's comfort ahead of yours.
10) You should provide the interviewee a duplicate of the interview when practical, and when it would not hurt your product. Allow them to understand how you propose on utilizing the interview and restrictions that you just place on them using the interview.
11) It is best to promote the interview/product closely. That is getting back to the "What's in it for me?" If the first interview is fruitful, then an interviewee is extra likely to say "SURE" to future requests for interviews.
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