Stop it, I scold myself repeatedly.

Before each interview I conduct, I remind myself to keep from straying and stay focused. It’s a tough proposition because I’m the extroverted writer who works from home and doesn’t get to talk to people.

Typically I interview business owners about their story. These people have graciously allowed me to quiz them in exchange for getting their story in print. I shouldn’t waste their time with my opinion on the article I read on the bus on the way over – on the state of digital marketing – or the awesome meal my wife created the night before: baked white fish with grilled pineapple and herb-dusted asparagus spears: yummy. They also probably don’t want to hear me complain about yet another cyclist that I saw who wasn’t wearing a helmet AND had no light or reflective device.

Well, they’re going to get a little of that because I’m only human, and I need something to break the ice: to put them at ease and get the conversation flowing.

There’s the key to the interview: conversation. While it’s okay to think in terms of concentration – staying focused and speedily gathering the relevant information – there has to be a natural flow to the interview. You need to take the time to relate. I believe no one wants to talk to a journalist who can’t relate. Continue reading →