How to Give Great Quotes: Interview Tips from a Marketing Writer

Quotes from sources are some of the most essential parts of written content, whether that be a news story, magazine article, blog post or news release. When interviewing a subject matter expert, a writer may already have an idea of what the interview subject is going to say, or they may not have a clear picture yet of what the story is going to be. Either way, it’s essential that they get the most relevant information and the best details possible out of every person they interview.

Here at Comma Copywriters, we produce various forms of content just about every day, and that often requires us to interview strangers from all sorts of backgrounds and areas of expertise. We are skilled at getting the most out of our subject matter experts. Because if there’s one thing we’ve learned, as Ted Lasso taught us, great questions come from simply being curious. 

However, we know how hard it can be to be on the other side of that table, so to speak, as the interview subject. If you find yourself in the position of getting interviewed and you’re worried about what to say, check out our five tips below that will help ensure you have a productive and enjoyable conversation with your interviewer. 

1. Know what the interview will be specifically about

Many people's biggest fear when it comes to an interview is that they'll be asked a question that they don't know the answer to. When your interviewer first contacts you to set up a time to chat, be sure to ask exactly what the interview will be about, and ask if they can email you their questions ahead of time. If possible, it’s probably best to schedule the interview at least a few days after you first connect with your interviewer so that you’ll have time to prepare. Plus, by scheduling in advance, you’ll have time to plan for an interview that is free of distractions and interruptions, as much as possible. (Remember BBC Dad? He was struggling with Zoom calls and working from home long before the rest of us did during the pandemic!)

 2. Be prepared with data

As a source in an interview, you might find yourself being asked to recount a personal story or anecdote, or you’re being asked questions as a subject matter expert. Perhaps it’s a combination of both. Either way, you can be prepared with relevant data, facts and statistics. If it’s a personal account, write down all the details you recall about the event or topic so you don’t forget anything that day. And especially if you’re being interviewed as a subject matter expert, remember that data is one of the most important things your interviewer is going to be looking for. Most forms of content marketing are about informing and persuading, and data really matters when it comes to that. So, if you are an expert in veterinary science and your interviewer is writing a blog post about why a certain brand of pet food is healthier than others, they will definitely want to know the statistics of how many animals need veterinary care due to poor nutrition in lower quality pet food brands.  

3. Don't be afraid to ask your own questions

 You can be sure that if you’re interviewed by a professional content writer from Comma Copywriters, they are going to be prepared with all sorts of questions. But, you are the subject matter expert. It’s possible there’s an area of the topic they did not know to ask you about. To help your interviewer write the best story possible, if you think they’ve missed something, please ask your own questions such as: “We haven’t covered X. Did you want to know about that?” Trust us, we are curious and we DO want to learn more.  

4. Stay on topic

Sometimes when you get going on a subject you love, it’s easy to go on and on, and on and on… and it’s likely your interviewer will enjoy hearing your story, because we love speaking with people who are passionate about what they know or do! However, to make the most of your time and your interviewer’s time, it’s best to stay on track. That’s why it’s so helpful to know the interview questions ahead of time, and have your answers mostly prepared. Make your notes, have your data handy, and check off each question as your conversation progresses. 

5. Expect some follow-up questions or clarification 

Your interviewer will be grateful for your time and all the information you’ve shared with them. They’ve taken notes or recorded the interview, and your agreed-upon appointment has come to an end. However, it’s critical to stay available later on for follow-up, in case your interviewer thinks of a follow-up question or needs a point of clarification. When closing your initial interview, it’s a great idea to end with: “If you have any follow up questions for me, I’m available by phone or email on these days or at these times.” That way, your interviewer has a clear understanding of your availability and knows when they can reach you. 
Looking for a content marketing agency to get your content started and headed in the right direction? Let Team Comma save you valuable time. Start with a free 15-minute consultation. Our expertise in content marketing, copywriting and editing will give you the confidence you need to attract your ideal audience.