Interviews, How to Land a Busy Expert
September 22nd, 2006, by Michael StelznerI was recently speaking to the school of business at San Diego State University about writing white papers and interviewing pros.
One of the students asked a great question, “If interviewing is so important and experts are so busy, how do you get their attention?”
Big smile, “Great question!”
I had been explaining that the best content lives in other people’s heads. Our jobs, as writers, are to mine that data.
I explained that knowledge workers spend almost half their time researching and reading. So it makes sense to go to them early in a writing project and pick their big brains.
So, here are a few helpful tips to nail down a person and get the interview:
- Call them first: This allows the element of surprise. You can ask them to pick a time where they can spare 20 minutes or so. Then call them back at that time. Emails are easy to ignore. A live person is much harder.
- Come by recommendation: Ask someone you know to pre email the contact to let him or her know you will be calling.
- Be persistent: Explain the importance of the project and keep calling until you can nail the person down.
- Be prepared: Do not waste any time when someone finally grants you some. Ask good questions and make sure you have some basic understanding of the topic.
- When all else fails, do an email interview: By emailing questions, the person can respond on his or her schedule. However, email does not allow immediate clarification questions that are natural in a live interaction.
How do you land that busy expert?
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September 22nd, 2006 at 6:32 pm
Good question. I’ve tried all different ways and one of the best is just to contact them directly and don’t waste their time. I do alot of research on anyone I’m going to be contacting so by the time I contact them I think they are appreciative of the fact that I know alot about them.
Authenticity, respect and directness have always been my best tools in landing a busy expert. And then I have a bag of tricks in regard to locating them! I once could not find an email for a very famous person but managed to locate the town they lived in which was very small (William Styron, the writer) and I called the post office and begged them to deliver a letter to him if I would address it to the post office address. They did and he answered my questions in a long hand-written note back!
I use alot of persistence without becoming obnoxious.:>)
Nettie
September 25th, 2006 at 10:25 am
Hey Nettie - Great comments. I think you point about doing a little research is real important. - Mike
September 27th, 2006 at 12:40 pm
I recently interviewed a CEO of a small technology company as the subject matter expert (SME) of a white paper project.
The interview was conducted over three days during his commute to the office during rush hour traffic. This happened to be the only time he had available.
It worked out so well, I’m going to recommend it to future busy executives. Truly exemplifies the term “captive audience”.
Jonathan
September 27th, 2006 at 12:50 pm
Jonathan I love that story! And I have one in that same vein, I interviewed the co-editor of Fast Company’s new book - David Lidsky while he was in a taxi cab driving around looking for a new apartment! The interview will be up on my Must Read Business books blog this week - http://www.allbusiness.com/business-planning-structures/starting-a-business/2976079-1.html .
I think we should come up with a name for these “traveling interviews”. Maybe “Interviews on the Road.” I also interviewed the musician Ian Moore while he was on a ferry boat heading out to the island he lived on right outside Seattle, Wash. at the time so I would say we’re such adept interviewers that like mailmen nothing stops us from getting that interview!
September 27th, 2006 at 12:59 pm
Nettie, I think you’re onto something there!
The prospects of getting a free hour with a busy executive while he/she isin the office are pretty slim these days, so auto commuting, airports, taxicabs, and walking around in public with a cellphone may be the future means of getting that valuable content interview.
The keyword today for the white paper writer is “flexibility”!
Jonathan
September 27th, 2006 at 1:06 pm
Let’s form a team and call ourselves “The Interview Squad” our tag line could be “No interview is out of our “well-traveled” reach!”
September 27th, 2006 at 1:18 pm
Or better yet: “The Interview Mercenaries”, interviewers-for-hire.
September 27th, 2006 at 1:19 pm
That made me laugh out loud. I love that! Ok, so our motto could be “We will execute an interview no matter where the place.”
September 27th, 2006 at 1:43 pm
You guys are lucky you were able to actually nail down a time with these busy execs. I get a lot of committments that end up with a “let me call you back in 10 minutes” and then I do not hear back! - Mike
September 27th, 2006 at 1:47 pm
Yup, been there done that as well!
September 29th, 2006 at 12:37 pm
I think being politely persistent is a key.
Also, emphasize the benefit to them or their company.
November 26th, 2007 at 1:58 am
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