Interview Script
*Introduction section*
Hi __________
It’s a pleasure to meet you. I’m excited to learn more about your company and write the most enticing PR article for you.
Before we begin, just a few words about me and the process today.
My name is ______________ and I’m a local Marketing expert with Umbrella Local. My background is in digital marketing and I spend most of my time helping businesses get more sales. Aside from that I’m (add a personal note, maybe something relating you to lead’s industry or that you know how it is to be an entrepreneur, etc. – quick 15sec).
This article will be a human-interest story, which means it will focus on you personally in addition to the business. The reason is that people want to work with people they trust.
So, during the interview, be mindful that potential clients will read it, and when you answer the questions, try to include info you think would make them like you and trust you more.
Ready to start?
[as you ask them questions, feel free to provide some feedback, and share from your life if relevant, to create rapport]
Let’s start with some basic questions:
Full name? Title? (e.g., CEO / Owner)
What’s the name of your business? What made you come up with this name? (Keep the answer only if it’s interesting)
What service do you provide? (Review their biz beforehand to have some info)
What’s the main problem you solve for your customers?
What is the area you cover?
What is your ideal customer persona? (age, gender, has a house/apartment, special interest) I’m asking as we’ll promote the article on social networks and we can target specific people for you.
How long have you been in business?
What sets you apart from the competition? In other words, why would people reading this be inclined to hire you over a competitor?
[After they answer, say: As I told you, I’m a marketing expert, and with this article we are trying to help you position your business in the best way. A Unique Selling Proposition, what you might know as a USP and a unique Brand position, is particularly important, not only for this article but for any promotion you will ever do. It is basically the answer to WHY YOU AND NOT SOMEONE ELSE?]
Why did you go into this business? Is there a special story behind it? (Try to find an interesting angle about their passion for this. Or maybe it’s a family biz. There’s always a reason.)
I see the business is located in ___________. Do you also live there? How long? Were you born there? (The more ties we can show to the local community the better effect the article will have).
Are you a big [name of local football team] fan?
How many people work for you? Is there anyone in particular you would like to mention in the article? If so, why?
I did a bit of online research about your business, and found that you have [good/bad/lacking] reviews.
*If reviews are bad, or don’t exist, or are very limited, ask: We’re writing this story about you, trying to present your business as a leading provider, but you only have X reviews. Why is that? You can get into a one-minute tangent about why reviews are so important.
*If reviews are good, say: I see you have great reviews, how are you getting them? Is it okay if we quote some of the reviews in the article?
What is the most significant event that ever happened to you? (Personal and/or business-related)
What did you learn from it?
If you could share one tip with the readers for choosing a ____________, what would it be?
Any other special life events you would like to share?
Do you provide a discount to military folks or other special groups?
Do you personally or via the business support a charity / volunteer?
Are you part of a local business networking group?
Do you have any special awards / certification? (Business or personal)
What’s your tag line?
What’s your family status? Married? Kids?
What’s the best thing you like about [the city where they’re located]?
Do you have a hobby?
What’s the most unusual job / client interaction you ever had?
Is the business growing? (Don’t worry I won’t put anything negative into the article.) Whatever their answer, try to understand why and how they might grow faster – provide some free “tangent” consultation. For example, “Did you ever try to do some advertising? Why not? Let me explain how marketing works in 30 seconds.” (You have the traffic bucket and conversion bucket… etc.]
Before I forget, I need a good resolution headshot of you or yourself standing in front of your office/truck/sign. If you don’t have one, have someone take a picture of you even with a mobile phone, preferably in a bright, naturally lighted room with a clear background. You can also take the picture outside.
In addition, if you have a picture of the team/office that would be great, and your company logo.
*If they don’t have a logo, go into the importance of having one (branding, etc.).
Is there anything else you would like to add that you think readers should know? Imagine given the opportunity to talk to many potential buyers, is there anything in addition you want to say to them to get them to LIKE YOU?
I’m a very experienced digital marketing expert. I helped many businesses grow. Since we’re already talking, I want to be completely candid with you, as I am with all my clients. You’re doing some great things, but you have holes in your marketing that is preventing you from growing your business. These holes can be fixed, which will translate to an increase in sales pretty fast.
With your permission, I would like to send you a free marketing analysis of your business, and schedule another call to review it. On the call I’ll show you how I think you can get more sales fast and preserve a long-term growth.
*concluding*
Okay, great. I’ll work on the article and send you a draft as soon as I have one. It shouldn’t take more than a week. In the meantime, please email me the pictures, that’s very important. And we have another call set for ______________.
_______ It was a pleasure talking with you. Talk soon, bye.