#general

I usually try to do an outline so I know what questions I want to ask and where I am hoping to add their quotes. Then I put out my call for SMEs (or link up with those provided by my client), and conduct the interviews. I use Fathom to record and transcribe so I can focus on the conversation. Then I work through the piece and follow up with anyone I have an extra question for. Then edit as normal and submit!

I would like to add to those tips:
• Never ask yes or no questions. Or if you do, always include a follow up
• Sometimes the SME is too busy to actually conduct the interview with you (if it's a ceo or similar position). In that case you can try getting them to send you bullet points of their thoughts on slack or email and you work it into the article in their voice. Then send it to them for approval
• At the end of the interview ask "do you have any thoughts or opinions on the topic that i didn't ask about or should've asked about?" That is a great source of quotable quotes if they do

Thank you @marissa and @Patrick Icasas for your guidance! 🙂

Share the questions you plan to ask ahead of time so they can prepare (you’ll get better responses, they’ll waste less time).

Ask your questions in the order of the story you want to tell or the strategic argument you’re planning to make. It’ll help the SME logically work through the topic at hand so you can pull out the appropriate insights or high-value nuggets of information.

As Patrick mentioned, keep your questions open-ended always. Use phrases like “can you describe for me,” “how would you explain,” or “what’s your perspective on..” to give the SME freedom to fully form a complete answer.

Have them tie everything together with a final takeaway statement about the subject/topic you’re discussing that will carry through the article you’re writing — the “why should I (as a reader) care about this?” type of message.

@Scott Stransky thank you!