When a client approaches me with a new copyrighting task, I sometimes feel the urge to draw up a draft right away. As my brain is already buzzing with ideas.
Or I may feel at a loss because I happen to only have a vague idea about the product I'm required to write about.
In any case, both you and your client will undoubtedly benefit from investing time and effort in a structured interview.
Unlike a free-flowing exchange of ideas between you and your client, a structured interview is a type of conversation where you keep to a list of predetermined questions.
This will help you control the dialogue in order to get a clear picture of the task at hand. Next time you embark on a new project, here are three things you need to keep in mind to get the most from the client interview :
- Be prepared, like really well (what does it mean, anyway?)
- Formulate questions
- Give structure
- Plan timing
- Record
- “How” is just as important as “what”
- What is the interview really for?
- Note wording and consistency
- Look and listen between the lines
Let’s go!
First, be prepared, like, really well
This interview is called “structured” for a reason. And you — the copywriter and interviewer — are the ones responsible for its structure. To start, make a list of all the questions you would like to ask your client.
Keep in mind that it is you, and not your client, who has the most knowledge about writing. On the other hand, it is the client who has the most knowledge about the product.
Formulate questions Focus on the client’s point of view to gain a deeper insight into the subject. Instead of asking, “What tone of voice would you prefer?” inquire, “Who would you like this product to appeal to?”
Instead of asking, “What message are you trying to send?” clarify issues like “What is the most important thing about your product that everyone needs to know?”
Give structure
After writing down all the questions you need to ask the client in order to have a full picture about a product and a company (or any other topic you write about), divide the list into logical thematic sections (for example, it could be the structure of the website for which you are creating the texts). Once again, structuring is the way to get the most out of your interview.
Plan timing
Now it is time to trim the excess. Go through your list once again and highlight the questions you find the most indispensable and to-the-point.
Get rid of less important questions — for example, questions such as “How do you see your customers?” and “What is your target audience?” are pretty much the same.
Even though the client’s answers may vary greatly in length, we would recommend keeping the interview to 15-20 questions.
Most sources cite that answering basic questions takes from 30 seconds to 1 minute, and answering more difficult questions will take up to 4 minutes.
In our experience, 60-90 minutes is the optimal length for an interview. This includes the time to clarify your client’s answers or rephrase some questions for the client, if needed.
Remember that answering your questions will demand a lot of focus and effort on the part of the interviewee, so your interview cannot last forever.
Record
We always try to have at least two people conducting the interview — one taking notes and checking the recorder from time to time, and the other asking questions and keeping eye contact with the interviewee.
If that isn’t possible, you definitely need to at least record it, using your phone or a simple audio recorder (make sure your gadgets have a full battery)! Don’t forget to be clear and open about doing so, asking for the interviewee’s permission.
Second, “how” is just as important as “what”
Even though your questions will be focused on facts, the purpose of meeting for an interview is not just about gathering information. In fact, you can always ask your client to prepare a brief for you with everything you need to know about the product and the task at hand.
Such briefs can be sent via messengers, e-mails and — in the best-case scenario — created in Writitude. If you choose the latter option, you can be sure that all your clients’ demands, briefs and other materials will be always at hand, mind-mapped for your convenience.
What the interview is really for
So, what is the main purpose of conducting this interview? To give your clients the opportunity to talk about their project in their own words and to see how comfortable they are with their own wording.
This way, you are going to obtain a deeper, much more detailed picture of the broad subject you will be writing about, as well as your current assignment.
Note wording and consistency
Note your client’s choice of words. How do they talk about their goals? Their audience? Their product? What adjectives do they use?
Do they nod enthusiastically when you repeat these adjectives to them? (“So, you’re saying it’s a luxurious experience?” — “Yes, exactly!”)
Or do they look perplexed when you cite their own words back to them? This most probably means your client is still looking for the right language and tone to communicate with their customers and partners.
Does your client use a lot of technical terms or professional jargon? Can you use this to your advantage? Does anything they say sound like a perfect quote for your article? Note any keywords and phrases you could use later.
Are your client’s wording and attitude consistent with their demands? Do they act and speak in a warm and down-to-earth manner when they tell you they would like their SMM posts to sound informal and playful?
Or does their attitude strike you as distinctly business-like and uptight, despite their request? In this case, you might want your next conversation to focus on finding a common ground on what a “friendly tone” specifically means in this case.
Moreover, you are not just looking for verbal clues during an interview. Which brings us to our next point of discussion —
Third, look and listen between the lines
Non-verbal clues are an important part of the information that you’re going to obtain during your structured interview. They can guide you in the direction of the desired wording and tone, even if the customer has difficulties formulating their demands.
We’re not urging you to train your mind to the highest level of alertness so that you observe every tiny detail in the room while guiding the conversation.
We merely recommend that you don’t disregard the things you may organically notice during the meeting.
The surrounding environment can serve as an invaluable source of information (or inspiration). So can the facts you find out along the way.
What does your customer’s office look like? Does the office interior reflect an interest in design and aesthetics? Does the environment look totally unfamiliar to you or does it remind you of other customers you’ve worked with before?
What is the company culture here — does the head executive make all the decisions or are they eager to ask their colleagues to pitch in with new ideas? Who approached you with the assignment and who is present at the meeting with you?
Note the pace of the conversation. Does your customer talk so quickly, that you have to ask them to pause so that you can jot down some notes?
Or do they tend to talk slowly and carefully, taking time to find the best words to describe their business? How important is it for them to stay precise and to-the-point?
Of course, not every verbal or non-verbal moment will prove useful later on. However, even the most insignificant details can provide the necessary substance for your writing and make your work stand out.
All in all, a structured interview with your customer is a sure-fire way to begin a new project. And yes, the preparation, as well as the discourse itself, will certainly take time and effort.
However, at the end of the day, the interview will radically reduce the turnaround needed for approval of the copy. Which also means less time to invoice and more time for other exciting projects.
