10 Tips for Creating – Powerful & Personal Print Interviews – Part 2

11) Speak to the Dream of Your Customer

When writing your interview, write to the dream of your customer. If you are a practitioner who provides great care to your patients, tell us how you do it.

12) Tell the Horror Story

By writing a horror story you can agitate a customer’s fears and concerns. This can position your services as an ideal solution. This can simply be done by sharing a very brief story about what a customer’s life was like before working with you.

13) Share a Success Story

Demonstration that you can fulfill your promise is vital. Share success stories.

14) Get Your Customer Primed and Ready to Purchase

Interviews offer a great opportunity to have customers primed and ready to purchase your services. After all the readers are voluntarily giving their time to read about you. Why not help them along the way by providing valuable information about your products and services.

15) Fine Tune Your Interview

Take your time to review and bounce your interview off of a friend or two. Getting outside feedback will help you put your best foot forward. Then when we go to print you will get exactly what you want.

16) Call To Action

Every interview needs a call to action. A call to action directs the reader to take some sort of action or motion towards connecting with your business. “Call right now and sign up.”

17) Provide Value to Your Readers

Anyone who takes the time to read your interview should walk away learning or feeling differently about the experience than before they read the interview. Ideally they have a positive experience and have gained something of value.

18) Use of Humor

Adding a little humor to your interview can be a real treat for readers. To begin with they won’t necessarily expect it and secondly it’s a great way to make friends.

Note: Use of humor can be used both in question and or response. 
In a recent phone interview with a local Chiropractor, I asked him how much he liked his job. He then disclosed to me that he loves his job so much that he has actually been walking through Costco, seen someone improperly lifting a heavy box, stopped them on the spot and offered suggestions on how to undertake the task more safely. That’s how much he loves his job!


the professional organizer that told me about what really happens when 300 Professional Organizer descend on one hotel for a weekend super conference, now that was funny.

19) Don’t Act Like An Outsider: Claim Ownership

Many people may shy away from claiming ownership to a town and community that they have just moved to. My suggestion don’t be a stranger – JOIN UP! When you take ownership within your community your community will take ownership of you as well. I Love Ashland!

20) Talk Like A Local

By taking ownership in your community you also refer and reference things as a local might. You might want to smooth your interview out to eliminate all localisms but before you backspace give it a second thought. Local slang can be as broad as “The Bike Path” or “heading over to the Kart for some Dagoba”.

21) BONUS: Thank The Community For Your Success.

Finally we wouldn’t be here if it wasn’t for all our friends, neighbors and community members who have faithfully supported our business.

Thanks everyone for all your support. I hope you have enjoyed these tips. If you want to view all 20 tips simply visit LocalsGuide.com and click “PROFESSIONAL”.

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