Subscribe to usHow To Ensure Your Online Interview Adds Value
Published Date: 2004-04-12 00:49:21 WorkOnInternet.com


Read More on Selling on the WebAre all interviews valuable products? Not necessarily...not if the interview message isn't communicated effectively.

More and more Internet marketers are using interviews to further promote their products, build their lists, and increase their USP's and offerings. This can be an effective way to add 'exclusivity' to any online product and add value due to the "one on one" and unique feel of a conversational interview. Adding a voice to information can make the experience of learning much more effective and human.

However, quite often the interviews that are offered are vague and non-specific and leave the listener wondering what was truly covered in the interview, if anything was covered at all. If the listener does not realize any added value from the interview, than the effort was wasted and the listener's time was wasted as well. If the interview was merely designed and used to sell a big ticket back end product but was touted as "content rich", the listener can feel cheated because their expectations weren't met and they didn't learn anything that could be put to use in their own business. In addition, the listener most likely didn't choose to listen to the interview so they could be sold to, they listened to the interview to learn something valuable.

So what's an affective structure for an interview that will add value to a Unique Selling Proposition?

Certainly the answer to this is going to vary depending on the target market, product feature set, and mode of delivery, but there are certain basics that can be used to make any interview add value and benefit the listener. These basics apply to most interviews when utilized to add to a USP. The basics include simple logical steps that are any or all of the following:

* Define exactly what the interview is going to be used for. Will it be used to add value to a USP as a bonus? Will it be used as a lead generator? Will it be used as a stand alone product? Deciding what the interview will be used for will set a clear path for the next logical productive steps.

* Define who will be listening to your interview and what their motivation is for listening. Who is your target market and what do they want to know? What need are they filling by listening to the interview?

* Define what message you'd like to get across in the interview and be specific. An interview about 'web publishing' wouldn't be effective because the subject is far too broad. An interview about 'the 4 most important steps to reaching a top 10 ranking on a specific search engine' is much clearer and narrowly niched and would be much more useful to the listener.

* Carefully choose your interviewee. Make certain that the person you interview has the information you want to deliver to your target market based on their experiences. Create a relationship with them so the interview is 'conversational' but is also a learning experience for the listener.

* If you are adding the interview as a bonus to your USP, make certain that the interview complements your USP and is truly an add-on. Make the information in the interview targeted to make your USP enhanced rather than having it contain random information. The interview should further define or elaborate on key points outlined in your product offering.

* Clearly define the sales copy of information about the interview to the prospect. Don't perform 'bait and switch' tactics to your would-be listener, this only wastes time for everyone involved and holds no value to either party in the long run.

* Clearly define the mode/method of delivery to your user. Will the interview be an audio e-Book? Will the interview be available only via streaming or will the interview be available for download? If a download, what format will be used? MP3? Another media file? What type of software or hardware will be needed to listen to the interview?

Interviews can be extremely effective tools to convey messages, teach, add value to a product or products, etc. Use a planned approach when using interviews as products or as a method of adding to your USP and the interview will be much more effective for everyone.

Be humble, work smart, keep it simple.

Karl Augustine
"The Regular Guy"
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