By Michael Stelzner
Ever had this conversation with a person you are trying to interview?
Writer: Hi, thanks for taking the time from your busy day to discuss this white paper.
Content Expert: No problem. Before we start, I think it is important that you understand my product positioning. I would like to go through this 100-slide technical presentation with you.
Writer: Umm, okay. [50 minutes later]
Content Expert: I am out of time and need to run to another conference call.
You have entered the lair of the beast and are caught in a web of distraction. To escape with your treasure – the right stuff – you need to be skilled at the art of focus. How do you keep the expert on task and walk away with the white paper gems?
Regardless of the field, a white paper writer must conduct interviews, and the best “content-rich” interviews are with the experts: the chief scientists, product managers, engineers and inventors who spawned the product or idea you need to write about. So why are these people so hard to interview? The answer is really simple: They live in a different world. Not only do they speak a different language, often techno-gabble, they are not used to speaking with your “type,” the writer. They often cannot answer your questions in a language you can understand OR they decide their agenda should be the purpose of the call.
Here are some practical steps you can take to help guide the conversation when it wanders down the rabbit trail:
- Be sure to have a “preapproved” outline and use it to drive the call. Remind the expert that you have a blessed direction and that you would like to focus on the outline.
- Be prepared before the call. Review existing documents so you can track with the expert.
- If you are nervous, do not go it alone. If you work with a marketing communications or project manager, ask him or her to join you on the call. This person can help keep focus because he or she represents the company and usually knows the expert.
- When confused, ask questions such as: “Can you give me an example?”
- When features are discussed that are too technical, ask “What are the benefits and implications of that?”
- When you feel the discussion is going in the wrong direction, ask “Can you explain that in terms the target audience of this paper would understand?” or “Do you want that information in the white paper?”
- Consider hiring an expert to direct the call and write the paper.
These are few tried-and-true tips that will help you get the gold and get on with the paper.
Michael A. Stelzner is author of the popular “How to Write a White Paper” paper and has successfully wrestled with some of the most challenging content experts. He can be reached at mike@stelzner.com.
DISCUSSION: Discuss this topic at the WhitePaperSource forum.
