Saving You The Many Hours of Prep Time With Our Proven Interview Process
Although we’ve been doing this for many years, it doesn’t mean we stop learning. We are obsessed with the interview process and are always researching new methods to constantly grow our skills in what we believe is the most important part of the filmmaking process for small business owners. This is where we draw out the very best parts of the brand you’ve worked so hard to create.
Below you’ll find a general framework that we follow, however, these questions are only as valuable as the ability to meet your answers with 1) Expert Listening 2) Trained Deciphering 3) On-The-Fly Followup Questions. This is where experience is critical. Our director, Brett Junvik, has conducted thousands of interviews in over 30 countries over the past 15 years to master the craft of interviewing.
TYPE A: BRAND STORY
1. All about your ideal customer and what they value
2. Your client’s problem that you have the solution to
3. Drawing out your authentic empathy for this problem and why you’re so passionate about it
4. About you, the person, in addition to the business owner
5. We discuss the key features of your solution and how its unique among competitors
6. We discuss your experience, awards and qualifications
7. Customer testimonials told in your own words
TYPE B: ADS
1. Based on what we hear, we probe into the many aspects of the problem even further
2. How your solution uniquely solves prospect’s problem
3. Answering all objections to your solution
4. Increasing value of your solution
5. Discuss positive/negative consequences if they do/do not buy your solution
6. We draw out several versions of a Call-To-Action (CTA) for prospects at different stages in the buyer’s journey
7. Urgency, why it’s important to buy now
COMBINING BOTH
Our director typically asks questions from both Type A and Type B in our interviews. If you are new to producing content for your brand, we put a greater emphasis on Type A, as we’ve found this type of content performs better to introduce you, the business owner, and primes your audience for more ad-centric content in the future.