Ask Away: A Simpler way to prepare Interview Questions
Interviews are the backbone of storytelling in Documentaries and Testimonials - and it takes more than just hitting record to get the most out of an interview session. When planning an interview, it makes a hell of a lot of sense to prepare a list of questions. That's a very obvious statement. What might not be so obvious is the ways in which you approach the question writing stage!
A well crafted question gets the interviewee to respond with genuine depth, emotion and context. So in this blog post, we're going to learn how to ask the right questions to maximise storytelling capability!
Scripting the Unscripted
An interview is unscripted. That fact alone surrounds the edit in a cloud of uncertainty. So it pays off to mitigate that risk.
When you ask the right questions, you're setting up a framework for your edit. Think of each question as a building block that, when put together, forms a compelling story.
We need our interviewees to hit certain beats. Sometimes, we need them to say specific phrases (in their own words of course). This approach is about more than gathering information - it's about curating a compelling narrative.
While you might not know exactly what your interviewee will say, you can lean on a few classic narrative "tropes" or structures. For example, if you're filming a testimonial, you can guide the story using a basic framework to capture the right emotional beats for a strong edit.
A Testimonial Blueprint
Here’s a rough narrative structure for a testimonial that you can keep in mind while crafting questions:
The Hook:
Start with the problem. Ask questions that will help them describe their challenges in a relatable, human way.
Example: Our hero runs a small business, and couldn't find a sustainable way to use video for their marketing needs. Most options were either too expensive, or too impersonal.
Introduction:
Now, introduce the solution - your company or product.
Example: Enter - Balloon Tree Productions!
Context:
Build the story by having them explain what the solution does and how it fits into their life or business.
Example: Balloon Tree Productions are a production company that understand the tone of our hero's small business - with scalable videos that have a distinct human touch
Features & Benefits:
This is where the bulk of your story lies. Get them to share specific ways the solution helped them.
Example: Testimonials, short form videos, podcast recordings - all their media needs are serviced
Endorsement/Call to Action:
Conclude with a powerful endorsement or call to action.
Example: "I would recommend Balloon Tree Productions to anyone."
By keeping these stages in mind, you can write down essential one-liners you hope to capture and then craft your questions to lead interviewees toward those points.
Working Backwards
Once you know the lines you want to highlight, it’s all about reverse-engineering the questions. For example, if you need a line like, “I would recommend Balloon Tree Productions to anyone” - the simplest way to prompt that is by asking, “Who would you recommend Balloon Tree Productions to?”
Here are a few thought starters:
Keep in mind that these examples are deliberately generic. You'll want to personalise each question to fit your brand and purpose.
The Hook:
What problems were you facing before company/event?
Describe a few examples of the issues you were facing
What's a specific nightmare scenario you had to deal with?
How were you running things before Company/Event?
Intro:
What's the name of the company/event?
What's your name/company - Where do you fit in all of this?
Where are we today?
What are we doing today?
Context:
Where does your story begin with company/event?
What does company/event do for you and your business?
Had you heard of company/event prior to this?
What does company/event mean to you?
Features & Benefits:
How has company/event affected the way your operate?
What's the #1 thing that you appreciate about company/event?
Are there any particular product/services that stand out to you?
Has it been an easy transition moving to X Y Z?
Endorsement/Call to Action:
Do you have any results you can share after working with Company/Event?
Would you recommend product/service to others? Why?
If product/service didn't exist, how would that affect you?
What advice would you give to people who are considering x y z?
See it in action
We use this interview question technique all the time! Take a look at our latest testimonial to see how we get the most out of a short interview session!
Bonus Tip: Warm Up with Fun Questions
Interviews can be nerve-wracking for some people, so start with a few fun or easy questions to loosen them up! Often times these questions will be asked as a soundcheck by the camera crew - but some hidden gems can be revealed during these more candid moments.
With a bit of preparation, you’ll capture responses that practically edit themselves.
Speaking of editing, we reckon we could edit you next testimonial! so grab a Same Day Quote today!