{"id":26707,"date":"2022-11-13T13:31:22","date_gmt":"2022-11-13T17:31:22","guid":{"rendered":"https:\/\/www.wyliecomm.com\/?p=26707"},"modified":"2022-11-14T03:20:52","modified_gmt":"2022-11-14T07:20:52","slug":"how-to-interview-for-an-article-to-get-stories","status":"publish","type":"post","link":"https:\/\/www.wyliecomm.com\/2022\/11\/how-to-interview-for-an-article-to-get-stories\/","title":{"rendered":"How to interview for an article to get stories"},"content":{"rendered":"<h2>How to find the aha! moment and other tools<\/h2>\n<p>Call it an aha! moment:<\/p>\n<figure id=\"attachment_26709\" aria-describedby=\"caption-attachment-26709\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"26709\" data-permalink=\"https:\/\/www.wyliecomm.com\/2022\/11\/how-to-interview-for-an-article-to-get-stories\/how-to-interview-for-an-article\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/05\/how-to-interview-for-an-article.png\" data-orig-size=\"533,300\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"how-to-interview-for-an-article\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Better than a recording device&lt;\/strong&gt; To get great stories in the interview, find the desk-pounding, or aha!, moment. &lt;a href=&quot;https:\/\/www.shutterstock.com\/image-photo\/microphone-on-white-background-close-view-606943184&quot; rel=&quot;noopener&quot; target=&quot;_blank&quot;&gt;&lt;em&gt;Image by Dmytro Ostapenko&lt;\/em&gt;&lt;\/a&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/05\/how-to-interview-for-an-article-300x169.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/05\/how-to-interview-for-an-article.png\" tabindex=\"0\" role=\"button\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/05\/how-to-interview-for-an-article.png\" alt=\"How to interview for an article\" title=\"How to interview for an article\" width=\"533\" height=\"300\" class=\"size-full wp-image-26709 lazyload\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/05\/how-to-interview-for-an-article.png 533w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/05\/how-to-interview-for-an-article-300x169.png 300w\" data-sizes=\"(max-width: 533px) 100vw, 533px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 533px; --smush-placeholder-aspect-ratio: 533\/300;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"26709\" data-permalink=\"https:\/\/www.wyliecomm.com\/2022\/11\/how-to-interview-for-an-article-to-get-stories\/how-to-interview-for-an-article\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/05\/how-to-interview-for-an-article.png\" data-orig-size=\"533,300\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"how-to-interview-for-an-article\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Better than a recording device&lt;\/strong&gt; To get great stories in the interview, find the desk-pounding, or aha!, moment. &lt;a href=&quot;https:\/\/www.shutterstock.com\/image-photo\/microphone-on-white-background-close-view-606943184&quot; rel=&quot;noopener&quot; target=&quot;_blank&quot;&gt;&lt;em&gt;Image by Dmytro Ostapenko&lt;\/em&gt;&lt;\/a&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/05\/how-to-interview-for-an-article-300x169.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/05\/how-to-interview-for-an-article.png\" tabindex=\"0\" role=\"button\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/05\/how-to-interview-for-an-article.png\" alt=\"How to interview for an article\" title=\"How to interview for an article\" width=\"533\" height=\"300\" class=\"size-full wp-image-26709\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/05\/how-to-interview-for-an-article.png 533w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/05\/how-to-interview-for-an-article-300x169.png 300w\" sizes=\"(max-width: 533px) 100vw, 533px\" \/><\/noscript><figcaption id=\"caption-attachment-26709\" class=\"wp-caption-text\"><strong>Better than a recording device<\/strong> To get great stories in the interview, find the desk-pounding, or aha!, moment. <a href=\"https:\/\/www.shutterstock.com\/image-photo\/microphone-on-white-background-close-view-606943184\" rel=\"noopener\" target=\"_blank\"><em>Image by Dmytro Ostapenko<\/em><\/a><\/figcaption><\/figure>\n<div class=\"excerptbox\" style=\"border:1px solid black;\">Alone in his laboratory on a snowy evening the week before Christmas, Dr. John Monnier observed unexpected peaks on the readout of his gas chromatograph. \u201cI thought the equipment was broken,\u201d he recalls. Instead, the Illinois farm boy was seeing evidence of the discovery of a lifetime. He had found a low-cost route to epoxybutene, a building block for scores of industrial, specialty, and fine chemicals.<\/div>\n<p>Aha! moments \u2014 aka moments of truth or desk-pounding moments \u2014 like this one, from an Eastman Chemical Company annual report, form the core of every corporate story.<\/p>\n<p>Here are four ways to find the aha! moment that\u2019s the gateway to compelling stories.<\/p>\n<h3>1. Find the \u2018desk-pounding moment.\u2019<\/h3>\n<p>When you\u2019re looking for stories, ask the interview subject for the \u201cdesk-pounding moment.\u201d<\/p>\n<p>That, according to David Murray, executive director of the Professional Speechwriters Association, \u201cis the moment when somebody pounded on his or her desk and said, \u2018Damn it, we\u2019ve got to do something about this.\u2019\u201d<\/p>\n<p>That\u2019s the secret to corporate storytelling.<\/p>\n<p>\u201cThat moment is the origin of every corporate program,\u201d Murray says. \u201cThe closer you as a reporter get to the very moment the idea was hatched by a human being, the better your story is going to be.\u201d<\/p>\n<p>The moment of invention often makes for a great story. Nike, for instance, began, according to Nikebiz.com \u2026<\/p>\n<div class=\"excerptbox\" style=\"border:1px solid black;\">\u2026 when Nike co-founder, Bill Bowerman, poured liquid rubber into his wife\u2019s waffle iron in an effort to provide a shoe sole that would give runners more traction. He created the famous \u2018waffle\u2019 sole that is still used on running shoes today.<\/div>\n<p>Looking for a brand story that sells your product or service better than facts and figures? Include in your list of questions when the company began, the sole was invented, the theory discovered. The moment of inception illustrates your organization\u2019s creativity, innovation and vision.<\/p>\n<p>And it can make a terrific \u2014 and telling \u2014 desk-pounding moment.<\/p>\n<h3>2. Ask <em>When<\/em> questions.<\/h3>\n<p>Good stories cover one moment in time. So if you\u2019re looking for a story that connects, ask when questions.<\/p>\n<p>When questions take content experts back to a specific time, a specific place \u2014 and, often, a specific story. So try asking \u201cwhen\u201d questions.<\/p>\n<p>Include interview questions that focus on:<\/p>\n<ul>\n<li>Moments of pain<\/li>\n<li>Moments of change<\/li>\n<li>Moments of crisis<\/li>\n<li>Moments of decision<\/li>\n<\/ul>\n<p>These key moments are times that caused your subject matter expert to change course. That\u2019s where the stories are.<\/p>\n<p>A writer once asked Kansas City architect Cary Goodman when he knew he would join his profession. He told her about the time he built a fabulous tree house at the age of 9. His construction was so great that the local paper sent a photographer to shoot it. The photo made the front page.<\/p>\n<div class=\"excerptbox\" style=\"border:1px solid black;\">\u201cIt was my first published building,\u201d Goodman said. \u201cThat\u2019s when I knew I wanted to be an architect.\u201d<\/div>\n<p>No doubt about it: When questions are good questions. Whether you\u2019re interviewing on the phone or face-to-face, a successful interview starts with prepared questions that get to stories.<\/p>\n<h3>3. Pass the 30-second test.<\/h3>\n<p>How do you know whether yours is a moment of truth or just something that happened?<\/p>\n<p>Pass the 30-second test: When you research a moment of truth, make sure the original event didn\u2019t take more than 30 seconds.<\/p>\n<p>In an <em>Esquire<\/em> profile of Robert Redford, the writer tells about being frustrated by the actor\u2019s incredible need for privacy. In the interviews, he was guarded and wouldn\u2019t share any personal information.<\/p>\n<p>To sum up this attribute, the writer ends with an anecdote about two fans who see the movie star at a New York City intersection:<\/p>\n<div class=\"excerptbox\" style=\"border:1px solid black;\">As the traffic stopped, one of the women darted toward him.<\/p>\n<p>\u2018Are you Robert Redford?\u2019 she asked, breathlessly.<\/p>\n<p>\u2019Only when I\u2019m alone,\u2019 Robert Redford answered.<\/p><\/div>\n<p>Light changes; woman sprints over to Redford; asks if it\u2019s really him; he replies.<\/p>\n<p>Thirty seconds. That\u2019s a good anecdote.<\/p>\n<p>So while you\u2019ll ask open-ended questions to elicit quotes and ideas, a good interview also includes questions to get to stories.<\/p>\n<h3>4. Make sure it\u2019s a moment.<\/h3>\n<p><em>Self<\/em> magazine asks for moments of truth in a series of stories about readers who shed pounds and shaped up. Here\u2019s one of them:<\/p>\n<div class=\"excerptbox\" style=\"border:1px solid black;\">A friend emailed me a picture from a birthday party \u2014 I had two chins! I quickly deleted it, but I couldn\u2019t get the image out of my mind.<\/div>\n<p>Open email, see second chin, sign up for Noom. Thirty seconds. Good anecdote.<\/p>\n<p>But what about this one?<\/p>\n<div class=\"excerptbox\" style=\"border:1px solid black;\">When my kids asked me to push them on the swing, I used to think, \u2018I\u2019m too beat.\u2019 I had to get moving!<\/div>\n<p>That\u2019s not a moment of truth, it\u2019s a state of mind. The key phrase here is \u201cI used to think.\u201d This is something that happened over time, not once.<\/p>\n<p>However, sometimes you can transform a state of mind into a moment of truth. If it happened several times, I always say, it also happened once. So choose on of those times and focus on that:<\/p>\n<div class=\"excerptbox\" style=\"border:1px solid black;\">One day, my kids asked me to push them on the swing, I thought, \u2018I\u2019m too beat.\u2019 I had to get moving!<\/div>\n<p>Kids ask Mom to push them in the swing; she thinks, \u201cI can\u2019t!\u201d; realizes she\u2019s got to make a lifestyle change.<\/p>\n<h3>Make it a story.<\/h3>\n<p>Storytelling has the power to engage, influence and inspire, <a href=\"https:\/\/www.harvardbusiness.org\/the-science-behind-the-art-of-storytelling\/\" target=\"_blank\" rel=\"noopener\">according to the <em>Harvard Business Review<\/em><\/a>. If you want to move readers to act in the business world, create content and marketing campaigns that share your organization\u2019s aha! moments.<\/p>\n<div id='MC-CTC-CTC' class='widgets_on_page wop_tiny1  wop_small1  wop_medium1  wop_large1  wop_wide1'>\n\t\t\t<ul><li id=\"custom_html-11\" class=\"widget_text widget widget_custom_html\"><div class=\"textwidget custom-html-widget\"><h3>How long should your message be?<\/h3>\r\n<p>Would your message be twice as good if it were half as long?<\/p>\r\n\r\n<p>Yes, the research says. The shorter your message, the more likely readers are to read it, understand it and make good decisions based on it.<a title=\"Rev Up Readability \u2014 our clear-writing workshop,\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/writing-classes\/corporate-communication-training\/\" target=\"\" rel=\"noopener\"><img decoding=\"async\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/clear-writing-training.png\" alt=\"Rev Up Readability \u2014 our clear-writing workshop\" title=\"Rev Up Readability \u2014 our clear-writing workshop\" width=\"auto\" height=\"auto\" border=\"0\" style=\"--smush-placeholder-width: 250px; --smush-placeholder-aspect-ratio: 250\/250;float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 2px; margin-bottom: 10px; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max lazyload\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\"><noscript><img decoding=\"async\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/clear-writing-training.png\" alt=\"Rev Up Readability \u2014 our clear-writing workshop\" title=\"Rev Up Readability \u2014 our clear-writing workshop\" width=\"auto\" height=\"auto\" border=\"0\" style=\"float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 2px; margin-bottom: 10px; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max\"><\/noscript><\/a>So how long is too long? What\u2019s the right length for your piece? Your paragraphs? Your sentences? Your words?<\/p>\r\n\t\r\n<p>Find out at <a title=\"Rev Up Readability \u2014 our clear-writing workshop, starting June 19\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/writing-classes\/corporate-communication-training\/\" target=\"\" rel=\"noopener\"><strong>Rev Up Readability<\/strong><\/a> \u2014 our clear-writing workshop.<\/p>\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\r\n<p>There, you\u2019ll use a cool (free!) tool to analyze your message for 33 readability metrics. You\u2019ll leave with quantifiable targets, tips and techniques for measurably boosting readability.<\/p>\r\n\r\n<div class=\"btn btn--depth\" style=\"text-align: center;  margin: 10px 0 20px; width:100%;\"><a id=\"btnTT\" style=\"\" title=\"BOOK NOW\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/writing-classes\/corporate-communication-training\/\" target=\"\" rel=\"noopener noreferrer\" data-width=\"91\">BOOK NOW<\/a>\r\n<!-- [if mso]>\r\n<p style=\"line-height:0;margin:0;\"><v:roundrect xmlns:v=\"urn:schemas-microsoft-com:vml\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/writing-classes\/corporate-communication-training\/\" style=\"width:153px\" arcsize=\"8%\" strokecolor=\"#D96237\" filled=\"t\"><v:fill type=\"gradient\" angle=\"180\" color=\"#f16522\" color2=\"#f16522\"><\/v:fill><v:textbox style=\"mso-fit-shape-to-text:t\" inset=\"0px,11px,0px,11px\"><center 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