Microphone: Gary Olson, Radio Dubuque

One way to become known as an expert in your field is to interview other experts and publish the transcripts. Benefits:

• You are known by the company you keep. By merely appearing in print with known experts, you cause your name to be associated with theirs.
• When you publish information from several experts, that positions you as a kind of “meta-expert”–someone who, in a sense, stands above the experts and brokers their information to the reader.
• Regardless of how expert you are in the field when you begin your interviews, you will learn a great deal from the experts in the course of interviewing them–especially if you prepare for each interview. Research each expert and determine what most people would want to know from them.

Access to experts may seem like an issue, but in general, it is not. Most experts appreciate any additional exposure they can get. Many will ask for you to include a link to their website, and you should be happy to provide it.

If the expert wants to promote a particular product to the readers of the interview, consider signing up as an affiliate for the product. That way, if your readers buy the product, you will get a commission. (Of course, if you do this, it is important not to mislead readers by claiming, say, that your comments on the interviewee and their product are disinterested.)

When you contact your interview candidates, it is best to reach them through mutual acquaintances. Conferences and industry events may present opportunities to both meet experts and actually interview them. If they don’t have time to be interviewed, at least you will be able to make a personal impression on them and find out how to schedule time for an interview.

Have your pitch written out clearly, and have a copy you can hand directly to the interview candidate. You can use the same text when you email experts.

In the pitch, your focus should be on the benefit to them. You should also say if they will be able to review the transcript before it is published. Of course, you’ll get more agreement if you do allow for review and approval.

If possible, buy the expert’s book or other product before approaching them.

You should promise a free copy of the book to all participants, and special pricing for quantity purchases.

Interview length will depend on how large a volume you intend to produce; how many experts you plan to interview; and the prominence you want to give to any particular expert.

Get a good-quality digital recorder; they are available for under $100. You can use a smart phone with recording capabilities, but test it first; phones do not usually have the best microphones.

If you are interviewing on the phone, you can use FreeConferenceCall.com or other services that record the call. When I do this, I use a good-quality speaker-phone, and also make my own digital recording locally, as back-up. (Court reporters use duplicate recording systems in depositions, with good reason. Technology can fail.)

When you design your book, don’t forget the “diamond.” Have a clear question that the book will answer for the reader, and make sure you keep that promise.

Questions? joel@joeltrainsauthors.com