THE GOOD INTERVIEW
Wade B. Cook
My name is Wade Cook. I have been on over 1,600 radio and TV talk shows. Four of my books (including WALL STREET MONEY MACHINE, SAFETY FIRST INVETING and BUSINESS BUY THE BIBLE) have been on the New York Times Bestseller List, as well as the Bestseller Lists in Entrepreneur Magazine, Money Magazine and USA Today. It is hard to decide which came first, the Bestsellers or the Interviews. Indubitably, the Talk Shows created the Bestsellers.
Because of the time involved in travel—and in my case, we added a very intensive seminar schedule—a few interviews were done as “phoners,” an appearance done from home or the office. One night, on KOA out of Denver, I was on for 2 hours. I laid in bed next to my wife, and answered questions from people in 13 different states. We gave out a free cassette (that will date me), and in the morning, we had taken in 2,400 orders. Oh, this interview was FREE, no charge to me—and therefore I made it FREE to the new customers.
Today, my wife and I joke about things like this. We often ask, “How do we monetize that?” Well, back then our average customer brought to us about $800 a year, and these customers each lasted several years.
After so much experience, most of it wonderful, I came to appreciate a great interview, conducted by a great interviewer. I started to make a list of the factors or components of a solid, informative and exciting interview. In fact, I often wrote a short letter back to the interviewer with my observations. Of interesting note: When I asked them if they would like this letter/rating, not one said yes.
This is strange to me. If you’re not improving, you’re. . . well, you’re not improving, and that is very sad. In this short article, you’ll read about these observations. I’ve included some of these ideas in my book, BLOG POWER, and others in ZING: 22 Ways to Jazz Up and Put More Pizzazz into Your Marketing Copy. See Note #1 at the end.
Sometimes we only have a few minutes—even seconds—to make a difference, get people’s attention, take an order and make a sale. William Sellar said, “For every person wishing to teach, there are thirty not wanting to be taught.” The sheer fact that you’re reading this article is indicative of the type of person you are. You are not one of the 30. But, that doesn’t change the observation that most people do not necessarily want to learn. Learning involves a call to change and people fight change.
Also, you’ll notice that the title is not, THE GREAT INTERVIEW. I use superlative language like that all the time. Good is an appropriate word. It means to get the job done—to accomplish what you want to accomplish.
WHO IS YOUR COMPETITION?
In my seminar on seminars, I ask people, “Who is Your Competition?” Is it some other Nutritional Supplement Provider? Is it another seminar company? Is it the store down the street? Do you even know?
I’m going to suggest that your true competitor isn’t known to you, quite yet. When you learn who it is, you’ll probably think—“Why that stinker!” “Where did he/she come from?”
Okay, here is the hidden, insidious and relentless competitor. It is “APATHY.” It is people who don’t care, complacency, “I’m tired.”
Think of this: You’re putting on a seminar at the Marriott this Friday Evening. Your targeted potential customer hears your ad, your interview, your sales pitch. She works all week. It’s a long drive home, fighting Friday night traffic, and all. Her feet hurt, she’s tired, and now, and now . . . what” She must leave her family, get in the car and drive, usually without eating dinner, all the way out to the interchange and sit through a seminar which may or may not be good, or exciting, or even useful. There are too many other comfortable distractions. Apathy strikes again.
We’ll spend plenty of time throughout this article helping you overcome this condition. And don’t think that doing webinars, where people can watch and participate from their own living room solves this problem. Yes, it’s mitigated somewhat, but not eliminated.
Just a few points before we get to the heavy-duty stuff.
- People will pay an inordinate amount to money to learn how to make money. Remember the Apathy Factor. When the fear of staying the same is greater than the fear of change, then and only then will people change.
- Many Seminar Rating Services have studied the finer machinations of putting on seminars and speaking at them. Making Money was by far and away the most lucrative—with the highest per-head sales. Nutritional Products was second, and third was an eclectic group of various topics.
- Even today, just listen to the radio for seminar ads. Many are from my old speakers, students and competitors. These are still about Real Estate, the Stock Market and other business ideas.
I received some of the best interview training ever, when I was getting ready to do my first nationwide book promotion tour. It was so profound, that I remember almost every word to this day.
It reminds me of a study by two Harvard Professors who found that ever major change, every big success or development came from a point in a person’s life that marked a profound change, often a catastrophe. For one person, it was losing a father; another person was hurt in the military. One man’s mother had Alzheimer’s Disease, and he poured hundreds of millions of dollars into research. One woman lost a child and then started a charity, a movement, to benefit others.
I had one of those experiences, though not as sad.
Eileen readied the room. She placed two microphones on small table, facing the two chairs. She had me sit down, and then innocently asked the question, “Mr. Cook, how is your book different than all of the other real estate books out there?”
I said, “Well, Eileen, my book is different . . .” SLAM, her hand hit the table. “STOP—Answer the question.” She started again, “Mr. Cook, how is your book (or your style of real estate) different than the other books on the market.” I thought a second. She raised her hand to slap it down again. “How is my book different?”—I thought she wanted to make sure I understood the question. “STOP, she shouted, hitting the table again. She was a tough New York Woman.
She repeated, “Answer the question!” She started again, asking the same question. This time I shouted, “Cash Flow. My book is about making money, not some growth down the road, but income now.”
“Good,” she finally said. She went on to show how to set yourself apart. You don’t do so by repeating questions, or wasting time.
I hope you have such an experience, or better yet, learn from me, and avoid Eileen’s wrath.
12 GREAT METHODS OF REACHING PEOPLE
This format is still the most used, and the most effective method ever used. State a problem, and then tell us how you, your product, your company’s service will solve this problem.
In literature it’s called, conflict/resolution. Many books are written this way—some have each chapter tell of a problem and then how that conflict is resolved. This is often within the backdrop of the whole book being a gigantic conflict with hopefully a suitable resolution.
Think hard on this: What is the problem people are having and how will your product help. Make a list, and keep expanding the solutions.
- GET OFF YOUR SIDE OF THE FENCE . . .
You know what you want to say, but what do they want/need to hear? This is most difficult for so many guests. I notice this especially with Network Marketing Companies. I, as an associate, want to hear what is going on with the company, but when I get on the Sunday Evening call—one I really want to benefit from—I really don’t want to hear about the new bottling plant in Thailand. I know these business factors are important, and more so by the corporate management, and I guess I shouldn’t be dismayed as the new product or process is probably all this person thinks about all day long, but still, I want training.
I want to hear about the benefits of the product or service. I want to hear about new studies, new uses, new benefits. I want to learn how to educate people better. I need help converting people whom I’ve introduced the product to, but still haven’t made the move to either buy the product or promote the product.
Keep asking yourself: What do they need? And, why do they need my product?
- FEATURES VERSUS BENEFITS
A feature is defined as something that sticks with a product whether you buy and use it or not. A Benefit is defined as something that can only be derived by buying and using the product or service.
People buy benefits. They want results. We should sell benefits.
We’re here discussing Prüvit’s KETO//OS Pure Therapeutic Ketones. All over Prüvit’s site, and out of the mouths of thousands of Promoters, come marvelous benefits—anecdotal they may be—and sharing these often uplifts and elucidates others.
Learn to speak in terms of BENEFITS.
Out of a book by this title, we learn, we need to be there “The Firstest with the Mostest.” How are you positioning your company, your product, your service?
WE often use comparisons to make a point. Sort of like, “It tastes like chicken.” That’s good, but with these new discoveries we need better positioning.
For Example, Ketogenic Diets are popular. That’s just part of what Pruvers teach and do. This brings up another way to us this Positioning Information. If you can’t be the firstest with the moistest, then Reposition everyone else.
- Oh, your Paleo Diet is wonderful, but you still need our product.
- KETO//OS is Diet Independent. You don’t need to make all kinds of changes.
- Ketosis is the target, but now with KETO//OS you can get to Ketosis on Demand.
5. TELL A STORY
Your efforts at sharing take on more power when you explain things so they are understood. Let me say that another way. Teach as so not to be misunderstood.
Here’s a method I use. I’s about to explain an important factor, and it’s really important. I picture the person I’m trying to reach driving in his car between Phoenix and Albuquerque. If you’ve driven that stretch of road, you’ll get my metaphor.
Paint a picture. Use examples, be a bit graphic. Use words that are understandable.
Ask questions yourself, even when talking and explaining your ideas.
- SHOW, DISCUSS, APPLY
As part of my Sunday School Class Teacher Development we learned this method. Show, Discuss, Apply.
A “Show” is an attention getter. It could be a quote, a question, even a visual aid. It I meant to get attention and cause some thinking.
The “Discuss” is simply a discussion, whether it’s just you, using the Q & A format, or several people. The purpose is to get everyone involved and on the same footing (Answer Questions and Deal with Objections), and move people toward the Application.
The “Application” is the change you want people to make, or the task you want them to perform. (Yes, I’m thinking of my Sunday School Class). The application must be real, not nebulous. It should be achievable, and hopefully exciting to do.
- THERE IS POWER IN THE SPOKEN WORD
There are wonderful written marketing pieces. This article is in some ways a marketing piece. There are highly effective videos, webinars and seminars. But don’t forget the power of the spoken word.
Radio advertising is at all-time highs. When people are listening to the spoken word the emotions can reach great depths.
Emotion can be conveyed quite easily. Lists can be made. Stories told. Benefits explained.
Make sure you include the spoken word in all your marketing efforts.
- IMAGE OR CALL TO ACTION
In advertising and marketing there are fundamentally two types. One is an Image Piece, the other, A Call to Action.
You can see a beautiful car—an exciting image—but if you act this weekend, you can save $2,500—call to action.
Which one do you need? Most people in marketing need both. One time we designed a beautiful 28-page brochure. We knew it would sell millions, and it did, but the price, in this case, the drop down, or final price was not in the brochure.
The brochure was accompanied by a letter explaining the deal, the final price. The brochure was the image and the letter was the “ACT NOW.”
In education, we call this “pure education” and “behavior modification.”
- EVERY SALE IS EMOTIONAL
People do things for their own reasons, but almost everything we do is based on an emotion.
It is especially true when it comes to expending money. Think of the emotion people use in considering your product or service.
When you talk, or even write, are you moving people to an emotional conclusion. Love? Hate? Helping? Health Concerns? Sickness? Wealth?
And don’t forget, “THE FEAR OF LOSING OUT.”
Another aspect of this, again, does not meet the eye. You know what you want to say. You know the message you want to deliver and the behaviors you want to modify. These desires may get lost behind garbled questions, asked in a listless manner, and often off target. I will answer briefly—so as to be responsive—but move the answer I really want to give to center stage.
- DON’T SWEAR
Don’t ever, ever swear in front of audiences. One time, a very popular personality chose to use the F-Bomb. I was shocked. His reasoning was that he could.
COULD DOES NOT EQUAL SHOULD.
(See note/joke, my only exception below. #2)
Humor is a great way to teach. I use it all of the time. Because so much humor, in the vernacular of our day, is dirty, there is a tendency to move that sort of language into all discourse. This goes for radio interviews and other social formats, including Facebook, LinkedIn and Twitter.
Think: What is the average age of your audience? And, so what if many are younger. Don’t cheapen your presentation with raunchy language. My test is this: would I tell this joke/story in church.
- HAVE FUN
In every word you speak, even in your gestures, your likes and dislikes are manifest. You reveal your passion, your interest and what you want to accomplish.
If you’re not having fun, it will show. Now, don’t get me wrong, you can speak in a monotone, use archaic words, and people will stick with you. People like to learn and will put up with a lot, except a lack of enthusiasm, though subdued it may be.
Before you begin, ask yourself, what am I passionate about? What drives me? What makes me tick? Gloria Fuldheim, a near 90-year-old Host in Cleveland, after 70 years of interviewing people, simply asked me that question: “Mr. Cook, what makes you tick?
This opened up an opportunity to share my true passion, which was and is to help people generate extra income, so they (the parents) can spend more time with their children.
- BE GRATEFUL
You can’t be everything in an interview, but you can be grateful. You can be kind, even when things get confusing. One time in Philly, a host, pretended to read from my book, Real Estate Money Machine.
He was not in my book, but made it seem like the words coming out of his mouth, were mine. He used that to ask me to leave. He was lying. To him, I was just hustling a book or an event. He kicked me out, let’s not mince words. He was rude, and used people to show off.
He thought this endeared him to his audience, and it just might have. I was stunned. I talked to the programmer, and then the station manager. “Oh, that’s just Rudy.” They were used to his antics. I was gracious. I wasn’t going to sue them. They scheduled me for another interview later, which I couldn’t make.
THE GHOST-HOST PROTOCOL
Yes, this is a take-off of 007. I often use statements out of movies, comedian’s thoughts and the like to prove a point. For a long time, some of my favorite quotations and salient points were made by Optimus Prime from the Transformer movie.
If you’re looking at two pictures above with me and Heather Cardin—assuming they made the director’s cut—please note that the YouTube channel, Keto Power (Youtube.com/ketopower) features many of these interviews. You can see me in action, but more importantly, watch how brilliant our guests are.
The Host should be invisible, unless he or she brings energy, insights and methods (good questions). But, for the most part, the Host’s job is to make the Guest comfortable and to bring out the best from each Guest.
Many don’t see it that way, but I, as a host, am there to ask the questions the audience wants and needs to know.
If the guest or host have a different agenda, that should be discussed and agreed upon.
There is no conclusion. Life goes on. These ideas are a good place to start, and from here, grow and improve. I can’t wait to see your genius in action.
We are currently looking for people to join our team, and use, then market Prüvit’s KETO//OS Nutritional Supplement. We love it. I’ve studied numerous new health products and this is the only one that is bringing me out of retirement. Write me at firstname.lastname@example.org if you are interested. Better yet, use this link https://lcook.experienceketo.com. When you go there, watch the 4-minute video and then request the 5 Day Experience. It costs $27 and we will contact you for payment, and get it shipped to you right away.
NOTE #1: Visit wininc.biz
NOTE #2: The only joke with swear words that I use, and then judiciously, is a joke about swear words. It’s PG-13. See below.
NOTE #3: I’ve written a joke book. I’m redoing it for Network Marketers, a profession I love. It’s new working title is: PLATFORM HUMOR FOR NETWORK MARKETERS. It will be available in the Bookstore at wininc.biz.
Billy and Bobby, 6 and 8, were discussing swear words, and decided that they were old enough to use a few bad words: Hell and Damn.
The next morning their mom said, “What do you want for breakfast, Billy?” “Oh, hell mom, give me some of those Cheerios.” She grabbed him by the collar, marched him down the hallway and washed out his mouth out with soap.
Upon returning to the kitchen, she asked Bobby, “What do you want?” “Well mom, I sure don’t want any of those damn Cheerios!”
© 2017 Wade B Cook. All Rights Reserved.