Engineer a Strategic Interview Script
Great testimonials don’t happen by accident. Simply pressing record without a plan rarely produces high-quality content. To capture a powerful narrative at every session, we have developed a tailored five-question interview script focused on building a compelling story arc. Follow these five stages to ensure your questions extract the right narrative:
1. The Introduction (Context)
Appx. 15-20 seconds
Goal: Humanize the guest and establish their professional authority. Establish credibility so the viewer sees a peer, not an actor. Start with easy questions, allowing the interviewee to introduce themselves and their workplace.
- Please introduce yourself. What’s your name, what do you do, and where do you work?
- Tell me about your company. How does your company rival others in your industry?
- What are some things that make you proud to work for your company? (This encourages passionate delivery)
2. The Challenge (Pain Point)
Appx. 20-30 seconds
Goal: Get them to describe the “before” state and the specific frustration that caused them to seek help. Get specific details about the problems and challenges faced prior to the partnership. Identify the specific, structural frustrations or “hiccups” they faced before working with you. This makes the problem relatable to your potential clients.
- Prior to working with (our company), what pain points or challenges were you facing?
- What was the catalyst for seeking out a partner to work with?
- Were there any other companies that you considered? What made (our company) stand out?
- Ultimately, why did you select and decide to work with (our company)?
3. The Solution (Catalyst & Differentiation)
Appx. 20-30 seconds
Goal: Pinpoint what makes your service stand out—the unique features that convinced them to trust you. Understand what specifically triggered the search for a solution. This reveals the urgency your prospects likely feel. Use questions that compare the customer’s approach before and after the partnership.
- What was the ‘aha’ moment that made you decide (our company) was the right partner to solve that challenge compared to others you considered?
- How would you quantify the ROI of working with (our company)? Do you have any measurable data you can share?
- In your opinion, what’s the biggest benefit of working with (our company)? (This is great for collecting a succinct sound bite)
- What do you think makes (our company) stand out?
4. The Impact (Transformation)
Appx. 20-30 seconds
Goal: Shift the conversation to the “after” state. Look for specific metrics or tangible improvements in their workflow or outcomes. Don’t shy away from asking for explicit recommendations and forward-looking statements. Pivot from the problem to the measurable, real-world impact. Focus on tangible ROI or qualitative growth.
- Since we started working together, how has your day-to-day operation or business performance changed? What are the biggest results you’ve seen?
- What is at risk for you if you don’t use (our company)? (This emphasizes your value in mitigating challenges)
- What does the future hold for you? How do you see (our company) helping with your growth?
5. The Recommendation (Endorsement)
Appx. 15-20 seconds
Goal: Focus on securing a definitive endorsement that mitigates risk for those on the fence. This will act as the final ‘proof’ for future prospects.
- If a peer at another firm was on the fence about working with us, what would you tell them about the value they could expect?
- Would you recommend (our company)? If yes, to whom — and why?
- Is there anything else you’d like to share about your experience with (our company)? (An open-ended question that fosters authenticity)