5 Ways to Create Spark with Your Marketing

Welcome back to the video series, “5 Ways to Create Spark with Your Marketing.” Today, we’re exploring how to record authentic voices. A story comes to life with its characters. Sharing authentic voices and sub-stories within your overall brand narrative is all about empathetic listening, not simply checking off a list of questions you want to ask. When you listen empathetically, you’ll capture compelling sound bites that resonate with your audience. Here are our secrets to getting interviewees to open up on camera and share their authentic stories.

Empathetic listening is the cornerstone of capturing authentic voices on camera. It’s about being fully present and genuinely interested in what your interviewees have to say. When people feel heard and understood, they’re more likely to open up and share their stories in a way that connects with your audience.

Before you even hit ‘record,’ it’s essential to establish trust with your interviewees. Explain the purpose of the interview, share your own enthusiasm for their story, and assure them that their voice matters. As I’m starting an interview, I like to get to know them a little bit, and establish a rapport together so it doesn’t feel like I’m a cold stranger asking them questions. I like to invite them in as a collaborator in the story telling process. When your interviewees feel valued and respected, they’re more likely to speak from the heart. We also encourage each person that while we know they can’t forget the cameras are there, we really do want to have a conversation together that just happens to be recorded.

Crafting your questions is crucial. When planning your questions, consider this: instead of closed-ended questions that get simple ‘yes’ or ‘no’ answers, ask open-ended questions that encourage your interviewees to share their thoughts, feelings, and experiences. Instead of “Did you enjoy the experience?” ask “How did the experience make you feel?” You’ll get more detail in their responses and have a better connection with the person you are interviewing.

Once you ask a question, it’s important to actively listen. Giving your full attention, nodding, smiling, maintaining eye contact, and authentically reacting to what they’re sharing, help people feel more heard during an interview. Active listening shows that you’re genuinely engaged in the conversation, making your interviewees comfortable sharing their stories. And you might even get an insight you weren’t expecting that makes your story even stronger.

To capture compelling sound bites, encourage your interviewees to be themselves. Remind them that there are no right or wrong answers. Their authenticity is what makes their voice powerful. When you let people speak from the heart in your interviews, you’ll discover golden nuggets that tell a stronger story and resonate with your audience. In the end, it’s not just about what is said but how it’s said. Authentic voices are so powerful in your marketing.