Storytelling Interview Questions – A Tool for Gathering Stories with Emotional Connection

Guest Post by Elissa Leif, CEO, MiniMatters, LLC

As Jill wrote in a recent post, getting emotional with your audience is a good strategy, as emotional connection with your organization leads to more engagement and spending.

At MiniMatters Video + Marketing, our prime area is video, which provides many opportunities for building this sort of emotional connection with audiences.

Conversation Icon.pngHaving done this work for many years, we’ve come to see that the interview portion of video making is critical to drawing out video clips that can make this emotional connection. In particular, carefully crafted storytelling interview questions help.

If an interviewee is asked about why they support a particular nonprofit organization or buy a certain product, there is a huge difference in emotional punch between a rambling answer that covers several different reasons and one that focuses on one powerful thing.

Here’s our free primer on Storytelling Interview Questions, from which you can download a free PDF with our “Top 7 Interview Questions for Storytelling.”

Your subjects will appreciate a good interview because the resulting story, whether in print or video, will make them look and sound better. It will also serve as more effective advocacy for your cause or product. And it helps your viewer connect on an emotional level with what you’re promoting.

Digital Marketing that Works

Effective digital marketing takes a deliberate approach to research, planning, managing and measuring. Marketers that take the time to get through all these steps will be rewarded with measurable success.

There are many channels, tactics and tools for marketers to choose from. A plan will increase the chances that you use the right mix for the right reasons. You can have the desired impact with a relatively small budget.

If you fail to plan, you leave everything to chance. Your chances of success are like a roll of the dice. You may score big, you may get nothing.

Key Steps to Your Digital Marketing Campaign

Set your campaign goals.

Define what you want to achieve. Be as specific as possible. You will know you are specific enough when it is clear how you will determine if you have gotten there. Now you have both a goal and measurement.

Understand your audience.

Hint: Your audience is something more specific than everyone. I’m exaggerating here to make a point: take time to really understand who you are marketing to. The more specific your understanding, the more targeted your plan will be.

Define your audience beyond basic demographics – what do they like? dislike? what are their perceptions about you? Dig into every detail.

Define your message.

What’s your message? Take time to define the master message, both text and visuals. All of your campaign messaging and materials should be directly related to the master message.

A laser focus on consistent messaging and visuals will allow all the elements of your campaign to build on one another.

Create a plan.

Really. Write out the day by day, week by week plan to implement your campaign. What will be done? Who will do it?

Break down your strategy into the individual tasks that will add up to your success. Follow the plan to make sure you are accomplishing all the elements.

I’ve seen great ideas with huge budgets behind them with no plan. The effort quickly gets off the rails. With no plan there is no chance for quick correction. You have to back up and figure it all out, again.

Measure as you go.

At every step, assess if you are moving in the right direction toward your ultimate goal. Make course corrections as needed.

A great idea may prove worthless in reaching your goal. Drop it.

A new idea may emerge that is successful. Do more.

Your plan should be a living document that adjusts as it rolls out. Write it down, but don’t set it in stone. Nothing is as important as moving toward your goal.


Create the Right Video for Facebook

People watch a lot of video on Facebook. Here are some tips on how to create a video that attracts attention and moves people to your call to action.

Video Length

Videos should be about 30 seconds! With the exception of live video, that’s about all the time you get. Think about when and where your audience will watch your video and how you can have an impact in just a few seconds.

Live Video

On average, people spend three times longer watching live videos than other types. Engagement is also higher.

The live format allows you to establish a closer and more authentic relationship with your audience. Go live to offer a product demo, discuss a new concept, or do Q&A.

Brand Story Videos

People love stories. Tell them yours! Video showcasing a company story helps people understand your brand and what it stands for.  Have one or more people in the company tell the story. Authenticity is valued more than polish.

Educational Videos

People watch videos for entertainment, inspiration or to learn something new. Educational and how-to videos tap into this need.

Explainer Videos

An explainer video introduces your product. These are great for new products and services and for increasing brand awareness.