Help them explain what happened in their own words. The interviewer’s job is to create clarity, not manufacture enthusiasm.
Send a reassuring preparation note
Fictional example:
We’ll discuss the rollout decisions and what your team learned. You do not need a script or slides. It is fine to pause, restart an answer or flag a topic you cannot discuss. We will explain the review process before recording.
Only promise the review process you can actually provide. If the session is recorded, explain that arrangement and obtain the appropriate agreement.
Share broad topics, not a list of preferred answers. A customer should not feel that participation requires saying the product was exceptional.
Begin with an easy concrete question
“Tell me about your role in the project” is usually easier than “How did we transform your business?”
Then move to a specific event: “What happened when the first team tried the checklist?” Concrete memory gives the person something to describe.
Leave a little silence after the answer. Do not fill every pause with the wording you hope they will use.
Use prompts that clarify rather than lead
| What happens | Helpful prompt | Avoid |
|---|---|---|
| Answer is abstract | “Can you give an example from that week?” | “So it saved a huge amount of time?” |
| Person loses the thread | “We were discussing who reviewed the first draft.” | Completing the answer with your conclusion |
| Person wants to restart | “Of course. Take a moment, then begin where it feels natural.” | Treating the restart as a problem |
These prompts support the interviewee without inserting a stronger claim.
Separate clarity from performance
If the answer includes a useful point but an unclear pronoun, ask for the sentence again with the subject named. For example: “Could you explain which team you mean by ‘they’?”
Do not ask someone to repeat an answer with more excitement simply because the first version sounds measured. A calm explanation may suit the story.
The FTC’s endorsement guidance emphasises honest endorsements. Coaching should preserve the customer’s meaning and experience.
Finish with control and context
Ask whether there is anything the person wants to clarify or exclude from further consideration. Confirm the next review step and who will receive the draft.
In editing, keep the context of tentative or conditional answers. Removing a hesitation is different from removing a qualification.
A good interview helps the customer sound like themselves at their clearest. It does not turn them into a performer delivering your marketing script.