How To Take Control Of Any Podcast Interview (And Why You Should)
Interviews can make for exceptional podcast content.
They are engaging and often unexpected. They can be fun and casual or deep and profound. They can uncover emotion, explore different perspectives, and even create productive tension.
It’s no wonder so many small business owners choose to start interview-style shows when they start a podcast.
But there’s more to an interview than sitting down with a friend or acquaintance and having a conversation—especially if you want the interviews you do to support your business goals.
If you want your interview podcast to help you grow your business, you can’t be a “chill host.”
I’m borrowing the concept of the “chill host” from Priya Parker’s book, The Art of Gathering. This book is about hosting events and facilitating conversations—and it has a natural tie to hosting a podcast.
A chill host is a host whose strategy is to let spontaneity and serendipity rule. They believe that inviting the right people to come together will result in a great event.
But a chill host misses that the power they have to create structure, impose rules, and set expectations is actually what creates the seemingly magical serendipity of a great event.
A chill host denies their power…
…ceding it to whoever is willing to claim it.
I see this with podcast hosts all the time.
Instead of using their podcasting power to decide what stories they want to tell, how they want to engage the listener, and how they want to structure conversations, hosts let their guests call the shots.
Sometimes that’s because they feel like their guests are doing them a favor. Sometimes it’s because they haven’t put in the work to create a standout podcast strategy. Sometimes, frankly, it’s because they decided to start a podcast because it seemed like an easy way to create content and they’re just phoning in the interviews.
A chill podcast host misses out on a huge opportunity to create a transformational listening experience because they are unwilling to take control.
So how do you take control of a podcast interview?
There are 3 main ways we coach hosts on how to take control of an interview and create a transformational listening experience.
Each technique is simple enough—but they can bring up some uncomfortable feelings as you practice them. You might feel like an imposter. You might feel like you’re imposing on your guest. You might just feel weird about starting a conversation with an agenda.
Don’t worry. With practice, you’ll be a confident, in-control interviewer and podcast host.
1. Come With A Plan
Have a plan for every podcast interview you do.
Your plan can include what you want to get out of that specific interview, as well as how that interview fits into your overall content strategy.
Your plan can take the form of a set of interview questions you’re working from, an outline for the conversation, or simply a destination you’re trying to arrive at over the course of the episode.
On Break The Ceiling, Susan Boles explores a broad topic over a 4-6 episode series. Each interview in the series explores a different aspect of that theme.
She selects her guests based on a specific story they can tell and reflect on or a specific area of expertise that is of use to her listeners. Those specific stories or areas of expertise help her flesh out the broader topic over the course of the series.
So when she is planning for the individual interview and even in the interview itself, she has that broader content plan in mind.
2. Set Expectations
Once you have a plan, you can communicate it to your guest.
Unless you’re trying for a “gotcha-style” interview, communicating your plan to your guest is a great idea. Your guest wants to know how to make the interview as successful as they can—that’s a win for them, too—so they’ll be glad to know exactly what you’re aiming for and how it fits into the rest of the show.
If there is a specific story or aspect of their expertise that you really want to focus on, tell them upfront before the interview officially starts. Then, they can help you out by aiming their answers in the general direction of your goal.
You can also set expectations for the type of answers you’re looking for an interview. Maybe you want answers that are geared to a particular kind of person. Maybe you’re looking for lots of specific examples. Maybe you want personal stories.
If there is a type of answer you’re looking for, set that expectation before the interview starts.
On the What Works podcast, I coach my guests before the interview starts that I’m only looking for their own experiences—not their expertise or advice. This is really important because most small business podcasts are looking for the opposite! So making this expectation clear helps ensure I get what I want from the interview.
3. Follow Up
Just because you’ve created a plan and set expectations does not mean that the interview is going to go exactly as you hoped.
Most of the time, you’re going to have to work for it.
Remember, your guest can’t read your mind—and they may be so focused on their own experience in the interview that they forgot your plan and the expectations you’ve set!
So don’t be afraid to follow up.
If you ask a question expecting a certain answer and you get something that isn’t quite right, follow up. If your guest shares a story that gets to the heart of your plan for the conversation, dig deeper. If the interview chases down a (fun) rabbit hole, get it back on track.
Doing the work to take control of an interview before it starts is key but actually using your power as host during the interview is critical.
Lately, I’ve really been enjoying how Ezra Klein navigates interviews on The Ezra Klein Show. Ezra has a clear plan for every interview and has done plenty of research. It appears that the topic of the interview has been clearly communicated to the guest—and it isn’t always what might be top of mind or on the PR docket for that person.
And during the course of the interview, Ezra really maintains control. Some of that indulging his own curiosity, some of it is acting as a proxy for the listener who hasn’t done the pre-interview research, and some of it is relating the topic at hand back to the news of the day.
He isn’t afraid to follow up, dig deeper, and even disagree with his guest in the name of getting the story he wants. And, at the same time, he maintains a playful approach and a casual academic attitude.
The Ezra Klein Show is a great listen if you’re looking to hone your interviewing chops without losing your personality.
You’ve got power, use it.
Hosting a podcast is powerful. It makes you part of the media and it displays your leadership to your listeners.
So don’t be quick to relinquish all of that power to your guest.
Use the power you have to take control of the interview and shape each episode to fulfill the purpose and premise of your show.
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