Holloway Editione1.1.1
Updated September 14, 2022You’re reading an excerpt of Stop Asking Questions, by Andrew Warner, a veteran podcast host of 2000+ episodes. The book explains how to lead high-impact interviews and learn anything from anyone. Master the craft of interviewing with this complete digital package. Purchase now for lifetime access to the book and extensive audio and video resources.
Another way to hook listeners is to begin with a shocking question. One of my favorite opening questions is to ask founders how much revenue their businesses generate. That signals to my audience we’re going to get into topics that are usually considered too personal to discuss in public.
Oprah Winfrey used this technique in her interview with cyclist Lance Armstrong. Her first question to him was, “Did you ever take banned substances to enhance your cycling performance?” Does an interview get any more captivating than that?
But remember my advice from Part I: if you’re worried about a guest’s response to your shocking question, pre-ask it before recording. Make sure they’re prepared to answer and continue with the interview. You don’t want them so caught off guard that they shut down for the rest of the conversation.
Sometimes, one hook isn’t enough. NPR producers like using the rule of three, a principle that says focusing on a trio of events makes the material more enjoyable and memorable.
When podcaster and founder of AppSumo, Noah Kagan, interviewed NPR producer Nick Fountain, Noah illustrated this principle. At the start of the episode, he recorded a summary of the top three lessons from the interview. He said, “I learned three major things that I’m going to share with you today. Number one, how to hook your listeners. Number two, why editing is king. And number three, how to create a real narrative for your work and closing out what you make.”