Order of importance in a podcast
It’s a tough gig being an interviewer. You have to listen carefully to what the guest says, jump in with relevant questions, keep the conversation on point, yet go down a rabbit hole if it warrants it. You also need to keep an eye on the clock, and – if you don’t have a producer or sound engineer on hand – ensure the audio levels are consistent.
Many podcast interviewers fall into the trap of the show being about them. You know the ones. They talk too much; they ask questions in order to give their own opinion when the guest answers.
The host is NOT the most important person in an interview-style podcast. In fact, they’re not even in the top two. The most important person is the listener. The second-most important person is the guest. And, the third is the host.
Let me break down each one.
#1 THE AUDIENCE
Everything that you do in the interview is for the benefit of the listener. It’s the audience to whom you’re entertaining, informing or inspiring. The research that you do and the questions you ask your guest should aim to elicit answers in a way that connect with the listener.
You would hope, too, that your guest has the ability to be eloquent and engaging.
During the interview, if the guest’s response is too abstract or downright boring, you need to be able to bring out a more colourful response. To provide imagery, ask your guest if they have an example, or an analogy. Ask them what mistakes they’ve seen, or the biggest challenges they’ve overcome. Get them to tell stories. Audiences love stories. Podcasting works best when there are stories. If the audience can “see” the characters do something and can visualise the setting or environment the characters in, they’ll connect more with what’s being said.
One of my all-time hero interviewers is Graham Norton. If you have a spare life-time, visit the YouTube channel of The Graham Norton Show. Norton’s job as host is to entice the stories from his guests for the benefit of the audience and the viewers at home. The guests seat facing the audience and the cameras. They know what they’re saying is ultimately for the audience’s benefit, not for themselves nor their host.
Likewise, as host of your podcast, what can you do to bring alive the topic for your audience? Think of the little things. As mentioned in a previous blog post, is the recording equipment high quality? Are you and your guest both using USB microphones and corded headphones? Are you using studio-quality recording software (NOT Zoom or Microsoft Teams)? Don’t use equipment that’s merely convenient for you and your guest – spend some effort setting things up properly.
#2 THE GUEST
The second-most important person in a podcast interview is your guest. So they perform at their best, you need to make them feel comfortable and reassured that they’re in safe hands. So, from the very moment that you approach them for an interview, they should feel confident to be in conversation with you. We’re more open when we’re comfortable with the person we’re talking to.
I always send my guest the list of questions (or dot-points) for the interview. It helps them prepare in their own mind what they’re going to talk about. As for the recording itself, whether your guest is physically in the studio with you, or remotely in an online recording, make them feel at ease.
Before you press record, have a little chat about anything other than the interview. It helps build rapport and lighten or energise the mood. Make your guest feel like they’re the most important person in the world. Afterall, if they are at the top of their game, then it’s ultimately a benefit for the listener, who as we know is #1 in importance.
#3 YOU
As the interviewer, you have an important role to play. It’s just that you’re not as important as the guest – who will probably do most of the talking – and of course the audience. But, if you’re not comfortable, or energetic, or clear-headed or any of those other things, you won’t be able to perform at your best. You won’t then be able to make the guest feel comfortable, and consequently the listener suffers.
It's like that over-used cliché of the parent and child in the aeroplane. When the oxygen mask comes down, make sure you place it on yourself first before attending to your child, even though they’re more important than you.
So, look after yourself. Drink plenty of water, prepare your voice for the interview, meditate if that helps. Before an interview, I sometimes do some physical exercise to increase my energy levels. Someone else I know meditates to do the opposite: to calm himself down. Whatever works for you. Be confident and be in control.
Just remember, how you come across will influence the guest and how they react, and that in turn will influence the audience …hopefully for the better.