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Product Creation – Interviewing an Expert

While “gurus” may be hesitant to take JV offers, they will be significantly less hesitant to give interviews, since the end result will be increased publicity – which is something that most of them welcome, as it increases the value of their brand. This means that finding an expert who is willing to do an interview will be far from impossible – even if it doesn’t seem easy at first.

Now, there are a number of different ways in which you can conduct this interview. I personally suggest you approach it like this:

Send the expert an email telling him/her that you’d like to conduct an interview. In that email, explain that you are willing to do it either through email or using audio (i.e. through Skype or some other conferencing system).

Let the expert decide whether to conduct it through audio or email. This will make him/her far more likely to respond and to accept the interview.

If you can get an audio interview great. In general, audio and video products have a higher perceived value. If, for instance, you offer an exclusive audio interview with guru such-and-such, you are likely to pull far more interest than if you sell the same product, but in report format.

Now, with that said, there are some people who prefer products in PDF format. For that reason, you will want to either create a transcript of the audio conversation; or hire someone else to do it for you. You can hire
someone on http://www.elance.com to do this for a relatively low price. A better place would be http://www.escriptionist.com.

If you end up conducting the interview entirely through email, you will want to spend the time to come up with some relevant questions. It’s often easy to succumb to the temptation of being lazy and sending your interviewee trite, uninteresting questions. But remember that if you do that, you’ll get pretty bad answers, no matter how interesting the person is. Additionally, you’ll find that whoever you interviewed will be less likely to want to work with you again in the future.

Alternatively, rather than imposing a long interview on a single expert, you could ask for the expert opinions of multiple people. For instance, I once created a report which basically asked one question:
What is your number one traffic method?

I asked about 15 top marketers and compiled it into a report I used as a lead generator.
When a potential buyer sees that the wisdom of 15 experts is packaged into your single report, they’ll have a tough time resisting it.

Additionally, if you’re only asking experts to give you about 1-3 paragraphs worth of advice, they’re not going to fiercely resist your proposal. Instead, they will probably be more than happy to give you advice; and to be lumped into the category of expert, along with other people they may admire.

So there you have it: find an expert or experts, interview them on audio or via email, package it in a flashy way; and, in no time, you’ll have an excellent product ththat youan sell to your list.

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