So, you’ve scheduled an interview with a subject matter expert. Great. Now what?
If you’re thinking, “I’ll just wing it” – Congrats! You’ve just set yourself up for a half-baked quote and a whole lot of editing pain.
Here’s the deal: content creators aren’t just writers, designers, or video editors anymore. We’re researchers. We’re storytellers. We’re method acting as journalists who need to extract gold from busy professionals who’d rather be doing literally anything else.
And yet? That interview is your best shot at making content that doesn’t sound like a robot wrote it and showcasing the true core of your brand – its people. So, let’s do it right.
Sean Evans of Hot Ones: A Masterclass in Interviewing
The Hot Ones interview with Gordon Ramsay is the most-watched interview with over 130 million views on YouTube.
Now, if you want a masterclass in how to interview people like a total pro (while also sweating profusely), look no further than Sean Evans, host of Hot Ones. Yes, the chicken wing guy. But also, arguably one of the best interviewers working today.
Let’s break down what Sean gets right and how you can copy him (minus the ghost pepper sauce):
In-Depth Preparation
Sean never phones it in. Watch enough Hot Ones, and you’ll realize he never asks the same question twice. He dives deep into his guests’ histories, like when he asked Scarlett Johansson about her aversion to birds (yep, that happened). It caught her off guard in the best way and humanized her instantly. Why? Because it wasn’t pulled from a press release, it came from actual research.
Your takeaway? Prep like you’re about to interview whoever you believe to be the most famous person ever. Even if your subject is as niche as the curator of antique shoelaces.
Active Listening and Adaptability
Sean doesn’t just ask questions—he responds to them. When Jake Gyllenhaal showed up a little reserved, Sean matched his tone, mirrored his energy, and gently pulled him into the conversation. By the end of the interview, Jake was laughing, sweating, and way more open.
Your move? Match your subject’s energy. Build rapport. Make them feel safe. A good interview isn’t a firing squad; it’s a dance.
How to Ask Better Questions
Ditch the Script (But Don’t Show Up Empty-Handed)
Be Quiet. Then Be Even Quieter.Yes, you need questions. But no, you don’t need 20 of them, numbered, highlighted, and laminated. Instead, prep 3–5 smart, open-ended questions that start a conversation, not a checklist. (You can keep those 20 other questions for back-up if you need some softballs, or to soothe your anxiety.)
Seventh Scout Secret: Start with curiosity. What don’t you understand? Ask that.
Be Quiet. Then Be Even Quieter.
Good interviews happen in the silence. Ask your question, then zip it. Let the expert think. Let them ramble. Somewhere between Point A and “Wait, was I supposed to say that?” you’ll find the quote you actually need. Remember that your subject can answer multiple times, or re-answer if they feel like they have a better answer after the rambling.
Never Ask “Can You Just Email Me That?”
Spoiler alert: they won’t. Or worse, they will, and it’ll read like a LinkedIn post written by a chatbot trying to sound inspirational.
Get them on a phone call at a minimum. You’re there to pull out real stories. Real insights. Not recycled marketing copy. Ask follow-up questions. Let them talk like a human. Your future self (and your audience) will thank you.
The Sign-off
You don’t need a journalism degree to be a great interviewer. You just need to be present, curious, and wildly over-prepared.
Interviewing is an art, and when done well, it transforms generic marketing into meaningful content.
Channel your inner Sean Evans. Do your homework. Ask questions that surprise people. Then shut up and let the magic happen.
Got the interview. Now what?
Don’t let those golden soundbites collect dust. Check out our blogs on how to turn expert answers into scroll-stopping content that actually gets seen. Because what’s the point of a great interview if no one ever reads or watches it?
