Steps to eliciting good quotes

Prepare, listen, and connect

1. Gather basic information about the person you're interviewing — their name, occupation, general background, etc. Identify what role their story will play in your campaign.
   

2. Prepare by thinking through your objectives for the interview and what kind of story you’re looking to capture. Plan questions (no more than 5) around the quotes you hope to elicit, but be prepared for the interview to turn out differently than you expect.
   

3. Use your questions as a guide, rather than a script. Listen deeply, pay attention to body language and ask follow-up questions.
   

4. Ask open-ended questions to elicit color, opinions and descriptions. Ask closed questions to confirm facts, dates and events.
   

5. Before the interview, build rapport with the person you're interviewing and help them feel comfortable. Provide clear and transparent information about how you plan to use their story and how it may show up in the campaign. Remind them that they have full agency and that their story could impact many lives.
   

6. Listen for quotes that add color, depth and emotion to your story. Avoid quotes that are technical or factual.
   

7. Short, to-the-point sentences will have more impact than quotes with multiple parts.