6 questions that will make you more likable:
"When did you realize X?"

This prompts the person to tell a story.

They'll relive the emotions. And you'll be responsible for sparking that catharsis at the end.
"What's your favorite mistake you've made?"

This will make them smile.

A reel of hard-earned lessons will zip through in their head. And they'll share their "aha!" moment.
"What's one thing someone can do to stand out to you?"

They might joke about a pet peeve.

Or they'll give you clues on how best to shoot your shot.

Either way, it's a crash course in cold outreach.
"Given the luxury of additional time, how would you approach X?"

This puts them in an optimistic mindset.

It may yield their most thoughtful, best advice on strategy.
"What's your advice to managers in your industry?"

Taps into an emotional response. But allows them to reframe a rant in a constructive way.

I guarantee you they will have an answer for this.
“What’s something you coached someone on recently?”

You’ll get a sense of their leadership style, regardless of career level.

It also invites them to think about how they helped people: peers, managers, directs, friends, relatives.
What's so great about those questions?

They require self-reflection but they're easy to answer.

People will naturally put their best selves forward. And they'll like you for helping them do that.
Borrow those questions for your next podcast interview, job interview, networking conversation, etc.
If you found this thread helpful...

Smash that RT button, fleet this thread while you still can 😂 and follow me:

@amandanat

I write about marketing, content, and thinking differently.

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More from @amandanat

26 Jul
There's one piece of content that's sure to yield a positive ROI.

A case study.

Here's the secret sauce that most marketers forget: 🧵
You need these components in a truly effective case study:

1. A solid customer relationship
2. Your customer's KPIs
3. A personal story
4. A pressure test

More on each...
1/ A solid customer relationship

Because you'll refer to this case study often, it will get the most scrutiny.

Can you trust your business contact to handle tough questions? Can they speak with a reporter on short notice?

Many marketers forget about the next component...
Read 16 tweets
23 Jul
What are you feeding your brain?

Here are some great essays & creative work related to marketing, creating, and internet culture.

All of them made me laugh, cry, or think a little harder.

A short thread...
@fadeke_adegbuyi on "receipt culture"

"...despite our collective obsession with proof, we don’t appear to be moving closer to the truth."
every.to/cybernaut/is-i…
@VictoriaMMorton on personal branding

"People who embrace their everchanging multitudes create an advantage. They can authentically connect with a wider range of people... and tend to have a sense of curiosity that pushes them to never stop learning."

medium.com/in-the-trenche…
Read 7 tweets
13 Jul
I have years of marketing experience — B2B, DTC and B2C, with a focus in content, communications, events and product marketing.

But this is my second career.

Here's how I pivoted, and how others can learn too. 🧵
The truth is, I stumbled into marketing.

In my quarter-life crisis, I decided to leave tech news and enroll in culinary school. To gain credibility as food writer.
Turned out, there weren't a lot of food writing jobs at media publications. Womp womp.

But there was this new-ish thing called content marketing. Where you could run a blog somewhat like a newsroom. But for a company, publishing in their niche.
Read 29 tweets
12 Jul
Whose writing are you reading these days?

Here are some thoughtful essays — across marketing, creation and more — that I wanted to amplify.

A short thread:
ICYMI, @zoescaman's "Mad Men. Furious Women":

"When women don’t feel safe or valued, or when they are forced to endure abuse as the cost of their participation, they have no choice but to disengage."

zoescaman.substack.com/p/mad-men-furi…
@ali_montag on creating:

"This is the price of chasing the Inner Ring. The desire to be likeable... provokes the same reaction from anyone who harbors it: inescapable mediocrity. If you want to be in the Inner Ring, you’ve already lost."

every.to/divinations/th…
Read 8 tweets
24 Jun
Tired: Content focused on SEO goals

Wired: Content that powers your entire marketing strategy

Here's why…

(That’s right, a thread!) 🧵 🧶 🪢
SEO-driven content works best in an underserved niche.

But many topics are saturated. Many industries — and search algorithms — have matured.
Examples where SEO may not be ideal:

• Legal
• Finance
• Health

It's harder to rank for related keywords. For health as a topic (as opposed to a clinic optimizing for local search), you may be better off leveraging other marketing to prove your credibility.
Read 10 tweets
16 Jun
The best case study is the one that gets the job done.

It may:

• Help you close a deal
• Increase awareness
• Make miracles for you

Here's how:
Goal 1: Help you close a deal

Case study: Your ride-or-die customer

Shine a light on a customer who's your biggest fan. The customer who's most willing to provide a reference.
This case study is one you can complete fast.

Maybe their account is so straightforward, you won't need a lengthy interview.

And maybe you've even become such good friends that you're on texting terms.
Read 13 tweets

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