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Q & A QuickStart Interview EXAMPLE
The "In the Spotlight" Interview

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Step Two:
Study the "example" below, THEN go to Step Three (after example)

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Lisa Jackson Gets All Lit Up

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Interview with:

Lisa Jackson,

Entrenpreneur, owner of All Lit Up, fictional candle-making store

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Q: How long have you been doing this? 

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A: Well, pretty much my entire life ... I first started making candles for money back in high school ... I took an art class where we made candles and one of the other girls liked my creations so much that she paid me to make one as a gift for her mother, then her mom paid me to make more candles as gifts for her friends ... it just continued from there ... honestly, I can't remember ever not making candles ...

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Notes:  As you can see by the example above that your goal is to make your answer as personable & friendly as possible, share real-life stories, victories & challenges that you faced over the years as you pursued your interest, funny stories, dramatic events that happened to you, remember your goal is to let your potential new customers get to know & like you ...

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(see my About Us page for a further example - your wirting does not need to be as elaborate as our About Us page, but the first few paragraphs should give you an idea of how to weave the number of years you have been doing something in with some personal friendly stories, observations & opinions)

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Q: What were you like as a child?

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A:  ... Even as a little kid, I made candles ... Mom used to set me at the kitchen table while she was making supper ... She would give me a can of playdough and I'd create my own pretend candles ... Mom used to laugh and say, "That girl definitely has a flair for the unusual!!!" ... It was her own nice way of saying that she had a daughter who was just a tad bit different than everyone else ...

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Notes:  When we ask you to share your personal life with potential customers, we're not asking you to tell your whole life story.  We are suggesting that you share a few personal details of your young life that put you on the path towards what you do today.  And to do it in such a way that helps your customers come to Know, Like & Trust You ...

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Q: How did you get started?  And why?

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A: After raising most of my children - two of them were off in college and my youngest had just entered high school - I decided that I should pursue my life-long dream.  Not just talk about it.  I wanted to show my youngest daughter that sometimes you have to take risks in life, overcome your fears, take a deep breath and just jump in.  So, I converted a room in my house into a workshop and began making candles and selling them at craft shows.

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Notes:  Remember, people don't buy from strangers.  They have to get to know you before they'll feel comfortable enough to buy from you.  They have to not only believe that you'll meet their needs, but have confidence that you'll exceed them!  They need to know that they can count on you to do what you say you'll do.  In the example above, Lisa Jackson shares with us some of her personal beliefs about pursuing a life-long dream and passing on her values to her daughter.  This may not completely convince a potential customer that they can believe in her, but it's the beginning of building the foundation of a new customer-merchant relationship.  Why?  Because customers have family too and dreams and fears.

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Q: Who do you consider to be the person who influenced you the most growing up?

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A: My grandfather ... he was a very hard-working man (he sold fruits & vegetables off the back of a big truck) ... he used to take me on the road with him for a couple weeks every summer and I would help him put oranges and grape fruit into sacks ... I remember him telling me all kinds of words of wisdom like "Never ask a man to do something you wouldn't be willing to do yourself!" and "Never promise more than you can deliver!" and "Take care of your pennies and your dollars will take care of themselves!"

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Notes:  The person that influenced you the most tells a lot about your character and values and what matters most to you.  It also gives your potential customers a glimpse into the future, some insight into how you will treat them as a customer if they buy from you!  

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Q: What inspires you to do this type of work?

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A:  I like creating something that comes from within and connects us with the good things that are all around us, something that helps illuminate those dark places in our life and give us a sanctuary from the chaos of the world.  I can't tell you how happy it makes me when a customer tells me that my candles give them a sense of peace and help transform their house into a warm and inviting home.

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Notes:  an inspired person is a person who is dedicated to what they do, committed to a job well-done, and cares about the quality of their work.  This is one more building block the customer-merchant relationship-building process! 

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 Q: What is it about your product or service that people will find unique or special?

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A: When I create a new candle design, I try to take elements of nature and incorporate them into the design ... but I don't stop there ... I take into account that my candle is in someone's home or office ... and that the mere introduction of my candle into that room somehow changes the room and the room changes my candle ... the two are now different ... the light from my candle decorates the room with dancing shadows, scenes from nature, leaves, flowers, birds, bees, vines, twigs ... transforms it ... and it's this attention to detail and a sort of creative purity that sets my work apart making each design truly unique ...

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Notes:  Why should your potential customers spend their hard-earned money with you when they can go down the street to the local chain-store and get the same thing for less (or what appears to be the same thing for less)?  It's up to you to show them, convince them that what you have to offer is better, different, truly unique and that your passion for what you do and committment to superior customer service sets you not only apart but above and beyond the competition!

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go2 Step Three >

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If you have any Questions, Ask Us!

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