By Hannah Place

Host of Ask the Expert | Produced by Matt Leitz

If you’re a business owner, chances are you’ve been invited to do an interview—or you will be soon. Whether it’s a podcast, a TV bit, or a blog post, these interviews aren’t just about answering questions. They’re a chance to tell your story , connect with people, and share what makes your business stand out.

And here’s the thing: the better you get at interviews, the more doors you open. Visibility, credibility, trust—it all starts with learning how to show up and speak confidently about who you are and what you do.

Interviews Can Be Game Changers

The right interview at the right time can completely change your business trajectory. Sharing your experience, your wins, and even your struggles help people see you as a real human behind the brand. And that authenticity? It builds trust—and fast.

Interviews also help you reach people who might never find you through ads or social media. They offer a more personal connection, and people tend to remember a voice or a face that resonated with them.

Why Interviews Can Be Tricky (and Totally Worth It)

We all know that interviews aren't a walk in the park. You might worry about messing up, saying the wrong thing, or getting thrown a question you didn’t expect.

You’re not alone. Even the most seasoned entrepreneurs get butterflies. But here’s the good news: with a little prep and a lot of heart, you can turn those nerves into confidence.

Some things that trip people up:

• Overthinking what to say

• Getting stuck on tough questions

• Trying to be perfect instead of just being themselves

Spoiler alert: you don’t need to be perfect. You just need to be real.

How to Prep Without Sounding Scripted

Great interviews start with good prep. But that doesn’t mean writing a script and memorizing it word-for-word. It means knowing your stuff and being ready to have a conversation , not just give a performance.

Here’s how to get ready:

1. Know Who You’re Talking To

Look up the host. Listen to past episodes. Get a feel for their style—are they formal, funny, casual, or super direct?

Also, think about their audience. Are you talking to industry pros or folks who are just curious about what you do? Tailor your language and stories to meet them where they are.

2. Know What You Want to Say

Have a few clear points you want to get across—your values, your mission, a recent win, or a big lesson learned. You don’t need a script, but you do need a direction.

Crafting a Personal Brand That Feels Like You

Your personal brand isn’t just a marketing buzzword—it’s how people remember you. It’s the vibe you give off. The way you show up.

Ask yourself:

• What do I believe in?

• What drives me?

• What makes my business different?

When you lead with those answers, people can tell. It feels authentic—and that’s what sticks.

Speaking Clearly, Naturally, and with Purpose

People tune out when they feel like they’re being sold to. But they lean in when someone talks like a real human with something meaningful to share.

Tips to keep in mind:

• Talk like you would over coffee, not in a boardroom.

• Keep it simple—no jargon unless you know the audience is into it.

• Pause when you need to. Breathe. It’s okay to think before you speak.

Don’t Just Answer—Tell Stories

Stories are where the magic happens. Instead of saying, “We’re innovative,” tell a story about a time you got creative to solve a problem. Instead of listing stats, share a moment that mattered.

Stories:

• Help people remember you

• Make your message relatable

• Show your values in action

Just make sure your stories connect to the point you’re making. Keep them tight, relevant, and real.

Sharing What Makes Your Business Awesome

This is your moment to shine, so don’t be afraid to talk about what you’re proud of:

• Big milestones

• Customer wins

• Creative solutions

• Community impact

Be specific. Give numbers. Share examples. The more concrete, the more convincing.

And don’t forget your unique selling points. What makes you different from the competition? Is it how you treat your customers? Your turnaround time? Your pricing model? Share it, and back it up with real-life proof.

When the Questions Get Tough

Tough questions happen. The best thing you can do? Stay calm. Take a beat. Then speak honestly and confidently.

You don’t have to sugarcoat mistakes. In fact, owning up to challenges and showing how you learned from them is one of the most powerful things you can do to build rapport.

People respect transparency and vulnerability. It shows character—and that’s what builds trust.

After the Interview: What Comes Next?

Say Thank You

Always send a quick thank you note to the host. It's a sign of respect, and it helps you stay top of mind.

Mention something specific from your chat so it feels personal, not templated.

Reflect and Improve

Take a few minutes to reflect:

• What went well?

• What felt awkward?

• Did you get your main points across?

If you’re up for it, ask for feedback. It’s one of the fastest ways to grow.

Final Thoughts

The more you do interviews, the better you’ll get—and the more they’ll do for your business.

Remember, it’s not about being perfect. It’s about showing up prepared, being yourself, and telling your story in a way that sticks. Interviews are an incredible tool for building relationships and growing your brand.

So say yes to that next interview—and make it count.