3 understandings to get the most from your experts
The British scientist I interviewed was an expert on natural sweeteners. He pointed to the exact longitude and latitudes in mountainous South America where the plant grew. He explained the science behind the plant and its uses. The global food company that hired me kept him busy with their innovations, and he was in demand on many fronts across multiple time zones. In the interview, I could see two reasons why that was:
- His verbal responses to my questions came in perfectly edited, coherent paragraphs he made up on the spot. Without a pause—no halting sentences. They were nearly lyrical responses.
- His enthusiasm for the subject was contagious. After the interview, I called local greenhouses to see if I could buy the plant he had discussed.
Some colleagues have gravitas—a sense of dignity that looks like authority and believability. They might also be funny. Or poignant. Maybe they make your brand come alive. These are the people who become subject matter experts or SMEs.
These SMEs are in demand to lend their knowledge and voice to all sorts of projects, from presentations to public relations campaigns to content. But they are so busy that they are hard to schedule.
Here are three understandings about working with SMEs
#1 No time to write. Yes time to talk.
Asking a busy SME to write an article is often a non-starter. They are focused on the assignments they are well known for, and their margin is eaten away by 100 other requests. Plus, sitting to put thoughts on a screen requires withdrawal and focused effort. And that is tough to pull off in a typical back-to-back meeting day.
But a conversation is a different story. Finding time for a 30-minute discussion is simple to schedule and requires nothing from the SME beyond showing up. There is no pre-work. And very little post-work. Best of all, no nagging is required to hold them to a timeline.
When we interview SMEs, we find time between their ongoing commitments. We come prepared with a list of questions that always turn into a conversation, which turns into a draft that meets the objectives for content or a presentation. After that, the SME only needs to edit the document to ensure it says what she or he wants.
#2 Collaborative discussions yield unexpected results
Interviews beat waiting for a draft in another way: the interviewer can ask follow-up questions. It’s almost as if the SME needs a committed, eager dialogue partner to push through to the really good stuff. Often, those discussions pull up insight that ends up contributing to the overall brand messaging.
Our conversations typically unearth new insights that find their way back to the larger brand messages. That may or may not have happened with the solitary writer.
#3 Coherence and enthusiasm come through
Like the scientist mentioned earlier, the SME’s coherence and enthusiasm need to make it through to the final article or presentation. The SME’s internal logic is based on experience plus knowledge, which typically form the coherent backbone of the article. That backbone will resonate with other experts who know the topic well. Finally, their enthusiasm for the topic communicates to newcomers and experts. The best articles place that enthusiasm front and center.
Score Points with Your SMEs
You can score points with your SMEs by guarding and maximizing their time and by letting them help you fill out your brand story.
Let us help you optimize your SMEs with our collaborative copywriting.
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