Ask This One Secret Question to Create Answers that "Pop!"
Thursday, April 19, 2007 at 09:38PM
Thomas Clifford in corporate video

Want to know how to capture a memorable, one-of-a-kind, on-camera comment from the person you are interviewing?

You know...get the line that will stand out and "pop?"

Imagine going home frustrated that you didn't get THE answer you really needed to capture.

I learned this question 20 years ago, while studying with Master Film Director, Peter Werner. It has worked flawlessly ever since.

Here's the question:


Most likely, you'll get this response: "What do you mean 'what's at stake?' For our customers? Our employees? Our stakeholders? Our vendors? Our suppliers?"

Boom! Exactly.


P.S. You can ask "What's at stake?" to anyone, for any video, on any subject.

Article originally appeared on B2B Copywriter | Hartford, CT (
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