Mastering the Art of Interviewing: A Conversation with Dianna Huff of Huff Industrial Marketing

When it comes to telling manufacturing stories that resonate, Dianna has a unique process. She brings a rare energy to her marketing work, often uncovering surprising “hooks” that drive the narrative of her writing. In a recent chat, Dianna shared her process, insights, and the challenges she encounters along the way.

Dianna’s interview approach is all about finding that golden “hook.” When asked how she knows when she’s struck narrative gold, she answers simply: “When I get goosebumps.” It’s an instinctual moment that signals she’s on the right track. “It could be a particular detail about a company’s process, a stunning fact like the company sources all components from US suppliers, or something totally unexpected that comes up during a conversation.” This openness to the unknown makes her interviews feel organic and genuine.

“I go into interviews with a few questions, but I’m not married to them,” she says. “Sometimes I’ll ditch my planned questions if the conversation naturally heads in a new direction. It’s all about being flexible and listening to what the other person is really saying.”

Unlike many marketers who rely heavily on pre-written content from their clients, Dianna delves deep into research beforehand. “The first thing I do is look at the company’s website and try to figure out what makes them different,” she says. “I do a lot of research because I’m trying to find a hook that I can start with. Sometimes it’s really easy; other times, it’s like looking for a needle in a haystack.”

She recalled one project where she focused on a company’s attention to detail. “They started showing me their parts, and I could feel their excitement. I started focusing on how they were able to achieve such quality and craftsmanship. That was the hook for the story.”

For Dianna, interviewing isn’t just about gathering information—it’s about making a connection. She emphasizes the importance of tuning in to the person she’s speaking with. “I listen to people; I connect with them. I’m constantly looking at the entire environment,” she says. It’s this ability to absorb the atmosphere, the energy, and even the smallest details that sets her apart.

Dianna’s keen sense of observation is both a talent and a skill. In a world where many are preoccupied with their phones or lost in their own thoughts, truly being present is rare. “I walk into a room and notice things,” she continues. “How are people standing? What’s hanging on the walls? What are the tools laid out like? These details tell you so much about the culture and the people you’re interviewing.” It’s not about sticking to a script; it’s about picking up on the nuances that reveal the heart of a story.

Not every interview flows smoothly, though. “I’ve had times where a company sent me all their answers in advance. It’s like they had an agenda, and they stuck to it,” Dianna admits. “Those interviews lack that human connection, that charm. It makes writing the article really difficult.” In these moments, she tries to pivot the conversation, but sometimes, the narrative just doesn’t come together as authentically as she’d like.

One of the more fascinating aspects of Dianna’s work is her ability to write in the voice of her clients. “When I write, it’s not in ‘Dianna’s voice.’ It’s in theirs,” she explains. “I listen to the way they talk, the phrases they use, and even the specific industry terms they prefer. It’s about absorbing their vocabulary and making sure their personality shines through in the content.”

Her intuition plays a significant role here. “I connect with people, and it allows me to pick up on what’s important to them. It’s like I absorb their energy and follow that direction,” she says. This empathetic approach helps her write authentically.

When asked what advice she would give to someone preparing for an interview with her, Dianna’s response is straightforward: “Just be open. Trust that I’m not here to catch you out or get a soundbite. I’m here to tell your story.” She also suggests that interviewees read some of her previous work to get a sense of her style. “You’ll learn about me quickly if you just go read my blog,” she adds. This kind of mutual understanding helps build trust and enables a more in-depth conversation.

Dianna’s interviewing process is a blend of preparation, intuition, and genuine curiosity. She doesn’t just collect information; she uncovers stories. Talking with her reminded me of the importance of simply being present, observant, interested in the world around me, and willing to dig a little deeper when speaking with others. To see more of Dianna’s work, visit her website at HuffIndustrialMarketing.com and explore the stories she’s brought to life.