There are roughly 581,108 interview-based podcasts online, and around 3,500 new podcasts are introduced every year. That means there’s lots of competition when trying to stand out from the crowd. Thankfully, you can level the playing field by asking the right questions.
This guide can help you formulate a podcast question framework to engage speakers, attract high-profile guests, and grow your show. You’ll learn comprehensive interview question strategies, plus question types that work. We also provide sample questions to get you started.
- Why Should You Care About Podcast Question Frameworks?
- What Question Types Drive the Most Engaging Finance Podcast Conversations?
- How Do You Structure Finance Podcast Questions for Maximum Impact?
- What Are the Best Finance-Specific Podcast Questions?
- Pre-Interview Preparation Systems
- Post-Interview Question Analysis
- The Bottom Line on Podcast Question Frameworks
Why Should You Care About Podcast Question Frameworks?
It’s a simple truth of podcasting: your show is only as good as its content. It doesn’t matter how well-known your guest is or how trendy the topic may be. If you’re not asking the right questions, it might fall flat on potential audiences.
Studies show 4 in 10 listeners won’t give podcasts a second chance if they don’t meet their expectations the first time. Considering the podcast interview format is competitive enough as it is, if you don’t ask your guests practical and interesting questions, you might find it difficult to grow your podcast audience.
So why do listeners tune out of interview podcasts early?
According to a PodNews Survey, because:
- The podcast was boring (40%)
- It started with too much meaningless talk (33%)
- There was too much talk off topic (26%)
- The hosts kept repeating themselves (25%)
- There wasn’t enough interesting discussion (23%)
- The discussion moved too slowly (21%)
- The hosts talked over one another (19%)
- The hosts referred to things they had no context for (16%)
- The hosts tried too hard to be funny (15%)
Thankfully, many of these issues are easily addressed by asking better interview questions.
Below is a comprehensive breakdown of how to do this correctly, starting with the question types that drive the most engaging finance podcast conversations.
What Question Types Drive the Most Engaging Finance Conversations?
Before we jump into the nitty-gritty, let’s start with the psychology of engaging conversations.
According to financial psychology expert Dr. Charles Chaffin, any successful conversation surrounding finance should fulfill five things: active listening, empathy, silence, personalization, and emotional stability. Ensuring each factor is present can help build trust with your audience, build decision-making, and establish emotional engagement and connection.
If you want conversations in your finance podcast to meet each of those requirements, you may want to include these three types of questions:
- Open-ended questions: These require guests to answer beyond a ‘yes’ or ‘no.’ For example, “Do you like your job?” could be answered with a simple yes or no. But saying, “Why do you like your job?” requires a much longer explanation.
- Probing questions: These are types of follow-up questions that help guests dig deeper and provide a more critical analysis of their previous answer. For example, you might ask a guest, “What are some ways investors over 65 can mitigate risk?” Then, after the guest has answered, you might follow up with a question like, “Do you think this will be doable for younger audiences, like Gen X or Gen Alpha?”
- Anecdotal questions: These ask for personal stories, reflections, or experiences taken from the guest’s life. They also add color and interest to potentially drier topics (i.e., finance). Asking a question such as, “Can you say more about…” or “Tell me about a time when…” can help your guest recall more anecdotal experiences to share.
Each of these questions should exist naturally in your interview process by layering one after the other to build a natural conversation flow.
For example, you might start with an open-ended question, follow it up with a probing question, then finish with an anecdotal question, bringing everything together. Alternatively, you could start with an anecdotal question, ask a probing question for clarification, then shift to an open-ended question to change the topic to something else.
How Do You Structure Finance Podcast Questions for Maximum Impact?
The way you ask questions will play an enormous role in capturing the interest, attention, and loyalty of listeners. Considering the vast majority of podcast listeners tune into three shows only per week, you’ll need to construct your questions carefully to rise through the ranks and create the biggest possible impact.
Opening, Developing, and Closing Question Strategies
The first step is logically layering your questions to create a natural start, continuation, and end of the conversation.
Let’s start with the beginning of your show, which is the most pivotal part for new listeners. Around 3 in 10 listeners want you to dive into your subject matter right away, but four in 10 don’t mind limited chit-chat (so long as you keep it short).
First things first: avoid yes or no questions in the beginning. These may be simple questions for interviewees off-camera, but they’re not necessarily best suited for your show. Instead, start with an open-ended question: think questions like “why do you think…” or “what was your opinion on…”
Next are strategies for continuing your show. Generally speaking, this is where the ‘meat’ of your questions should be.
You could use this space to ask your most pointed or intriguing questions to keep listeners’ interest high. Then, look for ways to build upon the answers your interviewees have already given. You can do this by pulling up a notes app on your phone, using a Word Doc on your PC, or simply writing down thoughts on a piece of paper. That way, you can quickly take note of interesting answers and dive more deeply into subjects other interview podcasts may miss (more on this later).
“A great technique that Patrick O’Shaughnessy (Invest Like The Best) uses is asking a very compelling question without guest context right out of the gate. Ex: “You’ve famously said that AI is like ______. Tell me more about that.” – This creates intrigue right away and draws you into who the guest is before you even know who they are. It also helps your podcast feel unpredictable in a good way.”
Quinn – Production Orchestrator, The Podcast Consultant
The final stage is concluding your show with questions that summarize key points or provide pivotal takeaways. For example, you might ask generalizing questions like, “Where can listeners find you online?” or open-ended responses like, “Did I miss any questions?” or “Do you have any final thoughts?”
If you can organize your questions in this way, it will be much easier for you, your guests, and your listeners to follow.
Pssst: don’t have time to read this whole thing? Here’s a quick framework to help you organize common questions logically.
| Stage | Purpose | Notes & Suggestions | Sample Questions |
| Beginning | Immediately jump into value, set the tone, and establish guest expertise | Don’t wait too long to get into the details (think 10 to 60 seconds). Be sure to ask personal and professional background questions. This is a good space to establish the credibility of your guest. | – “What brings you here today?” – “If you had to introduce what you do to someone who’s never heard of [x] before, how would you do it?” – “What’s one thing people probably don’t realize about you?” – “Who has influenced your approach to investing the most?” – “What’s the most surprising part of your work?” |
| Middle | Dive into expertise, market insights, and practical/actionable takeaways | Now is the time to transition to deeper or more analytical questions. You might want to ask more anecdotal questions to pull out stories, case studies, or other life experiences. | – “How do you evaluate market trends before making a decision?” – “What’s your personal framework for assessing risk?” – “Can you share when you realized that [x] was one of the biggest moments of your career?” – “Where do you see the biggest opportunities in [niche] right now?” – “What’s a common misconception you see investors make, and how do you address it?” |
| End | Wrap up with reflection, key lessons, and a signature question (if you have one). | Now’s your chance to invite takeaways for the audience and leave some space for the guest’s final words. Just make sure to keep it concise and memorable. | – “If you had to give one piece of financial advice to your younger self, what would it be?” – “What should our listeners do tomorrow if they want to [action]?” – “What’s one trend you’re watching closely over the next 12 months?” – “Are there any books, podcasts, or resources you’d recommend?” – “Where can listeners connect with you or follow your work?” |
Transition Techniques
So you don’t get stuck between topics or ideas, you might want a few strategies for changing topics.
Remember: your listeners should feel like each question naturally leads to the next.
Here are a few proven techniques that can help.
Bridge with a Callback
First, try referencing something your guest said earlier to connect it to your next topic. This can help you acknowledge the current discussion while naturally setting up the next topic.
For example, you might say: “You mentioned earlier that risk is central to your investment approach. Can you tell me about how you actually measure and manage that risk?”
Alternatively, you could say something like: “So if that’s how you approach portfolio diversification, how does that philosophy play out in your personal financial planning?”
Use Signposting
Another option is simply changing the topic by clearly stating where you’re heading next.
You might say something like, “That’s a great point about market volatility. Now, I’d love to shift gears and explore how you see emerging markets fitting into the bigger picture.”
Zoom Out, Then Zoom In (Or Vice Versa)
There are two ways to accomplish this: by taking a broader perspective before narrowing to the next question, or by zooming in on a smaller subject before widening out your lens.
If zooming out, you might say: “Stepping back for a moment, how do you see these strategies fitting into the overall financial landscape?”
If zooming in, you could try: “it’s interesting that you mention [topic], because some [audience members] feel you can approach it both ways. Do you think that’s an incorrect assumption?”
Insert Soft Pivots
Regardless of how you choose to switch topics, you might use phrases that make transitions smoother without feeling abrupt.
Examples could include:
- “On a related note…”
- “Speaking of [topic]…”
- “That reminds me of…”
- “Let’s explore another angle…”
Manage Your Time Wisely
Approximately 51% of podcast listeners give you five minutes or less to make a good first impression before switching off your show. This means you’ll want to dive into questions and conversation as quickly as possible, usually within the first 10 to 60 seconds of your episode.
A couple of tips for managing time correctly:
- Start with an easy question that can help your podcast guest dive deep early. For example, you might start with an opener like, “Let’s start with a story of the biggest financial move of your life.”
- Let guests know how much time you have, then limit your questions to leave space for more pointed insights. A good rule of thumb is three minutes per question. But it’s a good idea to plan for additional optional questions in case your podcast guest is less enthused.
- Rank questions in your framework from ‘most critical to answer’ to ‘least critical to answer.’ That way, you can still follow your established podcast flow, but skip questions if the guest is going long or add more if you need to dig deeper.
What Are the Best Finance-Specific Podcast Questions?
Make sure to ask questions that are specific to the guest’s financial expertise or niche but not so detailed as to be leading. Try open-ended queries that align with their areas. – Robert Van Vranken, Launch Specialist, The Podcast Consultant.
Frankly, there’s no such thing as the ‘best’ finance podcast questions; only the types that make sense for your guest, show, and audience.
That being said, there are still a few starting points to keep in mind.
Below is a list of finance-specific podcast questions you can pick, choose, and modify for your show.
Market Analysis and Trend Questions
- “I know [x] is one of the biggest financial trends you’re watching right now. Why does this interest you, and what makes it different from [y]?”
- “How do you personally separate noise from meaningful signals in the market?”
- “What industries or sectors do you think are undervalued today?”
- “How has [global event such as politics, technology, climate] shaped your strategy over the past year?”
- “Can you tell me a story about the biggest mistake you’ve seen other investors make, and how you’ve avoided it as best you can?”
Investment Philosophy and Approach Questions
- “What are the biggest core principles that guide your investment decisions, and why?”
- “Walk me through how your investment philosophy has evolved over time.”
- “What do you think is the biggest mistake [audience] gets wrong about [topic]?”
- “How do you decide whether an opportunity fits into your overall portfolio strategy?
- “What’s a common [topic] myth you wish [audience] would stop believing?”
Risk Management and Strategy Questions
- “Tell me about a time you came out on top of an unpredictable market. How did you do it, and how much of it do you think was luck versus great timing?”
- “Can you share an example of a time when strong risk management saved a portfolio?”
- “What tools or metrics do you rely on most when evaluating risk? And if you don’t use any tools, how did you cultivate your instincts to spot ‘red flags’ early?”
- “Most people say [x] about short-term volatility. How do you think that holds up today?”
- “What advice would you give to [audience] who want to get into [niche] but are afraid of the risks?”
Career Journey and Decision-Making Questions
- “What do you think was your biggest inspiration for pursuing a career in finance?”
- “Did you even have a pivotal moment or ‘aha’ decision that changed your professional philosophy, and if so, what was it?”
- “Who were your biggest influences or mentors along the way, and are they the same people today? Have your role models changed?”
- “What would you say is the hardest lesson you’ve learned in your finance career? And do you think it could have been avoided if you knew [x]?”
- “If you could give your younger self one piece of career advice, what would it be?”
How do I create a signature question?
“The surest way to create a successful signature question is to find a prompt that you are genuinely curious about yourself but broad enough that any guest can answer it in a way that reveals something unique about themselves or their expertise.” – Robert Van Vranken, Launch Specialist, The Podcast Consultant
Pre-Interview Preparation Systems
You now have a framework for what to ask your guest(s), plus the sequencing, structure, and transition techniques to try.
Now, it’s time to look closer at how to prepare for the big day, including how to customize your questions and deal with technical and logistical considerations.
💡Related: Learn more about hosting podcast interviews best practices
Research and Background Preparation
The first step in this process is understanding your interviewee’s background. What other podcasts have they been on? What topics have they already covered?
You’ll probably want to avoid anything that’s regularly repeated, unless the guest is high-profile or holds a lot of command in a specific niche. Instead, look for opportunities to cover something the guest may not have been asked about before. Have they held interesting jobs outside of the finance space? Do they have ‘controversial’ opinions that rarely get shared?
The line here is knowing what your interviewee is comfortable chatting about. While researching their background, you might ask if they’d be comfortable sharing their thoughts about a certain topic or idea. If they’re not fully comfortable or if they need to be coy about some responses, you can easily adjust to meet their needs.
P.S., not sure how to research a less high-profile podcast guest? Try:
- Hosting an initial ‘chemistry’ interview to chat prior to booking an interview
- Checking biographies on publicly available platforms such as LinkedIn, a personal website, or podcast matching tools like PodMatch.com
- Asking your guest(s) to type out a few answers regarding their background, then constructing subjects or questions based on their responses
Customizing Questions for Each Guest
As we hinted earlier, no two podcast guests will have the same perspectives, thoughts, or answers. Knowing what makes them unique (as well as what brings the most value to your audience) will be imperative for asking truly great questions.
One easy way to do this is to have your guest share a story regarding a specific topic, interest, or financial concept. Not only will this make your podcast more unique, but it will also help guide your questioning and make the interview process feel more personal.
Another way to customize questions is to add the guests’ personal feelings. For example, if a guest indicates they’re bearish on a specific financial topic, you might rephrase, “Why do you recommend X to investors?” to “Why do you feel bearish about X compared to Y?”
Technical and Logistical Considerations
Interviewing via Zoom, Streamyard, or Riverside is one thing, but interviewing in-person is an entirely different beast. You need to think through the logistics of setting up your interview so that you and your guest will have the best possible experience.
For virtual interviews, be sure your guest is familiar with the software. You might provide them with early access so they can get acquainted with the technology (perhaps five to 15 minutes before pressing record), or even conduct a trial run to test their audio and video.
Speaking of audio and video, be sure your guest has adequate technology to capture footage for your podcast. If you’re an audio-only show, be sure to recommend a specific microphone if their existing hardware isn’t good enough. If you run a video podcast, you’ll want to think through recommendations for lighting, cameras like webcams, and other must-have podcast equipment.
“Have a brief pre-chat to break the ice and test the technical setup. This helps both of you feel more comfortable and builds rapport before the recording starts. Remember also to make eye contact with your camera, not your screen. This creates the impression of direct eye contact for your guest.” – Robert Van Vranken, Launch Specialist, The Podcast Consultant.
For in-person interviews, you might want your guest to arrive an hour early. This gives you plenty of time to get your guest comfortable, adjust audio and/or video, and run through expectations before pressing record.
This is even more important for recording live streaming content, as you won’t be able to edit anything out or adjust your mic in advance without it being noticeable to your viewers.
Regardless of whether you’re recording remotely or hosting in person, be sure to message guests explaining what to expect. This might include your address or recording link, questions you’ll ask, a list of recording hardware, or other important details.
Post-Interview Question Analysis
So your interview is complete. Congratulations! If you followed the question framework above, it likely went off without a hitch.
Now is the time to self-assess and gather feedback to make future podcast interviews even better.
You might want to ask yourself:
- How effective were the questions? Did your guest dive deep, or stay mostly surface-level? If they did stay surface-level, was it a problem with your questions or simply the guest’s personality? It might help to ask your co-host or another trusted listener for their honest opinion. And speaking of opinions…
- What did the guest(s) think? Ask your guest how they felt about the interview process. What went wrong, what went right, and what could be improved? If your guests are too nice to be honest, you might send a bulk message to all previous guests with an anonymous survey asking for their thoughts.
- What’s something practical I can do to improve going forward? Implementing new processes can work wonders for your podcast and open new opportunities as you grow. For example, you might try a different angle with your questions, use different transition frameworks, or match different question types to different guest personalities.
The Bottom Line on Podcast Question Frameworks
Whether you’re a brand-new podcast or a well-established show, the questions you ask guests can have a major impact on your growth. Build a framework, sequence your questions, and do plenty of research before having the guest on your show.
When you spend enough time planting seeds for your podcast, you’ll eventually reap the benefits of a higher-quality, faster-growing show.
Learn more about hosting (or becoming) a podcast guest: