App Founder Interviews: Stop Making These Mistakes

Landing an app founder on your podcast or blog can be a massive win for your marketing efforts. But are you unintentionally sabotaging your chances of a compelling, shareable interview? Many marketers make common mistakes that lead to bland, uninspired content. Could a few simple tweaks transform your next interview from a forgettable chat into a lead-generating machine?

I’ve conducted dozens of interviews with tech entrepreneurs over the past five years, and I’ve seen firsthand what separates a truly engaging conversation from a dull, promotional slog. Often, the difference boils down to avoiding a few surprisingly common pitfalls.

Mistake #1: Superficial Research

Far too often, marketers rely solely on a quick LinkedIn scan before an interview. That’s simply not enough. You need to dig deeper to uncover the founder’s unique story. What were they doing before they launched their app? What are their passions outside of work? What challenges have they overcome?

For example, I was scheduled to interview the founder of a popular language-learning app last year. Initially, my research revealed the standard founder story: Ivy League education, previous experience at a FAANG company, and a passion for disrupting the education space. But I kept digging. I discovered an old blog post where she wrote about her struggles with dyslexia as a child. This opened up a whole new avenue for our conversation, allowing us to explore the app’s accessibility features and her personal connection to making learning easier for everyone. This resonated far more with our audience than another generic story about disrupting the education industry.

Mistake #2: Generic, Feature-Focused Questions

“What are the key features of your app?” “What problem does it solve?” These are the types of questions that make app founders groan internally. They’ve answered them a million times. Instead, focus on questions that elicit personal stories, challenges, and lessons learned. Think: “What was the biggest obstacle you faced when building your app, and how did you overcome it?” or “What’s the most surprising thing you’ve learned about your users?” Consider how actionable marketing can improve the interview process.

These types of questions encourage the founder to be vulnerable and authentic, which is what audiences crave. They also provide valuable insights that can’t be found in a press release or on the app’s website. I had a client last year who insisted on sticking to a script of product-focused questions. The interview was a disaster. The founder sounded bored and disengaged, and the resulting content was completely forgettable. We ended up scrapping the whole thing and starting over with a new, more conversational approach.

Mistake #3: Ignoring the Data

Before even crafting your questions, take a look at the app’s performance. What are their key metrics? Where are they succeeding, and where are they struggling? This data can inform your line of questioning and provide valuable context for the interview. If you know that the app has a high churn rate, for example, you can ask the founder about their strategies for improving user retention.

A report by eMarketer found that US adults spend an average of over four hours per day on their mobile phones, which underscores the importance of app retention. Understanding this context helps you frame your questions effectively. You aren’t just asking about features; you’re asking about solutions to real business challenges.

Mistake #4: Not Listening Actively

This might seem obvious, but it’s surprising how often interviewers are so focused on their next question that they completely miss what the founder is saying. Active listening is crucial. Pay attention to the founder’s tone, body language, and the nuances of their responses. Don’t be afraid to deviate from your prepared questions if the conversation takes an interesting turn.

I was interviewing the founder of a meditation app a few months ago, and she mentioned in passing that she had initially funded the app using her savings from a previous career as a professional musician. I immediately abandoned my prepared questions and asked her to tell me more about her musical background. This led to a fascinating discussion about the connection between music and mindfulness, which became the central theme of the interview. Had I not been actively listening, I would have missed this golden opportunity.

Mistake #5: Failing to Understand the App’s Marketing Strategy

What marketing channels are driving the most growth for the app? What are their key marketing challenges? Understanding the app’s marketing strategy will allow you to ask more insightful questions and provide valuable takeaways for your audience. For example, if the app relies heavily on social media marketing, you can ask the founder about their strategies for creating engaging content and building a community. Speaking of engaging content, are you familiar with smarter social media campaigns?

According to the IAB’s 2023 Internet Advertising Revenue Report, digital advertising revenue continues to grow, but so does the competition. This makes it even more important to understand an app’s specific marketing challenges and how they are addressing them.

Case Study: Revamping a Stalled Interview Series

We had a client, a SaaS company targeting small businesses in the Atlanta area, who launched an interview series featuring local app founders. The initial results were disappointing. The interviews were getting minimal engagement, and the client was questioning the ROI. After analyzing the situation, we identified several key issues:

• Superficial Research: The interviewers were relying solely on LinkedIn profiles.
• Generic Questions: The questions were focused on product features and basic business information.
• Lack of Data: The interviewers were not taking into account the app’s performance data or marketing strategy.

We implemented the following changes:

• Deeper Research: We tasked our team with conducting more in-depth research, including scouring the web for blog posts, articles, and social media mentions. We even used tools like Similarweb to analyze the apps’ website traffic and marketing channels.
• Thought-Provoking Questions: We replaced the generic questions with open-ended questions designed to elicit personal stories and insights. For example, instead of asking “What problem does your app solve?”, we asked “What’s the most rewarding thing you’ve experienced since launching your app?”.
• Data-Driven Approach: We analyzed the apps’ performance data and marketing strategy to identify key areas of interest. We then crafted questions that addressed these areas directly.

The results were dramatic. Engagement increased by 300%, and the interview series became a valuable lead-generation tool. The client was thrilled with the outcome. For more on this, be sure to check out our article on data-driven marketing wins.

Here’s a breakdown of the campaign metrics:

Budget: $5,000 per month

Duration: 3 months

CPL (Cost Per Lead) Before: $75

CPL (Cost Per Lead) After: $25

ROAS (Return on Ad Spend): Increased by 250%

CTR (Click-Through Rate): Increased from 0.5% to 1.5%

Impressions: Averaged 50,000 per month

Conversions (Leads): Increased from 67 to 200 per month

Cost Per Conversion: Decreased from $75 to $25

Real-World Example: Interviewing the Founder of “Park Atlanta”

Let’s say you’re interviewing the founder of “Park Atlanta,” an app designed to help residents and visitors find and pay for parking in downtown Atlanta. Instead of asking generic questions about the app’s features, you could ask:

• “What was the biggest challenge you faced navigating the bureaucratic process of partnering with the City of Atlanta and Fulton County to integrate parking data?”
• “How did you address concerns from local businesses in areas like Buckhead or Midtown about the app potentially impacting their existing parking revenue?”
• “What innovative marketing strategies have you used to encourage adoption of the app among older residents who may be less tech-savvy?”

These questions are more likely to elicit interesting and informative responses than generic queries about the app’s functionality. Imagine discussing the intricacies of dealing with the Fulton County Superior Court regarding permits, or the strategies used to onboard users near Emory University.

Don’t underestimate the power of local specificity. It adds credibility and makes the content more relevant to your audience. Here’s what nobody tells you: the best interviews feel less like a Q&A and more like a genuine conversation. Let the founder’s personality shine through. Stop adhering rigidly to your script and let the conversation flow naturally. You’ll be surprised at the insights you uncover.

I remember interviewing a founder who had built a meal-planning app. He mentioned his initial struggles to get funding. Turns out, he’d been rejected by every major investor in Atlanta. He finally got his break after pitching his idea at a small startup event at the Georgia Tech campus. That detail made the story relatable and inspiring for aspiring entrepreneurs in the area. Want to learn more about the Atlanta founders’ winning edge?

Transforming an interview from mediocre to memorable takes effort. But by avoiding these common mistakes – shallow research, generic questions, ignoring the data, not listening actively, and failing to understand the app’s marketing strategy – you can create content that resonates with your audience, generates leads, and establishes you as a thought leader in your industry. The key is genuine curiosity and a willingness to let the conversation guide you.

Instead of passively accepting the first answer, push for details. Ask “Why?” and “How?” This unveils the true story and provides your audience with actionable insights they can implement. Go beyond the surface-level story and uncover the gems that make the interview truly memorable.