Skip to main

Why Better Stories Start with Better Questions

Posted Under: Social Pros Podcast
New Social Pros Cover Image
Hosted By

Daniel Lemin

Convince & Convert

Hannah Tooker


Leanna Pham

Convince & Convert
About Social Pros Podcast:

Social Pros is one of the longest-running marketing podcasts in existence (10 YEARS and counting), and was recently recognized as the #1 Audio/Podcast Series by the Content Marketing Awards.

Our purpose? Making sure that we speak to real people doing real work in social media.

Listeners get inside stories and behind-the-scenes secrets about how teams at companies like Google, Reddit, Glossier, Zillow, Lyft, Marvel, and dozens more, staff, operate, and measure their social media programs.  With 600+ episodes, the Social Pros Podcast brings the humanity of social media to the forefront, while providing incredibly useful marketing strategies that listeners can immediately implement.

Follow Social Pros on LinkedIn.

To inquire about becoming a guest or show sponsor, please email our Executive Producer, Leanna Pham, at

Apple Podcast Reviews:

The Social Pros podcast has quickly become a favorite in my feed! I'm consistently impressed by the engaging conversations, insightful content, and actionable ideas. I truly learn something every time I listen!

@Arlie K

This is absolutely an awesome listen for anyone in communications or social media!!


This podcast has become one of my staple weekly podcasts for learning about marketing! Love the conversations that they have and it's always enjoyable and educational!


Love the podcast - informative, in depth and spot on for any business size.


In the world of podcasting, the most important element is the story you’re trying to tell. You can have all the best equipment at hand, but it’s the story that makes it. We’re getting a little meta this week with a podcast episode about podcast episodes and storytelling with Elaine Appleton Grant, CEO of Podcast Allies and Host of the Sound Judgment podcast.

To Tell Great Stories, You Need Great Questions and Curiosity Is The Secret

Now, we’re no strangers to sharing great stories on this podcast. But this episode is a little different. We peek behind the curtain and look at what it takes to unravel these stories in a podcast. And it all begins with the host.

The host of Sound Judgment and CEO of Podcast Allies, Elaine Appleton Grant, gives us a masterclass on how to tell a great story by asking great questions and being curious above all.

Elaine shares plenty of anecdotes from her career and the brilliant public speakers and podcasters she’s met along the way, including the former host of this very podcast, Jay Baer. In each of these stories, Elaine breaks down the key lessons she’s learned and teaches to others, including the importance of preparation, asking questions that really dig into the details, and how to be a good listener.

There’s so much to take away from this episode if you’re interested in starting a podcast or want to improve your hosting skills. But equally, there’s plenty of value if you’re in the business of telling stories on social media.

In This Episode:

  • 2:25 – Why it’s so important to share and tell stories
  • 4:00 – What Elaine learned from Jay Baer’s Standing Ovation podcast
  • 5:50 – Elaine gives a breakdown of what her podcast is about
  • 7:51 – Elaine’s background in storytelling
  • 9:51 – How Elaine approaches getting into deeper stories on her podcast
  • 16:34 – How framing questions the right way helps you mine for stories
  • 22:54 – How to become a great listener
  • 25:25 – Why curiosity is the key skill
  • 26:29 – How looking for different perspectives can uncover multitudes of stories
  • 33:08 – How do you start becoming an expert storyteller
  • 37:11 – The final two questions

Quotes From This Episode:

“I think that there's a dance because you've got to have a destination. You've got to have a point to this conversation. You also don't want to miss when somebody says something really interesting.” Click To Tweet

“This is about deliberately creating intimacy on a mic as opposed to assuming that just because you’re on a podcast that it’s intimate.”

“What do you bring to this creative thing that’s going to make it uniquely yours? Let’s look at your identity. Let’s look for your lived experience. Let’s look for expertise that you’ve built up over time. Let’s look at your interests. Let’s look at your skill set. Now take that and build your show or your social media channel or whatever.”


Join the Social Pros LinkedIn Community

Join a community of real social pros doing social media on LinkedIn. Receive all the inspiration and ideas straight to your feed and add your thoughts to the conversation.

Follow Social Pros on LinkedIn

Subscribe to Social Pros Podcast

b2b influencer