In my business, every day is different, which is a big reason why I like it so much. Over the last two days, I have been writing about the falling price of recreational land in southwest Georgia, the governor’s visit to a local manufacturing company, and the virtues of a new wellness center.

Tomorrow, it will be law enforcement and eye care.

My job allows me to learn a little bit about a lot of things, which can be very dangerous during times when my inner Cliff Claven emerges with one too many “little known facts.” Whether at a business networking event, or facing the temptation of Twitter and Facebook begging me to post an interesting tidbit, I do my best to show restraint. After all, it is in my best interest not to get into a deep conversation about something I really know very little about.

The fact is I don’t need to know a lot about the subjects on which I write, because it is my job to find the people who do, ask them the right questions and then make it understandable and even compelling to the reader. That is what writers do. That is what we get paid (a little bit) for.

Whether it is an in-house marketing manager or an outsourced writer or editor, using experienced communications professionals really does make a difference. Especially when times are tough, small-business owners and managers should stick to what they do best and find the right people to help where needed.

It allows them to stay focused on their business. And it helps people like me look smarter at parties.

Dave Fiore is the founder of davemail.

A client emailed me last week to ask how I decide the right questions to ask when interviewing a subject for a profile piece. She was concerned about focusing too much on his accomplishments at the expense of exploring the more revealing aspects of his life. She rightfully wants her readers to really know the person, not just be familiar with his resume.

People profiles, whether for an email newsletter or academic journal, often are the most difficult stories to write. That’s because an experienced writer is always looking for a good hook that will make the reader care enough to finish the story (or at least read past the headline), and they are not always easy to find. Sometimes, it takes a little digging.

First, get the basic info with a Google search and by simply asking an assistant for a current bio – that way you can skip the questions about their hometown, college and the boards on which they sit. You may want to break the ice with an easy question – maybe about what they are doing now and why they enjoy it. Then, once you have them talking, you can start working on what you are really after.

The goal is to gain insight into what makes the subject tick. In this case, the person is being honored for his leadership activities, so start by asking why he is so committed to his chosen organizations and what he has gained from serving as their leader. Ask what makes a good leader. Ask what he learned from serving others and why he encourages others to do so. Ask what advice he would give younger leaders. Ask how being a leader has changed him over the years. Ask him why he kept saying “yes.”

Of course, you may not need to ask all those questions, but you get the idea. Get them talking about their passions, and the story should write itself. People who love to lead usually love to talk – so let them.

Dave Fiore is founder and CEO of davemail.