Just the Facts, Ma’am – Better Magazine Ad Sales Research with Surveys


Surveys are an important tool in your ad sales tool kit!

In case you haven’t noticed, the business of selling advertising has changed. I remember fondly the days when selling ads meant “print” ads and the most sophisticated question was, “How many readers do you have, and what does it cost?” Now clients say, “I want a data driven understanding of the influence your readers have over the buying process.” Huh? Say what?

In our data-driven world, surveys are a powerful way to gather information to make a successful sales pitch to today’s client. Your advertiser doesn’t want to know how much it costs or how many impressions he’ll get. He is looking for a multi-media platform to promote to people who are proven to have influence to buy his product. He wants to know what your readers consider to be the most reliable way to learn about his products and what convinces them to make that purchase.

First, choose a way to build and distribute your survey. I use Survey Monkey but there are many other services. You can even get add-ons for Facebook and other social media sites. Plumb your various email lists, distribute through your Facebook page, or use your website to reach the target the group for your survey. Keep them simple and short, and make sure to let participants know how much you appreciate their time! Here are some sample questions from a ten-question survey to select e-newsletter subscribers: [Read more…]