They don’t want to know about your magazine
Unless you can demonstrate a strong fit between your publication and the agency’s client, don’t even try to solicit an ad; if there is a strong fit, it’s your job to prove it. So instead of telling the agency about your magazine, show them exactly how your book will help them move their client’s business ahead.

Don’t repeat what’s in your media kit
You're wasting their time telling them what they already know.

They want more market information
Ad agencies work on numerous accounts at the same time, which means they can only dedicate limited resources and time to familiarize themselves with each of their client’s markets. More often than not, they’ll welcome an industry expert that can provide valuable solutions, ideas, statistics and insights that will give them a better understanding of their client’s marketplace. Position yourself as the industry expert they’re looking for by telling them something they can’t hear from any other source.

They want claims to be supported by stats
An ad agency is accountable, so they can’t afford to make flippant decisions; they need very, very strong reasons for everything they do. Your job is to give them those strong reasons, so, whenever possible support your claims with statistics.

They don’t want to hear about other magazines
Don’t waste their time telling them what other magazines can’t do; instead focus on telling them what you can do and how that will benefit their client.

They don’t want to buy an ad
Although your book may reach their client’s target market, as part of their overall marketing plan, placing an ad in your publication may not be all that important, so don’t call on them to sell an ad. Instead help them put together a plan; a strategy that will allow them to meet their client’s marketing goals. In other words, stop selling magazine ads and start offering multi-tiered solutions.