1. What is purpose of survey?

Surveys are conducted for many reasons. By phrasing questions and structuring answers surveys can be used in a multitude of ways and for a variety of reasons. When compiling a survey don’t loose sight of its purpose.

2. Title survey

The survey title is a golden opportunity to instantly summarise a survey's objective and grab attention of invited respondents. Respondents are going to invest time in completing survey so make them feel that their investment is worthwhile.

3. Do not make survey any longer than it needs to be

Every question that is asked should be asked for a reason. Focus on ‘need to know’ questions and minimise ‘nice to know’ information.

4. Use plain English, avoid jargon and acronyms, maintain consistency and don’t ask questions that may result in ambiguous answers

Care must be taken in wording a question. If a question is not clear then there is every chance that respondents may interpret question differently to that intended by publisher making any analysis of data meaningless or at very least misleading. 5. Avoid long questions

Try to use short sentences wherever possible. Long questions tend to cause respondents discomfort and can lead to a higher level of incidents where respondents abandon a survey.

6. Ask one question at a time

Avoid confusing respondent with a question like ‘Do you like football and tennis?’

7. Avoid influencing answer

It is important not to load question. ‘Should irresponsible shop keepers who sell tobacco to children be prosecuted?’ is unlikely to have any value.

8. Ensure that answer format used allows respondent to answer question being asked

Allow respondent to answer how they really feel or they may be less inclined to complete survey. As a last resort consider benefit of including a “Don’t know”, “Can’t say” or similar response option.

9. At same time that you compile survey consider, when survey is complete, how compiled data is going be analysed

If a question is asked that allows a free text open ended response appreciate that such information is likely to be difficult to score and/or summarised. Consider grouping answers. For example “How long have you worked here?” - ‘less than 1 year’, ‘between 1 and 3 years’ and ‘more than 3’.

10. Ensure that questionnaire flows

When asking questions group questions into clear categories as this makes task of completing survey easier for participants.

11. Target your respondents

How would you like to have countless people clamoring for your books and willing to visit your Web site to buy them?

Most entrepreneurs wait until their Web site is designed before they think about marketing their products on it. What a shame!

When someone asks you about your book, maybe you've said, "My book is about…." You mention features such as tips in a book or your story. Your story may be too long and bore your prospective readers. These mistakes will turn your prospective buyer off. What they want is a quick billboard visual of your book--your 30-60 second "tell and sell."

Without your "30 Second Tell and Sell" that strongly states main benefit, audience, and what makes your product unique, you will bore your visitor and lose that attention you need to entice him or her to take out their wallets and pay you on spot.

Your "tell and sell" gives your book audience a reason to buy. The "Tell and Sell" is shortest sales letter you will write. You can also use this one to two-sentence blurb at any business meeting or appointment where you only have a few seconds to impress. Speakers refer to it as an "elevator speech."

It's Not Book, It's Hook!

It's best to know your sizzling title, unique selling points, preferred audience and benefits before you put words to paper, before you even write a single chapter. But, even if your book is already out, you can still motivate endless book sales with your "tell and sell." Be prepared to write five to seven versions until best one emerges. And, remember your "tell and sell" must be clear, compact, compelling and commercial.

How to Build your Bullet Proof Tell and Sell

1. List your title. For instance, "Write Your EBook or Other Short Book—Fast!"