Book Trailers: Now Showing at a Bookstore Near You

By Greenleaf Team - May 09 , 2007

By Dede Schatz

We all love movie trailers. They pull us in with drama, comedy, even fear, and get us longing to go to the theater. Now publishers are joining the act and producing “book trailers”—short previews to show off how books will keep their audiences on the edge of their seats. But how can a book trailer reach the number of people who see movie trailers?

Actually, a good book trailer can reach more people. Thanks to popular sites like YouTube.com—which has 900,000 unique visitors a day—iTunes, Google Video, and Yahoo, publishers and authors can post their trailers for the world to see. The key is to create a video that people want to pass on to their friends and connections. To add more punch and make the trailer viral, use special offers, humor, or suspense.

To distribute a book trailer, the publisher simply has to upload the trailer to the sites listed above; email friends, family, and targeted email lists; and ask them to view the video and vote. Publishers are sending trailers to bloggers to post on their sites as well. What other ways are publishers using book trailers?

• On plasma screens at airport bookstores
• On their book’s Amazon.com page
• In email pitches to bookstore buyers and media
• In author press rooms

Book trailers have been around for several years but have just recently gained momentum as publishers search for new ways to sell books in a sluggish market. And with production companies like Vidlit.com to create unique and fun book trailers, we can see why publishers and authors are eager to start using this media-blending form of marketing.

So what makes a good trailer?

1. Stylish. It should be unique and should capture the viewer. You want the audience to feel that they have to read this book now.
2. Short. Try to keep your trailer under two and half minutes. You are going to lose your audience if it’s longer. Two and half minutes is the maximum length allowed by movie theaters, so their experience shows that’s long enough.
3. Imaginative. Remember that readers want to imagine what the characters and settings look like for themselves. Don’t take away the fun of reading the book.
4. Fun. Give viewers a reason to pass the trailer to their friends. You want to create buzz for your book and the trailer, but more importantly, you need to sell books.

What’s next for book trailers? We’re just starting to see them played in movie theaters, with rumors of kiosks being developed for major chain bookstores to show them. It seems as though the publishing industry has come across a marketing tool with some real star power.