the book trailer blog

Here is another example of a promo video for a non-fiction book by digital marketer Mitch Joel (http://www.twistimage.com). In contrast with the previous post, this one is very well designed with trendy type animation and tight scripting with a professional-sounding voice over.

But have the producers of this video gone a bit too far with the design? I guess what I'm asking is: Does animating every single word enhance or detract from this video's message?

Take a look at the trailer for Six Pixels of Separation and decide for yourself...

I've dedicated a lot of entries to fiction titles—but what about non-fiction, you ask?

Non-fiction book trailers are trickier than fiction trailers in some ways. There are no characters, settings, mood, or genre imagery to rely on. Just an overarching concept or two and lots of supporting data.

I came across the trailer for Jill Griffon's book Taming the Search-and-Switch Customer: Earning Loyalty in a Compulsion-to-Compare World on Amazon and it struck me as a notable example of a promotional video for a non-fiction book.

It communicates within the first minute what problem the book is trying to solve for the reader—in this case, losing customers to competitors found on search engines. The copy is succinct, easy to understand, and timed to the music. Although the graphics are generic (screencaptures, clip art, and stock photos of people) they are apropos and not overdone. And finally, the music is upbeat and friendly. Griffon's trailer also does a good job of incorporating the graphics from the cover into the trailer.

Another very simple yet important thing this trailer does is mention two of the author's previous books on the topic. This achieves a couple of significant objectives: it positions the author as an established expert in the customer loyalty field, and it plugs her other books!

Admittedly this is not the most polished trailer (and honestly, it should have ended at one minute and 20 seconds in), but nevertheless it's a good illustration of what an author can do with motion graphics to promote a non-fiction title.

In summary:
• describe the problem or concept
• use economical language
• use imagery to support the text (not overwhelm it)
• incorporate visual elements from the cover (if possible)
• emphasize the author's credibility
• keep it short!
 

Masha Hamilton, author of several critically acclaimed books, sent me a link to the trailer for her latest novel—31 Hours. This is a well-made and attractive trailer that gives just enough information about the story to intrigue without giving too much away.

Book trailers, of course, are more than just entertainment—they are marketing tools. And to that end, the creators of the 31 Hours video were very savvy to include an excerpt from a positive review by top industry magazine Publishers Weekly. Endorsements of this caliber go a long way toward generating visibility and establishing credibility not only with potential readers but with book buyers as well. So if you've been getting some good reviews/endorsements, don't forget to include them in your promo videos too!

Since we're on the topic of marketing—if you are an author, I recommend that you pay a visit to Ms. Hamilton's website at http://www.mashahamilton.com. It is beautifully designed but, more importantly, it includes a wealth of information about the author, her other books, as well as articles, photos, videos, and excerpts. I know I will be visiting it more than once...

Here's a great way to use video as a book promotion tool from celebrated author Neil Gaiman (author of Anansi Boys, American Gods, and many more) and publisher Harper Collins.

Gaiman created a 9-city video book tour. At each city he read one chapter from his new work The Graveyard Book. He would then open the floor for questions from the audience. These readings and Q&A's were video recorded and posted on his website to share with the world.

Anyone is able to watch the author read his new book in its entirety here. (Does the notion of basically giving away your book for "free" strike you as counterproductive? If it does, watch this video by Wired magazine's chief editor Chris Anderson.)

This is a very innovative and inexpensive way to repurpose local book tour appearances for the world wide web. Here is Neil Gaiman's explaination:

This book video for The Motion of the Ocean by Janna Cawrse Esarey was sent to me a few weeks ago. (Sorry for the slow post, Janna!)

According to Janna's YouTube listing it was made by, "A group of publishing students from Pacific Lutheran University were assigned me as their author. They're brilliant young women. They helped me make it. I am beyond lucky. Which is how I feel about my book being out there too. Enjoy!"

I think this trailer has 3 really good things going for it:

      1. the music is unique and gives the trailer a good tone
      2. the real photographs communicate that this is a grounded story about real people
      3. the text is smart without being stuffy or pretentious
      4. features a great endorsement from Publishers Weekly
      5. the book has a great-looking cover

Okay, that's five things! Eh. Sue me. :0)

Here are some additional book video hubs:

• http://livingjacket.com/
• http://www.expandedbooks.com/
• and the Barnes & Noble's Studio

Here is a lovely example of how skillful use of stock photography, stock video, and stock music can make an exceptional book trailer.

I just found this great website today, and I thought I would get the word out about it. They feature book trailers for free! Submit yours today.

http://bookscreening.com/

Their About section reads:

"We love books. We love finding out about the next title from a favorite author or discovering a new writer. As more and more book trailers have become available, we’ve found them to be a great way to see what to read next.

Finding great book trailers can be a hit or miss search through seas of online videos and websites. We wanted to bring them all together so it would be easy for readers to screen, share and be inspired.

That is why we’ve launched Bookscreening.com. It gives book-hungry readers a smorgasbord of trailers to screen through, comment on, and share with their friends.

For authors and publishers, it provides a hub for announcing their newest book trailers and getting feedback from their readers. For more information on having your book featured, contact us."

If your material lends itself to this kind of visual interpretation, this is a very entertaining (and fairly low-tech) way to make a great book trailer.

It also doesn't hurt if you know John Lithgow! LOVE HIM!