Book Trailers: Benefits & Drawbacks of New Media Marketing Techniques

Justin here, and today we’re posting some information on book trailers.

Truth be told, many modern authors are skeptical of integrating the written word with video advertisements. And who can blame them? After decades of traditional book marketing techniques that have worked for authors, why should we enter a whole new arena of advertising?

Granted, if video killed the radio star, should we expect the book trailer to kill the author? For that matter, not every author is comfortable being in front of the camera, and a single bad image may taint the reputation of a book that is saturated with exciting prose.

Essentially, authors ask, why take the chance? Shouldn’t the book speak for itself? Shouldn’t the traditional marketing materials that reveal the inventive language and complex characters be enough?

While the above are all legitimate questions, authors serious about the marketing campaigns of their new publication should at least examine the benefits and drawbacks the budding strategy that a book trailer has to offer, and then decide for themselves.

So without further ado, here’s your introduction into book trailers, the revolutionary form of book marketing about which authors are still skeptical.

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Emerging Book Marketing Strategies: What’s a Book Trailer?
Like a movie trailer, a book trailer employs cinematic techniques in order to generate a brief video advertisement that reveals the basic thematic and plot elements of your recent publication. Even traditional publishing companies such as Simon & Schuster, HarperCollins and Random House have already started to incorporate book trailers into their publicity and book promotion campaigns.

As video uploading communities and online book marketing strategies have become more popular in the last five years, so too, book trailers have become an integral part of the promotion for some titles. Though these video advertisements aren’t for all emerging authors, book trailers can definitely get the word out about your new book, as well as infiltrate an entirely new audience, namely the video communities like YouTube, Book Trailers, Watch the Book, among others.

From slideshows of cover images to your basic flash videos with author narration to full scale productions that include actors, wardrobes and scripts, book trailers can be tailored to satisfy a variety of different authors as well as countless themes.

To find a few samples of book trailers, you can always search for them in the provided communities or browse some of the major publishing houses listed above. Here are two that are definitely a good examples:

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Lights Camera Action: What Are the Benefits a Book Trailer ?
On first glance, a book trailer may seem underhanded or counterintuitive to your publication. Your book is supposed to reveal the story, not your trailer after all. You might think that a trailer ruins the story for readers. Besides, if you wanted a movie, wouldn’t you have written a script instead?

But you’re not making a movie – you’re making an advertisement! Never forget that your audience is smart and generally knows the difference between a viral ad meant to spark interest and a movie that’s meant to stand alone.

Always remember to trust your audience. Readers watch videos after all, and the members of the video communities to which you’ll undoubted submit your trailer read books as well. No modern intellectual completely blinds themselves to one form of media, and to assume it’s useless to approach readers within the video realm is naïve.

That said, consider movie trailers. Essentially, these are videos that pack all the major points and exciting scenes of a debut film into a few minutes. Authors do the same when writing their back cover text, and a book trailer simply brings this marketing text to life in an effort to reach people who might be interested in your subject matter or characters.

Book trailers may…

• …Introduce your book to new audiences who might exclusively participate in the video social networks.
• …Tease out the interesting and complicated points of your publication for viewers around the world.
• …Relieve readers of interpreting brief back cover blurbs that may not fully capture the invigorating essence of your story.
• …Increase awareness of your new title with a revolutionary and enjoyable medium that is already being employed by major publishers.
• …Make the perfect preview of your book when you embed your video into your free AuthorTree Web site.

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The Movie Spoiled the Book: What Are the Book Trailer Drawbacks?
So what’s the catch? Sure, there may be obvious benefits to the new media marketing techniques, but what kind of drawbacks can an author using book trailers expect?

The biggest drawback authors sense when considering the book trailer is one which cuts at the very heart of reading, namely the imagination. Any video with actors, actresses and visual scenes will ultimately limit the images readers can conjure within their own minds.

Take the book The Virgin Suicides. Most people who have seen (and loved) the movie decide the buy the book afterwards. While reading, however, the characters take on the trailers of the actresses within the film. Whereas people who read the book before seeing the movie built pictures in their imagination that fit the writing itself, instead of the film.

Of course, with any viral marketing, you’ll also need a budget.

Actors need to be casted; equipment needs to be rented; film editors need to be contracted; locations need to be authorized; an entire production team needs to be secured, shooting scheduled. Not only can this cost money, but it may take some time as well.

But keep in mind, if you’re genuinely interested in book trailers, your marketing plan can always include a production timeline, which can cut down on the lag time between your official publication and the release of your trailer.

Book trailers may…

• …Slightly constrain the imaginations of your target audience.
• …Require constant communication with actors, actress, editors and production teams working on your video advertisement.
• …Require extra time and money to organize a release date that corresponds with your outlined book marketing goals.
• …Create stress when drafting a script for your video. It’s hard to decide on the images and narration that could be your first impression for readers.

Making Of: How Do Authors Produce Book Trailers?
Basically, you’ve got two options when it comes to the production of your book trailer. You can either (1) make your own book trailer, or (2) hire film production professionals who can coordinate video advertisements with your publication.

1. While emerging writers might not possess the design or production, you may try your hand Windows Movie Maker, a program that comes standard with Windows software. There’s a great rundown of the software and process of making your own book trailer at CAN!
2. If you’re not interested in making your own trailer, there are companies in the publishing industry that specialize in book trailers that you may want to research.

Book Trailer Production Companies:

Circle of Seven Productions: Book Trailers, Book Teasers and Mini-Teasers

Scrap Fairy Designs

The New Era of Book Marketing! Bestseller Trailers

BookShorts – Books & Authors on Screen

Authorlink.com Audio-Video Production

Bookstream, Inc.

Expanded Books

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Contemporary Authors: Are Book Trailers for You?
Depends, really. Some authors are satisfied with the traditional methods of book marketing, while others strive to expand their campaigns into other demographics.

Essentially, the only way to determine whether or not a book trailer is a wise investment for you is to think about your audience. A book written about a up-and-coming punk band geared toward a younger Gen-Y audience may mesh well with video advertisements, but one written about the rural Midwest with more internal character development might not.

Another thing to consider is the production itself. How your book trailer is constructed, edited and presented to the world will greatly impact your sales. Even the example of the book about the rural Midwest can achieve video fame if done correctly.

Remember, this is your book, and only you can decide if a trailer is appropriate for your marketing goals. But you shouldn’t let unsubstantiated rumors and book marketing taboo stand in the way of a promotional technique that could benefit authors as much as readers. Consider the book trailer as you publish, and think about the opportunities it could spark an emerging writer like you.

This is Justin Dimos, blogcasting from AuthorTreeHouse, signing off.

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Other Useful Book Trailer Articles:
Promoting your novel: How to make a book trailer
Four Ways to Avoid Book Trailer Trash
On A Screen Near You…
Book Trailer Resource