I don’t know about you, but I love a good book trailer. And by “good,” I don’t mean expensive. By “good,” I mean a book trailer that concisely captures my imagination for fiction or beckons me to learn more when it comes to nonfiction. In both cases, it has to be tight and visually stimulating.
Over the years, I’ve come to the conclusion that book trailers can accomplish a few things, despite the lack of hard evidence that they increase book sales in any significant way. But a great book trailer can be your book’s calling card to book bloggers, reviewers, agents and yes, even to some readers. But it has to be good.
Here are my five tips for better book trailers:
- Make sure you set out a specific goal for your book trailer. Trailers without purpose are not focused. Your goal should say what you want to realistically accomplish with these marketing tools and precisely who you want to reach. What and who are essential drivers for what you will put in that book trailer. See tip #2.
- Write a script. I cannot tell you how soul-sucking it is to see a book trailer that is clearly unscripted. These pieces of crap are meandering commercials that appear to have been crafted by children. (Scratch that: children these days can generally do better with an iPhone and iMovie.)
- Plan the visuals. You know what a script like this ought to look like, don’t you? Your script should resemble a documentary script more closely than a script for a movie. This kind of script layout means that you have two columns: the voice-over (if you’re using one―which I recommend) on one side and a column for visuals opposite it. The visuals should be carefully connected to the voice-over or on-screen titles or the script’s visual direction.
- Avoid anything campy or kitschy unless that’s what your book is. Too many writers (and their book trailer makers) seem to think that the more gimmicks they put in, the better. Not so. It can be very off-putting to viewers or even misleading if that approach doesn’t represent the book’s genre, story, voice and message.
- Keep it the right length. So, how long should a book trailer be? There are no hard and fast rules about this, but in my experience, I’ve found a kind of sweet spot. A 20-second trailer isn’t a trailer―it’s a teaser. A 4-minute trailer is bordering on a movie.
I suppose the cardinal rule for book trailers is the same as the cardinal rule for writing: never bore your readers (or, in this case, your viewers).
If you’re no expert in video production and editing, find someone who is. The final edit is what we’ll see and what we’ll use to judge your book― and you. Make a good first impression!