Population Statistic: Read. React. Repeat.
Saturday, September 13, 2021

The late Don LaFontaine must be posthumously kicking himself for not hanging around a year or two longer, whereby he could have applied his signature voiceover talents to the burgeoning field of book trailers.

Author Alexandra Sokoloff says she’ll never try to market another book again without a trailer.

“There’s a certain audience — like the paranormal romance audience — that expects a trailer at this point,” explains Sokoloff. “They’ve seen them from their favorite authors, and they expect … to have a trailer.”

But, despite the same purpose, book trailers seem to be wholly different beasts than the movie teasers. Really, in many cases they don’t call for what was LaFontaine’s traditionally super-succinct (the whole purpose of that “in a world” quip) voiceover effect. Maybe because they’re wholly new creations instead of condensed packages of longer versions (like movies), they work better as stand-alone works. Take this highly-stylized mini-movie of a trailer for Naomi Klein’s “The Shock Doctrine: The Rise of Disaster Capitalism”:

The question is, where do you target these video teasers to reach a book-buying crowd? Movie theaters could be the most logical channel, simply because of the book-made-into-a-movie relationship. I’ve seen the occasional book trailer on TV, and it doesn’t necessarily have impact — maybe because there’s usually a pointed effort to name-drop the author, or even have the author him/herself do the voiceover. As for driving traffic to YouTube or other websites: That certainly captures the hardcore fans, but I can’t believe it’s anything more than niche.

by Costa Tsiokos, Sat 09/13/2008 11:57 AM
Category: Advert./Mktg., Internet, Publishing
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2 Feedbacks »

    A few weeks ago, I got an out-of-the-blue email from Kelly Leonard, the executive director of online marketing at Hachette Book Group USA. The last time I had contact with Kelly was when I interviewed her about blog-based marketing efforts in the book …

    Trackback by Population Statistic — 10/06/2021 @ 1:17 PM

  2. Having a book video is nice, but if you don’t know how to make it effective what’s the use?
    Book video is like any other marketing tool. It is not an answer to your marketing woes.
    You need to know what your goal is before you start working on it. Determine measurable outcomes you want from the video.
    Then there’s distribution. You need to know where to best place the video.
    There needs to be a strategy. YouTube is not always the best place for your book video. You need to distribute to the popular sites and the bookseller sites, but you need to know your genre and where readers of that genre can be found.

    Comment by Sheila Clover English — 10/07/2021 @ 4:06 AM

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