But beware trailers that look cheap. Remember that the trailer, for better or worse, remarks on you as an author.

I treat the book trailers I produce as mini-movies, using 3D animation, which is very versatile in reflecting the atmosphere of different books.

The way in which we build our sets, choose our shots, edit footage and use sound has broadcast production values.

I’m quite shocked at some of the trailers. I think it might be better not to produce a trailer at all than one that isn’t of the highest standard. Even a good one doesn’t have to cost a fortune.

Take a look at the trailer we made for ‘Snappy Sayings’, written by Brad Wheler. We’ve made five of these. It’s like a mini sitcom and Brad is releasing one a week on various video sites. http://www.youtube.com/watch?v=a7nto-FoIUU

I just started Way Out Sortie to do book and author videos, because it IS an excellent new promotional tool for authors. But very often the small published author will benefit greatly from this new media approach, while they often won’t make enough to cover the cost of a small trailer for their first couple books.

However, it pays dividends over time as a whole new audience is aware of you, and your library grows.

In my opinion, the most important thing is to develop a hook that works throughout the entire video and prompts a call to action for a potential reader to find out more information. That can be done inexpensively.

Personally, I think the poorest trailers – high or low production – are ones that randomly go over a portion of the story for 2 or 3 minutes, and don’t move from one thing (the story) to another thing (the hook or call to action). In that case, you just created a short video, not a promotional tool.

Tools like Sproutbuilder will definitely make it easier for authors to create book trailers and their templates can help individuals steer clear of artistic missteps.

I often hear from authors who ‘have no idea’ what their book trailer should look, feel or sound like, but just want one, “because everyone says I should”. My thinking is that authors should be careful only to have a trailer (as in all promotion) if it will enhance your image. You could first decide what you like and don’t by viewing other people’s trailers. There are a few great trailers out now (my favourite:Post Secret from the W Morris agency http://www.youtube.com/watch?v=3pKZ5blYSyE), many good book trailers and a vast number which sadly, probably do the book and author more harm than good.

As increasingly affordable bandwith and hardware allows more viewers to see better quality films online, we expect a high standard. I think authors should be careful to avoid the slideshows that ‘pose’ as web trailers with no video content, they can be well done, but often aren’t. I too create trailers (starting under $500) and it makes me so disappointed for the author who goes to all the hard work behind a book, and then of getting a trailer made, and the trailer really doesn’t leave a good impression.

You can do it yourself, with some good basic software and some creativity – just watch the existing trailers and avoid what you think does not work well, or outsource to affordable, value-for-money providers.
Shop around, one way, is to find what you like and do not on YouTube and contact the file owner, if search engines only return high cost providers.

Another neat tool is available from sproutbuilder.com – I think this has got to be a great content authoring tool of the future.