I found a trailer that seems to fit my mood. Take a look:
First, I have to briefly address the tug-o-war between what we feel we must do and what we are called to do. Granted, nobody knocked me down. Nobody made me crash. I did it to myself by ignoring my own body and what it was trying to tell me. Still, I could get angry. I could give in to the feelings that bind me to this earthly plane. I could look for someone else to blame – anyone to blame. Or…I could let go of what has passed and move onto what is ahead. Revenge or destiny…which would I choose? I choose destiny.
Now, from a marketing angle, I’ve just shown that this trailer is engaging because it asked a question and elicited an answer.
While this trailer is a bit on the long side, it strikes me as a teaser trailer. This is a trailer that gets attention and builds engagement, instead of selling books. When you’re just getting started, this is often all you can do with a single trailer. Considering the length, it may have tried to do too much as it is.
You see, there are steps in the marketing process:
- Get attention. We are inundated with marketing messages all the time. It takes a lot to get our attention. It takes even more to be memorable enough for that attention to last. “A lot” and “more” don’t refer to length, but to impact. A teaser trailer should get the audience’s attention and stop. Lengthwise, we’re looking at 30 seconds – 45 max!
- Build engagement. Once we have the lasting attention we want, we have to build off of our previous message. This is the point where you entice your viewer. You promise something bold and deliver quickly, and then you make an even bigger promise. This kind of trailer leads to something more substantial, but you’ve only got about a minute to do it.
- Sell your book. This is the kind of trailer that reaches out to an audience that knows (or that will feel like they should know) who you are and why you matter. This is the time to highlight where the product (i.e. the book) is available, that it’s available now (at least for pre-release sales), and that it’s definitely worth getting. This is the trailer that could last for 1 to 2 minutes.
If you watch all the way to the end, you’ll see that this trailer tries to accomplish all three of these objectives. The impact of each of these attempts is diluted, however, because it’s all being done at once. Keep in mind, here, folks, that it takes multiple impressions to make a sale. Once you make those impressions, and do so successfully, you can get a real sale at a price that’s really worth your time. It just takes some effort to get there.