We’re all eager to get our books into the hands of our readers as soon as they’re ready. It’s natural, it’s normal, but it’s not necessarily a sign of marketing savvy.
Okay, so this is a children’s book. I get it. It’s not my usual thing. But…
There are books that should come out in the vicinity of a holiday because they are associated with the holiday. The book in this trailer is a perfect example:
- It’s a serial book, so it (presumably) has wider appeal than merely the holiday association.
- The holiday association, however, makes the book timely, but only for a limited time.
- The holiday association also provides natural themes for the marketing materials without, necessarily, “giving away” the theme of the book.
Now, if a book is just a holiday book, as this one seems to be, then basically (1) it was crafted specifically for marketing purposes or (2) the particular holiday is an integral part of the writer’s platform. If, however, the book just sort of goes with the holiday, then releasing it in the vicinity of the holiday increases the book’s marketability, but is not the sum total of the book’s marketability.
So, one take away from this book trailer is a means of assessing how holiday-appropriate your book may be. Will a holiday association (and it could be any holiday) improve the marketability of your book? Will a holiday association overwhelm readers’ ideas of what the book is about? Can you think of a clever way to tie the book into the holiday preparations/celebrations of your readers?
And, now that I’ve mentioned it, cleverness is another take away from this book trailer. Perhaps it’s a bit sadistic, but part of the reason I like this book trailer is because it makes fun of marketing. Christmas is a good time for that because there is altogether too much marketing going on during this time of year. Poking fun at marketing in general, and internet marketing in particular, is a way to empathize with your readers. It shows that, yes, you recognize that they’re overwhelmed and, yes, there’s altogether too much cleverness clotting up the online highways, but there’s something about this book that’s worth paying attention to. If you can do that, then you can break through the clutter of this particular holiday season and actually get some attention.
Because, you see, that’s the flip side of a holiday association: It’s overdone. We all know it’s overdone. We’re all a bit tired of it. Yet, it has also become part of many holiday traditions.