02/20/2012

By Marcus Chait

In any creative endeavor (and in life, for that matter) there is nothing more disappointing then having someone look at something you’ve poured your heart and soul into only to have them respond,  “…yeah, it’s okay.”   I’d almost rather have an audience respond with passionate loathing than to have them consider something we’ve created as “okay” or “fine.”   When setting out to create a video to help market your book, what steps can you take to give yourself the best opportunity of delivering something great as opposed to something that’s simply average?

1. SOLID STORYTELLING:  If your story isn’t told in a clear and compelling way, and your audience walks away from your video confused as to what your book is about, you’re on the fast track to “average.”  Even if you have Spielberg behind the camera, if you’re story isn’t focused, the video will most likely not be successful.  If your story isn’t clear on the page, it’s not going to be clear on the screen.

2. QUALTIY CINEMATOGRAPHY AND EDITING:  Video is a visual medium, so you obviously want your video to look as captivating as it possibly can.  Even on a limited budget, there are ways to make your video jump off the screen if you have a talented and resourceful creative team behind it.  Do your research and make sure you have an experienced team of professionals working for you.

3. CLEAR TONE AND MESSAGE:  Know what you want your audience to feel when watching your video and be clear about the message you want to convey.  Is your book a suspense mystery?  Then make sure your video creates the necessary tension and suspense your book deserves.  Have you written a romantic comedy?   Then make sure your video feels more like When Harry Met Sally as opposed to Jaws.  You also need to understand what demographic your book might appeal to and make sure you’re delivering a message that speaks directly to that target.

4. ORIGINALITY:  Make sure there is something about your video that sets it apart from the crowd.  Aim to create that “wow” moment somewhere in your video where the audience is forced to rewind and watch it again because they’ve never seen anything like it before.  Keep in mind that originality is not synonymous with big budget.  With the right creative team behind your video, you can pull off that “wow” moment without breaking the bank.  Some of the most original and creative movies to come out of Hollywood in recent years have been lower budget indies.  Push your own level of creative thinking and encourage everyone working on your video to do the same.

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