The other week, Holly wrote about using video to build better customer relationships. But what if you have a specific product to sell?
Here’s a great example of using video to sell a book online:
Riverhead Books and Penguin Books hired Lindsey Testolin to make made the words of Daniel H. Pink and the illustrations of Rob Ten Pas come to life in the shape of a film trailer — complete with gratuitous needle-dragging-on-record sound effect to suggest a sudden change of expectations. There’s a strong call to action for the book’s website and it insists at the end credits that Johnny Bunko is the best graduation gift of 2008.
Poor Johnny may not know where his career’s headed, but he sure knows how to market a book.
ERRATUM: Turns out that the publisher had nothing to do with the creation of the trailer. Hmm… No surprise there, really. Publishers, take note. This sort of content is worth your money.