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Book trailers: Building skills, creativity and marketing

About 30 years ago, publishers discovered that sending their authors on “book tours” was a good way to sell books. It wasn’t really a new idea—Mark Twain was an intrepid tourer—but it was not until the 1980s that touring became a standard publisher’s strategy for building an author’s “brand.” Booksellers loved it. Author appearances brought people into their stores—even authors nobody had ever heard of. The strategy worked. For a while.

The hottest new bookselling tool today? The “book trailer.” Book trailers are short videos, usually distributed via the Internet, designed to sell books.

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