Creating Promotional Video: HarperCollins executives talk about the publisher’s new in-house studio
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Extra: What types of video content have you found work best for authors to connect with an audience? What hasn’t worked as well?
Benedetto: What works best is if the author answers a few well-thought-out questions that were specifically written to their book or personality. Even if they talk about one topic that is important to them, that’s great. What doesn’t work is if you go in, and they’re answering many questions. … I think we’ve worked very hard to make [authors] feel comfortable when they come in. We’re trying to make it warm. We’re trying to make them not feel like deer in the headlights. I haven’t had anyone come in [and] be shy and have stage fright.
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Peter Beisser
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