A New Era of Book Marketing

I would say usually videos should be under two minutes in length. You have to think about capturing the essence of the book, and if you can do that in a 60-second spot, that's how you have to think about it.

Extra: How does your approach help publishers in particular?
Heim: I know when I was in publishing, we always asked authors, "What's your platform? How are you connected? What are you going to be able to do to market this book? Do you speak? Do you blog? Are you on TV? What are your connections where people will find you?" The publisher was always about trying to maximize that. So we feel like we can ... help [publishers] help their authors develop those platforms.

When they release books, all of the sudden there's an immediate audience to go to and, if you are connected to that audience, that audience will write reviews, they will Facebook about it, ... tweet about it, ... do their own blogs about it. ... If you can get a group of people who are raving fans about the message, that they just want to tell somebody about it, then all of a sudden, that's the marketing of this century.