A Good Book Trailer...

Has a lot in common with a good BOOK, or an effective TV commercial.
For instance, here are the winners of a trailer contest I judged:
The Vampire Shrink by Lynda Hilburn
The Man in the Moon by Tom Tancin

  Hook:

The same way any story or agent/publisher query must begin with a strong hook to capture interest, your trailer should open with a bang. You only have seconds to convince the viewer that they MUST have your book RIGHT NOW...so pull out the best of the best and use it to your advantage with...

  Captivating Glimpses:

Book trailers needn't attempt to detail the entire premise of your book. Touch on the most intriguing highlights--or the ever-popular "High Concept." Your goal: to leave viewers wanting more, not giving them the whole tamale. Once you've succeeded, don't forget to include...

  Vital Information:

Once you've got 'em eating out of your hand, don't leave 'em hanging! Make sure to include quick and easy to remember information so viewers can purchase your title.
MORE ON GOOD BOOK TRAILERS

Part 1: Why Do You Need a Book Trailer?
Part 2: Necessary Equipment, Software, and Materials