Trailers are a key part of any marketing strategy for your project, but they can be tricky to make. With so much information out there, you need to be careful to create a strong first impression with your viewers, without giving away too much of your story.

The best trailers follow a few timeless guidelines that will ensure your project gets noticed:

Use quotes from press reviews or fan feedback to build buzz around your film before it’s released. Beauty mega-brand Glossier did just that with their Lash Slick mascara, creating an entire trailer based on their fans’ positive reviews and comments.

Add background music that sets the tone for your film. Whether you’re choosing a suspenseful score or a lighthearted pop song, your trailer needs to set the right mood.

In addition to showcasing your film, a great trailer can also help your audience understand how they’ll feel when the movie is over. Take Jaws, for example: Its iconic shark theme still evokes an emotional response to this day, and it’s one of the most well-crafted trailers out there.

Getting your trailer right isn’t easy, and it can cost you a lot of money. So, if you’re a filmmaker looking to promote your latest project, here are seven timeless trailer best practices you can follow to ensure your video hits the mark.

Start with a clear goal

The most effective movie trailers begin with an interesting or engaging story, and don’t shy away from telling it in a simple way that will appeal to viewers of all ages. Ideally, your trailer should include a beginning, middle and end, and be edited to convey the essence of the plot through dialogue, title cards and visuals.

Be sure to include an effective call-to-action that will draw potential viewers in. This can be as simple as a quick gif posted on Instagram Stories each day counting down to the release of your trailer, or by pushing sponsored social ads.

Choose a durable cover for your trailer

Most budget-friendly trailers are made with thin vinyl that could easily tear or wear down over time, and stitching can appear stretched. The Bee and Allen S2 trailers, on the other hand, are covered in a tough, durable material that keeps your content safe and secure.

A good cover for a trailer also provides a clean, professional look that makes it easier for people to remember your film, which will help boost the odds of it getting seen. The Bee’s front cover is secured with a velcro and hook system that stays in place.

Load up on the right equipment

Whether you’re hauling oversized loads for construction or recreation, you need a truck or utility trailer to do the job. These are available in a variety of styles and sizes to fit your needs. They can handle a variety of loads, from oil rig modules to bridge sections and building components. These trailers are typically equipped with a ballast tractor, which helps to evenly distribute weight.