The book trailer is an emerging tool for the promotion of books, with the aim of capturing attention and persuading the consumer to purchase. They are published on digital platforms such as YouTube, Facebook and Instagram. The use of techniques such as narrative and storytelling can make book trailers an attractive and persuasive product in the eyes of your target audience. In this scenario, the main objective of this study is to understand the elements present in book trailers are perceived as more appealing and persuasive by potential consumers, and to contribute with guiding principles for their development. This is an exploratory study based on method of multiple cases, using a focus group approach and a questionnaire as an instrument of data collection. The results point out the sounds, the soundtrack, the visual effects and the images as key elements to make the book trailers more appealing and persuasive.