1. Music Used - slow, building to suspense, starts with a bang.

2. Drama created - uses blood, person drawing, the city, text to add statements. Show rain, lightening and thunder storm over the city to create dark drama. The full moon is often associated with weird and often crazy events happening. Someone's eye turning red also has a significant impact.

3. Colours used - predominantly red and black. Colours for drama, action and fear.

4. The voice and tone - no voice over

5. The structure and content - users the theme of "fear" overcoming the city thus bringing everyone in on the possibility of it effecting them. Mass scale of fear and effect.

6. Quality of characters - lots of photos, video components and images. No characters.

7. Impact music at the end - the trailer seems to just drift off at the end with the last 15 - 20 seconds just involving a black screen and music. You are watching and waiting for a "Big" ending but it never comes. They miss that final "call to action" by just letting the video trail off.

8. Links to sales page - this is where they miss the "call to action" by not having any link or listing of where you can buy the eBook. A vital element left out!