Here are just two of the ways you can use "book trailers" to promote a nonfiction book. You can, as George Saunders did, read from a section of your book—in this case, The Braindead Megaphone—that concisely encapsulates your most important themes, then illustrate them with a guy running around with a megaphone superimposed on his head:

Or you can aspire to make the best pro football-themed music video since the Chicago Bears rapped their way through the Super Bowl Shuffle, the way Giants fan and veteran TV producer Roger Director did for his memoir of last year's season, I Dream in Blue. Director even went so far as to team up a professional jingle writer for the spot: