## OBJECTIVE
Achieve 500 verified pre-orders for "Whispers in the Dark" by Elena Voss (psychological thriller about a woman's descent into family secrets) on Amazon within 90 days, measured via Amazon KDP pre-order sales dashboard, representing a 10x lift from current 50-unit baseline.

## TARGET AUDIENCE
- **Primary segment**: Women aged 28-45, US-based, active on Facebook (daily users) and Instagram (3+ hours/week), in "aware" buying stage (have read 2+ psychological thrillers in past year, fans of Gillian Flynn or Lisa Jewell), feeling intrigued but skeptical about new authors due to past letdowns.
- **Key insight**: They need to feel the pulse-pounding urgency of the plot twist via teaser excerpts and testimonials from beta readers, evoking "this is the next Gone Girl I can't put down" to trigger impulse pre-orders.

## TACTICAL PLAN
- **STEP**: Set up Facebook Lead Ads campaign targeting lookalike audiences based on Gillian Flynn page likers + custom audience from author's email list; ad creative shows book cover with overlay quote "What if your family's biggest secret was your own murder?"
  - **OWNER**: Agency (Leo to approve)
  - **TIMELINE**: Week 1 (Phase 1: Setup)
  - **TOOL/PLATFORM**: Facebook Ads Manager
- **STEP**: Launch Instagram Reels series (5 videos) with author reading 15-second plot teasers, ending in swipe-up to Amazon pre-order link.
  - **OWNER**: Author (with VA editing)
  - **TIMELINE**: Weeks 2-4 (Phase 2: Awareness)
  - **TOOL/PLATFORM**: Instagram Creator Studio + Canva for overlays
- **STEP**: Run Amazon Sponsored Products ads (automatic + manual targeting keywords like "psychological thriller women secrets") with ACOS cap at 40%.
  - **OWNER**: Agency
  - **TIMELINE**: Weeks 5-12 (Phase 3: Conversion)
  - **TOOL/PLATFORM**: Amazon Advertising Console
- **STEP**: Retarget website visitors (from ads) with email nurture sequence via Klaviyo, sending 3 emails: Day 1 excerpt, Day 3 reader review, Day 7 urgency discount code (10% off pre-order).
  - **OWNER**: VA
  - **TIMELINE**: Ongoing from Week 2
  - **TOOL/PLATFORM**: Klaviyo + Google Analytics pixel on landing page
- **STEP**: Weekly performance audit: Pause underperforming ads (<1% CTR), scale winners by 20% budget; report to author.
  - **OWNER**: Agency
  - **TIMELINE**: Every Monday (all phases)
  - **TOOL/PLATFORM**: Facebook Ads Manager + Amazon reports + Google Sheets dashboard

## CONTENT REQUIREMENTS
- **Facebook/Instagram Ad Copy**: 100-125 characters, carousel format (3 images: cover, teaser quote, author bio), platform Facebook/Instagram, written by Agency (Leo).
- **Instagram Reels Scripts**: 5 x 30-second scripts (150 words each), video format with voiceover + text overlays, platform Instagram, written by Author, edited by VA.
- **Email Nurture Templates**: 3 HTML emails (subject + 300 words body + Amazon link button), platform Klaviyo, written by Agency.
- **Landing Page Graphics**: 1 hero banner (1200x600px, book cover + CTA), 3 testimonial quotes (PNG 800x400px), platform author's Squarespace site, designed by Canva (VA).
- **Amazon Ad Images**: 5 keyword-optimized product images (300x300px thumbnails), platform Amazon Seller Central, created by Agency using Photoshop.

## SUCCESS METRICS
- **Pre-Order Sales**: Track daily via Amazon KDP dashboard; baseline 50 units, 90-day target 500 units.
- **Ad CTR**: Measure in Facebook Ads Manager and Amazon Advertising; baseline 0.8%, 90-day target 1.5%.
- **Email Open-to-Pre-Order Conversion**: Track via Klaviyo UTM links to Amazon; baseline 2%, 90-day target 5%.

## RISK & MITIGATION
- **Risk 1**: Low ad relevance score tanks delivery due to thriller genre saturation. **Mitigation**: A/B test 3 ad variations in Week 1, pausing any below 7 relevance score and reallocating budget.
- **Risk 2**: Amazon algorithm delays pre-order visibility for new author. **Mitigation**: Seed 50 review requests to ARC readers via BookFunnel in Week 1 to build early social proof.

## BUDGET ESTIMATE
$2,500-$4,000 (low: organic-heavy; high: aggressive scaling); single biggest cost driver: Facebook/Amazon ad spend ($2,000 at $0.50-$1 CPC targeting 50k impressions).