# Book Launch Campaign: "Awaken Your Potential" by Dr. Elena Voss

## OBJECTIVE
Secure 7,500 Kindle sales/downloads on Amazon within 90 days, measured via Amazon KDP Reports dashboard, driving a 25% conversion rate from ad clicks to purchases to establish the book as a top-10 bestseller in Self-Help > Personal Transformation.

## TARGET AUDIENCE
- **Primary segment**: 35-50 year old mid-career professionals (70% female, incomes $75K+, US-based), active on Facebook and LinkedIn, in the awareness/problem-aware buying stage, feeling burnt-out and unfulfilled in corporate jobs.
- **Key insight**: They need to see authentic "before/after" stories from peers who reclaimed energy via the book's 5-step awakening framework (visualize stalled career vs. thriving post-book), hear vulnerable testimonials evoking "this is me," and feel empowered urgency through limited-time free chapter offers to trigger immediate downloads.

## TACTICAL PLAN
**Phase 1: Pre-Launch Setup (Days 1-30)**  
- **STEP**: Optimize Amazon book page with A+ Content (enhanced description, infographics of 5-step framework, peer testimonials); upload keywords like "burnout recovery professionals" via KDP backend.  
  **OWNER**: Agency (Leo/Crimson Leaf).  
  **TIMELINE**: Days 1-7.  
  **TOOL/PLATFORM**: Amazon KDP, Canva for graphics.  

- **STEP**: Build email list via Lead Magnet landing page offering free Chapter 1 PDF ("Escape Burnout Blueprint"); drive 500 signups via $0.50/lead FB traffic.  
  **OWNER**: VA.  
  **TIMELINE**: Days 8-20.  
  **TOOL/PLATFORM**: ConvertKit for landing page/email, Facebook Ads Manager.  

**Phase 2: Launch Activation (Days 31-60)**  
- **STEP**: Launch Sponsored Product Ads on Amazon targeting "self help burnout" ASINs; bid $0.75 CPC, daily budget $100, A/B test 3 ad creatives (ebook cover + testimonial headlines).  
  **OWNER**: Agency.  
  **TIMELINE**: Days 31-45.  
  **TOOL/PLATFORM**: Amazon Advertising Console.  

- **STEP**: Run FB/IG Lookalike Audience ads (seed from email list) promoting free chapter; retarget viewers with "Buy Now" full book ads at 99¢ promo price.  
  **OWNER**: Agency.  
  **TIMELINE**: Days 31-60.  
  **TOOL/PLATFORM**: Facebook Ads Manager, Pixel on landing page.  

- **STEP**: Nurture email sequence (5 emails: tease framework, testimonial, urgency discount, social proof, post-purchase upsell to audiobook).  
  **OWNER**: Author + VA.  
  **TIMELINE**: Days 35-60 (automated drip).  
  **TOOL/PLATFORM**: ConvertKit automations.  

**Phase 3: Optimization & Scale (Days 61-90)**  
- **STEP**: Analyze Amazon Ads ACOS (target <40%); pause underperformers, scale winners by 20% budget; add Product Display Ads on competitor pages.  
  **OWNER**: Agency.  
  **TIMELINE**: Days 61-75.  
  **TOOL/PLATFORM**: Amazon Advertising Console + SellerApp for analytics.  

- **STEP**: Post-purchase review campaign: Email buyers requesting Amazon reviews with direct link.  
  **OWNER**: VA.  
  **TIMELINE**: Days 61-90.  
  **TOOL/PLATFORM**: ConvertKit + Amazon review link generator.  

## CONTENT REQUIREMENTS
- **Lead Magnet PDF**: 10-page Chapter 1 excerpt + 5-step teaser worksheet; PDF format, 2,500 words; for ConvertKit landing page; **Author writes**, VA formats in Canva.  
- **Amazon A+ Content Graphics**: 5 infographics (framework steps, testimonial quotes, before/after stats); image/PNG format, 800x1200px; Amazon KDP; **Agency designs** in Canva.  
- **FB/IG Ad Creatives**: 6 static images + 3 short videos (15s author talking-head on burnout pain); 80-125 characters copy; FB/IG feeds/stories; **Agency writes copy**, Author records video.  
- **Email Sequence Copy**: 5 emails (400-600 words each, with buttons/CTAs); HTML format; ConvertKit; **Agency writes**.  
- **Review Request Email**: 150 words, personalized with buyer name/book title; HTML; ConvertKit; **Agency templates**, VA sends.

## SUCCESS METRICS
- **Amazon Sales Volume**: Track daily units sold in KDP Reports; baseline 50/month, 90-day target 7,500.  
- **Ad ROAS**: Calculate revenue/ad spend in Amazon Ads Console (target 3x); baseline 1.5x, 90-day target 4x.  
- **Email Open-to-Sale Conversion**: Measure in ConvertKit (opens > clicks > sales tracked via UTM links); baseline 2%, 90-day target 8%.

## RISK & MITIGATION
- **Risk 1: High ad ACOS due to competitive keywords eroding budget**: Monitor daily via Amazon Console and auto-pause bids >$1 CPC using rules-based automation in SellerApp.  
- **Risk 2: Low review velocity hurting Amazon ranking**: Automate review requests within 24hrs post-purchase and offer bonus workbook PDF incentive via email to boost 20% response rate.

## BUDGET ESTIMATE
$8,000-$12,000 (low: organic email focus; high: aggressive ad scaling); single biggest cost driver: Amazon + Facebook ad spend ($6,000-$9,000 at $100-200/day).