## OBJECTIVE
Achieve 3,000 unit sales of "Whispers in the Dark" (psychological thriller by Alex Rivera) on Amazon Kindle within 90 days post-launch, measured via KDP dashboard sales reports.

## TARGET AUDIENCE
- **Primary segment**: Women aged 35-55, active on Facebook (daily users, 2+ hours/session), feeling stressed/anxious from midlife transitions (divorce, career burnout), in awareness-to-consideration buying stage (browsing thrillers for escapism but not yet committed buyers).
- **Key insight**: They need to feel an emotional hook of "relatable suspense that mirrors my hidden fears" via teaser quotes showing flawed female protagonists overcoming betrayal, prompting them to one-click buy for cathartic relief.

## TACTICAL PLAN
- **STEP**: Set up Facebook Pixel on author's book sales page (Amazon) and landing page (built via Carrd) to track conversions.
  - **OWNER**: Agency
  - **TIMELINE**: Week 1 (pre-launch phase)
  - **TOOL/PLATFORM**: Facebook Pixel Helper, Carrd
- **STEP**: Create and launch Facebook/Instagram lookalike audiences (1-2% similarity) based on pixel data from author's existing 500-email list upload.
  - **OWNER**: Agency
  - **TIMELINE**: Week 2 (pre-launch phase)
  - **TOOL/PLATFORM**: Facebook Ads Manager
- **STEP**: Run carousel ad campaign with 5-card teasers (cover + 4 quotes) targeting lookalikes, A/B testing 2 headlines ("Escape Your Nightmares?" vs. "She Knew Too Much... Do You?").
  - **OWNER**: Agency
  - **TIMELINE**: Weeks 3-6 (launch phase), $50/day budget
  - **TOOL/PLATFORM**: Facebook Ads Manager, Canva for ad creatives
- **STEP**: Author hosts 3 live Q&A sessions demoing book excerpts, driving to Amazon buy link.
  - **OWNER**: Author
  - **TIMELINE**: Weeks 4, 6, 8 (launch phase)
  - **TOOL/PLATFORM**: Facebook Live
- **STEP**: Retarget ad non-converters with discount code (20% off via Amazon coupon) and urgency copy ("48 hours left").
  - **OWNER**: Agency
  - **TIMELINE**: Weeks 7-12 (post-launch phase)
  - **TOOL/PLATFORM**: Facebook Ads Manager
- **STEP**: Export sales data weekly and optimize ad sets (pause <1% CTR creatives).
  - **OWNER**: Agency
  - **TIMELINE**: Ongoing, weekly reviews
  - **TOOL/PLATFORM**: Google Sheets + Facebook Ads reporting

## CONTENT REQUIREMENTS
- **Ad Carousel Graphics**: 5 images per ad set (1080x1080px PNG), Facebook/Instagram; agency designs via Canva.
- **Headline/Copy Variants**: 50-char headlines, 125-char primary text x2 per A/B test; agency writes.
- **Live Session Script**: 500-word outline (intro, 3 excerpts, Q&A prompts, CTA); author customizes from agency template.
- **Retargeting Email/SMS Template**: 150-word email + 160-char SMS (via ConvertKit); agency writes, VA schedules.
- **Landing Page Copy**: 300-word sales page (hook, testimonials, buy button); agency writes.

## SUCCESS METRICS
- **ROAS (Return on Ad Spend)**: Track revenue/sales vs. ad cost in Facebook Ads Manager + KDP; baseline 1.5x, 90-day target 3x.
- **Conversion Rate**: Percentage of link clicks to Amazon purchases via pixel events; baseline 2%, 90-day target 5%.
- **Total Units Sold**: Direct count from Amazon KDP dashboard; baseline 500 (pre-campaign), 90-day target 3,000.

## RISK & MITIGATION
- **Risk 1**: Low ad relevance score due to thriller genre fatigue. **Mitigation**: Pre-test 3 ad variants on $100 seed budget in Week 2, scaling only >7 score sets.
- **Risk 2**: Amazon algorithm delays visibility post-launch. **Mitigation**: Seed 50 early sales via author's email list in first 24 hours using unique coupon code.

## BUDGET ESTIMATE
$4,000-$6,500 (low/high); single biggest cost driver: Facebook ad spend ($3,000 over 90 days at $30-$50/day scaling).