## OBJECTIVE
Drive 3,000 direct sales of "Shadows of Betrayal" (psychological thriller by Jane Doe about corporate espionage and fractured trust) within 90 days post-launch (target date: Oct 1, 2024) through a targeted Facebook/Instagram ad funnel converting awareness to purchase.

## TARGET AUDIENCE
- **Primary segment**: Women 35-55 in the US, active on Facebook (70%) and Instagram (30%), in a state of midlife anxiety about professional betrayals and personal relationships, at the awareness-to-consideration buying stage (browsing thrillers but not yet committed buyers).
- **Key insight**: They need to feel the visceral "what if this happened to me?" paranoia via teaser hooks on workplace gaslighting and revenge plots, paired with testimonials from similar professionals, to trigger impulse adds-to-cart on Amazon.

## TACTICAL PLAN
- **STEP**: Research and build custom audience segments using pixel data from author's website and past book buyers (lookalikes of 1% similarity to purchasers of "The Silent Patient" and "Gone Girl").
  - **OWNER**: Agency (Leo)
  - **TIMELINE**: Week 1 (pre-launch phase, Sep 1-7)
  - **TOOL/PLATFORM**: Facebook Ads Manager + Google Analytics
- **STEP**: Launch top-of-funnel (TOF) awareness ads with book teaser video (15s clip of dramatic betrayal scene) targeting 1M impressions.
  - **OWNER**: Agency (ads specialist)
  - **TIMELINE**: Weeks 2-4 (pre-launch hype, Sep 8-28)
  - **TOOL/PLATFORM**: Facebook/Instagram Ads + Meta Business Suite
- **STEP**: Deploy mid-funnel (MOF) retargeting carousel ads to video viewers, featuring 3x reader quotes on "nail-biting twists" with Amazon buy link.
  - **OWNER**: VA (under agency supervision)
  - **TIMELINE**: Weeks 5-8 (launch phase, Sep 29-Oct 26)
  - **TOOL/PLATFORM**: Facebook Pixel retargeting + Amazon Attribution
- **STEP**: Run bottom-of-funnel (BOF) dynamic product ads to cart abandoners, offering 20% launch discount code "BETRAYAL20".
  - **OWNER**: Agency (ads specialist)
  - **TIMELINE**: Weeks 9-12 (post-launch sustain, Oct 27-Nov 24)
  - **TOOL/PLATFORM**: Instagram Shopping + Amazon Seller Central
- **STEP**: Weekly A/B test 2 ad variations (e.g., fear vs. empowerment headlines) and scale winners by 20% budget.
  - **OWNER**: Agency (Leo)
  - **TIMELINE**: Ongoing, review Sundays
  - **TOOL/PLATFORM**: Facebook Ads Manager Experiments

## CONTENT REQUIREMENTS
- **TOF Teaser Video**: 15s vertical video (9:16), dramatic narration script over espionage clip; Instagram Reels/FB Stories; 50 words script; agency video editor writes/edits.
- **MOF Carousel Ad Copy**: 5-slide graphic set (1200x628px each), headline "Betrayed at Work? This Thriller Gets Revenge" + 3 quotes; FB/IG feed; 75 words total; author provides quotes, agency copywriter.
- **BOF Dynamic Ad Template**: Product image + "20% Off Shadows of Betrayal – Don't Get Left in the Dark" headline; auto-pulls Amazon listings; IG Shopping/FB; 30 characters headline; agency designer.
- **Discount Landing Page Copy**: 300-word sales page with book excerpt (500 words from betrayal chapter); author's website; author writes excerpt, agency optimizes.

## SUCCESS METRICS
- **Sales Volume**: Track Amazon sales rank and units sold via KDP dashboard + UTM-tagged links; baseline: 200/month pre-campaign; 90-day target: 3,000.
- **ROAS (Return on Ad Spend)**: Revenue from ad-driven sales / ad spend in Facebook Ads Manager; baseline: 1.5x; 90-day target: 4x.
- **CTR (Click-Through Rate)**: Clicks/impressions on ad sets in Meta Ads Manager; baseline: 1.2%; 90-day target: 2.5%.

## RISK & MITIGATION
- **Risk 1**: Ad fatigue from thriller genre saturation causing low CTR. **Mitigation**: Rotate 4 new creatives every 14 days using fresh excerpts from untapped book chapters.
- **Risk 2**: Amazon algorithm delays visibility for new launch. **Mitigation**: Seed 50 early reviewer copies via NetGalley two weeks pre-launch to build organic reviews.

## BUDGET ESTIMATE
$4,000-$7,500 (low/high); single biggest cost driver: Facebook/Instagram ad spend ($3,000-$5,000 at $1-$2 CPM targeting).