## OBJECTIVE
Achieve 1,200 new email subscribers from targeted fantasy romance readers via a lead magnet funnel, driving 300 pre-order sales of "Enchanted Bonds" by Lila Voss in 90 days (success = $15,000 in tracked pre-order revenue at $49.99 average book price).

## TARGET AUDIENCE
- **Primary segment**: Women aged 28-45, active on Facebook and TikTok, in the "consideration" buying stage (browsing BookTok recommendations, emotionally craving escapist romance with strong heroines amid busy lives as working moms/professionals).
- **Key insight**: They need to feel an instant emotional spark from teaser scenes proving the book's steamy tension and empowering arcs to overcome hesitation and commit to pre-ordering.

## TACTICAL PLAN
- **STEP**: Create and launch Facebook Lead Ads campaign targeting lookalike audiences based on "Sarah J. Maas" fans and "fantasy romance" interests; ad creative shows book cover + 15-second video teaser of heroine's empowerment moment.
  - **OWNER**: Agency (Leo to approve creatives)
  - **TIMELINE**: Week 1 (Phase 1: Setup)
  - **TOOL/PLATFORM**: Facebook Ads Manager + Lead Forms
- **STEP**: Build opt-in landing page with lead magnet (free Chapter 1 PDF + bonus "Heroine Archetypes" quiz); integrate with email autoresponder for instant delivery and nurture sequence.
  - **OWNER**: VA
  - **TIMELINE**: Week 1 (Phase 1: Setup)
  - **TOOL/PLATFORM**: Leadpages + ConvertKit
- **STEP**: Run TikTok organic + promoted video series (5 videos: unboxing pre-order incentives, reader testimonials, behind-the-scenes theme breakdowns); cross-post top performers to Facebook Reels.
  - **OWNER**: Author (with agency script review)
  - **TIMELINE**: Weeks 2-6 (Phase 2: Awareness)
  - **TOOL/PLATFORM**: TikTok Creator Tools + CapCut for editing
- **STEP**: Send 5-email nurture sequence to leads (Day 1: deliver lead magnet; Day 3: reader story; Day 7: exclusive discount code; Day 14: urgency pre-order reminder; Day 21: social proof).
  - **OWNER**: Agency
  - **TIMELINE**: Ongoing from Week 2 (Phase 2: Nurture)
  - **TOOL/PLATFORM**: ConvertKit automations
- **STEP**: Retarget warm leads (page visitors + email opens) with dynamic product ads showing pre-order button linked to author's Gumroad store; A/B test 3 ad variations.
  - **OWNER**: Agency
  - **TIMELINE**: Weeks 4-12 (Phase 3: Conversion)
  - **TOOL/PLATFORM**: Facebook Pixel + Gumroad
- **STEP**: Weekly performance review: analyze ad data, optimize bids, pause underperformers (<1% CTR), scale winners by 20% budget.
  - **OWNER**: Agency
  - **TIMELINE**: Every Monday (All Phases)
  - **TOOL/PLATFORM**: Google Analytics + Facebook Insights

## CONTENT REQUIREMENTS
- **Lead Ad Copy**: 100-character headline + 200-character body text, Facebook format; agency writes.
- **Video Teaser (15s)**: Vertical MP4, 1080x1920 resolution, with on-screen text overlays quoting book's steamy line; author records voiceover, agency edits in CapCut.
- **Landing Page Copy**: 400-word sales page + quiz script (10 questions); agency writes, VA formats.
- **Email Sequence Templates**: 5 HTML emails, 250-400 words each, with Canva graphics (book mockups, buttons); agency writes.
- **TikTok Scripts**: 5 x 30-second video outlines (hook, story beat from book, CTA to link in bio); agency writes, author films.
- **Retargeting Ad Graphics**: 3 static image carousels (1200x628px), featuring testimonials + pre-order link; VA creates in Canva.

## SUCCESS METRICS
- **Cost Per Lead (CPL)**: Track via Facebook Ads Manager / ConvertKit imports; baseline $2.50, 90-day target <$1.80.
- **Email-to-Pre-Order Conversion Rate**: Measure Gumroad sales attributed to email links / total opens; baseline 5%, 90-day target 15%.
- **Total Pre-Order Revenue**: Track UTM-tagged Gumroad sales dashboard; baseline $0, 90-day target $15,000.

## RISK & MITIGATION
- **Risk 1: Ad fatigue or platform algorithm changes reducing reach**: Monitor CTR daily and rotate 2 new creatives weekly using Facebook's dynamic ads feature.
- **Risk 2: Low lead magnet uptake due to audience mismatch**: Validate with 1-week $500 test budget on narrow targeting, then expand only if CPL < $3.

## BUDGET ESTIMATE
$4,500-$7,500 (low: organic-heavy; high: aggressive scaling); single biggest cost driver = Facebook Ads spend ($3,000-$5,000).