## OBJECTIVE
Drive 500 pre-orders on Amazon KDP within 90 days for "Whispers in the Dark" by Alex Rivera, a psychological thriller targeting suspense-loving women, measured by Amazon sales dashboard rank and KDP reports showing 500 units sold at $0.99 promotional price.

## TARGET AUDIENCE
- **Primary segment**: Women aged 30-50, active on Facebook and Instagram, in suburban US/UK (income $50K+, book buyers via Kindle Unlimited), emotionally anxious/stressed seeking escapist thrills, in awareness-to-consideration buying stage (have read Gillian Flynn or Freida McFadden).
- **Key insight**: They need to feel the pulse-pounding urgency of the book's "one lie unravels everything" hook via short teaser videos showing shadowy figures and whispered secrets, evoking paranoia to compel "read now" clicks.

## TACTICAL PLAN
- **STEP**: Create Facebook/Instagram ad account, install Meta Pixel on author's book landing page (built on Carrd), and set up conversion tracking for pre-order button clicks.
  - **OWNER**: Agency
  - **TIMELINE**: Week 1 (pre-launch phase)
  - **TOOL/PLATFORM**: Meta Business Manager, Carrd, Google Tag Manager
- **STEP**: Develop 5 ad creatives (3 static images of book cover with thriller quotes, 2 15-sec Reels of ominous voiceover teasers), A/B test 2 audiences (lookalikes of Gillian Flynn fans + interests in "psychological thrillers").
  - **OWNER**: Agency
  - **TIMELINE**: Weeks 1-2 (pre-launch)
  - **TOOL/PLATFORM**: Canva Pro for graphics, CapCut for Reels, Meta Ads Manager
- **STEP**: Launch $50/day ad set targeting 1M reach, optimize for purchase conversions, scale winners to $200/day once ROAS >2x.
  - **OWNER**: Agency
  - **TIMELINE**: Weeks 3-12 (launch + sustain phase)
  - **TOOL/PLATFORM**: Meta Ads Manager
- **STEP**: Retarget cart abandoners with urgency ad ("Only 48 hours left at $0.99 – don't miss the twist!"), and upload pre-order email list to Custom Audience for lookalikes.
  - **OWNER**: Agency
  - **TIMELINE**: Ongoing Weeks 4-12
  - **TOOL/PLATFORM**: Meta Ads Manager, ConvertKit for email list export
- **STEP**: Weekly review ad performance, pause underperformers (<1% CTR), pivot to top creative; send pixel data to author for Amazon promo sync.
  - **OWNER**: Agency
  - **TIMELINE**: Every Monday, Weeks 3-12
  - **TOOL/PLATFORM**: Meta Ads Manager analytics, Google Sheets

## CONTENT REQUIREMENTS
- **Ad Copy (Static Images)**: 5 variations, 100-125 characters each, Facebook/Instagram feed; format: headline (20 words max) + body + CTA ("Pre-Order Now"); agency writes.
- **Reel Video Scripts**: 2 scripts, 30 words each (voiceover + text overlay), Instagram Reels/Facebook; format: 15-sec MP4; agency writes, VA records voiceover.
- **Book Landing Page Copy**: 400 words total (hero hook 100 words, 3 testimonials 50 each, author bio 100); Carrd HTML; author approves, agency drafts.
- **Email Retarget Copy**: 3 nurture emails, 150 words each; ConvertKit HTML template; agency writes, themed to book twists (e.g., "The secret she buried...").

## SUCCESS METRICS
- **Pre-Order Sales**: Track via Amazon KDP dashboard; baseline 0, 90-day target 500.
- **ROAS (Return on Ad Spend)**: Calculate sales revenue / ad spend in Meta Ads Manager; baseline N/A, 90-day target 3x.
- **Click-Through Rate (CTR)**: Measure ad impressions to link clicks in Meta Ads Manager; baseline 0.5%, 90-day target 2%.

## RISK & MITIGATION
- **Risk 1: Ad account suspension due to thriller genre sensitivity**: Mitigation: Pre-approve all creatives via Meta review process and use non-graphic imagery focused on emotional tension, not violence.
- **Risk 2: Low pre-order velocity fails Amazon algorithm boost**: Mitigation: Seed initial 50 sales via author's email list + Goodreads giveaway before ad launch to build momentum.

## BUDGET ESTIMATE
$4,000-$7,500 (low/high); single biggest cost driver: Meta ad spend ($3,000-$6,000 at $100-200/day for 30-60 days).