## OBJECTIVE
Achieve 3,000 verified pre-order sales for "Whispers of the Heart" (contemporary romance by Elena Vasquez about second chances after divorce) within 90 days, tracked via BookFunnel pre-order links and Amazon KDP reports, driving a 20% conversion from 15,000 targeted ad clicks.

## TARGET AUDIENCE
- **Primary segment**: Women 35-55, active on Facebook (80%) and Instagram (20%), recently divorced or in stagnant marriages (emotional state: hopeful yet skeptical), in the consideration buying stage (browsing similar romances like Colleen Hoover's "It Ends With Us").
- **Key insight**: They need to see authentic testimonials from peers who've found empowerment through romance reads, evoking a "this could be my story" emotional pull to overcome hesitation and click pre-order.

## TACTICAL PLAN
- **STEP**: Build dedicated pre-order landing page with book blurb, 5 peer testimonials, email opt-in for bonus chapter, and Buy Now buttons linking to Amazon/Apple Books.
  - **OWNER**: Agency designer + author review.
  - **TIMELINE**: Week 1 (pre-launch phase).
  - **TOOL/PLATFORM**: Carrd.co for page builder, integrated with BookFunnel for delivery tracking.
- **STEP**: Create and launch Facebook/Instagram ad sets targeting "divorced women" interests (e.g., "Brene Brown", "second chance romance"), "It Ends With Us" lookalikes, with carousel ads featuring cover, excerpt, and testimonial.
  - **OWNER**: Agency ads specialist.
  - **TIMELINE**: Weeks 2-4 (launch phase), scale top performers Weeks 5-12.
  - **TOOL/PLATFORM**: Facebook Ads Manager, pixel installed on landing page.
- **STEP**: Set up retargeting for landing page visitors who don't convert, plus lookalike audiences from email opt-ins; run daily ad budget tests starting at $50/day.
  - **OWNER**: Agency ads specialist.
  - **TIMELINE**: Weeks 3-12 (optimization phase).
  - **TOOL/PLATFORM**: Facebook Ads Manager + Google Analytics for pixel events.
- **STEP**: Author posts 3x/week on personal Facebook Page (10k followers) sharing behind-the-scenes "second chances" stories linking to landing page; boost top posts to audience.
  - **OWNER**: Author + VA scheduler.
  - **TIMELINE**: Weeks 2-12 (ongoing amplification).
  - **TOOL/PLATFORM**: Facebook Creator Studio for scheduling/boosting.
- **STEP**: Weekly performance review: pause underperformers (<1% CTR), A/B test 2 new creatives, adjust bids for ROAS >3x.
  - **OWNER**: Agency strategist.
  - **TIMELINE**: Every Monday, Weeks 3-12.
  - **TOOL/PLATFORM**: Facebook Ads Manager reports + Google Sheets dashboard.

## CONTENT REQUIREMENTS
- **Ad Copy (Primary)**: 100-125 characters, Facebook/Instagram feed/stories; emotional hook + CTA ("Reclaim your spark—pre-order now!"); agency copywriter.
- **Carousel Graphics (5 slides)**: 1080x1080px PNGs (cover, heroine quote, testimonial headshot, excerpt snippet, buy button mockup); Canva templates; agency designer.
- **Testimonial Video Clips**: 15-sec vertical videos (3 total), author-recorded beta reader quotes on "how the book healed my heart"; phone-shot, edited in CapCut; VA.
- **Landing Page Copy**: 400 words (blurb 200, testimonials 150, bonus tease 50); Google Doc template; agency copywriter + author approval.
- **Email Opt-in Popup Script**: 50 words ("Get free bonus chapter on second chances"); integrated text; agency.

## SUCCESS METRICS
- **CTR (Click-Through Rate)**: Measure via Facebook Ads Manager; baseline 0.8%, 90-day target 1.5%.
- **ROAS (Return on Ad Spend)**: Track pre-order revenue / ad spend in Ads Manager + BookFunnel; baseline 2x, 90-day target 4x.
- **Pre-Order Sales**: Count unique BookFunnel + Amazon KDP reports; baseline 0, 90-day target 3,000.

## RISK & MITIGATION
- **Risk 1: Ad account restrictions due to romance genre sensitivity**: Mitigation: Pre-approve all creatives via Facebook's ad preview tool and use non-explicit imagery/language, starting with broad targeting to build positive history.
- **Risk 2: Low conversion from traffic due to audience skepticism**: Mitigation: A/B test landing page with/without video testimonials weekly, ensuring 80% mobile optimization via Google PageSpeed Insights.

## BUDGET ESTIMATE
$2,500-$5,000 (low for testing, high for scaling); single biggest cost driver: Facebook ad spend ($2,000-$4,000 at $0.50-$1.00 CPC).