## OBJECTIVE
Achieve 3,000 unit sales of "Midnight Heist" (a gritty heist thriller by indie author Marcus Hale, targeting fans of Ocean's Eleven-style capers with tech twists) on Amazon Kindle within 90 days post-launch, measured via Amazon KDP dashboard sales reports.

## TARGET AUDIENCE
- **Primary segment**: Men and women aged 28-48, urban professionals in tech/finance (household income $75K+), active on TikTok (#BookTok) and Reddit (r/books, r/heistfiction), in the awareness-to-consideration buying stage, feeling bored with predictable thrillers and craving high-stakes, clever plots.
- **Key insight**: They need to see short, pulse-pounding video clips of plot twists and hear insider "heist hacks" from the author to feel the rush of intellectual adrenaline, prompting them to one-click buy for escapism during commutes.

## TACTICAL PLAN
- **STEP**: Create and optimize Amazon product page with A+ Content (enhanced descriptions, character infographics, comparison charts to Dan Brown/Dennis Lehane books).  
  **OWNER**: Agency (Leo/Copywriter).  
  **TIMELINE**: Days 1-3 (pre-launch phase).  
  **TOOL/PLATFORM**: Amazon KDP Seller Central, Canva for visuals.
  
- **STEP**: Launch TikTok BookTok video series (15-30s clips: author reading tense scenes, "what if" heist scenarios, duets with #ThrillerTok influencers).  
  **OWNER**: VA (video editor).  
  **TIMELINE**: Days 4-14 (teaser phase), ongoing 3x/week.  
  **TOOL/PLATFORM**: TikTok Creator Tools, CapCut for editing, Amazon Affiliate links in bio.
  
- **STEP**: Run targeted Facebook/Instagram ads (video ads + carousel of cover/excerpts) to lookalikes of Dan Brown buyers, driving to Amazon page.  
  **OWNER**: Agency (ads specialist).  
  **TIMELINE**: Days 15-90 (launch + sustain phase), $50/day budget ramp.  
  **TOOL/PLATFORM**: Meta Ads Manager, Pixel on author's Linktree.
  
- **STEP**: Post daily in Reddit communities (r/heistfiction, r/Fantasy, r/booksuggestions) with non-salesy AMAs, plot teasers, and free Chapter 1 PDF links.  
  **OWNER**: Author (supervised by agency).  
  **TIMELINE**: Days 20-90 (engagement phase), 5 posts/week.  
  **TOOL/PLATFORM**: Reddit app, Google Drive for PDF hosting.
  
- **STEP**: Secure 20 BookSirens ARC reviews (advance reader copies) from thriller superfans for launch day credibility.  
  **OWNER**: Agency (outreach).  
  **TIMELINE**: Days 1-30 (pre-launch), reviews live by Day 31.  
  **TOOL/PLATFORM**: BookSirens platform, Gmail for follow-ups.
  
- **STEP**: Email nurture sequence to author's existing 1,200 subscriber list (welcome series with bonuses like "Heist Planner" workbook).  
  **OWNER**: VA.  
  **TIMELINE**: Days 15-90 (ongoing).  
  **TOOL/PLATFORM**: ConvertKit, with Amazon UTM links.

## CONTENT REQUIREMENTS
- **TikTok Video Clips**: 15-30s vertical video (9:16, 1080x1920), author narration + suspense music; 10 pieces; TikTok; VA edits, author records.
- **Facebook/Instagram Ad Creatives**: Carousel (5 images: cover, quotes, mock heist map; 1080x1080 PNGs) + 15s video ad script (125 words); Meta platforms; Agency copywriter.
- **Amazon A+ Content**: 7 modules (HTML-formatted text/images: bio, plot breakdown, 300-500 words total); Amazon KDP; Agency designer.
- **Reddit Posts**: 200-300 word discussion starters + Chapter 1 PDF (10-page excerpt, 5,000 words); Reddit/Google Drive; Author writes, agency approves.
- **Email Sequence**: 5 emails (Subject + 400 words body + CTA button; bonuses as PDF); ConvertKit; Agency copywriter.
- **BookSirens Listing**: 150-word blurb + cover upload; BookSirens; Author provides.

## SUCCESS METRICS
- **Amazon Sales**: Track daily units sold via KDP Reports; baseline 0 (pre-launch), 90-day target 3,000.
- **TikTok Engagement Rate**: Views-to-link-clicks via TikTok Analytics + Bitly tracking; baseline 2%, 90-day target 5%.
- **Review Velocity**: Net new Amazon reviews via Author Central; baseline 0, 90-day target 50 (4.5+ avg rating).

## RISK & MITIGATION
- **Risk 1: Low ad ROI due to ad fatigue.** Mitigation: A/B test 3 ad variations weekly in Meta Ads Manager, pausing underperformers (<1% CTR) and reallocating budget to winners.
- **Risk 2: Reddit backlash from overt promotion.** Mitigation: Enforce 80/20 value-to-promo ratio in all posts, with agency pre-approving content to focus on genuine heist discussions.

## BUDGET ESTIMATE
$2,500-$4,000 (low: organic-heavy; high: aggressive ads); single biggest cost driver: Meta Ads ($1,500-$2,500 for 90 days at $50/day avg).