## OBJECTIVE
Achieve 1,200 pre-orders for "The Whispering Shadows" (psychological thriller by Jane Doe, launching Oct 15) via Amazon KDP and BookFunnel links, tracked through UTM-tagged sales pixels, representing 20% conversion from 6,000 targeted leads.

## TARGET AUDIENCE
- **Primary segment**: Women aged 35-54, US-based, active on Facebook (daily scrollers) and TikTok (#BookTok), in "problem-aware" buying stage (read 5+ thrillers/year via Kindle Unlimited, frustrated by predictable plots), emotionally seeking escapist tension release amid midlife stress.
- **Key insight**: They need to feel the "gut-punch twist" hook via 15-second teaser videos showing the protagonist's family betrayal reveal, paired with "If Gillian Flynn shocked you, this will break you" copy, to trigger impulse clicks to pre-order.

## TACTICAL PLAN
- **STEP**: Build custom Facebook audience from lookalikes of Gillian Flynn/Tana French fans + interest pixel (past thriller buyers); upload 10,000 seeds from author email list.
  - **OWNER**: Agency (Leo)
  - **TIMELINE**: Week 1 (pre-launch phase)
  - **TOOL/PLATFORM**: Facebook Ads Manager + Custom Audience tool
- **STEP**: Launch 3-video ad carousel (teaser, twist reveal, pre-order CTA) with A/B tests on headlines ("Betrayed by blood?" vs. "Twist you'll never see"); daily budget $50/ad set.
  - **OWNER**: Agency (VA executes under Leo)
  - **TIMELINE**: Weeks 2-8 (awareness/build phase)
  - **TOOL/PLATFORM**: Facebook Ads + Canva for video edits
- **STEP**: Retarget video viewers (50%+ watched) with dynamic product ads showing book cover/eARC excerpt; drive to BookFunnel landing page for 99¢ leader magnet (first chapter).
  - **OWNER**: Agency
  - **TIMELINE**: Weeks 3-10 (conversion phase)
  - **TOOL/PLATFORM**: Facebook Pixel + BookFunnel
- **STEP**: Cross-post top-performing TikTok video (author reading twist scene) to #BookTok; collaborate with 5 micro-influencers (10k-50k followers, thriller niche) for duets/reviews.
  - **OWNER**: Author + VA
  - **TIMELINE**: Weeks 4-12 (amplification phase)
  - **TOOL/PLATFORM**: TikTok Creator Marketplace + CapCut
- **STEP**: Email nurture sequence to BookFunnel opt-ins: Day 1 welcome + chapter; Day 3 reader poll; Day 7 urgency pre-order push.
  - **OWNER**: Author (via agency template)
  - **TIMELINE**: Ongoing from Week 3
  - **TOOL/PLATFORM**: ConvertKit

## CONTENT REQUIREMENTS
- **15-sec Teaser Video**: MP4, 15s, Facebook/TikTok; script: 40 words ("In the shadows of family lies... [twist sound effect] Pre-order now."); Agency writes script, VA edits in Canva.
- **Ad Carousel Copy**: 3 images + 125-char headlines per card; Facebook; Agency writes (e.g., "Heroine's worst nightmare: her own blood. 1st chapter free.").
- **BookFunnel Landing Page**: HTML template, 300 words + video embed; BookFunnel; Agency designs copy/graphics.
- **Email Sequence Templates**: 3 emails, 200-400 words each; ConvertKit; Agency writes, author approves.
- **TikTok Influencer Brief**: PDF, 1-page script + hashtags; TikTok; Agency creates.

## SUCCESS METRICS
- **Pre-Order Sales**: Track UTM sales in Amazon KDP dashboard + BookFunnel reports; baseline 0, 90-day target 1,200.
- **Cost Per Pre-Order (CPP)**: Divide ad spend by sales in Facebook Ads Manager; baseline N/A, 90-day target <$2.
- **Opt-in Conversion Rate**: BookFunnel analytics (leads to pre-orders %); baseline 10%, 90-day target 20%.

## RISK & MITIGATION
- **Risk 1**: Ad fatigue from thriller genre saturation. **Mitigation**: Rotate 6 creative variants weekly based on 20%+ frequency cap alerts in Ads Manager.
- **Risk 2**: Low TikTok virality from algorithm changes. **Mitigation**: Seed 3 paid TikTok boosts ($20 each) on top organic video within 24 hours of posting.

## BUDGET ESTIMATE
$3,000-$5,000 (low: organic-heavy; high: aggressive scaling); single biggest cost driver: Facebook ad spend ($2,500 at $50/day x 50 days).