## OBJECTIVE
Generate 3,000 email subscribers from thriller readers interested in AI-themed mysteries, converting 10% (300) to pre-orders on Amazon for "The Forgotten Code" by Sarah Kline within 90 days, measured via ConvertKit dashboard tracking unique sign-ups linked to a pre-order incentive landing page.

## TARGET AUDIENCE
- **Primary segment**: Women and men aged 35-55, US-based, mid-career professionals (tech, finance, education), active on Facebook (daily users spending 30+ min), in awareness-to-consideration buying stage for thrillers, frustrated by "predictable plots" in current bestsellers.
- **Key insight**: They need to feel the thrill of an "insider secret" about AI's dark side (echoing the book's theme of hidden code unraveling society) via teaser excerpts that spark FOMO, prompting opt-ins for exclusive pre-launch chapters.

## TACTICAL PLAN
- **STEP**: Create a Facebook Lead Ad campaign with video teaser (15-sec clip of AI glitch scene from book) directing to opt-in page offering free Chapter 1 PDF + AI thriller reading list; target lookalike audiences from Sarah Kline's author page fans and "The Da Vinci Code" readers.
  - **OWNER**: Agency (Leo to brief, VA executes)
  - **TIMELINE**: Days 1-7 (Phase 1: Setup), live Days 8-90
  - **TOOL/PLATFORM**: Facebook Ads Manager, Canva for ad creative, ConvertKit for lead form integration.
- **STEP**: Set up automated email welcome sequence (3 emails over 7 days): Email 1: Deliver Chapter 1 + AI fun fact; Email 2: Behind-the-scenes on book's research; Email 3: Pre-order link with 20% discount code.
  - **OWNER**: Agency (copywriter drafts, author approves)
  - **TIMELINE**: Days 1-3 (build), auto-trigger on sign-up
  - **TOOL/PLATFORM**: ConvertKit, Google Docs for copy review.
- **STEP**: Retarget non-converters with dynamic ads showing book cover + testimonials from ARC readers, plus pixel-based custom audience upload to Facebook.
  - **OWNER**: VA (daily monitoring)
  - **TIMELINE**: Days 15-90 (Phase 2: Optimization)
  - **TOOL/PLATFORM**: Facebook Pixel on landing page (via WordPress + ThriveCart), Ads Manager.
- **STEP**: Weekly performance review: Pause underperforming ad sets (<$1 CPL), A/B test headlines (e.g., "AI's Secret Code Exposed" vs. "Decode the Thriller Everyone's Hiding").
  - **OWNER**: Agency (Leo reviews)
  - **TIMELINE**: Every Monday, ongoing
  - **TOOL/PLATFORM**: Facebook Ads reporting + Google Sheets tracker.
- **STEP**: Cross-promote leads to Goodreads by auto-adding new subscribers as "want to read" shelvers via API zap.
  - **OWNER**: VA
  - **TIMELINE**: Days 1-90 (ongoing automation)
  - **TOOL/PLATFORM**: Zapier + Goodreads developer API, ConvertKit trigger.

## CONTENT REQUIREMENTS
- **Facebook Lead Ad Video**: 15-sec MP4, script 50 words, Facebook/Instagram, agency video editor creates (author provides voiceover).
- **Opt-in Landing Page Copy**: 150 words headline + body, WordPress page via Thrive Architect, copywriter writes (author approves themes).
- **Chapter 1 PDF**: 2,500 words excerpt, PDF format (Canva design), author provides raw text, VA formats.
- **Email Sequence (3 emails)**: Email 1: 200 words; Email 2: 250 words; Email 3: 180 words + button; HTML in ConvertKit, copywriter writes tying to AI thriller hooks.
- **Retargeting Ad Creatives (3 variants)**: Static images 1200x628px, 40 characters headline + 125 body, Facebook, graphic designer (VA) using Canva templates.

## SUCCESS METRICS
- **Cost Per Lead (CPL)**: Track via Facebook Ads Manager divided by leads acquired; baseline $2.50 (industry avg for book niches), 90-day target <$1.80.
- **Email Open Rate**: Measure % opens in ConvertKit dashboard; baseline 25% (author's prior lists), 90-day target 40%.
- **Pre-order Conversion Rate**: # pre-orders from tracked discount codes / total subscribers in ConvertKit + Amazon KDP reports; baseline 5%, 90-day target 10% (300 pre-orders).

## RISK & MITIGATION
- **Risk 1: High ad fatigue leading to rising CPL after 30 days**. Mitigation: Rotate 5 new ad creatives every 14 days using Facebook's automated rules to pause sets over $3 CPL.
- **Risk 2: Low deliverability/spam complaints from thriller skeptics**. Mitigation: Use double opt-in in ConvertKit and segment list by engagement after first email to suppress non-openers.

## BUDGET ESTIMATE
$2,500-$4,000 (low: organic boosts only; high: aggressive scaling); single biggest cost driver: Facebook ad spend ($2,000 at $1.80 CPL for 3,000 leads).