## OBJECTIVE
Achieve 3,000 direct sales of "The Alchemist's Shadow" (fantasy novel by indie author Lila Thorne about a rogue mage uncovering ancient curses) on Amazon within 90 days post-launch, measured via Amazon KDP dashboard sales reports, representing a 300% lift from the author's current 1,000-book annual baseline.

## TARGET AUDIENCE
- **Primary segment**: Women aged 25-45, active on TikTok (BookTok) and Instagram Reels, fantasy genre enthusiasts (e.g., fans of Sarah J. Maas or Brandon Sanderson), in the awareness-to-interest buying stage, often feeling escapism cravings amid busy lives (working moms/professionals seeking "just one more chapter" immersion).
- **Key insight**: They need to feel the rush of forbidden magic and moral ambiguity through visceral, teaser-style hooks (e.g., "What if your power could destroy everything you love?") to trigger impulse pre-orders.

## TACTICAL PLAN
- **STEP**: Research and build TikTok/Instagram lookalike audiences using pixel data from author's existing fantasy reader email list (upload 1,000+ emails to Meta Ads pixel); target interests like "Sarah J. Maas," "fantasy books," "BookTok."
  - **OWNER**: Agency
  - **TIMELINE**: Days 1-3 (pre-launch phase)
  - **TOOL/PLATFORM**: Meta Business Suite (for pixel setup) + TikTok Ads Manager
- **STEP**: Launch 5-video TikTok Spark Ads and Instagram Reels carousel ads featuring 15-second curse-unveiling teasers from book excerpts, driving to Amazon pre-order page.
  - **OWNER**: Agency
  - **TIMELINE**: Days 4-30 (launch phase), with A/B testing weekly
  - **TOOL/PLATFORM**: TikTok Creative Center + CapCut for editing; link to Amazon via Linktree
- **STEP**: Run Amazon Sponsored Products ads on keywords "dark fantasy rogue mage," "curse magic books," bidding $0.50-$1.00 CPC, auto + manual campaigns.
  - **OWNER**: Author (with agency setup oversight)
  - **TIMELINE**: Days 1-90 (ongoing)
  - **TOOL/PLATFORM**: Amazon Advertising Console
- **STEP**: Nurture leads via 5-email sequence to author's Klaviyo list (acquired from ad opt-ins), recapping teaser hooks and offering bonus novella download for reviews.
  - **OWNER**: VA
  - **TIMELINE**: Days 10-60 (post-launch nurture phase)
  - **TOOL/PLATFORM**: Klaviyo email automation
- **STEP**: Partner with 10 BookTok influencers (5k-50k followers, fantasy niche) for unboxing/review videos, paying $50-$200 per post.
  - **OWNER**: Agency
  - **TIMELINE**: Days 15-45 (mid-campaign amplification)
  - **TOOL/PLATFORM**: Aspire.io for influencer discovery/outreach; track via unique Amazon affiliate links

## CONTENT REQUIREMENTS
- **TikTok/Instagram Reel Videos (5 variants)**: 15-30 seconds MP4, script 50-75 words focusing on curse hook (e.g., "Her magic whispered death..."), author narrates; platform TikTok/Instagram; agency writes script, VA edits in CapCut.
- **Static Ad Graphics (10 variants)**: 1080x1080 PNG, book cover overlay with teaser text ("Unlock the Shadow Curse – Pre-Order Now"); 20-40 words; platform Meta Ads/TikTok; agency designs in Canva Pro.
- **Email Sequence Copy (5 emails)**: 200-300 words each, HTML format with excerpt embeds, CTA to Amazon; platform Klaviyo; agency writes all.
- **Influencer Brief Template**: 1-page Google Doc, 300 words, includes book PDF, key quotes, unique discount code; platform email/DM; agency creates.

## SUCCESS METRICS
- **Ad Click-Through Rate (CTR)**: Measure via TikTok/Meta Ads Manager dashboards; baseline 1.2% → 90-day target 3.5%.
- **Email Open-to-Sale Conversion Rate**: Track in Klaviyo (opens to Amazon clicks via UTM tags); baseline 2% → 90-day target 8%.
- **Amazon Sales Attribution**: Count units sold via KDP dashboard filtered by promo keywords/UTMs; baseline 100/month → 90-day target 3,000 total.

## RISK & MITIGATION
- **Risk 1: Platform algorithm changes deprioritize ads**: Monitor daily via Ads Manager and pivot 20% budget to Amazon Sponsored Brands within 48 hours if CTR drops below 1.5%.
- **Risk 2: Low influencer engagement due to niche saturation**: Pre-vet via Aspire.io engagement rates (>5%) and cap at 10 partnerships, reallocating budget to ads if <3 posts convert.

## BUDGET ESTIMATE
$4,000-$7,500 (low: organic-heavy; high: max influencer spend); single biggest cost driver: $2,500 TikTok/Meta ad spend ($0.30-$0.80 CPC for 10k+ clicks).