## OBJECTIVE
Achieve 750 pre-orders for "Shadows of Betrayal" (psychological thriller by Jane Doe, themes of corporate espionage and moral ambiguity) via Amazon KDP within 90 days, measured by KDP dashboard sales reports linking to campaign UTM tags.

## TARGET AUDIENCE
- **Primary segment**: Women aged 30-50 in the US/UK, active on Facebook (70%) and TikTok (30%), thriller enthusiasts in the "consideration" buying stage (browsing Goodreads lists or bingeing similar authors like Gillian Flynn), feeling a mix of boredom with routine life and craving high-stakes suspense.
- **Key insight**: They need short, pulse-pounding teaser excerpts (e.g., a 200-word betrayal scene) paired with visuals of shadowy boardrooms to evoke paranoia and urgency, prompting them to pre-order for the "escape into intrigue" they desire.

## TACTICAL PLAN
- **STEP**: Set up Facebook Pixel on author's book sales page and create 3 custom audiences (lookalikes of Gillian Flynn buyers, engagers with thriller pages, and past Amazon thriller purchasers).
  - **OWNER**: Agency
  - **TIMELINE**: Phase 1 (Days 1-14: Pre-launch setup)
  - **TOOL/PLATFORM**: Facebook Ads Manager + Pixel Helper Chrome extension
- **STEP**: Launch carousel ad set with 5-card teasers (each card: excerpt snippet + boardroom stock image) driving to Amazon pre-order page with UTM "?utm_source=fb_campaign".
  - **OWNER**: Agency
  - **TIMELINE**: Phase 2 (Days 15-60: Build momentum)
  - **TOOL/PLATFORM**: Facebook Ads Manager, targeting 30-50F US/UK interests "psychological thrillers"
- **STEP**: Run 15-second TikTok video ads featuring author reading a tense excerpt over dramatic music, ending with Amazon link in bio.
  - **OWNER**: VA (under agency supervision)
  - **TIMELINE**: Phase 2 (Days 15-60: Build momentum) + Phase 3 (Days 61-90: Sustain)
  - **TOOL/PLATFORM**: TikTok Ads Manager, Spark Ads format
- **STEP**: Build email nurture sequence via pop-up on author's site for ad traffic, sending 3 emails with exclusive character backstories tied to book themes.
  - **OWNER**: Author (content) + Agency (setup)
  - **TIMELINE**: Phase 1 (Days 1-14) for list build; auto-send Phase 2/3
  - **TOOL/PLATFORM**: ConvertKit
- **STEP**: Post 3x/week organic TikTok videos (author reacting to thriller tropes, tying to book plot) and boost top performers to lookalikes.
  - **OWNER**: VA
  - **TIMELINE**: All phases (Days 1-90)
  - **TOOL/PLATFORM**: TikTok Creator Tools + native boosting
- **STEP**: Weekly optimization: Pause ads under 1.5% CTR, scale winners by 20% budget.
  - **OWNER**: Agency
  - **TIMELINE**: Ongoing, Fridays each phase
  - **TOOL/PLATFORM**: Facebook Ads Manager + Google Sheets tracker

## CONTENT REQUIREMENTS
- **Facebook Carousel Ads (5 cards)**: Image + 125-char headline + 200-word excerpt overlay; 1080x1080px PNG; Facebook/Instagram; Agency writes copy/graphics using Canva Pro.
- **TikTok Video Ads (15s)**: Vertical MP4, author on-camera reading excerpt with text overlays; 9:16 aspect; TikTok; Author records raw footage, VA edits in CapCut.
- **Email Sequence (3 emails)**: HTML template, 400 words each (Email 1: Free chapter PDF; Email 2: Betrayal theme deep-dive; Email 3: 20% pre-order discount code); ConvertKit; Author provides excerpts, Agency writes/imports.
- **TikTok Organic Videos (12 total)**: 15-30s vertical MP4s with trending thriller audio; TikTok; VA scripts from book themes, author films.
- **Landing Page Pop-up**: 50-word copy + email capture for "Exclusive Pre-Launch Chapter"; author's site via ConvertKit embed; Agency designs.

## SUCCESS METRICS
- **Pre-Orders**: Track via Amazon KDP dashboard filtered by UTM; baseline 0, 90-day target 750.
- **Ad Click-Through Rate (CTR)**: Facebook/TikTok Ads Manager reports; baseline 1%, 90-day target 2.5%.
- **Cost Per Pre-Order**: Total ad spend divided by pre-orders in Ads Manager + KDP; baseline N/A, 90-day target <$8.

## RISK & MITIGATION
- **Risk 1: Platform ad account restrictions due to thriller "suspense" keywords flagging as sensitive**: Pre-approve all creatives via Facebook Ad Library review process and use neutral phrasing like "corporate drama" in initial tests.
- **Risk 2: Low email open rates from cold traffic**: A/B test subject lines (e.g., "The Betrayal You Won't See Coming" vs. "Sneak Peek: Shadows Exclusive") and segment list by ad source for personalized sends.

## BUDGET ESTIMATE
$4,000-$7,500 (low: organic-heavy; high: aggressive scaling); single biggest cost driver: Facebook/TikTok ad spend ($3,000-$5,500 at $0.50-$1 CPC).