## OBJECTIVE
Achieve 300 verified pre-order sales for "Midlife Reinvention: From Burnout to Breakthrough" by Dr. Elena Voss via a targeted Facebook Ads campaign, tracked through the author's Gumroad pre-order link, within 90 days.

## TARGET AUDIENCE
- **Primary segment**: Women aged 40-55, US-based, active on Facebook and Instagram (80% of time on FB feed), in the "problem-aware" buying stage (feeling chronic burnout, scrolling self-help content late evenings), with interests in Brené Brown, Glennon Doyle, and "midlife crisis" pages.
- **Key insight**: They need to see relatable stories of women like them (corporate moms) who used the book's 5-step framework to reclaim energy and purpose, evoking "this could be me" hope to click through to pre-order.

## TACTICAL PLAN
- **STEP**: Build custom audience of 50K+ lookalikes from upload of author's email list (2K subscribers) and pixel events from book landing page; layer with interests (e.g., "women's empowerment podcasts," "perimenopause support").
  - **OWNER**: Agency
  - **TIMELINE**: Days 1-3 (Pre-launch phase)
  - **TOOL/PLATFORM**: Facebook Ads Manager
- **STEP**: Launch 3 ad sets (video testimonial, carousel "before/after," static quote graphic) with $20/day budget each, directing to Gumroad pre-order page optimized for mobile.
  - **OWNER**: Agency
  - **TIMELINE**: Days 4-30 (Build phase)
  - **TOOL/PLATFORM**: Facebook Ads Manager + Google Optimize for A/B landing page tests
- **STEP**: Retarget warm traffic (video viewers 50%+, add-to-cart abandoners) with urgency discount ad ("20% off pre-order ends in 48hrs") and email nurture sequence.
  - **OWNER**: Agency + VA (email sends)
  - **TIMELINE**: Days 31-60 (Conversion phase)
  - **TOOL/PLATFORM**: Facebook Ads Manager + Klaviyo for email automation
- **STEP**: Scale winners (ROAS >2x) to $100/day total spend; pause losers based on daily reviews; run weekly audience refresh excluding purchasers.
  - **OWNER**: Agency
  - **TIMELINE**: Days 61-90 (Optimization phase)
  - **TOOL/PLATFORM**: Facebook Ads Manager + Google Sheets for performance dashboard
- **STEP**: Compile final report with pixel data export and recommend Q2 TikTok expansion.
  - **OWNER**: Agency
  - **TIMELINE**: Day 91
  - **TOOL/PLATFORM**: Facebook Analytics + Google Data Studio

## CONTENT REQUIREMENTS
- **Video testimonial**: 15-30 sec MP4 clip of Dr. Voss client sharing burnout story + book framework tease; Facebook/Instagram Reels; 0 word count (spoken); author provides raw footage, agency edits.
- **Carousel graphic set**: 5-slide PNG (1250x1250 px each) showing "Burnout Symptoms → Book Steps → Breakthrough Testimonial"; Facebook Ads; agency writes captions (headline 40 chars, body 100 chars/slide).
- **Static quote ad**: Single JPEG (1200x628 px) with pull-quote "I reclaimed my life at 47" + CTA button; Facebook feed; 125 chars total; agency writes.
- **Email nurture template**: 3-email HTML sequence (welcome, objection handler, urgency close); Klaviyo; 200-300 words each; agency writes, VA schedules.
- **Landing page copy**: 400-word sales page with testimonials, framework outline, Gumroad embed; desktop/mobile responsive; author approves bullet points, agency optimizes.

## SUCCESS METRICS
- **Pre-order sales**: Track conversions via Gumroad dashboard + FB pixel events; baseline 0, 90-day target 300.
- **ROAS (Return on Ad Spend)**: Calculate sales revenue / ad spend in Facebook Ads Manager; baseline N/A (new campaign), 90-day target 3x.
- **CTR (Click-Through Rate)**: Measure link clicks / impressions in Facebook Insights; baseline 1.2% (industry avg for self-help), 90-day target 2.5%.

## RISK & MITIGATION
- **Risk 1: iOS14+ privacy changes tank ad targeting accuracy**. Mitigation: Use Aggregated Event Measurement in FB Ads Manager and supplement with broad targeting + creative testing from day 1.
- **Risk 2: Ad account suspension from low-quality scores**. Mitigation: Pre-approve all creatives via FB's ad review tool and maintain relevance scores >8 by rotating 3+ variants weekly.

## BUDGET ESTIMATE
$3,000-$7,500 (low for testing, high for scaling); single biggest cost driver: Facebook ad spend ($2,500-$6,000 at $10-$20 CPM for niche targeting).