## OBJECTIVE
Drive 3,000 verified sales of "Whispers in the Dark" (psychological thriller by debut author Alex Rivera, themes of gaslighting and female revenge) on Amazon within 90 days post-launch, measured by KDP sales dashboard, equating to $15,000 in royalties at $4.99 price point.

## TARGET AUDIENCE
- **Primary segment**: Women 28-48, US-based, active on Facebook/Instagram (70% of book buyers per BookNet Canada data), in "aware" buying stage (have seen similar thrillers like "Gone Girl" but not committed), feeling intrigued yet skeptical about debut authors.
- **Key insight**: They need to feel the emotional rush of empowerment and twisty suspense via teaser quotes and reader testimonials to overcome "unknown author" hesitation and click "Buy Now" on Amazon.

## TACTICAL PLAN
- **STEP**: Create custom audience of 500K+ women interested in Gillian Flynn, Colleen Hoover, or "psychological thrillers" via Facebook Audience Insights; upload email list of 2K ARC reviewers as seed.
  - **OWNER**: Agency (Leo to spec, VA executes)
  - **TIMELINE**: Week 1 (pre-launch setup)
  - **TOOL/PLATFORM**: Facebook Ads Manager + Custom Audiences
- **STEP**: Launch 3 ad sets: (1) Video teaser (30s book trailer), (2) Carousel of 5 "gaslighting quotes" from book, (3) Retargeting to video viewers with "Buy Now" Amazon link.
  - **OWNER**: Agency
  - **TIMELINE**: Weeks 2-4 (launch burst, $50/day budget per set)
  - **TOOL/PLATFORM**: Facebook/Instagram Ads, Canva for creatives, Bitly for Amazon link tracking
- **STEP**: A/B test 2 headlines per ad set (e.g., "She Snapped – Will You?" vs. "Gaslit No More: Her Revenge Starts Now"); optimize for purchases.
  - **OWNER**: Agency
  - **TIMELINE**: Weeks 5-8 (ongoing optimization)
  - **TOOL/PLATFORM**: Facebook Ads Manager + Google Analytics UTM tags
- **STEP**: Retarget warm leads (page engagements + video 50% viewers) with urgency CTA ("48hr Launch Discount: $0.99") driving to Amazon page.
  - **OWNER**: VA (daily monitoring)
  - **TIMELINE**: Weeks 9-12 (sustained push)
  - **TOOL/PLATFORM**: Facebook Pixel on author's Amazon author page + Klaviyo for email nurture if opt-ins collected
- **STEP**: Weekly report sales attribution via UTM pixels; pause underperformers (<$1 ROAS).
  - **OWNER**: Agency
  - **TIMELINE**: Every Friday throughout
  - **TOOL/PLATFORM**: Facebook Ads Reporting + Amazon KDP dashboard

## CONTENT REQUIREMENTS
- **Book trailer video**: 30s MP4, script 100 words focusing on revenge hook; Facebook/Instagram vertical (9:16); agency writes script, author records voiceover.
- **Carousel graphics (5 per ad)**: PNG images 1080x1080, 20-30 words each (direct book quotes + overlay "Preorder Now"); themes tie to gaslighting/revenge; VA designs in Canva, author approves quotes.
- **Ad copy templates (6 total)**: 125 characters max for primary text, 40 chars headline; Facebook/Instagram; agency writes all.
- **Email nurture sequence (3 emails)**: 200 words each, HTML via Klaviyo; subjects like "Unlock Her Secret Revenge"; author provides personal sign-off.

## SUCCESS METRICS
- **ROAS (Return on Ad Spend)**: Track revenue from Amazon UTM sales / ad spend in Facebook Ads Manager; baseline 1.5x, 90-day target 3x ($30K revenue / $10K spend).
- **Conversion Rate**: Purchases / link clicks via Facebook Pixel; baseline 2%, 90-day target 5%.
- **Sales Volume**: Total units sold attributed to ads per KDP dashboard UTMs; baseline 500 (pre-campaign organic), 90-day target 3,000.

## RISK & MITIGATION
- **Risk 1**: Ad fatigue from thriller genre saturation on Facebook. **Mitigation**: Refresh creatives weekly with new quotes and user-generated reviews from ARC readers.
- **Risk 2**: Low pre-launch buzz leading to poor initial ROAS. **Mitigation**: Seed with $1K ARC giveaways via BookFunnel to build 500+ early reviews before ads go live.

## BUDGET ESTIMATE
$8,000-$12,000 (low/high); single biggest cost driver: Facebook ad spend ($7K over 90 days at $50-75/day scaling).