## OBJECTIVE
Achieve 1,000 pre-order sales for "Shadows of Deception" (psychological thriller by Alex Rivera) via a targeted Amazon pre-order drive, measured by direct link clicks converting to sales tracked in Amazon KDP dashboard, within 90 days of launch.

## TARGET AUDIENCE
- **Primary segment**: Women aged 35-54, active on Facebook (daily users, 70% mobile), feeling stressed and craving escapism from daily routines (mid-awareness stage, aware of thrillers but not yet committed to this title).
- **Key insight**: They need to feel the pulse-pounding urgency of betrayal and revenge themes in the book to trigger an impulsive "one-click" pre-order, evoking "What if this happened to me?" emotional pull.

## TACTICAL PLAN
- **STEP**: Build custom audience from email list upload (10k subscribers from author's prior newsletter) and create lookalike audiences based on top buyers of similar thrillers (e.g., Gillian Flynn fans).
  - **OWNER**: Agency
  - **TIMELINE**: Days 1-3 (Phase 1: Setup)
  - **TOOL/PLATFORM**: Facebook Ads Manager
- **STEP**: Launch carousel ad set with 5 cards showcasing book cover, key plot teasers ("Betrayed by her husband... hunted by his secrets"), and urgency CTA ("Pre-order now before price jumps $2 on launch").
  - **OWNER**: Agency
  - **TIMELINE**: Days 4-14 (Phase 1: Test), scale winners Days 15-90 (Phase 2: Optimize)
  - **TOOL/PLATFORM**: Facebook Ads Manager + Linktree for pre-order redirect to Amazon
- **STEP**: A/B test 3 ad variations (hero image vs. video teaser vs. reader testimonial) with $50 daily budget per variant, pause losers after 3 days based on ROAS.
  - **OWNER**: Agency
  - **TIMELINE**: Days 4-20 (Phase 1: Test)
  - **TOOL/PLATFORM**: Facebook Ads Manager + Google Analytics UTM tracking
- **STEP**: Retarget non-converters with dynamic ads showing abandoned cart reminders tied to pre-order page.
  - **OWNER**: VA
  - **TIMELINE**: Days 21-90 (Phase 2: Retarget)
  - **TOOL/PLATFORM**: Facebook Pixel on author's Linktree/Amazon landing
- **STEP**: Weekly performance review: Adjust bids, expand to Instagram Stories if FB ROAS >2x.
  - **OWNER**: Agency
  - **TIMELINE**: Every Monday (ongoing Phases 1-3)
  - **TOOL/PLATFORM**: Facebook Ads Manager + Google Sheets dashboard

## CONTENT REQUIREMENTS
- **Pre-order ad copy**: 125-character primary text + 5 carousel headlines (25 chars each), Facebook/Instagram, written by Agency (e.g., "Her perfect life? A lie. Pre-order Shadows of Deception now!").
- **Graphics (5 carousel cards)**: 1080x1080px PNGs with book cover overlay, dark thriller aesthetic (betrayal motifs like shattered mirrors), Canva templates, created by VA.
- **Video teaser script**: 15-sec script (100 words) for IG Reels/FB video ad showing dramatic plot hook voiceover + text overlays, platform Facebook/Instagram, scripted by Author, edited by Agency using CapCut.
- **Testimonial graphic**: 1200x628px image quote from ARC reader ("Chilling twist I didn't see coming!"), Facebook feed, created by VA.
- **Retargeting email swipe**: 200-word copy for FB retarget banner ("Don't miss out—claim your thriller escape"), Facebook, written by Agency.

## SUCCESS METRICS
- **Pre-order sales**: Track via Amazon KDP dashboard sales reports; baseline 0, 90-day target 1,000.
- **ROAS (Return on Ad Spend)**: Calculate sales value ($4.99/book) / ad spend in Facebook Ads Manager; baseline 1x, 90-day target 3x.
- **CTR (Click-Through Rate)**: Measure ad link clicks / impressions in Facebook Ads Manager; baseline 1%, 90-day target 2.5%.

## RISK & MITIGATION
- **Risk 1**: Ad fatigue from thriller genre saturation on Facebook. **Mitigation**: Rotate 10+ creative assets weekly and use audience refresh every 14 days via lookalikes.
- **Risk 2**: Amazon algorithm delays pre-order visibility. **Mitigation**: Seed initial sales via author's email list blast on Day 1 to build rank momentum.

## BUDGET ESTIMATE
$3,000-$6,000 (low/high for 90 days); single biggest cost driver: Facebook ad spend ($2,500-$5,000 at $0.50-$1.00 CPC targeting 5M impressions).