## OBJECTIVE
Drive 3,000 verified sales of "Scale Without Fail: Growing Your Startup in 2024" by Jordan Hale on Amazon within 90 days through a LinkedIn lead gen funnel converting to email-nurtured purchases, with success defined as $45,000 in attributable revenue at $15 average book price.

## TARGET AUDIENCE
- **Primary segment**: Male/female entrepreneurs aged 28-45, active on LinkedIn (daily users with 500+ connections), in early growth stage (1-10 employees, $100K-$1M ARR), feeling frustrated by stalled scaling and cash flow issues, at the consideration buying stage (researching tactics but not committed).
- **Key insight**: They need to see peer-validated proof (case studies from founders who've 3x'd revenue using the book's frameworks) to overcome skepticism and feel empowered to invest $15 in actionable playbooks over generic advice.

## TACTICAL PLAN
- **STEP**: Build custom LinkedIn audience using job titles (Founder, CEO), skills (Startup Scaling, Growth Hacking), and company size (1-10 employees); exclude top-of-funnel broad interests.
  - **OWNER**: Agency
  - **TIMELINE**: Days 1-3 (Pre-Launch Phase)
  - **TOOL/PLATFORM**: LinkedIn Campaign Manager
- **STEP**: Launch lead gen ads with video testimonial from a founder using the book's "Revenue Ladder" framework; direct to opt-in form for free chapter download.
  - **OWNER**: Agency
  - **TIMELINE**: Days 4-14 (Launch Phase)
  - **TOOL/PLATFORM**: LinkedIn Lead Gen Forms + Unbounce landing page
- **STEP**: Segment leads in CRM by engagement (chapter downloaders vs. video viewers) and send 5-email nurture sequence tying book themes to pain points (e.g., Email 2: "How I fixed cash flow using Framework #3").
  - **OWNER**: VA (under agency supervision)
  - **TIMELINE**: Days 15-60 (Nurture Phase), automated drips
  - **TOOL/PLATFORM**: ActiveCampaign + Amazon affiliate links
- **STEP**: Retarget non-converters with carousel ads showcasing book excerpts on LinkedIn; upsell bundle (book + workbook PDF).
  - **OWNER**: Agency
  - **TIMELINE**: Days 61-90 (Optimization Phase)
  - **TOOL/PLATFORM**: LinkedIn Retargeting + Canva for creatives
- **STEP**: Weekly performance audit: Pause underperformers (<0.5% CTR), scale winners (ROAS >2x) by 20% budget.
  - **OWNER**: Agency
  - **TIMELINE**: Every Monday throughout 90 days
  - **TOOL/PLATFORM**: LinkedIn Analytics + Google Analytics UTM tracking

## CONTENT REQUIREMENTS
- **Lead Gen Ad Video**: 15-30 sec MP4, script 100 words, LinkedIn format (9:16 vertical), features founder testimonial on scaling; Agency writes script, VA edits in CapCut.
- **Opt-in Landing Page Copy**: 250 words hero + 150 words bullet benefits, Unbounce template, includes book cover and "Free Chapter 1: Revenue Ladder"; Agency writes.
- **Email Sequence (5 emails)**: Each 300-400 words HTML, ActiveCampaign template, with subject lines <50 chars (e.g., "Stuck at $500K ARR? Fix It Like This"), personalized with first name + pain tie-in; Agency writes all.
- **Carousel Retargeting Ads**: 5-slide PNG series (1080x1080), 50 words/slide excerpting book frameworks + CTA "Buy Now $15"; Agency writes copy, designs in Canva.
- **Workbook PDF Upsell**: 10-page fillable PDF (framework worksheets from book), 2MB max, hosted on Google Drive; Author provides core content, Agency formats in Canva.

## SUCCESS METRICS
- **Metric**: Attributable Book Sales  
  **How to measure it**: Track unique Amazon affiliate clicks/conversions via ActiveCampaign UTM links + Amazon Associates dashboard.  
  **Baseline (estimated)**: 0 | **90-day target**: 3,000
- **Metric**: Lead Gen Cost Per Lead (CPL)  
  **How to measure it**: Total LinkedIn ad spend divided by leads (email opt-ins) in Campaign Manager.  
  **Baseline (estimated)**: $8 | **90-day target**: <$5
- **Metric**: Email Open-to-Sale Conversion Rate  
  **How to measure it**: (Sales / Total opens across sequence) x 100 in ActiveCampaign reports.  
  **Baseline (estimated)**: 1% | **90-day target**: 5%

## RISK & MITIGATION
- **Risk 1**: Low LinkedIn ad relevance score due to niche audience, leading to high CPL. **Mitigation**: Test 3 ad variations Day 1-3, kill any <6 relevance score, and refine audience by excluding low-engagement job titles using LinkedIn insights.
- **Risk 2**: Email deliverability drops from spam filters on sales-heavy copy. **Mitigation**: Use double-opt-in, maintain <20% promo content per email with 80% value (book tips), and monitor reputation weekly via GlockApps.

## BUDGET ESTIMATE
$8,000-$15,000 (low: optimized performance; high: initial testing scale-up), with the single biggest cost driver being LinkedIn ad spend ($6,000-$12,000 at $3-$5 CPM for 2M impressions).