## OBJECTIVE
Generate 3,000 verified sales (tracked via BookFunnel redemption codes and Amazon KDP reports) for "Unlock Your Inner Warrior: A Guide to Mental Resilience" by Dr. Alex Rivera within 90 days through a targeted Facebook Ads-to-email nurture funnel, driving readers from awareness to purchase by emphasizing resilience amid burnout.

## TARGET AUDIENCE
- **Primary segment**: Women and men aged 35-50, mid-career professionals (managers/executives in tech/finance/healthcare), US-based, active on Facebook (daily users) and LinkedIn (weekly scrollers), emotionally overwhelmed by work-life stress and seeking quick mental toughness tools, in the awareness-to-consideration buying stage (aware of burnout but not committed to solutions).
- **Key insight**: They need to see relatable "before/after" stories of professionals reclaiming control (e.g., "From 80-hour weeks to balanced power") paired with a free "5-Minute Warrior Challenge" to feel empowered and trust the book's science-backed tactics enough to pre-order.

## TACTICAL PLAN
- **STEP**: Set up Facebook Pixel on author's lead site (built via Carrd) and create 3 ad sets targeting lookalikes of "Atomic Habits" buyers + interests in "Brene Brown" and "Jocko Willink".
  - **OWNER**: Agency
  - **TIMELINE**: Days 1-3 (Pre-launch setup phase)
  - **TOOL/PLATFORM**: Facebook Ads Manager + Carrd
- **STEP**: Launch lead magnet ads offering free "5-Minute Warrior Challenge" PDF in exchange for email; retarget non-converters with "Resilience Quiz" ad.
  - **OWNER**: Agency
  - **TIMELINE**: Days 4-30 (Pre-launch acquisition phase)
  - **TOOL/PLATFORM**: Facebook Ads Manager + ConvertKit for opt-in
- **STEP**: Automate 7-email nurture sequence post-opt-in: Day 1 welcome + challenge, Days 3/7 testimonials + book excerpt, Day 10 urgency pre-order discount code.
  - **OWNER**: Agency (initial setup), VA (weekly monitoring)
  - **TIMELINE**: Days 4-60 (Pre-launch to Launch phase)
  - **TOOL/PLATFORM**: ConvertKit automations
- **STEP**: Run conversion ads during launch week directing to Amazon pre-order page with pixel-tracked "Buy Now" buttons; boost top organic posts from author's Facebook Page.
  - **OWNER**: Author (posts content), Agency (ads/boosts)
  - **TIMELINE**: Days 31-60 (Launch phase)
  - **TOOL/PLATFORM**: Facebook Ads Manager + Amazon KDP links
- **STEP**: Post-launch, retarget buyers with upsell to audiobook via Facebook/Instagram Stories and analyze data for Q4 scaling.
  - **OWNER**: Agency
  - **TIMELINE**: Days 61-90 (Post-launch optimization phase)
  - **TOOL/PLATFORM**: Facebook Ads Manager + Google Analytics

## CONTENT REQUIREMENTS
- **Lead Magnet PDF**: "5-Minute Warrior Challenge" – 5-page PDF (1,200 words), Canva-designed with exercises tied to book's resilience pillars, for Facebook opt-in page; Agency writes + designs.
- **Facebook Ad Copy (3 variants)**: Carousel/image ads, 80-120 characters headline + 200-word body, Facebook/Instagram; Agency writes, author approves testimonials.
- **Email Sequence (7 emails)**: HTML emails, 300-500 words each with book excerpts/graphics, ConvertKit templates; Agency writes copy, VA inserts author photo/quotes.
- **Resilience Quiz**: 5-question Typeform quiz (e.g., "Rate your burnout 1-10"), outputs personalized score + lead magnet link, for Facebook retargeting; Agency builds.
- **Boostable Posts (5)**: Short video reels (15-30s) of author demoing challenge, 100-word captions, Facebook Page; Author films/scripts, Agency edits in CapCut.

## SUCCESS METRICS
- **Email Opt-ins**: Track via ConvertKit dashboard; baseline 0, 90-day target 15,000.
- **Cost Per Acquisition (CPA)**: Measure ad spend vs. verified sales (BookFunnel codes + Amazon reports) in Facebook Ads Manager; baseline $0, 90-day target <$5 per sale.
- **Conversion Rate**: Opt-ins to sales via UTM-tagged Amazon links in Google Analytics; baseline 0%, 90-day target 20%.

## RISK & MITIGATION
- **Risk 1: Ad fatigue or low relevance score due to saturated personal development audience.** Mitigation: Rotate 3 new ad creatives weekly using Facebook's dynamic creative optimization and A/B test audiences daily.
- **Risk 2: Low email open rates from nurture sequence.** Mitigation: Segment list by quiz responses in ConvertKit and personalize subject lines (e.g., "Your Burnout Score: Fix It Now") with A/B testing to hit 40%+ opens.

## BUDGET ESTIMATE
$4,000-$7,500 (low/high); single biggest cost driver is Facebook ad spend ($3,000-$5,000 at $1-2 CPM targeting 2M+ audience).