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## OBJECTIVE
Achieve 1,000 verified pre-orders for "Echoes of the Forgotten Realm" (debut epic fantasy novel by indie author Elara Voss) via Amazon and the author's Shopify store within 90 days of launch, driving a 20% conversion rate from ad clicks to sales.
## TARGET AUDIENCE
- **Primary segment**: Women aged 25-44, avid fantasy readers (Goodreads shelves: "epic-fantasy", "strong-female-leads"), active on Facebook and Instagram (80% daily usage), in the "aware but not committed" buying stage (have read similar authors like Sarah J. Maas or Rebecca Yarros), feeling a mix of escapism-seeking post-pandemic burnout and FOMO on viral BookTok trends.
- **Key insight**: They need to feel an emotional pull from teaser visuals of the book's "forgotten realm" magic system and hear authentic buzz from micro-influencers (5k-20k followers) to overcome self-doubt about backing a debut author, prompting immediate pre-order clicks.
## TACTICAL PLAN
- **STEP**: Set up Facebook/Instagram ad account with pixel installed on author's Shopify store and Amazon author central links; create 5 ad sets targeting lookalikes of Sarah J. Maas fans + interest "epic fantasy books".
- **OWNER**: Agency (Leo)
- **TIMELINE**: Week 1 (pre-launch phase)
- **TOOL/PLATFORM**: Facebook Ads Manager, Shopify Pixel
- **STEP**: Launch 3 video ad creatives (15-sec teasers of book cover animation + heroine excerpt voiceover) with lead gen forms for "exclusive ARC access" to build email list of 5,000 prospects.
- **OWNER**: VA (under agency supervision)
- **TIMELINE**: Weeks 2-4 (teaser phase)
- **TOOL/PLATFORM**: Facebook Lead Ads, Canva Pro for video edits
- **STEP**: Run retargeting carousel ads to warm leads showing pre-order buttons, testimonials from 10 ARC readers, and urgency countdown ("Only 500 copies at launch price").
- **OWNER**: Agency (Leo)
- **TIMELINE**: Weeks 5-8 (build phase)
- **TOOL/PLATFORM**: Facebook Ads Manager, Klaviyo for email retargeting sync
- **STEP**: Partner with 15 Bookstagram micro-influencers (fantasy niche) for sponsored reels featuring unboxing of author-signed ARCs tied to pre-order links.
- **OWNER**: Author (outreach), Agency (contracts/payments)
- **TIMELINE**: Weeks 6-10 (buzz phase)
- **TOOL/PLATFORM**: Aspire.io for influencer discovery/payment, Instagram Reels
- **STEP**: Deploy Amazon Sponsored Product ads on search terms "epic fantasy debut 2024", "female-led fantasy series" with ACOS under 40%; monitor daily and scale top performers.
- **OWNER**: Agency (Leo)
- **TIMELINE**: Weeks 9-12 (launch peak phase)
- **TOOL/PLATFORM**: Amazon Advertising Console
- **STEP**: Send 3-email nurture sequence to leads (teaser excerpt, reader testimonial, pre-order discount code) with UTM tracking back to sales.
- **OWNER**: VA
- **TIMELINE**: Ongoing, Weeks 2-12
- **TOOL/PLATFORM**: Klaviyo email automation
## CONTENT REQUIREMENTS
- **Pre-order Video Ad (3 variants)**: 15-sec MP4, 100 words script (voiceover + text overlay), Facebook/Instagram, Agency writes script + VA edits video.
- **Lead Gen Form Copy**: 200 characters, Facebook form fields (name/email + "favorite fantasy trope?"), Agency writes.
- **Carousel Ad Graphics (4 slides)**: 1080x1080 PNGs, 50 words/slide (excerpt + CTA), Facebook/Instagram, Author provides quotes, Agency designs in Canva.
- **Influencer Reel Script Template**: 150 words, Instagram Reels script (unboxing + pull-quote from book), Agency writes, influencers adapt.
- **Email Sequence (3 emails)**: HTML, 300-400 words each (Day 1: Tease plot; Day 3: ARC review; Day 7: 20% off code), Klaviyo, Agency writes copy.
- **Amazon Ad Copy**: 100 characters headlines + 2,000 char descriptions, Amazon, Agency optimizes keywords.
## SUCCESS METRICS
- **Pre-order Sales**: Track via Shopify/Amazon seller central dashboards; baseline 0, 90-day target 1,000.
- **Email List Growth**: Measure new subscribers from Facebook leads in Klaviyo; baseline 500 (author's existing), 90-day target 5,000.
- **ROAS (Return on Ad Spend)**: Calculate revenue/ad cost in Facebook Ads Manager + Amazon console; baseline N/A (new campaign), 90-day target 3x.
## RISK & MITIGATION
- **Risk 1: Ad fatigue or low CTR from saturated fantasy niche**: Mitigation: A/B test 10 creatives weekly in Facebook Ads Manager and pause underperformers (<1% CTR) within 48 hours.
- **Risk 2: Influencer posts underperform due to algorithm changes**: Mitigation: Require influencers to post 3x/week with branded hashtags (#EchoesPreOrder) and track via unique affiliate links in Shopify.
## BUDGET ESTIMATE
$3,000-$6,000 (low: organic-heavy; high: aggressive scaling); single biggest cost driver: Facebook/Amazon ad spend ($2,000-$4,000 at $0.50-$1.00 CPC).