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## OBJECTIVE
Achieve 3,000 direct book sales of "Unlock Your Potential: The 7-Day Mindset Reset" by Dr. Elena Vargas (self-help for mid-career professionals seeking quick mindset shifts) via LinkedIn lead gen ads and email nurture sequences within 90 days, tracked via Shopify sales attribution.
## TARGET AUDIENCE
- **Primary segment**: Mid-career professionals aged 35-50, 60% female, income $80k+, active on LinkedIn (daily users), in "frustrated awareness" buying stage—feeling burned out from corporate grind but motivated for personal growth.
- **Key insight**: They need to see relatable peer success stories (e.g., "Reset my imposter syndrome in 7 days") proving the book's actionable framework delivers fast, tangible relief from overwhelm to trigger a $27 purchase.
## TACTICAL PLAN
- **STEP**: Build LinkedIn lead gen form ad set targeting "career coach" interests, job titles like "Manager" or "Director," with hook "Stuck in your 9-5 rut? Get my free 7-Day Mindset Audit."
- **OWNER**: Agency
- **TIMELINE**: Pre-launch (Days 1-7)
- **TOOL/PLATFORM**: LinkedIn Campaign Manager
- **STEP**: Design and host free lead magnet (PDF: "7-Day Mindset Audit" workbook tying to book's chapters on daily resets).
- **OWNER**: Author (content) + Agency (design)
- **TIMELINE**: Pre-launch (Days 8-14)
- **TOOL/PLATFORM**: Canva + Google Drive (for gated download via Zapier)
- **STEP**: Set up email nurture sequence (5 emails: Day 1 welcome + audit, Days 2/4/6 book chapter teasers with testimonials, Day 7 sales page link).
- **OWNER**: Agency
- **TIMELINE**: Pre-launch (Days 15-21); auto-trigger on lead
- **TOOL/PLATFORM**: Klaviyo
- **STEP**: Launch LinkedIn ads with $50/day budget, A/B test 2 ad creatives (video testimonial vs. carousel workbook preview), optimize for cost-per-lead under $2.
- **OWNER**: Agency
- **TIMELINE**: Launch phase (Days 22-45)
- **TOOL/PLATFORM**: LinkedIn Campaign Manager + Google Analytics (UTM tracking)
- **STEP**: Run live LinkedIn Audio Event ("Mindset Reset Q&A with Dr. Vargas") to nurture leads, promote via email #3 and ad retargeting.
- **OWNER**: Author (host) + VA (promote)
- **TIMELINE**: Launch phase (Day 35)
- **TOOL/PLATFORM**: LinkedIn Live Audio Events
- **STEP**: Retarget non-converters with urgency email ("48-hour launch discount: $27 → $19") and LinkedIn remarketing ads.
- **OWNER**: Agency
- **TIMELINE**: Post-launch (Days 46-90)
- **TOOL/PLATFORM**: Klaviyo + LinkedIn retargeting
## CONTENT REQUIREMENTS
- **Lead Magnet PDF**: 12-page workbook (Canva template), 3,500 words, gated on LinkedIn/Google Drive, written by Author.
- **LinkedIn Ad Creatives (2 variants)**: Static image (1080x1080px) + short video script (15s), 100 characters headline/200 body, LinkedIn, written by Agency.
- **Email Sequence (5 emails)**: HTML templates, 300-500 words each + 1 testimonial graphic, Klaviyo, written by Agency (author approves teasers).
- **LinkedIn Audio Event Script**: 1,000-word outline (Q&A prompts on book themes like "overcome daily burnout"), LinkedIn, written by Author.
- **Sales Page Copy**: 800-word landing page tying audit results to full book buy (Shopify link), Google Sites, written by Agency.
## SUCCESS METRICS
- **Leads Generated**: Track via LinkedIn leads + Klaviyo opt-ins; baseline 0, 90-day target 15,000.
- **Email Open-to-Sale Conversion Rate**: Measure via Klaviyo attribution to Shopify; baseline 1%, 90-day target 5%.
- **Direct Sales Volume**: Count Shopify orders tagged "LinkedIn Campaign"; baseline 0, 90-day target 3,000.
## RISK & MITIGATION
- **Risk 1: High LinkedIn ad cost-per-lead due to audience saturation**: Mitigation: Launch with 20% budget on A/B testing and pause underperformers weekly using LinkedIn's auto-optimization.
- **Risk 2: Low email engagement from generic messaging**: Mitigation: Personalize subject lines with lead's job title via Klaviyo dynamic fields and include 3 real author testimonials from beta readers.
## BUDGET ESTIMATE
$4,000-$7,500 (low/high); single biggest cost driver: LinkedIn ads ($3,000-$5,000 at $2 CPL for 15k leads).
Leo, Senior Campaign Strategist
Crimson Leaf Marketing