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## OBJECTIVE
Achieve 1,200 email newsletter sign-ups from fans of psychological thrillers within 90 days, measured via ConvertKit dashboard, to build a launch list for Jane Doe's "Whispers in the Dark" (debut thriller about a woman's descent into paranoia after a home invasion).
## TARGET AUDIENCE
- **Primary segment**: Women aged 35-55, active on Facebook (daily scrollers) and TikTok (#BookTok, 2+ hours/day), in the awareness-to-consideration buying stage, feeling anxious about personal safety and craving edge-of-your-seat escapism.
- **Key insight**: They need to feel the raw, heart-pounding fear of "what if it happened to me?" through teaser hooks that mirror their suburban vulnerabilities, prompting them to opt-in for exclusive "safety-first survival tips" tied to the book's plot.
## TACTICAL PLAN
- **STEP**: Create a 5-day Facebook Lead Ad sequence targeting "psychological thriller" interests (e.g., Gillian Flynn fans) with a quiz funnel: "Is Your Home a Target? Take the 60-Second Quiz."
- **OWNER**: Agency (Leo to approve creatives).
- **TIMELINE**: Days 1-5 (Phase 1: Setup).
- **TOOL/PLATFORM**: Facebook Ads Manager + Typeform for quiz.
- **STEP**: Launch TikTok organic + boosted video series (10x 15-sec clips) showing "real-life paranoia moments" reenacted from book excerpts, ending with swipe-up to quiz.
- **OWNER**: VA (scripted by agency).
- **TIMELINE**: Days 6-20 (Phase 1: Launch), ongoing boosts Weeks 4-12.
- **TOOL/PLATFORM**: TikTok Creator Tools + CapCut for editing.
- **STEP**: Nurture leads via 7-email ConvertKit sequence: Day 1 welcome + quiz results; Days 3/5/7 book teasers + safety tips; Day 10 pre-order discount code.
- **OWNER**: Author (reviews/approves), VA executes.
- **TIMELINE**: Automated post-opt-in, starting Day 6.
- **TOOL/PLATFORM**: ConvertKit + Gumroad for discount codes.
- **STEP**: Retarget non-converters with Facebook Custom Audience ads offering a free chapter PDF download.
- **OWNER**: Agency.
- **TIMELINE**: Weeks 3-12 (Phase 2: Optimization).
- **TOOL/PLATFORM**: Facebook Pixel + Google Drive for PDF hosting.
- **STEP**: Weekly performance review and A/B test ad copy (e.g., "Your Nightmares Start Here" vs. "Survive the Unseen"), scaling top performer to $50/day budget.
- **OWNER**: Agency.
- **TIMELINE**: Every Monday, ongoing.
- **TOOL/PLATFORM**: Facebook Analytics + Google Sheets for tracking.
## CONTENT REQUIREMENTS
- **Facebook Lead Ad Quiz**: Typeform template, 300 words total (10 questions), Facebook format, agency writes.
- **TikTok Video Scripts**: 10x scripts, 75 words each (15-sec read), TikTok vertical video, VA films with author-provided props (e.g., dark house reenactments), agency scripts.
- **Email Sequence Copy**: 7 emails, 250-400 words each, ConvertKit HTML, agency writes with author voice tweaks.
- **Chapter PDF Teaser**: 5-page excerpt (1,500 words) + cover graphic (Canva 1080x1080px), PDF via Google Docs, author provides excerpt, agency designs.
- **Safety Tips Graphics**: 5x Instagram carousel templates (1080x1080px, 50 words/slide), Canva, agency creates tying to book themes.
## SUCCESS METRICS
- **Opt-in Conversion Rate**: Track via Facebook Ads Manager (leads / ad impressions); baseline 2%, 90-day target 5%.
- **Email Open Rate**: Measure in ConvertKit dashboard; baseline 25%, 90-day target 45%.
- **Pre-order Starts**: Count Gumroad code redemptions; baseline 0, 90-day target 300.
## RISK & MITIGATION
- **Risk**: Low ad engagement due to thriller fatigue on platforms. **Mitigation**: A/B test 3 fear-based hooks in Week 1 using Facebook's dynamic creative optimization, pivoting to top performer by Day 10.
- **Risk**: Author unavailable for VA video shoots. **Mitigation**: Pre-record 5 author voiceover clips in Session 0 using Riverside.fm, with VA handling reenactments.
## BUDGET ESTIMATE
$2,500-$4,000 (low: organic-heavy; high: full ad scaling); single biggest cost driver: Facebook/TikTok ad spend ($2,000 at $0.50-$1.00/lead).