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## OBJECTIVE
Achieve 5,000 pre-orders or Day 1 sales on Amazon for "Shadows in the Night," a psychological thriller by debut author Elena Voss, within 90 days of launch (success = verified sales dashboard hitting 5K units by Day 90, driving author to bestseller lists).
## TARGET AUDIENCE
- **Primary segment**: Women aged 28-45, urban professionals (income $60K+), active on TikTok (daily users averaging 45+ min), in the awareness-to-consideration buying stage, emotionally gripped by suspense and betrayal themes from shows like "Big Little Lies."
- **Key insight**: They crave "just one more chapter" escapism after long workdays; show teaser plot twists and "what if this happened to you?" hooks to spark FOMO and immediate ARC sign-ups/pre-orders.
## TACTICAL PLAN
- **STEP**: Research 50 competitor TikTok accounts (e.g., @booktokthrillers, @rebeccajarvisbooks) for top-performing hooks; compile 10 swipeable video templates.
- **OWNER**: Agency strategist (Leo).
- **TIMELINE**: Week 1 (pre-launch phase).
- **TOOL/PLATFORM**: TikTok Creative Center + TubeBuddy for analytics.
- **STEP**: Author records 20 raw 15-30s TikTok videos reading tense book excerpts with cliffhanger voiceover ("Swipe up for the full twist").
- **OWNER**: Author.
- **TIMELINE**: Weeks 2-3 (build phase).
- **TOOL/PLATFORM**: CapCut app for mobile editing.
- **STEP**: VA edits videos into polished BookTok style (duet trends, green screen NYC skyline backgrounds tying to book's urban betrayal plot); add text overlays like "Betrayed by her bestie? 😱 #PsychologicalThriller."
- **OWNER**: VA.
- **TIMELINE**: Weeks 3-4 (build phase).
- **TOOL/PLATFORM**: CapCut + Canva Pro.
- **STEP**: Schedule and post 5 videos/week to author's TikTok (@elenavossbooks); boost top 3 performers with $10/day TikTok Spark Ads targeting "thriller books" interests.
- **OWNER**: Agency.
- **TIMELINE**: Weeks 5-12 (launch + sustain phase).
- **TOOL/PLATFORM**: TikTok Ads Manager + Later scheduler.
- **STEP**: Run weekly giveaways (5 ARCs via link in bio) driving to Amazon pre-order page; duet user reactions to build virality.
- **OWNER**: VA.
- **TIMELINE**: Ongoing Weeks 5-12.
- **TOOL/PLATFORM**: Gleam.io for giveaway + Amazon Associate links.
- **STEP**: Analyze weekly performance; pivot to top hooks (e.g., scale betrayal duets if >10% CTR).
- **OWNER**: Agency.
- **TIMELINE**: End of each week.
- **TOOL/PLATFORM**: TikTok Analytics + Google Sheets dashboard.
## CONTENT REQUIREMENTS
- **Teaser Video Scripts**: 20 scripts, 100-150 words each (for 15-30s reads), TikTok format; author writes raw excerpts, agency refines hooks.
- **Video Graphics/Templates**: 10 Canva templates (1080x1920px vertical), including betrayal-themed overlays (red lipstick stains, shadowy figures); agency designs.
- **Giveaway Landing Page Copy**: 300-word page with book synopsis, entry rules, urgency CTA ("Pre-order now for bonus chapter"); agency writes.
- **Ad Copy Variants**: 15 TikTok ad headlines (under 100 chars, e.g., "Her best friend stole everything... #BookTok"), platform-specific; agency writes.
- **Email ARC Follow-up Sequence**: 3 emails (500 words total), subject lines like "Your ARC is live—review for shoutout?"; agency writes, VA sends.
## SUCCESS METRICS
- **TikTok Followers Gained**: Track via TikTok Analytics dashboard; baseline 0 (new account), 90-day target 10K.
- **Pre-Order Link Clicks**: Measure via Bitly tracking links + Amazon dashboard; baseline 0, 90-day target 15K.
- **Video Views-to-Pre-Order Conversion**: Calculate (pre-order clicks / total video views) x 100 via Google Analytics UTM tags; baseline 0.5%, 90-day target 2%.
## RISK & MITIGATION
- **Risk 1**: Low virality due to algorithm changes. **Mitigation**: Allocate 20% of ad budget to test 5 trend duets weekly, scaling winners based on 24hr view velocity.
- **Risk 2**: Author video quality inconsistent. **Mitigation**: Provide 2-hour CapCut training session + swipe file of 10 BookTok examples pre-recording.
## BUDGET ESTIMATE
$2,500-$4,000 (low/high); single biggest cost driver: TikTok Spark Ads at $1,500-$2,500 for 12 weeks of boosting.