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PAE
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## OBJECTIVE
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Achieve 3,000 pre-order sales on Amazon for "Eternal Shadows" (paranormal romance by Alex Rivera) within 90 days, measured by Amazon KDP dashboard sales reports, representing a 300% lift from the author's current 1,000-book annual average.
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## TARGET AUDIENCE
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- **Primary segment**: Women aged 25-44, active on TikTok and Instagram (daily usage >1hr), in the "fantasy romance enthusiasts" niche (fans of Sarah J. Maas or Rebecca Yarros), emotionally craving escapist "enemies-to-lovers" tropes amid high-stress lives (e.g., working moms or career professionals), at the awareness-to-consideration buying stage (follow BookTok creators but haven't pre-ordered this title yet).
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- **Key insight**: They need to feel the addictive thrill of forbidden romance and FOMO from viral unboxings/reviews to impulse-click pre-order, triggered by short, visually hypnotic videos showing "swoon-worthy" hero moments tied to the book's shadow magic theme.
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## TACTICAL PLAN
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- **STEP**: Create 15 teaser TikTok videos (15-30s each) featuring AI-generated shadow magic effects over romance snippets read by the author, ending with Amazon pre-order link in bio.
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- **OWNER**: Agency (video editor)
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- **TIMELINE**: Phase 1 (Days 1-14)
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- **TOOL/PLATFORM**: CapCut for editing, TikTok for posting.
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- **STEP**: Run TikTok Spark Ads targeting "Sarah J. Maas" interest lookalikes, budgeting $0.50-$1.00 CPC, with pixel tracking to Amazon pre-order page.
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- **OWNER**: Agency (ads manager)
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- **TIMELINE**: Phase 2 (Days 15-45)
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- **TOOL/PLATFORM**: TikTok Ads Manager, Facebook Pixel (cross-tracked).
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- **STEP**: Partner with 10 mid-tier BookTok influencers (10k-50k followers, 5%+ engagement) for sponsored unboxing videos of ARC copies, requiring #EternalShadowsPreOrder hashtag and swipe-up link.
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- **OWNER**: VA (outreach and fulfillment)
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- **TIMELINE**: Phase 1 (Days 1-14 for outreach/ARCs ship); Phase 2 (Days 15-60 for posts)
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- **TOOL/PLATFORM**: Aspire.io for influencer discovery, ShipStation for ARC shipping.
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- **STEP**: Launch Instagram Reels crossposts from TikTok, plus 3 IG Stories daily with polls ("Team Hero or Anti-Hero?") linking to pre-order.
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- **OWNER**: Author (daily posts)
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- **TIMELINE**: Phase 2 (Days 15-90)
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- **TOOL/PLATFORM**: Instagram app, Linktree for bio link.
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- **STEP**: Weekly email nurture sequence to author's 5k subscriber list recapping viral TikToks and exclusive bonus chapter download upon pre-order proof.
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- **OWNER**: Agency (copywriter)
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- **TIMELINE**: Phase 3 (Days 46-90, weekly sends)
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- **TOOL/PLATFORM**: ConvertKit for emails.
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## CONTENT REQUIREMENTS
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- **Teaser Video Scripts**: 15 x 100-word scripts; TikTok format; agency writes (adapt book excerpts like "His shadow tendrils wrapped her heart").
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- **Influencer Brief Template**: 1 Google Doc (500 words); includes hook script, hashtags, disclosure rules; agency writes.
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- **Ad Creatives**: 5 static images (1080x1920px) + 3 video variants; Canva format; graphics of book cover with shadow overlays; VA creates using Canva Pro.
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- **Email Sequence Copy**: 4 emails (500 words each); ConvertKit HTML; themes tie to book’s "shadow realm betrayal"; agency writes.
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- **IG Stories Graphics**: 20 templates (1080x1920px); poll overlays; author customizes in Canva.
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## SUCCESS METRICS
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- **Pre-Order Sales**: Track via Amazon KDP dashboard; baseline 0 (pre-campaign); 90-day target 3,000.
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- **TikTok Video Views**: TikTok Analytics (organic + paid); baseline author's avg 5k/video; 90-day target 500k total.
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- **Conversion Rate from Link Clicks**: Google Analytics UTM on Linktree/Amazon; baseline 2%; 90-day target 8%.
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## RISK & MITIGATION
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- **Risk 1**: Low influencer engagement due to saturated BookTok space. **Mitigation**: Vet influencers via Aspire.io engagement scores >5% and test 2 micro-campaigns in Phase 1.
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- **Risk 2**: Ad account suspension from TikTok policy on "salesy" content. **Mitigation**: Use 80/20 value/entertainment ratio in creatives, pre-approve with TikTok Ads support.
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## BUDGET ESTIMATE
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$5,000-$8,000 (low: organic-heavy; high: scaled ads); single biggest cost driver: TikTok Spark Ads at $3,500 (70% of budget for 3.5M impressions).
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