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Case Study

Mental America

  • PPC, Website Design, Website Development
Our Mission and Services

About Mental America

Book Title: Mental America: 72 Observations from an Emergency Crisis Counselor

Author: Stuart Swain, Platform: Amazon

Genre: Non-fiction, Mental Health, Social Commentary

Stuart Swain’s Mental America delivers raw, first-hand insight from his work as a crisis counselor, presenting 72 sobering observations that shed light on America’s deteriorating mental health landscape. The book aims to raise awareness, inspire conversation, and offer a rare perspective from someone working inside the system.

Project Overview

The Challenge

Despite its relevance and urgency, Mental America was struggling to gain visibility in the crowded non-fiction and mental health book markets. As a self-published title on Amazon, it lacked the organic exposure needed to attract its intended audience.

Key Challenges:
  • Limited public awareness about the book’s message and author.
  • No existing digital infrastructure (website or email list).
  • No traffic funnel to convert awareness into Amazon sales.

Project Scope

To solve these issues, we proposed a two-pronged digital strategy to build visibility, generate traffic, and drive conversions:
  • Custom Landing Page
  • Pay-Per-Click (PPC) Campaign

Services Provided

Core Services

Timeframe

April 2025 - Present

Service

Custom Landing Page

Goals:
  • Educate visitors about the importance of Mental America.
  • Connect readers emotionally with the author and message.
  • Direct qualified traffic to the Amazon listing with high intent to purchase.
Key Features:
  • Clear headline and compelling hook.
  • Author bio emphasizing crisis counseling background.
  • Pull quotes from the book.
  • CTA button linking directly to Amazon.
  • Optional elements: testimonial carousel, video message, or free chapter download.
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Service

PPC

  • Google Search and Display Ads
  • Meta (Facebook and Instagram)
Targeting Strategy:
  • Mental health advocates, professionals, and concerned citizens.
  • Adults 25–65+ in urban/suburban regions.
  • Interests: therapy, healthcare reform, social justice, nonfiction books.
  • Retargeting visitors who don’t immediately convert.
Ad Creative:
  • Emotionally resonant copy:
    • “A crisis counselor’s wake-up call about America’s mental health.”
    • ”Warning this could happen to you”
    • “What’s really happening behind the scenes of the U.S. mental health system.”
  • Visuals: Book cover, bold text quotes, and optional short-form video.
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Expected Results

While early in deployment, projected results include:
  • Higher visibility through targeted impressions.
  • Boosted Amazon sales and rankings.
  • Stronger author brand and potential for future press/media.
  • A lead funnel for ongoing audience engagement (if list building is added

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