💡 Copy this template or type
in your doc.
Draft this brief and share with your team to align the language you use for promotional campaigns, sales outreach, FAQ/Help content, etc.
Launching: [Name of product]
Provide an overview of features/value props of upcoming product launch.
Who is the intended user/audience?
Notes on any personas, usage patterns, opportunity sizing go here.
Internal motivation can help you craft your external messaging; why are we launching this?
What’s the one-sentence elevator pitch?
Are you going to proactively announce this? Or reactively manage inbound if users have questions? Both?
Where are you landing your launch message? Examples could be Press Release, Blog, Social Media, Sales Team, Support Team, etc.
📋 WHAT IS IT?
Fuller detailed version of what’s launching. Include GIFs & images here! If before/after matters, try to get an image of both!
🔧 HOW DOES IT WORK?
How do you access and use the feature? Any watch-outs or things that might be confusing?
Include GIFs & images here!
What questions can we get ahead of via our messaging? What do we need to have pre-answered for inbound questions?
🚧 RISKS & MITIGATION
Are we risking anything with this product launch or our go-to-market plan?
Articulate the risk here.
Explain how we are mitigating the risk here.
⌨️ DRAFT INTERNAL COMMS
How are you giving your team & company a heads-up about this launch? It may be a synthesis of the above!
📣 DRAFT EXTERNAL COMMS
Use this space to riff on your external messagingーwhether that’s draft email copy, social copy, etc.