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Start with the customer, then work backwards

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PR/FAQ template

Communicate and collaborate with stakeholders.
so-so
Draft a future-thinking press release for a product launch, then add a collaborative
FAQ
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to equip your team with the most pertinent information.
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Copy this template
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Press release (PR)

Heading

Name the product in a way the reader (i.e. your target customers) will understand. (Short name)

Subheading

Describe the customer for the product and what benefits they will gain from using it. (One sentence only)

Summary

Start with the city, media outlet, and your proposed launch date. Give a summary of the product and the benefit. (2-4 sentences)

Problem

This is where you describe the problem that your product is designed to solve. Make sure that you write this paragraph from the customer’s point of view. (2-4 sentences)

Solution

Describe your product in some detail and how it simply and easily solves the customer’s problem. (2-4 sentences, but for more complex products, you may need more than one paragraph.) Illustrations and embeds from Miro, Figma, etc are a plus! Type /embed to see your options.

Quotes & getting started

Add one quote from you or your company's spokesperson and a second quote from a hypothetical customer in which they describe the benefit they are getting from using your new product. Describe how easy it is to get started, and provide a link to your website where customers can get more information and get started. (1-3 sentences)

Internal quote
“Add a quote here”

Customer quote
“Add a quote here”

Getting started

Describe how to start using this product/feature. (1-3 sentences)


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Frequently asked questions (FAQs)

info
Add new questions that external customers or the internal team members may ask once the product is launched.
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Add FAQ
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Clear sample FAQs
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FAQ
Proposed response
Upvote
Added by
1
What is the price?
It’s only $50!
1
Adam Davis
2
How do I get it?
Add response here
John Scrugham
3
How does it work? (You are likely to have multiple versions of this question that cover different aspects of the customer experience.)
Add response here
CB
Colin Bryar
There are no rows in this table
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If you’re the type of person who likes to see a template fully filled out, here’s a good example:
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View Sample PR · Working Backwards | How write-ups help launch successful products like AWS, the Kindle & Prime Video
Long-time Amazon executive and former chief of staff to Jeff Bezos shares some tips and templates for creating your own Working Backwards PR/FAQs.
coda.io
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