Use this template when
- You're launching a new product, plan, or major feature.
- You can describe the problem in your customer's words.
- There's a clear next step: try it, book a demo, join a waitlist.
The template
Replace each bracket with your own material. Delete any line that doesn't fit your story.
[The problem, in the customer's words. One or two lines.] [What people do about it today, and why that's painful.] Today we're launching [product name]. [What it does, in one sentence without jargon.] [Two or three specifics: what it does, not adjectives.] → [Specific 1] → [Specific 2] → [Specific 3] [Who it's for, and who it's not for yet.] [The one next step, and where to find the link.]
A completed example
“I know the answer is somewhere in our Slack. I just can't find it.” We heard this in almost every customer call last year. Today people either search Slack for 10 minutes or just ask the question again. Today we're launching Recall. It answers questions from your team's Slack history and links you to the original thread. → Answers cite the exact messages they came from → It only searches channels you already have access to → Setup takes about five minutes, with no data team needed It's built for teams of 10–200. Enterprise controls are coming later this year. Free for 14 days. Link in the comments.
The customer quote does the job of the hook. Each arrow is a fact a buyer can check, and the “not for yet” line builds trust.
Tips
- Put the product name in the middle, not the first line.
- Replace every adjective with a fact.
- Say who it isn't for yet. It makes the rest more credible.
The example names, companies, and numbers are illustrative.