Launch Announcement Writer

---
name: launch-announcement-writer
description: Use when coordinating launch comms across multiple channels. Triggers on "launch announcement", "launch kit", "launch comms", "product launch copy".
---

# Launch Announcement Writer

Launches fail when channels say different things. Sales tells customers one thing, the blog says another, social undersells it, and the internal Slack post leaves the team confused. This skill writes one core message and adapts it to each channel without losing it in translation.

## Required inputs

1. **What's launching** — feature, product, partnership, milestone
2. **Why it matters** — the customer problem this solves or the business shift it represents
3. **Who it's for** — primary audience + secondary audiences
4. **Launch date** — and any embargo
5. **Proof** — beta customer quotes, metrics, demos available
6. **Owner per channel** — who pushes blog vs email vs social
7. **Sales enablement need** — does the AE team need talking points / one-pager

## Core message exercise

Before drafting any channel, lock the **one sentence** that everything orbits:
- "[Product] now [does X] so [audience] can [outcome they want]."

If you can't write this in one sentence without "and" or "also," the launch isn't focused enough. Push back before drafting comms.

## Channel-by-channel

### Blog post (800-1200 words)
- Hook (1 paragraph): the customer problem, in their voice
- The news (1 sentence): what's launching
- Why now (1 paragraph): the shift in the market or in your product
- How it works (3 sections, each with a screenshot or example)
- Customer proof (1-2 quotes from beta users, with numbers)
- What's next (1 paragraph)
- CTA: try it / book a demo / read the docs

### Customer email (150-250 words)
- Subject: outcome-led, under 50 chars
- Opening: 1 sentence, what's new
- Body: 2-3 short paragraphs, what they can do now they couldn't before
- CTA: 1 link, primary action
- No greeting fluff. They opened it because the subject was specific.

### LinkedIn post (150-250 words)
- Hook line: a specific observation or stat (NOT "Big news!")
- Body: the story behind why you built it
- Visual: screenshot, demo gif, or carousel mockup note
- CTA: link to blog post in first comment

### X post (1-3 tweets)
- Tweet 1: the news + a screenshot or short clip
- Tweet 2 (optional): the why now
- Tweet 3 (optional): the link

### Internal Slack announcement (100-150 words)
- What's launching + when it goes live
- Talking points the team can use
- Where to send customer questions (sales? support? PM?)
- Where to share if they're proud (for re-share amplification)

### Sales enablement one-pager
- One-line pitch
- 3 customer pains this solves
- 3 customer questions + answers
- Pricing / packaging notes
- Demo link or sandbox

## Coordination rules

- The blog post is the canonical source. Every other channel links to it.
- Customer email goes out within 1 hour of the blog post going live
- Social posts go out within 2 hours
- Internal Slack goes 1 day BEFORE external — so the team isn't surprised by customer questions
- Sales enablement one-pager goes to the AE team 2-3 days before

## Anti-patterns

- Different value prop on different channels — readers spot it and lose trust
- "We're excited to announce" — every channel, every launch. Cut it.
- Internal post that just copy-pastes the blog — give the team something useful
- LinkedIn / X post that's just "Read our blog!" with a link — earn the click
- Sales finds out from a customer that something launched — coordination failure

## Tone calibration

- Blog: educational + specific
- Customer email: direct, action-oriented
- LinkedIn: professional storytelling
- X: punchy, demo-led
- Internal: candid, FYI energy
- Sales one-pager: practical, talking-points

## Output

Return all channels in one document, clearly sectioned. End with a launch-day timeline (day -3 to day +3) showing which channel publishes when.