Feature Launch Playbook

Feature Launch Playbook

Turn a feature spec or product update into a complete launch kit — every asset you need to announce, from changelog to cold email insert. One input, all outputs.

Built for: PMMs or founders who ship features faster than they can write about them. The goal is to go from "feature merged" to "launch assets ready" in one session.

When to Use

• "We just shipped [feature] — help me launch it"
• "Write launch copy for [feature/update]"
• "I need a changelog entry, email, and LinkedIn post for [feature]"
• "Generate the full launch kit for [product update]"
• "Turn this feature spec into marketing assets"

Phase 0: Intake

Feature Context

1. Feature name — What are you launching?
2. One-paragraph description — What does it do? (Can be a Notion doc, PRD excerpt, or plain text)
3. Who benefits most? — Which ICP segment cares about this? (e.g., "growth teams running outbound")
4. Problem it solves — What was painful before this existed?
5. Key capability — The single most impressive thing it does (for the headline)

Launch Context

6. Launch tier — How big is this?
   • Tier 1 (Major): New product line, major feature, pricing change → Full launch kit
   • Tier 2 (Medium): Significant feature, new integration → Email + social + changelog
   • Tier 3 (Minor): Small improvement, bug fix → Changelog + social mention
7. Launch date — When does this go live?
8. CTA — What should the reader do? (Try it, book a demo, read docs, upgrade)
9. Visual assets available? — Screenshots, GIFs, demo video URL?

Tone & Voice

10. Brand voice — Technical/developer, conversational/founder-led, enterprise/professional?
11. Any messaging to avoid? — Competitor names, specific claims, regulated language?

Phase 1: Core Messaging (Foundation)

Before generating assets, define the messaging foundation:

Feature Positioning Block

HEADLINE: [Outcome-driven, not feature-driven]
  Bad: "Introducing Advanced Filtering"
  Good: "Find your best leads in seconds, not hours"

SUBHEAD: [What it is + who it's for]
  "[Feature name] lets [audience] do [capability] so they can [outcome]."

PROOF POINT: [Metric or before/after comparison]
  "In beta, [customer] saw [X% improvement / saved X hours]."

CTA: [Single clear action]
  "[Try it now / See it in action / Book a demo]"

Phase 2: Generate Launch Assets

Asset 1: Changelog Entry

## [Feature Name] — [Date]

[1-2 sentence summary: what + why it matters]

**What's new:**
- [Capability 1]
- [Capability 2]
- [Capability 3]

**Who it's for:** [ICP segment]

[CTA button text] → [link]

Asset 2: Email Announcement

Subject line options (pick 1, A/B test if possible):
A: [Outcome-driven] — e.g., "Your [workflow] just got 10x faster"
B: [Curiosity-driven] — e.g., "We built the thing you've been asking for"
C: [Direct] — e.g., "New: [Feature Name] is live"

---

Hi [First Name],

[1-sentence hook tied to their pain point]

Today we're launching [Feature Name] — [1-sentence description of what it does].

Here's what this means for you:

- [Benefit 1 — outcome, not feature]
- [Benefit 2]
- [Benefit 3]

[Social proof line if available: "Teams like [Customer] are already using it to [result]."]

[CTA: Try it now / See it in action / Reply to learn more]

[Signature]

P.S. [Urgency or bonus — e.g., "Available on all plans" or "Early access for the next 48 hours"]

Asset 3: LinkedIn Post (Founder Voice)

Generate 3 variants:

Variant A: Story-driven

[Hook: personal story or observation about the problem]

[2-3 lines on why this matters]

Today we shipped [Feature Name].

Here's what it does:
→ [Benefit 1]
→ [Benefit 2]
→ [Benefit 3]

[Social proof or early result]

[CTA — soft: "Check it out" or "Link in comments"]

Variant B: Contrarian/hot take

[Hot take about the problem or industry norm]

[2-3 lines on why the status quo is broken]

So we built [Feature Name] to fix it.

[How it works in 2-3 bullets]

[CTA]

Variant C: Customer-proof-driven

[Customer result or quote as hook]

[Context on what they were doing before]

[Feature Name] made this possible:
→ [Capability that drove the result]

[CTA]

Asset 4: Twitter/X Thread

Tweet 1 (hook):
[Announcement + outcome claim in <200 chars]
🧵

Tweet 2:
The problem: [Pain point in ICP language]

Tweet 3:
What we built: [Feature description + screenshot/GIF]

Tweet 4:
Key capabilities:
- [Bullet 1]
- [Bullet 2]
- [Bullet 3]

Tweet 5:
[Social proof or early result]

Tweet 6:
[CTA + link]

Asset 5: In-App Banner / Notification

Headline: [6-8 words max]
Body: [1 sentence, 15 words max]
CTA button: [2-3 words]
Dismiss: "Maybe later"

Asset 6: Internal Sales Enablement One-Pager (Tier 1 only)

# [Feature Name] — Sales Enablement Brief

## What It Is
[2-3 sentences]

## Who Cares
- [Persona 1]: [Why they care]
- [Persona 2]: [Why they care]

## Talk Track
"[Suggested pitch — 3-4 sentences a rep can use on a call]"

## Objection Handling
| Objection | Response |
|-----------|----------|
| "[Common objection]" | "[Response]" |

## Discovery Questions
- "[Question that surfaces the pain this solves]"
- "[Question that qualifies for this feature]"

## Competitive Context
- [Competitor X]: [Does / doesn't have this]
- [Competitor Y]: [Their approach vs ours]

## Resources
- Demo video: [link]
- Docs: [link]
- Customer story: [link]

Phase 3: Launch Checklist

Generate a launch checklist based on the tier:

Tier 1 (Major Launch)

• Changelog entry published
• Email announcement sent to [segment]
• LinkedIn post published (founder account)
• Twitter thread published
• In-app banner configured
• Sales team briefed (enablement doc sent)
• Docs/help center updated
• Demo video recorded
• Product Hunt post scheduled (if applicable)
• Partner/integration notifications sent

Tier 2 (Medium Launch)

• Changelog entry published
• Email announcement sent
• LinkedIn post published
• In-app notification configured
• Docs updated

Tier 3 (Minor)

• Changelog entry published
• Social media mention
• Docs updated

Phase 4: Output

Save all assets to clients/<client-name>/launches/[feature-slug]/:

• launch-kit.md — All assets in one document
• checklist.md — Launch checklist with owner assignments

Cost

Tools Required

None. Pure reasoning skill. Works with any LLM agent.

Trigger Phrases

• "Generate launch assets for [feature]"
• "We just shipped [feature] — write the launch copy"
• "Run the feature launch playbook for [feature]"
• "Turn this spec into launch-ready content"