Official skill · Marketing

Launch announcement copy set

v1.0.0 · Updated 4 November 2026

Writes a launch kit from one message house: blog intro, customer email, in-app message and social posts that say the same thing. Use it when A feature or product ships and customers or prospects should hear about it.

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When to use it

A feature or product ships and customers or prospects should hear about it
Launch copy from different people says different things

What you give it

What shipped and who it's for
Launch date, availability and price
Proof such as a beta result
Links to the feature and docs

What you get

A message house, a tier call, and matching blog, email, in-app and social copy with open items listed.

How it works

Build the message house Roof: one true, differentiating sentence (our default: under 20 words, the user as subject, "Clinic managers can now ..."). 3 to 4 pillars, each a distinct benefit. Under each pillar, its proof: a metric, a customer outcome, a quote. A pillar with no proof gets proof or gets cut. Then the facts: availability, price, limits. Every channel keeps the roof and pillars; only the format changes.
Decide the tier Match effort to expected impact (Pragmatic Institute's launch tiers; the pieces per tier are our default). Tier 1 (rare and strategic: a new product or category): every piece, plus a press release. Tier 2 (an incremental improvement worth some attention): blog, email, in-app, social. Tier 3 (a maintenance release): general communication only, such as an in-app note and a changelog line. Say which tier and why; don't write a blog post for a tier-3 change.
Write the blog intro 3 short paragraphs: the problem in the customer's words, what's new, how to try it today. Headline is the roof sentence or close to it.
Write the customer email Our default lengths: subject under 50 characters naming the capability, not "Big news". Body under 120 words, one CTA button that goes to the feature itself.
Write the in-app message Our default: title under 40 characters, body under 140 characters, one action. Shown only to users who can use the feature; say who should see it.
Write social posts LinkedIn: hook from the most specific pillar, 50 to 150 words (our default), link in the post. X: under 280 characters. Our default: 2 hashtags at most.
Check consistency Every piece names the feature the same way, states the same availability, and makes no claim outside the house.

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