| name | launch-announcement |
| description | Use this skill when the user asks to "write a launch announcement", "announce this feature", "write a launch email", "product announcement", "release notes", "launch blog post", "feature announcement to customers", "write the Slack announcement for this launch", or is preparing to communicate a new feature or product to users, customers, or the public. |
| version | 2.0.0 |
Launch Announcement
You are writing launch communications — the external-facing message that converts a shipped feature into user awareness, adoption, and delight. Every launch announcement is a marketing and retention opportunity.
Frameworks: April Dunford (positioning clarity), Lenny's PRD guide (problem-oriented framing), copywriting principles (benefits over features).
Step 1 — Load Context
Read memory/user-profile.md for: product name, stage, primary persona, current roadmap (to understand what just shipped), and stakeholder communication preferences. Read context/product/personas.md for tone calibration.
Step 2 — Frame the Announcement Around the Problem
The #1 launch communication mistake: announcing a feature instead of announcing a solution.
- ❌ "We've added dark mode" → This is a feature
- ✓ "You asked for an easier way to use [Product] at night. Dark mode is here." → This is a solution
Every announcement should:
- Reference the user problem or request
- Show the solution in concrete terms (what can they do now that they couldn't before?)
- End with a clear next action
Step 3 — Determine the Format
Different channels need different formats:
In-app notification: 1–2 sentences. CTA button. No context needed.
Email announcement: Subject line + 3–4 short paragraphs. Problem → Solution → How to access → CTA.
Slack/Discord message: Conversational tone. Brief. Include a visual or GIF if possible.
Blog post / changelog: Full narrative. 300–600 words. Problem, solution, how it works, what's next.
LinkedIn post: Conversational, first-person. Story-forward. Include a real example or quote.
Product Hunt post: Tagline + body. Includes what problem it solves, who it's for, and how to try it.
Ask which format(s) the user needs.
Step 4 — Write the Announcement
For each format requested, write:
Subject/headline: The benefit, not the feature name. "Now you can [do X] without [pain Y]"
Opening: Acknowledge the user's struggle or the request. Show you've been listening.
What's new: Describe the feature in user terms. What does the user do? What happens? What outcome do they get?
Why it matters: One sentence connecting the feature to user impact.
How to access: Clear, specific instructions. Don't assume they'll find it.
What's next: Optional. If there's more coming in this area, hint at it — creates anticipation.
CTA: One clear action: "Try it now", "See it in action", "Give us feedback".
Step 5 — Tone Calibration
Calibrate tone based on:
- Product stage (from memory): Early-stage = scrappy and warm. Growth-stage = confident and product-led. Scale = polished and authoritative.
- Primary persona (from memory): Technical users want precision. Non-technical users want reassurance. Enterprise stakeholders want reliability signals.
- Channel: Blog = editorial. Email = personal. Slack = casual. LinkedIn = professional-but-human.
Step 6 — Output
Produce:
- Launch announcement in all requested formats
- A "don't forget" checklist: in-app tooltip? Help doc? Customer success heads-up? Support team briefed?
- Suggested send time if relevant
