The Product Launch Announcement Kit
产品发布公告的三种写法
同一次发布,给客户、给社交媒体、给公司内部的三段文字回答的是三个不同的问题,不能只换字体就复用。这份模板给出三段可以直接照抄填空的范文——客户邮件、社交帖、内部通知——每段后面配一句『大家最常写错的地方』。读完你能在一小时内写完一次发布所需的全部文案,而且知道每一句为什么这么写。
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One launch, three audiences. The email your customers get, the post you put on social, and the note you send inside the company are not the same announcement in different fonts — they answer different questions. Below are three short models you can copy and fill in, each followed by a note on the one thing people get wrong. The product in the examples is a new mobile app for sending invoices.
VERSION 1 — CUSTOMER EMAIL Subject: Send an invoice from your phone, starting today Hi Anna, You can now create and send invoices from the Bean Craft mobile app. No laptop, no spreadsheet. It takes about forty seconds. It is free on your current plan. Update the app and look for the new button on the home screen. If anything feels off, just reply to this email. — The Bean Craft team
Customers do not care that you shipped something. They care what changed for them, so the subject line names the benefit, not the release. Notice there is no version number, no list of engineering credits, and no phrase like "we are excited to announce." Every sentence either tells the reader what they can now do, or tells them the one thing to tap. Keep the whole email under a hundred words.
VERSION 2 — SOCIAL POST We kept hearing the same thing from freelancers: the invoice gets written three days late, because the laptop is at home. So we built it into the phone. Open the app, pick a client, send. Forty seconds. Live today for everyone on a paid plan. Link below — and tell us what we got wrong. #invoicing #freelance
A social post has to survive without a subject line, so it opens with a problem the reader recognises instead of a product name. The structure is simple: the pain, the fix, the proof of speed, and the call to action. Asking what you got wrong sounds risky, but it invites replies, and replies are what make a post travel. Never post the same text you emailed.
VERSION 3 — INTERNAL NOTE Team: mobile invoicing is live as of 9am. Support, the help article is here, and the top question will be about offline drafts — a draft syncs as soon as the phone reconnects. Sales, it is included in every paid plan, so it is not an upsell. Marketing goes out at noon. Ping me before you send a customer anything that contradicts this.
The internal note exists so that nobody in your company learns about the launch from a customer. Give each team the one line it needs to act on, name the thing that will go wrong, and say who to ask. Write it before the customer email, not after. Then keep all three versions in one document, so that next time you fill in the blanks instead of starting from an empty page.