An app launch content kit for the story you are ready to tell.

Start with the problem, explain what changed and invite the right people to take a look. Use these five briefs to plan a launch sequence without turning every post into the same product pitch.

Choose a brief, add your product details, then copy or download the outline to work on with your team.

Five launch briefs to make your own

Add your product, audience and next step to personalize these reusable writing outlines. Your entries stay in this browser.

Launch invitationIntroduce the app and give one clear next step. 
Launch invitation
Reusable writing outline · fill in the brackets with verified product details.
Purpose: Introduce the app and give one clear next step.

Opening: Name the job the app helps [who this is for] do.
Context: Describe the moment that makes this job difficult.
Product: [product name] helps with [one real feature or change]. Use only a detail that is true today.
Invitation: [one next step]

Review before publishing: Is every product detail accurate? Does each slide add something useful? Is the call to action clear?
Problem and changeHelp a reader recognize the problem before you show the product. 
Problem and change
Reusable writing outline · fill in the brackets with verified product details.
Purpose: Help a reader recognize the problem before you show the product.

Opening: Ask a specific question about [who this is for]'s day-to-day work.
Before: Describe one workaround without exaggerating its cost.
Change: Explain how [product name] handles [one real feature or change] differently.
Invitation: [one next step]

Review before publishing: Is every product detail accurate? Does each slide add something useful? Is the call to action clear?
Feature walkthroughExplain one feature as a small sequence of actions. 
Feature walkthrough
Reusable writing outline · fill in the brackets with verified product details.
Purpose: Explain one feature as a small sequence of actions.

Opening: Start with the task [who this is for] wants to finish.
Step 1: Show what someone opens or enters in [product name].
Step 2: Explain what [one real feature or change] lets them do next.
Close: Invite the reader to [one next step].

Review before publishing: Is every product detail accurate? Does each slide add something useful? Is the call to action clear?
A useful question, answeredAnswer a real objection in plain language, then make the product relevant. 
A useful question, answered
Reusable writing outline · fill in the brackets with verified product details.
Purpose: Answer a real objection in plain language, then make the product relevant.

Question: Use a question people actually ask about this kind of work.
Answer: Give the clearest honest answer first.
Product detail: If relevant, explain how [product name] approaches [one real feature or change].
Next step: [one next step]

Review before publishing: Is every product detail accurate? Does each slide add something useful? Is the call to action clear?
Small lesson from buildingShare a decision, lesson or trade-off from building for your audience. 
Small lesson from building
Reusable writing outline · fill in the brackets with verified product details.
Purpose: Share a decision, lesson or trade-off from building for your audience.

Opening: State the specific decision or observation.
Why: Explain what you learned about [who this is for]'s needs.
What changed: Connect that lesson to [one real feature or change] in [product name].
Invitation: Ask what the reader thinks, or invite them to [one next step].

Review before publishing: Is every product detail accurate? Does each slide add something useful? Is the call to action clear?

  • Turn one brief into a reviewed carousel

    Outpaced helps you take a product idea through audience research, visual drafting, editing, review and scheduling.

    See the carousel creation workflow

  • Have a feature update instead?

    Use a changelog or release note as the source, then keep the final story useful to readers.

    Read the product update guide

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