Product Documentation & Collateral

Deliverables

Product overview & feature documentation (1-pagers + use case guides)

Technical documentation

Product demo videos

Launch decks (internal, external, sales)

Customer & internal FAQs

Customer onboarding guide + feature adoption checklist

Product screenshots & UI assets

Who owns itProduct Marketing

Supported byProduct, Engineering, Content, Design

Tools neededNotion, Clueso (for videos), Figma, Canva or Google Slides

3.1 Feature Documentation

What you're creating: Detailed documentation of what you're launching and how it works.

Create feature overview documents

For each major feature/capability:

What it is: 2-3 sentence description
Who it's for: Primary persona
Why it matters: Customer problem it solves
How it works: 3-5 step walkthrough
Key benefits: 3-4 bullets
Availability: Pricing tier, rollout timeline

Write use case guides

Create 3-5 scenario-based guides:

"How to use [feature] for [specific use case]"
Include screenshots, step-by-step instructions
Add expected outcomes and success metrics

Develop technical documentation

Work with Product/Engineering to create:

API documentation (if applicable)
Integration setup guides
Configuration instructions
Troubleshooting guide (Symptom → Diagnosis → Solution → Prevention format)
Knowledge base articles (How to access → configure → use → common use cases → best practices)
Known issues & workarounds doc
Quick reference guide for internal teams (common Qs, where to find docs, escalation criteria, key contacts)

3.2 Launch Deck Creation

What you're creating: A comprehensive presentation that tells your launch story.

Build internal launch deck

Slide structure (15-20 slides):

Launch overview & timeline
Strategic rationale (why now)
Product positioning
Target personas
Key features & benefits
Customer pain points solved
Competitive positioning
Go-to-market strategy
Channel plan
Success metrics
Team roles & responsibilities

Create external launch deck

Slide structure (10-12 slides):

Problem statement
What's changing in the market
Introducing [product]
How it works
Key capabilities
Customer stories/early results
Demo/screenshots
Pricing & packaging
Getting started
Q&A

Develop sales presentation

Slide structure (8-10 slides):

Discovery (pain point acknowledgment)
The cost of the problem
How others solve it (status quo)
Our approach
Demo
Customer proof
Implementation timeline
Pricing
Next steps

Pair the sales deck with:

Pre-demo checklist (what to know about the prospect before walking in)
Demo flow customizable for different personas
Feature highlights & talking points per slide
Common "gotcha" moments and how to navigate them
Strong close & next-steps script

Include:

Elevator pitch (2-3 sentences)
Ideal customer profile
Key differentiators
Common objections & one-line responses
Pricing at a glance
Competitive comparison (one row vs. each top alternative)
Resources & links (demo video, case studies, security docs)

How to train sales reps to use this is covered in Chapter 4.

3.4 Customer-Facing FAQs

What you're creating: Answers to questions customers will ask before, during, and after launch.

Gather questions from all sources

Sales team: What do prospects ask?
Customer Success: What do existing customers wonder?
Beta users: What confused them?
Product team: What do they anticipate?

Categorize questions

Organize into:

Product & Features (What is it? How does it work?)
Pricing & Packaging (How much? What's included?)
Implementation (How do I get started? How long?)
Integrations & Compatibility
Security & Compliance
Availability (When? Who can access?)

Write clear, concise answers

Format:

Question (using customer language)
Short answer (1-2 sentences)
Detailed answer (if needed)
Link to resource (help doc, video, etc.)

Create internal FAQ with objection handling

Include:

All customer FAQs
Plus: tough questions sales might face
Recommended responses using the Acknowledge → Bridge → Answer → Confirm framework:

Acknowledge: "Many of our customers came from [Competitor]…"

Bridge: "What they found was…"

Answer: [Your differentiation]

Confirm: "Does that make sense?"

3.5 Customer Onboarding Guide & Adoption Checklist

What you're creating: A step-by-step plan CS hands to new customers, plus a checklist to track activation.

Build the onboarding guide

A 4-week plan customers can follow themselves:

Week 1: Introduction & setup (account creation, first login, basic config)
Week 2: First use case implementation (run one real workflow end-to-end)
Week 3: Advanced features (integrations, automations, team setup)
Week 4: Optimization & best practices (review, refine, scale)

Build the feature adoption checklist

Milestone-based, used by both customer and CS to track progress:

Pro tipUse Clueso to create short walkthrough videos for each onboarding step — customers complete onboarding faster when they can watch instead of read.

3.6 Product Demo Videos

What you're creating: The video assets that bring your product to life across launch channels — from website hero sections to sales calls to social posts.

The 3 videos to produce before launch:

90-second product overview - the headline video for your landing page and launch announcement
Feature deep-dive videos (3-5 min each) - one per major feature, used in help docs, sales follow-ups, and onboarding
Launch announcement video - short, founder-led, used on launch day across email and social

Write the 90-second overview script

Structure:

Hook (0-5 sec): The problem
Context (5-15 sec): Why it matters now
Solution (15-45 sec): What you built
Demo (45-75 sec): Show it in action
CTA (75-90 sec): Next steps

Write feature deep-dive scripts

For each major feature (3-5 min):

Introduction (what you'll show)
The problem this solves
Step-by-step walkthrough
Key benefits highlighted
Real-world use case
Next steps

Write the launch announcement script

For launch day video:

Why we built this
What makes it special
Who it helps
Available today (CTA)

Record and produce the videos

Keep it simple: a clean screen recording, a clear voiceover, and tight editing will outperform an over-produced video every time.

Write the way people talk (conversational, not corporate)
Use short sentences
Include visual cues in scripts - [Show dashboard] or [Zoom in on feature]
Use professional voiceovers for consistency across videos
Time each section

Pro tipUse Clueso to record once and automatically generate polished voiceovers, captions, zoom-ins, and supporting help articles, cutting production time from days to minutes.

Making Tasteful Screen Recording Videos

3.7 Product Screenshots & UI Assets

What you're creating: High-quality visual assets for your documentation, help articles, and launch collateral.

Set up clean demo environment

Remove any sensitive or dummy data

Use realistic, compelling example data
Ensure consistent branding
Remove any clutter or notifications

Capture key screenshots

For each feature, capture:

Full-screen view
Focused view of key UI elements
Mobile view (if applicable)
Different states (empty, populated, success, error)

Create annotated versions

For help docs and training:

Add callouts highlighting key elements
Number steps in sequential order
Use consistent annotation style

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