Chapter 02
Product Documentation & Collateral
4-3 Weeks Before Launch
This is where you translate strategy into assets that your team can actually use. The goal is to create clear, comprehensive documentation that enables every team to do their job.
2.1 Feature Documentation
What you're creating: Detailed documentation of what you're launching and how it works.
Deliverables
→Feature overview (1-pager per major feature)
→Technical documentation
→Use case guides
→Integration guides (if applicable)
How to execute
1
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
2
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
3
Develop technical documentation
Work with Product/Engineering to create:·API documentation (if applicable)
·Integration setup guides
·Configuration instructions
·Troubleshooting guide
4
Create video walkthroughs
For each major feature:·90-second overview video
·3-5 minute deep-dive video
·Use professional voiceovers for consistency
💡Use Clueso to create product walkthroughs quickly. Record once, generate professional voiceovers, and create supporting articles automatically.
Who owns itProduct Marketing, Product Management
Tools neededNotion, Confluence, Clueso (for video creation)
Timeline1-2 weeks
2.2 Launch Deck Creation
What you're creating: A comprehensive presentation that tells your launch story.
Deliverables
→Internal launch deck (for team alignment)
→External launch deck (for customers/press)
→Sales presentation deck
How to execute
1
Build internal launch deck
Slide structure (15-20 slides):·1. Launch overview & timeline
·2. Strategic rationale (why now)
·3. Product positioning
·4. Target personas
·5. Key features & benefits
·6. Customer pain points solved
·7. Competitive positioning
·8. Go-to-market strategy
·9. Channel plan
·10. Success metrics
·11. Team roles & responsibilities
2
Create external launch deck
Slide structure (10-12 slides):·1. Problem statement
·2. What's changing in the market
·3. Introducing [product]
·4. How it works
·5. Key capabilities
·6. Customer stories/early results
·7. Demo/screenshots
·8. Pricing & packaging
·9. Getting started
·10. Q&A
3
Develop sales presentation
Slide structure (8-10 slides):·1. Discovery (pain point acknowledgment)
·2. The cost of the problem
·3. How others solve it (status quo)
·4. Our approach
·5. Demo
·6. Customer proof
·7. Implementation timeline
·8. Pricing
·9. Next steps
Who owns itProduct Marketing Manager
Timeline1 week
Tools neededFigma, Google Slides, Canva
2.3 Customer-Facing FAQs
What you're creating: Answers to questions customers will ask before, during, and after launch.
Deliverables
→Customer FAQ document (20-30 questions)
→Internal FAQ (including objection handling)
→Support team FAQ
How to execute
1
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?
2
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?)
3
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.)
·Example: Q: How long does implementation take? A: Most teams are up and running in under 30 minutes. Our guided setup walks you through configuration, and you can import existing data with one click.
4
Create internal FAQ with objection handling
Include:·All customer FAQs
·Plus: Tough questions sales might face
·Include: Recommended responses and positioning
Who owns itProduct Marketing, Product Management
StakeholdersSales, Customer Success, Support
Timeline3-5 days
2.4 Demo Video Scripts
What you're creating: Scripts for all video content you'll create around launch.
Deliverables
→90-second product overview script
→Feature-specific demo scripts (3-5 minutes each)
→Customer testimonial video script
→Launch announcement video script
How to execute
1
Write 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
2
Create feature demo 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
3
Develop launch announcement script
For launch day video:·Why we built this
·What makes it special
·Who it helps
·Available today (CTA)
💡Pro tip: Script format matters. Write the way people talk (conversational, not corporate), use short sentences, and include visual cues like [Show dashboard].
Who owns itProduct Marketing, Content Marketing
Timeline1 week
Tools neededClueso (for video creation), Google Docs
2.5 Product Screenshots & UI Assets
What you're creating: High-quality visual assets for all marketing materials.
Deliverables
→Clean demo environment screenshots
→Feature highlight images
→UI mockups for ads/social
→Before/after comparisons
→Annotated screenshots for documentation
How to execute
1
Set up clean demo environment:
·Remove any sensitive or dummy data
·Use realistic, compelling example data
·Ensure consistent branding
·Remove any clutter or notifications
2
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)
3
Create annotated versions
For help docs and training:·Add callouts highlighting key elements
·Number steps in sequential order
·Use consistent annotation style
4
Develop comparison images
Create before/after or side-by-side comparisons:·Old way vs. new way
·With feature vs. without feature
·Your solution vs. competitor
5
Design social media assets:
·Feature highlight cards (1080x1080)
·Quote cards (1080x1080)
·LinkedIn/Twitter images (1200x627)
Who owns itProduct Marketing, Design
Timeline1 week
Tools neededFigma, Clueso (for blur/annotation features), Canva
← PreviousPre-Launch Foundation
Next →Internal Enablement
