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How to Write a New Product Announcement, Step by Step

Chris Velasco
Tuesday, 4th Apr 2023
How to Write a New Product Announcement

Contrary to what you might think, successful new product announcements don’t focus on the product.

Instead, they’re tailored to the needs and aspirations of their target audience.

That makes writing them harder than you would imagine.

And, since a new product announcement is your product’s first interaction with its target users, you must get it right the first time. You won’t get a second chance to make a good first impression.

That’s why, in this article, you’ll learn:

  • What a new product announcement is.
  • The benefits of making new product announcements.
  • The step-by-step process of writing a successful new product announcement.

Let’s get started.

Table of Contents


What is a New Product Announcement?

A new product announcement is a statement in the form of an email, blog article, social media post, or another medium that introduces a new product to the market. It’s used to announce to the market that a new product is launching. 

how to write a new product announcement

A new product announcement typically includes details such as features, benefits, pricing, and availability of the new product. The primary goal of the announcement is to inform the market, but you can also use it to arouse curiosity and create excitement about the new product, too.

Advantages of Making New Product Announcements

Generally, a well-crafted new product announcement that targets the right audience through various channels brings attention to the new product. It also helps generate sales interest before it hits the market.

There are other benefits to writing and publishing a new product announcement as part of the product launch. These include:

  1. Increasing awareness around your company and its other products.
  2. Motivating your employees and preparing them for the extra business.
  3. Giving you a better estimation of the expected demand so you can adequately prepare.
  4. Attracting investors and partners.
  5. Creating a positive image of the company and boosting its reputation.

A new product announcement gives the market something positive to talk about your company. This can help lift demand for your other products and boost sales.

How to Write a New Product Announcement, Step By Step

What’s one common trap for inexperienced marketers when writing a new product announcement?

Assuming that the product announcement is an opportunity to advertise. 

That’s false because advertising is primarily about the company. In contrast, successful new product announcements put the target customer first.

They publicize a new product and don’t advertise it. While they may sell, that should not be their primary goal. It must be to notify the market that a new product will soon launch.

When you approach a new product announcement from this perspective, the tone and content of the announcement changes. You assume the posture that you must answer the question “What’s in it for my audience?” before your audience can wonder “What’s in it for me?”

With that said, let’s discuss the process of writing a new product announcement, taking it step by step:

1. Understand Your Audience

To ensure a successful new product announcement, consider the needs and interests of your intended audience. Understanding what matters to them allows you to tailor the announcement accordingly. 

Before you sit down to write the new product announcement, ask yourself these questions:

  • What do the product’s target users care about? 
  • How can I make this announcement relevant to them?
  • What is it about the new product that prospects might want to know?

To answer these questions, look at your buyer persona(s) for the new product. A buyer persona in marketing is a fictional profile that characterizes your ideal customer. It represents the type of consumer who is likely to buy your new product, backed by audience research.

buyer persona example

Buyer persona example via Clutch

Before you write a statement to announce your new product to the world, re-familiarize yourself with your buyer persona for the new product. Read up on their characteristics, needs, goals, and motivations. 

Visualize your buyer personas and get to know the new product’s target users well. With a clear understanding of the people that will be buying your new product, put yourself in their shoes. Imagine their thoughts and feelings and consider what they may expect to see in a new product announcement.

Now you’re ready for the next step:

2. Get to Know the Product

You should not announce a product you aren’t familiar with. As far as the new product is concerned, this announcement is your opportunity to make a great first impression. 

If you’re writing this product announcement, you’re probably a marketer or copywriter. So, you may not know this product as intimately as the people who designed it and those who made it. To write a successful new product announcement, you want to make sure you know the product inside-out.

To do that, interview the people who made or designed the product. For instance, gather around a table with the engineering team or the product designers and pick their brains. As you talk to them, keep the customer in mind. Ask the questions they would ask. This allows you to gather all relevant information about the product including:

  • Features.
  • Functions.
  • Benefits.
  • Pricing. 
  • Availability. 

Ask yourself these questions:

  • What specific benefits does this product have for buyers?
  • What differentiates this product from what’s already on the market?
  • When will the new product be available to buy?
  • Where can buyers buy the product?
  • How much will the product cost?

Make sure you know all the technical aspects and every detail that needs explaining in the announcement. Knowing all these facts before making an announcement helps to prevent miscommunication and confusion among your audience.

In addition to researching features and pricing for a new product announcement, consider any additional resources related to using the product such as user guides and installation instructions. Having these documents ready ahead of time can save readers from having to search around online.

Anticipate the actions potential buyers may take after reading your announcement. That allows you to provide resources, information, and guidance they may need.

When you know your audience and the new product well enough, the new product announcement literally writes itself.

3. Craft an Engaging Headline

Crafting an engaging headline is an integral part of writing a successful new product announcement. The key is to create a headline that captures your audience’s attention and encourages further investigation of the product:

  • Construct a succinct title that plainly conveys the purpose of the announcement. Avoid using jargon or buzzwords that may confuse readers, as well as long sentences that are hard to read. 
  • Focus on highlighting the benefits of the product or service you’re announcing instead of focusing solely on features. This will enable readers to instantly recognize what they can gain from it.
  • Consider the choice of words you use when crafting your headline. Try using action verbs like “discover”, “unlock”, or “transform” rather than passive language like “experience” or “learn about.” 
  • Including keywords related to your industry can help boost visibility on search engine results pages (SERPs).
  • Ask questions that pique curiosity. By posing intriguing questions within headlines, brands can generate interest in their products without giving too much away.
  • Adding numbers to titles can add clarity and specificity. 

Remember, the headline’s task is to call attention to the new product announcement and reel in your target users.

With the right words, you can draw attention to your product announcement and make it stand out from the crowd. 

4. Write a Compelling Introduction

Along with the headline, the introduction is key to grabbing your audience’s attention and getting them to read your product announcement.

A compelling introduction is creative and engaging while providing an overview of the product in question. 

It’s critical that you get to the point fast. There’s no need to use a fancy hook or tell a story. Lead with a quick overview of the main benefits your product or service offers. The benefits tell prospective buyers at a glance what’s in it for them.

how to write a new product announcement

I love the introduction in the announcement for the new Google Pixel Watch. It’s one sentence long, yet after reading you aren’t left wondering why you should care. It’s written in an active voice and focuses on the benefits rather than the features.

This new product announcement example is crafted with the audience in mind. It has a sales message, but because it’s so subtle, you still feel like you’re the hero of the announcement.

4. Include All the Necessary Details

The body of the announcement gives you the opportunity to go into more detail on the new product’s features, benefits, pricing information, availability dates, and more.

how to write a new product announcement

Customers need these details so they know exactly what the value is of your product – especially when there are multiple options already available on the market.

how to write a new product announcement

Finally, potential customers will want to know when the new product will be available for purchase and where it will be sold. By laying out all the relevant information clearly in your new product announcement post, you’ll ensure readers have everything they need. Ultimately, you want to make sure there are no unanswered questions.

FAQs – How to Write New Product Announcements

How do you structure an announcement?

A new product announcement must have a headline, introduction, and body. The body must also include sections on the benefits the new product offers, availability information including the release date and its stockists, and pricing. 

Why is it important to introduce new products?

A new product announcement formally introduces a new product to the market, which removes room for speculation and rumors that can lead to misinformation. When done right, a new product announcement can help build anticipation for the new product and generate sales demand.

How do you write an announcement for a new product?

A new product announcement must focus on the buyer and not the product. It must seek to inform, not to sell. To make sure your announcement is truly about the audience, put yourself in their shoes and imagine what they may expect from it. Instead of hyping the product’s features, translate them into customer benefits.

Conclusion

Successful new product announcements aim to inform, first. Of course, they may incidentally sell by highlighting the product’s benefits to new users, but this isn’t the ultimate goal. Instead, the overarching goal is to give your users all the information they need to understand why the product is perfect for them.

Put yourself in the shoes of your audience and imagine how you might introduce the new product in a way that lays out all the pertinent details about it. If you follow these tips and make the announcement truly about the audience, it’s possible to both announce the new product and create demand for it at the same time.

Written by Chris Velasco

See more from Chris Velasco
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