Nick Ali

First, is there product market fit? Does the product solve a big enough pain point customers are willing to pay for it? If not sure, it's time to talk to some potential customers and find out. Second, assuming there is PMF, look at how competitors are messaging. You don't want to be like them. But, it might give you ideas. It is about understanding what product features and benefits excite customers. Third, test out different messaging. A low cost test might be running some social or search ads and seeing if there is any clickthrough. Assume you want to get 100% correct the first time.

Here are recommendations: 1. Keep it in one main "document" whether it's a wiki page, Excel, Powerpoint, or Word file with sections for feature and/or product launches. 2. Make sure the main document has a ToC, preferably one that is automatically generated. 3. If one document becomes too overwhelming, split off the low level details into separate "documents." * Link to the separate documents from the main document. * Link from the separate documents to the main document as well. * Keep all the documents in the same folder or directory. It's a lot easier for tools to search through a bunch of files in one place than looking all over the network (and it's faster and less frustrating).

Before launching, work with someone or a company in your developer community to build something interesting with the features. Document the process, put the code up on Github if possible. Make it part of the messaging. It's gives developers a real example of why they should care about the launch. The slack channels, and other push marketing like corporate / engineering blogs, developer docs and portals, release notes, office hours, newsletters, and podcasts are table stakes now. No one buys the "we are used by all this famous tech companies" because someone signed up for a free account messaging. If you want to be developer-first, literally put the developers up front. Promote the developers and their companies and the work they are doing with your products.