A great way to think about framing your messaging is by starting out with a short paragraph outlining who you are talking to and why they should care or need your solution/product. At Atlassian, we often start with these questions: Is this how you want your product or service to be represented? Are you appealing to the right audience? This is a good framework for laying out this information and keeping it top of mind as you formulate your messaging. I'll make another pitch for creating an overall messaging house for your brand/product to be able to come back to over time and use as a launching point for specific features/GTMs. This is something that will make your job so much easier and not feel like you are starting from scratch each time you try to set up the messaging for a launch.