Here’s a mock press release to show you how it all comes together:ĬIRCULERT APP ALERTS SHOPPERS WHEN THE PRODUCTS AND SERVICES THEY WANT BECOME AVAILABLE OR DROP IN PRICE
AMAZON BOOK TEMPLATE HOW TO
Customer quote - Create a fake quote by a fake customer, but one that sounds like it could be real.Go into enough detail to give them confidence it actually solves the problem. How the product/service works - Describe what a customer has to do to start using the product/service and how it works.Quote by leader in your company - Pick a leader in your company and make up a quote that talks about why the company decided to tackle this problem and (at a high-level) how the solution solves it.Give a brief overview of how it works, and then go through and talk about how it solves each problem you listed above. Solution paragraph - Describe how your product/service elegantly solves the problem.Keep this paragraph focused on the problems, and make sure the problems are ranked in descending order of how painful they are. Resist the temptation to start talking about your solution. Describe each problem briefly and talk about the negative impact of it. Problem paragraph - Lay out the top 3-4 (max) problems for the customers your product or service is intended to serve.Intro paragraph - Provide a crisp 3-4 sentences that reiterate and expand on the title with a little more detail on the customers served and what is being launched.Safety tip: If you add a date and then review your press release with an exec, they're likely to cache this date and think the product is going to actually ship on the date. Date - This is the date you could potentially launch the product.
Subtitle - The subtitle just frames the main announcement in a different way or provides another element of detail.You can browse company investor relation websites to get other examples of press release titles and subtitles. I like this general format: ANNOUNCES TO ENABLE TO. Title - This is a standard press release title.I hope these will help you get started working backwards from your own customers! I've added a few tips on writing each of the sections, and then included an example press release I wrote for a fictional product. Now, I do! Below is a basic template for the internal press release, a primary artifact of the Working Backwards process. All the examples I had were internal press releases I or others had written at Amazon. Whenever I talk to someone about the Working Backwards process used by Amazon to define new products the first thing I get asked is, "Do you have an example you can share?" Before now, I didn't.