A simple, but often overlooked asset in your launch plan 👇
An internal FAQ 📄
It’s a simple doc, and a great way to enable cross-functional teams without having to always be in the room.
➕ You can use it after your launch to handle ongoing questions as people start to sell and support your new product / feature.
➕➕ Instead of relying purely on a messaging document that some people (wink wink sales) may never use, you can include that info as part of your FAQ document to get more eyes on it.
You can also answer more nuanced questions, like:
❓ How do I position our pricing on this?
❓ How do I explain this to existing customers?
❓ What plans is this availability on vs not?
❓ When will future capabilities like x,y, and z be added?
❓ How do we handle X, Y, Z objection?
When creating these in the past, I’ve typically:
➡️ Worked on them in partnership with product. You’ll need their help answering many of the questions that come.
➡️ Always started by seeding the document with answers to obvious questions.
➡️ Included a video answer or walk through for the ones needing a more in-depth explanation.
➡️ Added a section at the bottom where people can add new questions and @mention, or they can ping me in Slack.
➡️ Grouped the questions and added a table of contents at the top to make it easy to search.
The last time I talked about this, Amanda Groves shared a great tip:
“As you facilitate internal enablement via team trainings…capture actual questions and responses (whether verbal or in zoom chat) and use that as a basis for building out an authentic FAQ.”
Try adding this to your launch toolkit. It’ll help you and the rest of your org feel more prepared heading into your launch and save you time when you inevitably get hammered with questions.
Instead of answering each question one-by-one in Slack, you can just reference your FAQ doc and keep directing people back to the source.
#productmarketing #readyforlaunch #productlaunch
PS. Looking to up-level your product launches? Check out Ready for Launch - the PMM’s guide to product launches.
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