Referenced from press-release-faq guidelines
Short name for the product that the target customers will understand
Subheading: One sentence saying who the market is and what the benefit is
2–4 sentences that gives a summary of the product and the benefits. Should be self-contained so that a person could read only this paragraph and still understand the new product/feature.
2–4 sentences describing the problem that a customer faces, which this product solves. Tests your assumptions about the pain-points that you are addressing.
2–4 sentences, describing how the new product/feature addresses this problem. Tests your assumptions about how you are solving the pain-points.
1–3 sentences describing how someone can start using this product/feature (if it’s baked into the existing product, say this explicitly). Tests your assumptions about how easy the ramp-up is for your customers to take advantage of the new product/feature.
Internal quote: Someone within your company being quoted about what they like about the product/feature. Tests your assumptions about the value you are creating for your customers and how you position this product within your broader product offerings.
Customer Quote(s): a hypothetical customer saying what they like about the new product/feature. Tests your assumptions about how you want your customers to react to the new product/feature and your ideal customer profile. They should be doing something that they couldn’t do before, doing something much quicker and easier, saving time and effort, or in some other way making their life better. Whatever the benefit is, their delight in the benefit(s) should be exhibited in the quote. This should be multiple quotes from different customers if you have multiple profiles of ideal customers, example: mid-market and F50 customers.
1–2 sentences telling the reader where they can go next to start using the product/feature. Tests your assumptions about whether this is a feature that is automatically on, something they need to turn on, a beta-release, etc.