Launch Guide

End-to-end product launch execution guide covering platform submissions, visual asset preparation, copywriting, and launch day coordination.

When to Use

• Preparing a Product Hunt submission (name, tagline, description, tags, first comment)
• Planning what screenshots to take and how to annotate them
• Writing launch copy for blogs, social media, and email
• Coordinating a multi-platform launch day
• Creating a launch checklist and timeline

Phase 1: Gather Launch Information

Ask the user for all required launch details using this structured intake:

Required Fields

Additional Context to Gather

• Target audience and ideal user persona
• Top 3 differentiators vs. existing products
• Pricing model (free, freemium, paid)
• Demo URL, video, or live playground
• Launch date and timezone
• Any existing landing page or repo

Phase 2: Product Hunt Submission

Filling Out the Form

Name (12-40 chars): Use the actual product name. Short, memorable, no tagline in the name field.

Tagline (up to 60 chars): One sentence that communicates the core benefit. Formula: [Action verb] + [outcome] + [differentiator]

Tagline examples:

• "Ship games faster with a Bevy-inspired ECS engine for Zig"
• "AI-powered code review that catches bugs before your team does"
• "Turn screenshots into annotated tutorials in seconds"

Links: Add all relevant links:

• Primary product URL (required)
• App Store / Google Play / Steam / Amazon links
• GitHub repo (if open source)

Description (up to 500 chars): Answer: "What's new or different compared to existing products? Which features make it stand out?"

Structure: [Problem] → [Solution] → [Key differentiator] → [Who it's for]

Launch tags: Select up to 3 tags that match the product category. Pick the most specific tags available. Broad tags like "Productivity" have more competition.

First comment: Post immediately upon launch. This is essential to start the discussion. See references/first-comment-templates.md.

Gallery Assets (Product Hunt)

Product Hunt allows up to 8 images/videos. Recommended gallery order:

1. Hero image: Product in action, clean UI, main value prop as text overlay
2. Problem/solution: Before/after or pain point → resolution
3. Key feature 1: Annotated screenshot with callouts
4. Key feature 2: Annotated screenshot with callouts
5. Key feature 3: Annotated screenshot with callouts
6. Demo GIF or video: 30-60 second walkthrough
7. Social proof: Testimonials, metrics, logos
8. Pricing or CTA: How to get started

Phase 3: Screenshot and Visual Asset Strategy

What Screenshots to Take

Capture these categories:

Hero shots: Clean, full-screen product UI showing the main value. Remove distracting browser chrome. Use a clean desktop wallpaper if showing desktop app.

Feature highlights: One screenshot per key feature. Show the feature in use, not just a settings panel. Include realistic data, not lorem ipsum.

Workflow sequences: 3-4 screenshots showing a complete task from start to finish. Number them or add step labels.

Before/after: Side-by-side comparison showing the problem state and the solution state.

Results/output: Show what the user gets — the report, the generated code, the final design, the dashboard with real metrics.

Screenshot Best Practices

• Use 1270x760px or 2x (2540x1520px) for Product Hunt
• Clean up notifications, bookmarks bar, messy tabs before capture
• Use realistic data — fake data looks fake
• Consistent window size and zoom level across all shots
• Light mode preferred for readability (unless product is dark-themed)

Annotating Screenshots

Add annotations to guide the viewer's eye:

• Numbered callouts (1, 2, 3) pointing to key UI elements
• Brief labels (2-5 words) explaining what each callout shows
• Highlight boxes around important areas
• Arrow or pointer to draw attention to a specific element
• Text overlay at top or bottom for context

Tools for annotation: Figma, Cleanshot X, Shottr, Skitch, or browser-based tools like Markup Hero.

Creating Annotated Screenshots

Workflow for each screenshot:

1. Take a clean screenshot at proper resolution
2. Open in annotation tool
3. Add a colored highlight box around the key area
4. Add a short text label (e.g., "Real-time collaboration")
5. Optionally add a step number if part of a sequence
6. Export as PNG at 2x resolution
7. Keep consistent annotation style (same colors, fonts, sizes)

Phase 4: Launch Copy

Blog Post Structure

Title: Introducing [Product] — [Tagline]

## The Problem
[2-3 paragraphs on the pain point]

## Introducing [Product]
[What it does and why it's different]

## Key Features
### [Feature 1]
[Screenshot + explanation]

### [Feature 2]
[Screenshot + explanation]

### [Feature 3]
[Screenshot + explanation]

## How It Works
[Walkthrough with annotated screenshots]

## Get Started
[CTA + links]

Social Media Announcements

X/Twitter (single tweet): [Emoji] Launching [Product] today on @ProductHunt! [Tagline]. [Link] #LaunchDay

X/Twitter (thread): See the product-launch-announcement-writer skill for full thread templates.

LinkedIn: Professional framing. Lead with the problem in your industry. Include a screenshot. End with a question.

Email to list: Subject: "Introducing [Product] — [Benefit]". Keep it personal. Include one clear CTA.

Phase 5: Launch Day Execution

Launch Day Checklist

Before launch (24-48 hours):

• All screenshots taken and annotated
• Product Hunt submission drafted (schedule if possible)
• Blog post written and ready to publish
• Social media posts drafted for all platforms
• Email drafted and segmented
• Rally supporters — DM friends, communities, supporters

Launch morning:

• Publish Product Hunt listing (12:01 AM PT for full day visibility)
• Post first comment immediately
• Publish blog post
• Send email blast
• Post on X/Twitter
• Post on LinkedIn
• Post in relevant communities (Slack, Discord, Reddit, HN)

Throughout the day:

• Respond to every Product Hunt comment within 30 minutes
• Engage with social media replies
• Share updates and milestones ("We just hit #5 on Product Hunt!")
• Thank supporters publicly

After launch (24-48 hours):

• Write a thank-you post with results
• Share learnings and metrics
• Follow up with new users
• Plan next launch or feature announcement

Timing Guidelines

• Product Hunt: Launches at 12:01 AM PT. Submit early for full day.
• X/Twitter: Best engagement 9-11 AM or 6-8 PM ET
• LinkedIn: Tuesday-Thursday, 8-10 AM local time
• Email: Tuesday-Thursday, 10 AM recipient's local time
• Reddit/HN: Early morning US time (6-9 AM ET)

Output Format

After gathering all information, produce:

1. Product Hunt submission — all form fields filled and ready to paste
2. Screenshot shot list — specific screenshots to capture with annotations
3. Blog post draft — full launch blog post
4. Social media posts — platform-specific announcements
5. Launch day checklist — time-sequenced execution plan
6. First comment draft — for Product Hunt discussion

For detailed first comment templates and examples, see references/first-comment-templates.md.

For the Product Hunt form field reference and tag list, see references/product-hunt-form-guide.md.

Related Skills

• product-launch-announcement-writer — detailed announcement copy and platform templates
• community-growth-specialist — post-launch community engagement
• lead-research-assistant — identify influencers and early adopters

Sources

• Product Hunt Launch Guide
• Product Hunt Best Practices
• Indie Hackers Launch Strategies