The trap with AI products is selling the technology instead of the outcome. Write the press release as if the AI were invisible - describe what the customer gets, then let the FAQ handle accuracy and trust.
- 01
Headline
One verb-driven line naming the customer or the change. Write it as a journalist would, not a tagline.
Example
Brief drafts your first-pass legal contracts in minutes, ready for a lawyer to refine.
- 02
Sub-headline
One sentence: who it's for and the outcome they get.
Example
For small businesses without in-house counsel, Brief turns a plain-English request into a solid draft.
- 03
The problem
Describe what the customer struggles with today - concrete and specific, before the solution.
Example
Small businesses either overpay for a lawyer on routine contracts or copy a risky template they don't understand.
- 04
The solution
Explain how the product solves the problem, in plain language a customer would understand.
Example
Brief asks a few questions, drafts a tailored contract, explains each clause in plain English, and flags what a lawyer should review.
- 05
Customer quote
A fictional but honest quote, present tense - it should only make sense if the product is genuinely good.
Example
I got a usable NDA in five minutes and understood every clause for the first time.
- 06
Customer FAQ
Answer what a real customer asks: price, how to start, what they need, how it differs from what they use now.
Example
Is it accurate? Brief produces a first draft, not legal advice - it always flags clauses for professional review and never claims to replace a lawyer.
- 07
Stakeholder FAQ
Answer the harder questions: build cost, the single biggest risk, why now, and what has to be true to succeed.
Example
Biggest risk? Trust and liability - one bad clause presented confidently is the failure mode. Accuracy and clear limits, not coverage, are the priority.
Generate a PR/FAQ from your idea
Skip the blank page. Answer a short guided interview and Working Backwards fills the whole thing in - free to start.
Start your PR/FAQ
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Working Backwards is an independent tool from The Resonance. It is not affiliated with, endorsed by, or sponsored by Amazon.com, Inc., Working Backwards LLC, or the authors or publisher of Working Backwards: Insights, Stories, and Secrets from Inside Amazon. Amazon, Kindle, Prime, Alexa, and AWS are trademarks of Amazon.com, Inc. or its affiliates, referenced only to describe the methodology’s origin. All other trademarks belong to their respective owners.