Marketplaces have two customers. Write the press release for the side you'll struggle most to acquire, and let the FAQ address the cold-start problem head-on.
Amazon sometimes wrote two PR/FAQs for a marketplace - one per side. If your two sides want very different things, do the same.
- 01
Headline
One verb-driven line naming the customer or the change. Write it as a journalist would, not a tagline.
Example
Bench connects local woodworkers with buyers who want furniture that lasts.
- 02
Sub-headline
One sentence: who it's for and the outcome they get.
Example
For people who'd rather buy from a maker than a big-box store, Bench makes it as easy as ordering online.
- 03
The problem
Describe what the customer struggles with today - concrete and specific, before the solution.
Example
Great local makers are invisible online, and buyers who want handmade furniture can't find or trust them.
- 04
The solution
Explain how the product solves the problem, in plain language a customer would understand.
Example
Bench verifies makers, handles payments and delivery logistics, and gives buyers a trusted way to commission or buy in stock.
- 05
Customer quote
A fictional but honest quote, present tense - it should only make sense if the product is genuinely good.
Example
I went from a three-month waitlist of word-of-mouth to a steady book of orders I can actually plan around.
- 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
How do you handle trust? Verified makers, escrowed payments, and buyer protection on every order.
- 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? Cold start - supply has to be dense enough in a metro before demand is worth turning on. Launch city by city, not nationally.
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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