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# How to announce new features so that people actually notice
- URL: https://www.unbore.com/how-to-announce-new-features-so-that-people-actually-notice/
- Published: 2026-02-25T19:14:54.000Z
- Updated: 2026-03-01T15:34:32.000Z
- Description: I'm thrilled and honored to share this copywriting technique with you.
- Author: Shlomo Genchin
- Tags: Copywriting

Let’s imagine I’m a copywriter at Loom, the screen recording app.

Loom is releasing a new AI feature – the Filler Word Remover:

Click a button, and all the ‘umms’ and ‘uhhs’ disappear from your video.

My task is to announce this new feature.

## 1\. The Default

First, I start with the most obvious message:

![](https://storage.ghost.io/c/56/7c/567cd7c2-834c-4b5b-a024-a798f2ebbdf8/content/images/2026/03/1772379269357-sCFLRmqGFyWWwv3nrUGLLP-1.webp)

SaaS companies always start their announcements with “Great news!”

But what does it really mean? I asked GPT:

![](https://storage.ghost.io/c/56/7c/567cd7c2-834c-4b5b-a024-a798f2ebbdf8/content/images/2026/03/1772379269850-qDv4xbx4W1mqt793q5cJnQ.webp)

So, I guess unless my new feature can save orcas, it’s not *really* “great news!”  
Oh well. I’m left with:

![](https://storage.ghost.io/c/56/7c/567cd7c2-834c-4b5b-a024-a798f2ebbdf8/content/images/2026/03/1772379270359-wyXibfuNrTCDz5PzLMdj8A.webp)

The problem? “We’re thrilled.”

My readers should be thrilled, not me.

## 2\. Ask: So What?

I use the good old “So What” technique to figure out what my readers *actually* care about. It goes like this:

![](https://storage.ghost.io/c/56/7c/567cd7c2-834c-4b5b-a024-a798f2ebbdf8/content/images/2026/03/1772379270679-2W1xiZYm3LHr7YTJqPjRNV.webp)

Keep asking, ‘So what?’ until you find an unmet need. Or even better, find a specific behavior that comes from that need.

And here’s my new line.

![](https://storage.ghost.io/c/56/7c/567cd7c2-834c-4b5b-a024-a798f2ebbdf8/content/images/2026/03/1772379271045-t7S3tzUqexd8x44fE6Kb5f.webp)

Better. But to make it work, I need to demonstrate the feature, not just talk about it.

## 3\. Show and Tell

And here’s the result:

![](https://storage.ghost.io/c/56/7c/567cd7c2-834c-4b5b-a024-a798f2ebbdf8/content/images/2026/03/1772379271442-9xPQmoPZNWCzaj1A2LoNKt.webp)