One of the most awkward sales moments I’ve ever had started with good news. A prospect asked if we had iOS support. I said yes—confidently.
He checked the App Store on the spot. “Last updated: three years ago.”
Silence.
It didn’t matter that the app was stable, low-maintenance, or lightly used. What mattered was the signal. And what he saw was abandonment.
From that day on, I asked the team to push an update every month—even if it just said “minor bug fixes.” Because in product, perception is part of the pitch.
Here’s what that moment taught me: your changelog isn’t just for users. It’s part of your go-to-market stack.
Changelogs = Proof of Life
Customers, investors, and prospects check update history the same way they check LinkedIn profiles. If it looks dormant, they assume it is. Frequent, visible updates build confidence. They signal care, activity, and commitment—without saying a word.
Release Notes Are Underrated Content
A solid change log tells a story: what you’re fixing, what you’re building, who you’re listening to. When done right, it’s roadmap, support doc, and marketing asset all in one.
Use human language. Mention the “why.” Don’t just write “UI improvements”—say, “Streamlined alert filtering after feedback from early SOC teams.”
Make It Part of the Motion
Automate the habit. Release feeds should go to:
- Your status page
- Your blog or changelog hub
- A Slack channel for sales and CS
- The App Store or Chrome Web Store, even for minor patches
And yes, even if it’s just a bug fix.
Small Updates = Big Signals
The fix may be trivial, but the message is not. “We’re here. We’re shipping. We’re paying attention.”
That’s what the client sees. That’s what they remember.
If your product is alive, let it look alive. One line of release notes can do more for your GTM than a hundred slides.
Read more: Writing Release Notes Users Actually Read (and Click Through)
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