Grace Baldwin 🦴

Trying to get into the NYC marathon is worse than trying to get a Taylor Swift ticket.

Thank you for sharing the 5calls resource! This is amazing!

Woooooo marathons!!! Which one are you running?

The solution? Give your creative partners tools they can actually use: concise brand language guides and focused creative briefs.

I *promise* that making things simpler will make your life easier.

I've seen countless marketing teams spend months perfecting 30+ page messaging documents that make everyone internally happy. But when it comes to execution, these behemoths become roadblocks rather than roadmaps.

Want to know why great internal messaging often turns into mediocre external copy?

Most companies are doing the handoff all wrong.

Hi, I'm Grace. I'm a senior copywriter that helps founding product marketing managers wrangle their messaging and turn it into stories.

Looking for help this year with websites or on-brand copy with a personality? Shoot me a DM and I can tell you more.

It's worth investing time in your headlines.

After all, they're your company's first impression. 🤝

Great headlines do more than sell. They show your commitment.

To quote Bob Bly: "Each [headline] promises to give you specific, helpful info in return for the time you invest in reading the ad and the money you spend to buy the product."

5️⃣ Explain your POV
Creating a category or have a bold POV? Make a statement. Use prompts like "You Could," "You Should," and "You Shouldn't Have To."

Example: Webflow's "Your site should do more than look good."

4️⃣ Make your offer clear
In a crowded, well-developed market, make an irresistible offer.

Example: Cognism's "We help EMEA revenue teams connect with decision-makers who matter the most."

3️⃣ Explain your value and differentiator
Does your audience know what they want and are evaluating solutions? Show what makes you different.

Example: Storylane's "Build killer product demos in 10 minutes"

2️⃣ Sell a dream
If your audience already understands the problem, make them salivate over the solution. Show them the promised land they want to reach.

Example: Campfire's "Super simple group chat, without a subscription."

1️⃣ Touch on a pain
Show your audience you understand what they really want. Touch on their pain and tease a solution.

There are countless headline formulas, but to write something that really stands out, you need to know how to think about them.

Here are 5 frameworks I've picked up over the last 8+ years as a copywriter.

5 headline types every product marketer should know:

Your headline is what makes or breaks your web page. It's what grabs attention. Without attention, you can't nurture anyone to conversion.

After spending the last 3 weeks traveling across 9 different time zones and three different climates I've gotta say... it's pretty nice to be back at my desk.

Let's do this. 💪

I saw a cybertruck IRL for the first time yesterday.

It was blocking an entire intersection during rush hour.

I used to say “I’ll sleep when I’m dead” and now if I get less than 9 hours I’m non-functional for two days.

second one

My library just delivered 7 books that I've been waiting on for months.

Can I get them all done before the January due date?

Sounds like it's time to close my laptop and get to work.

Elf!!

Someone told me I am funny today and I’ll be riding that high for at least the next 16 hours.

Can confirm that this song continues to slap AND makes for a really good tempo run soundtrack.

I think I'm going to start documenting more of my marathon journey over here.

Running has been the greatest teacher in my life. I want to bring that joy to others.

Sorry boss, can't work today. Too busy refreshing my #BerlinMarathon account page to see if I made it in.

I can tell I moved abroad before my prefrontal cortex finished developing because I sure as hell did NOT think about international retirement taxation when I decided to uproot my life for a boy at 22.

Just had my first block on here. 🥳🥳🥳

I used to be fine on 5 hours of sleep. Now if I don’t get 9 I’m useless.

Startups: don’t wait to build your brand.

Your reputation, your tech, and your team are three of the most valuable assets you own.

If you want an acquisition, make sure all aspects are set up for success. 🥳