The Copywriter Club Podcast - Episode #449: Product Marketing, Research and Copy with Grace Baldwin

Host: Rob Marsh
Guest: Grace Baldwin
Release Date: May 27, 2025

Introduction

In Episode #449 of The Copywriter Club Podcast, host Rob Marsh welcomes Grace Baldwin, a seasoned copywriter with a strategic edge in product development and a burgeoning design agency. Over the course of their conversation, Grace shares invaluable insights into building a successful branding agency, innovative research techniques, and the synergy between copy and design.

Grace's Journey into Copywriting and Agency Building

Grace Baldwin's path to becoming a prominent copywriter was somewhat serendipitous. She discovered her passion for writing flyers and invitations during high school, which seamlessly transitioned into a professional career.

Grace (04:48):
"I became a copywriter on accident, like most people on the show. I never imagined copywriting would be my career, but it started with writing flyers in high school."

After college, Grace moved to Amsterdam, delving into various niches within B2B technology, including ed tech, e-commerce tech, and finally space tech. This diverse experience laid the foundation for her current endeavor: building her own branding agency.

Defining the Vision: "Planet Tech"

Grace's agency focuses on "Planet Tech," encompassing innovative technology sectors such as agriculture, space, and climate technology. Her aim is to assist these companies in telling their unique stories, emphasizing deep innovation and meaningful impact.

Grace (05:39):
"The vision for our agency is to work with truly innovative technology companies—what we call Planet Tech—covering areas like agriculture, space, and climate technology."

Client Acquisition and Building Presence

Grace attributes her initial client acquisition to active participation in Facebook groups related to copywriting. Joining these communities allowed her to network and secure her first clients, laying the groundwork for her freelance career before transitioning to a full-time agency owner.

Grace (06:53):
"I found my first clients through Facebook groups, connecting with people and offering my services. This grassroots approach was instrumental in getting started."

As her reputation grew, Grace leveraged LinkedIn to share content and attract clients organically.

LinkedIn Strategy: Authenticity and Expertise

Grace emphasizes a no-fuss approach to LinkedIn, where she shares ideas and insights as they occur, establishing herself as an expert dealing with significant industry challenges.

Grace (08:13):
"Whenever an idea occurs to me, I share it. It’s about being authentic and demonstrating expertise by addressing real problems."

This strategy contrasts sharply with the often templated and superficial content prevalent on LinkedIn, positioning her as a thought leader who offers genuine value.

Branding Process: Positioning, Messaging, and Personality

Grace outlines her agency's comprehensive branding process, which she refers to as the "brand stack." This involves three core components:

1. Positioning Strategy: Understanding the business's unique placement in the market.
2. Personality and Perspective: Developing a brand archetype and a clear point of view.
3. Presentation: Aligning visual design with the established message and positioning.

Grace (13:15):
"We call it the brand stack, consisting of positioning strategy, personality, and presentation. This ensures that our branding is cohesive and aligned with our strategic goals."

Unique Research Method: Using Podcasts for Customer Insights

One of the standout insights Grace shares is her unconventional research method: leveraging peer-to-peer podcasts to understand customer perspectives. This approach allows her to gain authentic insights without the bias often present in direct client interviews.

Rob (00:00):
"...she shared one way that she does brand voice research, something that I have never heard another copywriter do..."

Grace (13:35):
"I'm a big fan of using podcasts for voice of customer research. It reveals deeper values and genuine focuses that might be missed in direct interviews."

This method proved transformative for her clients, enabling more accurate and impactful message crafting.

Integrating Copy and Design: Collaboration and Strategy

Grace highlights the importance of integrating copy and design from the outset to ensure a unified brand message. By collaborating closely with her design partner, she ensures that both elements support and enhance each other strategically.

Grace (19:15):
"Once we pick a direction, my design partner works his magic, and I create the brand voice guide. We ensure everything is aligned before presenting to the client."

This integrated approach prevents the common pitfalls where copy and design operate in silos, leading to a more cohesive brand identity.

Transitioning from Copywriter to Strategist

Transitioning from a pure copywriting role to a strategic advisor was a natural progression for Grace, influenced by her in-house experience and continuous learning.

Grace (25:09):
"Working in-house taught me how businesses operate, and deep diving into conversion copywriting principles enabled me to leverage strategy effectively."

She emphasizes that there are no shortcuts to becoming a strategist; it requires consistent practice and real-world experience.

Importance of Community and Continuous Learning

Grace underscores the significance of community in her professional growth. Engaging with masterclasses, subcontracting for experienced copywriters, and participating in masterminds have been pivotal in honing her skills and expanding her expertise.

Grace (28:00):
"Mastermind groups and subcontracting for other copywriters have been essential. It’s about learning from those a few steps ahead and continuously evolving."

This collaborative mindset fosters continuous improvement and keeps her agency at the forefront of industry trends.

Personal Insights: Running and Discipline

Outside of her professional life, Grace is an avid runner, currently training for her first ultramarathon. She draws parallels between endurance sports and the discipline required in business, emphasizing the importance of pacing and resilience.

Grace (30:31):
"Running has taught me to slow down, pace myself, and avoid burnout—lessons that are directly applicable to managing a business."

This dedication to personal growth translates into her professional ethos, fostering a balanced and sustainable approach to agency building.

Challenges of Being an Expat in Copywriting

Grace candidly discusses the challenges of being an expatriate copywriter, including cultural adjustments and feelings of isolation. However, she finds solace in building local communities and embracing new cultural insights, which enrich her creative process.

Grace (38:45):
"Moving abroad comes with a sense of loneliness, but building community and immersing myself in the local culture has been rewarding and inspiring."

Her international experience broadens her perspective, allowing her to infuse diverse cultural elements into her branding strategies.

Closing Thoughts and Future Plans

Looking ahead, Grace is eager to expand her agency, focusing on delivering exceptional results and building a recognizable brand in the "Planet Tech" sector. She remains committed to continuous learning and sharing her journey through her LinkedIn and Substack newsletter.

Grace (40:14):
"I'm excited about building our agency, focusing on great work, and delivering awesome results. It’s about leveling up in new ways."

Rob concludes the episode by inviting listeners to connect with Grace through her newsletter and LinkedIn, while also promoting his own Research Mastery course for enhancing research skills in copywriting.

Key Takeaways

1. Innovative Research Techniques: Leveraging podcasts for authentic customer insights.
2. Integrated Branding Strategy: Aligning copy and design from the beginning.
3. Community and Continuous Learning: The importance of engaging with fellow professionals.
4. Personal Discipline Reflects Professional Success: Applying lessons from endurance sports to business.
5. Authenticity in Branding: Avoiding greenwashing by staying true to the brand's core values.

Notable Quotes

• Grace (08:57):
  "I like that approach because it immediately suggests that you're the expert working on big problems. And I think when people read it, they're like, 'Oh, I have that problem.'"

• Grace (21:03):
  "Copy is how you shape your messaging. It’s about strategy incarnate, leading the crusade."

• Grace (26:21):
  "Experience helps, but there are no shortcuts. You learn by doing it over and over."

• Grace (32:22):
  "Hard things don't get easier, but your strength to do hard things increases."

Further Resources

• Grace Baldwin's Newsletter: Documenting her journey and learnings.
• Grace on LinkedIn: Sharing insights and updates on her agency's progress.
• Rob's Research Mastery Course: Enhancing research skills for better copywriting. thecopywriterclub.com/researchmastery

Listen to the full episode here to dive deeper into Grace Baldwin's expertise and strategies for successful product marketing and branding.