The Copywriter Club Podcast: Episode #459 Summary
Title: How to Sell Strategy with Kristen Vanderhoek
Host: Rob Marsh
Release Date: August 5, 2025
Introduction
In episode #459 of The Copywriter Club Podcast, host Rob Marsh welcomes Kristen Vanderhoek, a seasoned copywriter specializing in brand strategy. The conversation delves deep into Kristen's journey from a political staffer to a strategic copywriter, her unique approach to selling strategy, and the frameworks that set her apart in the industry.
Kristen's Journey into Copywriting
Kristen Vanderhoek shares her unconventional path to becoming a copywriter. Initially passionate about stories and history, Kristen found herself navigating various roles before discovering her affinity for strategic communication.
"I've always been one of those people who loves stories." (03:28)
Her career began on Parliament Hill in Ottawa, Canada, where she worked as a political staffer. This experience honed her communication and storytelling skills, laying the foundation for her future in copywriting.
"There’s a lot of communications in that role and certainly a lot of storytelling." (05:00)
After nearly 14 years in government relations and advocacy for the aerospace industry, Kristen yearned for independence and a desire to work with smaller, more creative businesses. This led her to transition into freelance copywriting in 2019.
"I really am quite independent, first of all. And I really love small businesses." (07:45)
Transition to Working with Small Businesses
Making the leap from large institutions to small businesses posed significant challenges. Kristen recounts how her initial clients came through her personal network, especially subcontracting for a local marketing agency in Ottawa.
"Those first connections were really actually all out of my personal network." (08:40)
This phase was instrumental in teaching her essential business development skills, which were not part of her formal training.
Finding Initial Clients and Business Development
Kristen emphasizes the importance of leveraging personal connections to secure initial projects. Subcontracting not only provided steady work during the tumultuous COVID-19 period but also allowed her to learn from experienced professionals.
"Being able to do subcontracting work really allowed me to learn from people who were doing the thing I wanted to do very directly." (09:48)
Selling Strategy to Clients
A significant portion of the discussion focuses on the challenge of selling strategic services to clients primarily seeking deliverables like emails, websites, or launch plans. Kristen explains that clients often do not initially recognize the value of strategy in ensuring the effectiveness of these deliverables.
"Clients want the deliverables and the benefits of the strategy, but they don't always connect the two." (00:28)
She highlights that strategy involves high-level decision-making about brand vision, mission, values, and positioning, which then informs the specific copy and content creation processes.
"Strategy is about decision making. It's about figuring out, you know, from a business perspective, what are we doing, where are we going, and how does that connect to these marketing decisions that we're making." (22:48)
Building Partnerships and Relationships
Kristen advocates for building relationships with other service providers, such as designers and specialized copywriters, to offer comprehensive solutions to clients. She underscores the importance of aligning processes and values to ensure smooth collaborations.
"She really, really values strategy. She, like, she says all the time how much easier it makes her life and how much more she enjoys the design work because she's got clarity around what she's trying to do from a design perspective." (36:37)
Rob Marsh echoes this sentiment, advising copywriters to foster trust-based relationships with designers who complement their strategic approach.
The Brand Home Framework
One of the standout segments of the episode is Kristen’s introduction of her proprietary Brand Home Framework. This model likens building a brand to constructing a house, emphasizing a structured approach:
- Heart: Foundation comprising the brand’s why, vision, mission, and values.
- Orientation: Positioning and external factors influencing the brand.
- Message: Storytelling elements like archetypes, personality, and key messages.
- Emblems: Visual elements such as logos, typography, and color schemes.
"Brand strategy is about decision making. It’s about figuring out... how does that connect to these marketing decisions that we’re making." (22:48)
Kristen explains that this framework ensures a balanced and comprehensive brand development process, preventing clients from prioritizing aesthetics over foundational strategy.
"Building a brand is a little bit like building a house. Nobody starts building a house by choosing the paint colors." (39:13)
Making Deliverables Premium
Kristen discusses the significance of presenting deliverables in a premium manner to enhance client perception and value. By integrating high-quality visuals and maintaining a cohesive brand narrative, she ensures that her work stands out and resonates emotionally with clients.
"The way that something is presented creates an instinctive feeling... It creates an emotional reaction that is very intuitive." (48:45)
This approach not only amplifies the perceived value of her services but also justifies premium pricing.
Reflections and Lessons Learned
Towards the end of the episode, Kristen reflects on her entrepreneurial journey. She admits to overengineering her offerings in the early stages and emphasizes the importance of embracing imperfections and iterative improvements.
"If I could go back and do it differently, I would try to just be a little bit more open handed... Let the mess be a mess." (55:50)
Her advice to aspiring copywriters is to remain patient, allow processes to evolve naturally, and focus on continuous learning and adaptation.
Conclusion and Contact Information
Rob wraps up the episode by highlighting key takeaways, such as the importance of strategic frameworks and premium deliverables. He encourages listeners to connect with Kristen through her website for further insights.
For more information or to collaborate with Kristen Vanderhoek, visit cursoraninc.com.
Notable Quotes:
- Kristen Vanderhoek: "Clients want the deliverables and the benefits of the strategy, but they don't always connect the two." (00:28)
- Kristen Vanderhoek: "I really love small businesses." (07:45)
- Kristen Vanderhoek: "Building a brand is a little bit like building a house." (39:13)
- Rob Marsh: "When you share the Copywriter Club Podcast, your friends will thank you." (58:21)
This episode offers valuable insights for copywriters aiming to enhance their strategic offerings and build meaningful partnerships. Kristen Vanderhoek's structured approach and emphasis on premium deliverables provide a roadmap for elevating copywriting services in a competitive market.