TCC Podcast #449: Product Marketing, Research and Copy with Grace Baldwin

I covered a lot of ideas in this episode with copywriter Grace Baldwin. We talked about product marketing, building an agency, conducting research (including one research technique you've never heard before) and the importance of community in growing your copywriting business. This is a good one. Click the play button below, or scroll down for a full transcript.   Stuff to check out: Grace's Newsletter The Copywriter Club Facebook Group The Copywriter Underground Research Mastery   Full Transcript: Rob Marsh: Hidden inside this podcast are a couple of ideas that will take your research game to another level… and I promise at least one of these you’ve never heard before.  This is The Copywriter Club Podcast. I’ve interviewed close to 350 different copywriters and close to another hundred or so other experts on this podcast over the past eight years. And you would think that by now, I’ve heard just about everything there is to learn or know about copywriting, research, persuasion, finding clients and the many other topics we talk about every week. Often the topics we cover are good reminders of things I already know but maybe don’t apply to my business the way I should. Other times I hear ideas that I have implemented and what we talk about is a confirmation that what I’m doing in my business is helpful to my clients. And yet, I am constantly surprised by new ideas, new ways to do old things, and new insights that guests share that have never occurred to me before. That happened as I was recording this episode. My guest today is my friend Grace Baldwin. Grace is a copywriter with a background in strategy and product development. She’s in the process of building her own design agency. Grace has constantly leveled up as she’s built her business, working with bigger clients, taking on bigger projects and helping to create more impact for the brands she works on. While we were talking, she shared one way she does brand voice research—something I have never heard other copywriters doing and something that has never occurred to me before… and yet it’s the kind of idea that may help you as you conduct research for your clients, especially if they are in early stages and don’t yet have a lot of customers to intervew or survey.  After hearing that, I shared my favorite research technique for getting a founder to share the features, benefits and other details about a product in a way that helps me capture these for my sales copy. If you want to hear either or both of these ideas, you’re going to have to listen to the rest of the podcast. Before we do that though, since one of the topics we touch on in this podcast is research, I want to share with you all of my research secrets… the 4:20+ research method that helps copywriters like you uncover the ideas and insights you need to write great sales copy. I’ve shared them all… more than twenty different techniques for capturing ideas, plus all of the questions I use to learn more about my client, their product, their customers and their competitors as well as the documents you need to capture your research and several tutorials on how to use A.I. to speed up your processes and even help with your research itself.  You can learn more about this unique resource at thecopywriterclub.com/researchmastery … research mastery is all one word. Check out thecopywriterclub.com/researchmastery. I’ll link to that in the show notes so you can easily find the link if you can’t type the URL into your browser right now… thecopywriterclub.com/researchmastery And now, my interview with Grace Baldwin. Hey, Grace,  Grace Baldwin: Hi Rob.  Rob Marsh: I am so excited to have you here, so let's let's start with your stories. You were in the think tank. We hung out so much together a few years ago, but it's been a little while. So catch me up and catch up our listeners. How did you get to be marketing consultant, copywriter for B to B, Tech brands,