TRANSCRIPT 🔗
WEBVTT
00:00:00.049 --> 00:00:03.125
I think that's key to creativity, is people feeling comfortable and safe and-
00:00:03.126 --> 00:00:03.528
Yeah
00:00:03.587 --> 00:00:05.019
And accepted by each other.
00:00:10.115 --> 00:00:15.005
We're back, everybody, and I am here with Jorie Mark from Life Extension.
00:00:15.010 --> 00:00:21.812
Jorie signed up to do a interview here for Marketers Managing, the mini-series of the Marketers Barely Managing podcast.
00:00:22.076 --> 00:00:24.981
But we're managing this week 'cause we're at Content Marketing World.
00:00:25.178 --> 00:00:27.777
Jorie, thank you so much for joining me on these microphones.
00:00:27.867 --> 00:00:28.762
I am thrilled to be here.
00:00:28.765 --> 00:00:29.618
Thank you for having me.
00:00:29.667 --> 00:00:30.830
I'm so thrilled to have you.
00:00:30.839 --> 00:00:32.829
And how has the conference gone for you so far?
00:00:32.829 --> 00:00:33.694
Have you been enjoying yourself?
00:00:33.750 --> 00:00:34.610
Absolutely.
00:00:34.631 --> 00:00:34.713
It's great.
00:00:34.716 --> 00:00:35.393
Tell me a little bit.
00:00:35.393 --> 00:00:36.142
Yeah, what's going on?
00:00:36.142 --> 00:00:37.332
What are you liking most about it?
00:00:37.363 --> 00:00:38.957
So the keynote was great.
00:00:38.957 --> 00:00:40.215
It was Procter & Gamble.
00:00:40.276 --> 00:00:40.518
Oh.
00:00:40.722 --> 00:00:41.225
Awesome.
00:00:41.255 --> 00:00:48.914
And it was really inspiring and really focusing on how AI is a tool, but why the human touch is so important.
00:00:48.929 --> 00:00:49.302
Mm.
00:00:49.350 --> 00:00:57.036
I think it's a refreshing last year, I was at the conference last year, and the keynote was how to create your doppelganger using AI.
00:00:57.042 --> 00:00:57.051
Yeah.
00:00:57.055 --> 00:00:58.488
And I was cringing.
00:00:58.506 --> 00:01:08.697
I did get it later, but the idea of creating a doppelganger of me that could create like me so I could no longer be me- Yeah … scared me.
00:01:08.746 --> 00:01:15.197
This was a lot better because it really explained just how much human creativity is necessary to connect with humans.
00:01:15.308 --> 00:01:16.391
Thank you for bringing that up.
00:01:16.411 --> 00:01:23.194
You and I were talking about that yesterday- Yes, yeah … and I remember the doppelganger thing, and I remember I was like, "No thank you very much."
00:01:23.230 --> 00:01:23.781
Yes.
00:01:23.781 --> 00:01:23.790
Yeah.
00:01:24.039 --> 00:01:30.334
And I was looking around last year, and I'm like, "Is anybody else outraged? I'm freaking out." And people are just nodding.
00:01:30.347 --> 00:01:31.164
That's so cool.
00:01:31.200 --> 00:01:33.921
But I did talk to people afterwards, and they did say that, yeah, that was-
00:01:33.921 --> 00:01:34.649
They felt it too.
00:01:34.649 --> 00:01:35.376
Yeah, yeah.
00:01:35.376 --> 00:01:37.090
They were like, "Mm, maybe not. Maybe not."
00:01:37.090 --> 00:01:37.111
Maybe not.
00:01:37.358 --> 00:01:38.941
You know, you're bringing up a great point.
00:01:39.028 --> 00:01:41.521
Obviously AI is in the air.
00:01:41.736 --> 00:01:41.777
Yes.
00:01:41.777 --> 00:01:43.364
There are sessions about AI.
00:01:43.778 --> 00:01:46.507
You know, I actually use AI a bit.
00:01:46.507 --> 00:01:46.522
Sure.
00:01:46.522 --> 00:01:50.248
I mean, getting ready for this conference, I did some brainstorming with AI.
00:01:50.260 --> 00:01:50.281
Yes, yes.
00:01:50.281 --> 00:01:52.771
And that's all fine and good.
00:01:52.775 --> 00:01:55.887
You know, it's basically just, "Hey, let me get into a back and forth with you."
00:01:55.989 --> 00:01:56.269
Yeah.
00:01:56.293 --> 00:02:01.379
I wanted to ask you about that because we're obviously in that age, but we're also, we're marketers.
00:02:01.379 --> 00:02:01.707
Right.
00:02:01.837 --> 00:02:02.128
Right.
00:02:02.162 --> 00:02:06.118
How crucial is it to be able to creatively brainstorm with people?
00:02:06.137 --> 00:02:08.229
And are we able to anymore?
00:02:08.229 --> 00:02:09.192
Are we good at this?
00:02:09.342 --> 00:02:10.260
I think we are.
00:02:10.263 --> 00:02:10.592
Okay.
00:02:10.592 --> 00:02:11.512
I think we are.
00:02:11.525 --> 00:02:16.694
I mean, the thing about AI is it's great at digging at all the ideas that are currently around.
00:02:16.734 --> 00:02:17.087
Mm-hmm.
00:02:17.183 --> 00:02:28.467
But to really move something forward, you need to come up with new ideas, and the best way to do that is to just be with other people you respect- Mm-hmm you can have a real dialogue with, bounce things back and forth.
00:02:28.475 --> 00:02:28.931
Yeah.
00:02:28.989 --> 00:02:32.983
You can't really do that w- I mean, I can't do that at least with the prompt.
00:02:33.080 --> 00:02:33.846
Oh my gosh.
00:02:33.856 --> 00:02:33.893
You know?
00:02:33.893 --> 00:02:39.431
Well, plus, I mean, do you feel like, too, 'cause sometimes it's like, oh my God, that was the best idea.
00:02:39.432 --> 00:02:40.996
You're so awesome.
00:02:41.330 --> 00:02:44.397
And getting glazed like that- Yeah I mean, who doesn't like that?
00:02:44.407 --> 00:02:44.592
Yeah.
00:02:44.592 --> 00:02:47.718
But then at the same time it's like, yeah, but what if that idea actually sucked?
00:02:47.718 --> 00:02:48.407
Right, right.
00:02:48.407 --> 00:02:49.293
How would it know?
00:02:49.439 --> 00:02:49.991
I know.
00:02:50.008 --> 00:02:52.849
It doesn't actually have feelings, so how would it know?
00:02:53.146 --> 00:02:53.554
You know?
00:02:54.545 --> 00:02:54.911
I know.
00:02:54.911 --> 00:03:00.611
It's only got… Y'all, it can only work with what the input is- Yeah … and never gonna replicate a human brain, right?
00:03:00.618 --> 00:03:01.430
No, no.
00:03:01.680 --> 00:03:02.189
Yeah.
00:03:02.198 --> 00:03:02.729
I don't think so.
00:03:02.889 --> 00:03:10.448
So I actually mentioned this to someone, like last week you know the whole, the whole touch grass thing, like, "Hey, get away from all these
Load full transcript
devices," right?
00:03:10.448 --> 00:03:10.717
Yeah.
00:03:10.717 --> 00:03:10.727
Yeah.
00:03:10.897 --> 00:03:11.787
Go touch grass.
00:03:11.799 --> 00:03:12.332
Touch grass.
00:03:12.356 --> 00:03:13.026
Oh, yeah, sure.
00:03:13.049 --> 00:03:13.537
Right.
00:03:13.554 --> 00:03:13.824
Yeah.
00:03:13.824 --> 00:03:19.045
And I find sometimes that helps my brainstorming too, which is, again- Yeah … AI's not gonna help me with that.
00:03:19.046 --> 00:03:19.280
No, no.
00:03:19.515 --> 00:03:25.544
But even just being able to have those, that moment to get away, like I, I would love to ask you then, like how do you brainstorm?
00:03:25.544 --> 00:03:28.798
Like, what's, what is your go-to for like,"Man, I need to brainstorm right now"?
00:03:28.824 --> 00:03:29.207
Yeah.
00:03:29.235 --> 00:03:31.781
How do you get yourself into the best mode to do that?
00:03:31.850 --> 00:03:36.818
When I work from home, I live on a little circle that's about… it's a half a mile.
00:03:36.860 --> 00:03:37.406
Nice.
00:03:37.418 --> 00:03:44.078
So that's usually enough time for me to do one loop, and by the time I've left, I can go right back to my computer and, you know.
00:03:44.177 --> 00:03:44.578
Yeah.
00:03:44.586 --> 00:03:44.889
Yeah.
00:03:45.118 --> 00:03:45.963
It's so important.
00:03:45.985 --> 00:03:47.867
And then Do you work with a team and stuff too?
00:03:47.867 --> 00:03:48.103
Yeah.
00:03:48.103 --> 00:03:49.567
Do you guys tend to brainstorm- Yeah … together too?
00:03:49.567 --> 00:03:49.581
Yeah.
00:03:49.581 --> 00:03:52.891
And how much do you incorporate that into your team workflow and stuff?
00:03:52.925 --> 00:03:53.947
It's a huge thing.
00:03:53.961 --> 00:03:56.052
Mm. So I'm the director of a copy team.
00:03:56.360 --> 00:04:00.378
My partner at the company is a creative director, so I'm the director of the copy team.
00:04:00.669 --> 00:04:01.617
Mm. And we're a brand.
00:04:01.634 --> 00:04:01.965
Yeah.
00:04:01.979 --> 00:04:04.139
So we're not an agency.
00:04:04.193 --> 00:04:04.368
Mm-hmm.
00:04:04.385 --> 00:04:15.921
But we try to pretend to be creatives at an agency- Yeah … about once a month, and- Nice we actually will do these brainstorming sessions where we'll divide up into teams.
00:04:16.156 --> 00:04:20.701
Like we'll pair off a couple copywriters with a couple of designers when we launch a new product.
00:04:20.701 --> 00:04:21.697
We're a supplement brand.
00:04:21.701 --> 00:04:21.882
Yeah.
00:04:21.882 --> 00:04:27.992
So when we're launching a new supplement, and we'll get a brief from the scientists on how the product works.
00:04:28.242 --> 00:04:31.043
We'll do a little competitive research and see what else is out there.
00:04:31.059 --> 00:04:31.351
Yeah.
00:04:31.377 --> 00:04:40.711
And then the designers and the writers will bounce off ideas, and then we all get together, and we have different leaders judging what they like or didn't like.
00:04:40.735 --> 00:04:43.108
And that's been our process, and it's been really great.
00:04:43.218 --> 00:04:45.122
I am so jealous of this right now.
00:04:45.122 --> 00:04:45.478
It's fun.
00:04:45.791 --> 00:04:48.598
Like, I'm literally thinking back to, like, different teams I've been on.
00:04:48.598 --> 00:04:48.805
Yeah.
00:04:48.805 --> 00:04:53.600
And I've managed a couple teams, but mostly, you know, I've been like in, you know, incorporated as a team member and stuff.
00:04:54.363 --> 00:04:57.737
That is so intentional what you just described.
00:04:57.752 --> 00:04:58.923
Well, thank you.
00:04:58.923 --> 00:04:58.934
Yeah.
00:04:59.726 --> 00:05:07.043
Some of you are listening to and watching this right now, you're just like, "I wanna do that at my job." what a great way to facilitate that.
00:05:07.043 --> 00:05:13.226
And I love that you pair people up is 'cause, oh my gosh, there's so many specialties within marketing.
00:05:13.237 --> 00:05:14.250
Copyrighting, Yeah.
00:05:14.456 --> 00:05:15.579
Mm-hmm … design, creative.
00:05:15.583 --> 00:05:19.704
And, you know, it's fine and good if you, like, get, oh, let's get all the designers together.
00:05:19.704 --> 00:05:21.023
Let's get all the copywriters together.
00:05:21.305 --> 00:05:23.098
Y'all, they hang out enough together, don't they?
00:05:23.098 --> 00:05:23.670
Yeah.
00:05:23.750 --> 00:05:24.793
Yeah, definitely.
00:05:24.795 --> 00:05:24.934
Yeah.
00:05:24.999 --> 00:05:26.021
It's good for them too.
00:05:26.225 --> 00:05:30.668
It's also nice for the writers to think about, well what would this look like visually?
00:05:30.668 --> 00:05:30.880
Yeah.
00:05:30.935 --> 00:05:36.572
And also for the designers to think,"Well, how would the words work?" I mean, it's very good for everybody.
00:05:36.574 --> 00:05:39.345
Even though, I mean, I will never be a designer.
00:05:39.345 --> 00:05:40.105
I'm terrible.
00:05:40.105 --> 00:05:42.084
I can't even, like, write my name neatly.
00:05:42.124 --> 00:05:44.867
And you know, I think it's still really good for everybody.
00:05:44.869 --> 00:05:44.904
Yeah.
00:05:44.910 --> 00:05:48.093
And also just to talk to somebody new that they haven't talked to that often.
00:05:48.415 --> 00:05:50.535
That's such a great way that you painted that, too.
00:05:50.535 --> 00:05:56.483
Because if I think, okay- Copywriters don't necessarily… I mean, they're writing that copy.
00:05:56.483 --> 00:05:59.038
They may not know how that's getting displayed.
00:05:59.053 --> 00:05:59.437
Yeah.
00:05:59.437 --> 00:05:59.447
Yeah.
00:05:59.541 --> 00:06:00.769
I've worked with some designer tools.
00:06:00.769 --> 00:06:04.663
They're like, describe to us how the user is going to interact- Yeah … with this thing."
00:06:04.668 --> 00:06:05.086
Yeah.
00:06:05.175 --> 00:06:06.156
That's so key.
00:06:06.161 --> 00:06:20.473
You're, to bring up, kind of paint that whole picture together and not just, you know, leaving that designer and be like, "I guess I'll ask AI how- I should do this."
Instead, they've got their resource right there- Yeah … to be like, "Oh, I see how this is practically going to be messaged."
00:06:20.495 --> 00:06:21.723
And they create the idea together.
00:06:21.723 --> 00:06:23.745
That's sort of the, the concept itself.
00:06:23.747 --> 00:06:31.610
So if, say, there's a I don't know, a magnesium supplement- Yeah … coming out, and I know one thing they came up was OMG.
00:06:31.692 --> 00:06:32.507
Like, get it?
00:06:32.521 --> 00:06:37.694
Like, MG is, okay, science nerd thing, magnesium is the element, but you're taking it as a supplement.
00:06:37.961 --> 00:06:44.692
But the team that came up with that, you know, the, the words- Yeah … but also the idea of laying it out like a periodic table.
00:06:44.713 --> 00:06:47.944
So it really is just organically better that way- Yeah we found.
00:06:47.947 --> 00:06:49.653
I mean, after lots of trial and error.
00:06:49.653 --> 00:06:49.680
Yeah.
00:06:49.680 --> 00:06:57.096
It used to be one writer would come up with a brief, and they would put design direction, and then it just felt very flat.
00:06:57.144 --> 00:06:57.233
Yeah.
00:06:57.233 --> 00:06:59.105
And it was definitely a way to elevate things.
00:06:59.247 --> 00:06:59.423
Yeah.
00:06:59.423 --> 00:06:59.728
Right.
00:06:59.846 --> 00:07:03.458
My marketer brain just was like, "Oh my God, those are really amazing ideas." Yeah.
00:07:03.458 --> 00:07:05.824
And, so how key is this too?
00:07:05.826 --> 00:07:10.197
Because, like, in some industries there, people might be like, "Listen, there's a limit to our creativity."
00:07:10.208 --> 00:07:10.798
Yeah.
00:07:10.810 --> 00:07:11.630
Understood.
00:07:11.641 --> 00:07:12.199
Yeah.
00:07:12.324 --> 00:07:17.697
So it sounds like, like you have to kind of overcome that and be like, "No, y'all." like, how did you come up with OMG?
00:07:17.702 --> 00:07:19.065
And then that, you know, I just love
00:07:19.067 --> 00:07:19.100
it.
00:07:19.100 --> 00:07:19.959
I wasn't the one.
00:07:19.968 --> 00:07:28.279
It was, I don't even re- that's the thing about, I personally don't remember who did what- Yeah … because it was a larger group of people, but they did it, and we were wowed.
00:07:28.281 --> 00:07:35.632
And I'm sure, hopefully we gave them their credit- … 'cause credit is due, but I'm just saying there, it's more of a team, it becomes more- Yeah of a team effort.
00:07:35.632 --> 00:07:35.646
Yeah.
00:07:35.718 --> 00:07:47.250
And it, if people are shy, even just being together in a small group with somebody and somebody has one idea- Yeah … and they're able to input it, and some people are more speakers, and some people like to do it over Teams.
00:07:47.254 --> 00:07:47.636
Yeah.
00:07:47.636 --> 00:07:53.478
So it, sometimes some of the best ideas we get- sneakily on the Teams chat when somebody is speaking.
00:07:53.478 --> 00:07:55.160
They'll be like- Yeah … "Well, what if it was this?" Yeah.
00:07:55.160 --> 00:07:58.829
So it really gives everybody a chance to be creative and bounce off each other.
00:07:58.850 --> 00:08:00.658
You bring up a great point, too.
00:08:00.745 --> 00:08:02.165
Listen, I'm an extrovert.
00:08:02.220 --> 00:08:03.492
I don't know if you could tell.
00:08:03.637 --> 00:08:05.197
But that's not every marketer.
00:08:05.208 --> 00:08:05.463
Right.
00:08:05.471 --> 00:08:06.903
That's not every creator- Definitely not.
00:08:06.903 --> 00:08:07.458
Yeah … copywriter.
00:08:07.495 --> 00:08:16.848
There are so many introverts or even people who are kind of a hybrid, Yeah … neurodivergency as well, not everybody's super comfortable being like,"Oh my God- Yeah … I have an idea.
00:08:16.850 --> 00:08:39.187
Let me tell this whole room about it." The way you talk about really facilitating that, where someone can feel comfortable in whatever way they wanna bring that idea to the fore, that they are able to, without feeling like,"God, why is everybody staring at me?" But the idea is able to come out- Yeah… and without them feeling like, "I can't, because I don't feel comfortable." Yeah.
00:08:39.187 --> 00:08:39.957
That's really key.
00:08:40.166 --> 00:08:45.875
It is, and I think the extroverts, I definitely appreciate them, because they will throw anything out there.
00:08:45.876 --> 00:08:45.888
Mm-hmm.
00:08:45.895 --> 00:08:49.639
And they don't have the same, "What if this is bad?" feeling.
00:08:49.640 --> 00:08:49.657
Yeah.
00:08:49.657 --> 00:08:58.206
They're much more comfortable saying, "Well, what if we just put everybody in astronaut suits?" You know- … they'll just throw it out there, come up with- That would
00:08:58.206 --> 00:08:58.828
be my idea.
00:08:58.951 --> 00:09:05.822
And they won't care if somebody's like- … "Well, how does that apply to the product? How, why would people like that?" You know, they're just throw something out.
00:09:05.897 --> 00:09:17.061
But it does lay, make it easier for somebody who is- Yeah … a little bit more shy, maybe they're neurodivergent, or maybe they're just- Yeah … a quiet person, to be like, "Actually, I kind of have an idea," and you know.
00:09:17.288 --> 00:09:17.817
Yeah.
00:09:17.817 --> 00:09:21.683
So it is great, 'cause I think that's key to creativity, is people feeling comfortable and safe and-
00:09:21.684 --> 00:09:22.086
Yeah
00:09:22.144 --> 00:09:23.576
And accepted by each other.
00:09:23.623 --> 00:09:24.211
Absolutely.
00:09:24.216 --> 00:09:24.413
Yeah.
00:09:24.782 --> 00:09:30.037
Well, I know we're getting toward the end of our recording time here too- Yes … 'cause then I want to get, Judy to be able to get back to the programming.
00:09:30.301 --> 00:09:36.831
whether it's related to brainstorming or not, anything that you're coming away gonna take back to your team from Content Marketing World already?
00:09:36.831 --> 00:09:42.003
I know it, we are only a few hours in, but anything you're like, "Oh my God, I'm totally taking this back to my team."
00:09:42.071 --> 00:09:44.388
Well, I think I'm just gonna tell them, "Hey, guys.
00:09:44.404 --> 00:09:45.239
It's okay.
00:09:45.264 --> 00:09:46.784
The robots aren't taking over.
00:09:46.807 --> 00:09:49.278
They still need us." So I think they'll feel really good about that.
00:09:49.294 --> 00:09:51.493
I am breathing a sigh of relief at that.
00:09:51.509 --> 00:10:02.004
We should just, I, if you need to put that on a loop, let's just make this a GIF- Yes… where she's like, "They're not coming to take everything over." I'm of the age of watching Terminator 2, Sarah Connor, you know, and so yeah, I'm a little- Me too.
00:10:02.004 --> 00:10:03.710
Yeah … trepidatious about, yeah.
00:10:04.134 --> 00:10:05.436
But we can breathe easy.
00:10:05.438 --> 00:10:05.460
Yeah.
00:10:05.470 --> 00:10:10.164
And as long as we've got marketers like, like you here, we know that we're all going to make it.
00:10:10.169 --> 00:10:11.952
So it is so great having you on.
00:10:11.975 --> 00:10:18.889
Jorie, thank you so much for making some time to join us here- Yeah … on Marketers Managing from Content Marketing World, and have a great rest of your conference.
00:10:18.895 --> 00:10:19.168
Thank
00:10:19.168 --> 00:10:19.466
you.
00:10:19.553 --> 00:10:19.842
Awesome.
00:10:20.160 --> 00:10:20.458
Thank