บทถอดความฉบับเต็มของ Brainstorming Beyond Prompts with Jorie Mark | Marketers Managing (a CMWorld mini-series)

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