Brain Glue: The Secret to Selling Emotionally with James I. Bond

The greatest ideas in the world die every day simply because nobody remembers them. What separates forgettable messages from unforgettable ones? Brain glue - the emotional "stickiness" that makes concepts impossible to forget.

James I. Bond, behavioral management specialist and award-winning author, shares the transformative moment that changed his approach to marketing forever. After losing an anti-drug campaign competition to the simple yet powerful "This is your brain on drugs" frying egg visual, Bond embarked on a decade-long journey to understand why emotional selling consistently outperforms logical arguments.

Through fascinating case studies, Bond reveals how the right words can turn modest products into empires. Learn how John Gray skyrocketed book sales from 20,000 to 50 million copies by changing his title to "Men Are From Mars, Women Are From Venus." Discover why Post Cereals' invention of toaster pastries failed while Kellogg's identical product thrived as "Pop-Tarts." Explore how Marilyn Monroe, Cindy Crawford, and even the Squatty Potty leveraged brain triggers to stand out in crowded markets.

The most valuable takeaway? You don't need to be a marketing genius to apply these principles. Bond breaks down three immediately actionable brain triggers—metaphors, rhyme, and alliteration—that anyone can use to make their ideas more compelling. As Zig Ziglar wisely noted, "Selling is nothing more than a transference of passion." Brain glue simply ensures your passion sticks with others long after you've stopped speaking.

Ready to make your ideas unforgettable? Visit yesbrainglue.com to discover more tools and techniques that will transform how people receive and remember your message.

Chapters

• 0:00 Introduction to Communication Connection Community
• 0:34 Meet James I Bond, Brain Glue Expert
• 1:33 The Emotional vs. Logical Selling Revelation
• 4:15 Discovering the 14 Brain Triggers
• 10:29 Metaphors: The Power of Name Changes
• 19:28 Mastering Brain Glue's Persuasion Tools
• 31:23 Final Thoughts and Call to Action

Transcript

Carl: 0:04

Welcome to Communication Connection Community, the podcaster's podcast. This podcast takes a deep dive into modern day communication strategies in the podcasting space. We chat with interesting people who make the podcasting and speaking spaces exciting and vibrant. We also dive into the podcasting community with news updates, latest trends and topics from this ever-evolving space. So strap in, it's going to be one amazing ride. Let's dive into today's episode. James I. Bond, one of America's leading behavioral management and business marketing specialists and is the author of the multi-award-winning book Brain Glue how do you sell easier by making your ideas sticky? We're going to talk about a number of things for sure today, I'm guaranteed. I think we're in for a treat today. James, welcome to the podcast.

James: 1:02

Carl, thank you so much for having me Love your podcast. Love, love, love it.

Carl: 1:05

Well, thank you so much. Before we dive into Brain Glue and what this is, because when you reached out, you said I have something fascinating to share with you. I'm already hooked. I want to know all about that, but I want to hear a little bit about how you got to where you are today.

James: 1:29

I know we can't go too far back, but how did you get into this place where you are being this behavioral management and business marketing specialist? So it's funny. You should say I let people know I'm James I. Bond, because I think my parents had a sense of humor when people say I, I go, yeah, I, I, I. You know that's I think of that. You know I'm originally from Montreal. I lived in Southern California for 37 years, got a son and three daughters, and our middle daughter we gave her the initials LA, Lauren, Aja, a-j-a from Sheely Dan song. So we remember. How long have we been in Southern California? How old is Lauren? Oh, okay, there we go. You know I ran an advertising agency in Montreal and I worked my way up and eventually won major clients Kraft Foods, Timex, Avon Cosmetics, Abbott Laboratories, seagram's their world headquarters is there and so I had the opportunity to win the anti-drug campaign in America and I came up with powerful logical reasons why you should not do drugs. Okay, logical, I'm a logical guy, okay. And then I lost. And who did I lose to? I lost to a guy holding an egg saying this is your brain, cracking the shell and dropping the egg into a sizzling frying pan Right. This is your brain on drugs, any questions?

James: 2:37

When I saw the ad, two things happened. The first one was I recognize this is infinitely more powerful than any of the logical ads I came up with. But the second thing I discovered was, or realized, is it's emotional. This is emotional selling, not logical selling. And I have no clue how to do emotional selling. I can tell you don't do it because of this point, this point, this point, all that stuff. But they didn't do that. They actually created an emotional message and it terrified me and so I did some research. I went to the libraries and whatever else, our university, but there's nothing really on emotional selling. You know superficial things, but nothing really. So I decided you know. First I was terrified, but then I said you know what? The scientist in me came out and I said I wonder if I bet I could figure out how emotional selling works. So next to my computer I'd put a box. I call it the passion box and I love three by five cards. So on a three by five card I wrote your brain on drugs. So I remember the ad and I put it into three by five and into the box, my passion box, and every time I saw an ad or heard something, you know, a quote from a famous person, for example that was emotionally powerful, rather than trying to analyze it, I put it in the passion box in the hopes that eventually I'll have so many sample examples and samples that I'll be able to figure it out.

James: 4:00

Well, after 10 years I moved to Southern California and I met John Gray, and John Gray was telling me about this incredible book he wrote and how frustrated he was. He wrote this book called Men, Women and Relationships and he started telling me that people were telling him this is the most important and valuable relationship book I've ever read, and yet almost nobody was buying the book. So he's at a conference trying to sell his book and he says something and all the women in the audience laughed and all the men are looking at the women like what's so funny about what he just said? And so he says you see, there's some things that women find funny and there's some things that men find funny and there's some things that we all find funny. Well, one of the of the women says screams out it's almost like men are from a different planet. What planet do you think men are from? And so he says I guess we're from mars, men are from mars. And everybody started laughing. When he got home he went you know I try to emotionally affect people with the book and they are affected by the book but not by the title men, women and relationships. But I said men are from mars and everybody laughed. I got everybody laughing.

James: 5:12

What if I change the title of my book, like, if men are from mars, where are women from? I guess women are from venus. Venus is the god of love, right? What if I change the title of the book to men are from mars, women are from venus and then put references to it? It? Keep the same book but put references throughout the book to men are from Mars, women are from Venus, and then put references to it. Keep the same book but put references throughout the book to men are from Mars, women are from Venus, so people can relate. What do you think happened Almost overnight?

James: 5:31

Half a million copies got sold, then a million, then two million. Steve Harrison, who helped him market it, was telling me guess how many books he sold already? Over 50 million books. He went from 20,000 books, 20,000 to 50 million, not 50,000. He went from 20,000 to 50 million books, all because he changed the title Whoa. And so when I got home, I'm taking the book and I'm going to put it in my passion box and I stopped and I said, well, wait a second, men aren't really from a different planet, although I think a lot of women out there think we are. I know you think we are, we might be okay. It's a whole other story.

Carl: 6:06

Depends on who you talk to, James, really my wife was positive, we're from a different planet.

James: 6:13

Let me start there. Okay, but I realized it's a metaphor. You know. What he's basically saying is men are so different than women that it's almost like we're from a different planet. Okay, but if he says that it would be hard to read, but it would be hard to relate to. But if he said men are from Mars, women are from Venus, I mean I remember being in a bookstore and I'm looking at different books. Okay, this book, this book men are from Mars, women are from Venus. This book what Men are from Mars, women are from Venus. What the heck's that Picks? How much competition we all have, even for our podcast. You have lots of competition, right?

James: 6:44

So you want people to go? Huh, you know the good, the bad and the ugly. What you know? I mean, there's the name of a movie, right? Sergio Leone created a movie. Tell me some of the other movies he created. I bet most people have difficulty. Okay, I had to think before. He has a, you know, but it's because it wakes up the brain. So when I got home and I went, what metaphors? This is a metaphor because men aren't really from a different planet.

James: 7:08

Have I just discovered the secret to emotional selling, or at least one of the secrets. So when I got home I dumped the passion box on my bed. I had to because I needed a big one, because I had so many samples, and I said let me see what there is. And what I discovered is metaphors is one of 14 brain triggers. That's the heart of emotional selling. I thought my brain was gonna explode. It's like have I just figured out something that other people haven't figured out about persuasion? And so I remember I was a consultant. I still am, but I was a consultant. So as a consultant you're lucky because you get to practice on your clients. Usually it's 80-20. 80% of the stuff you use because you know it works and 20% you go. Here's an idea, let's see if this works. Well, I tried this on the first client. I had a construction company, three guys who after 10 years reached $2 million of sales. Wow, I applied brain glue and they went from $2 to $10 million in sales in one year and reached 32 million two years later.

James: 8:05

Because it sucks to the brain, you know, I started to realize like my goodness. I mean, you know, we have to remember. We're overloaded with information being thrown at us on all levels. You know, people wear T-shirts that have an ad for Nike. People wear, you know, I mean just, you know all kinds of things. You know, know texts that we get and everything else. My ad here's the brain glue. You know, you see that, right, uh, I mean uh, sitting next to me and whatever else. And so we're so bombarded with information that if we want to stand out from the crowd, we need a way to wake up the brain. So the brain goes the good, the bad and the ugly, what you know, um, men are from mars, women from are from Venus, what I remember?

James: 8:45

I have a TV next to me where I work on the computer. I usually don't watch TV but I, for whatever reason, I had it on and there's an ad for Blue Emu. I could care less. You know, blue Emu is an arthritis cream that you put on your joints and stuff like that. But they had Johnny Bench, a famous baseball player, and he's going. I blew you. It works fast and you won't stink. What did he just say? From that point forward, they had me focused on the commercial and I watched it. From that point forward, that's because he used the trigger word it works fast and you won't stink what I mean.

James: 9:17

I work with Warren Buffett's team, okay, because I am one of America's leading behavior management specialists, which is lots of fun, and Warren Buffett has great lines. He says when the tide goes out, only when the tide goes out do you discover who's been swimming naked. What I mean, what he's basically saying, is only when times get tough you realize who's competent and capable. Okay, but if he said that it would go in one ear and out the other, I mean it's logical. We go. Oh, yeah, I agree, but by saying only when the tide goes out do you discover who's been swimming naked, whoa what. The first thing you do is?

James: 9:51

you get a visual in your mind, in your head okay, you know, I like saying brain glue is so powerful it's like a naked man running through your backyard. You know, you look out there, you go what? Okay, you want to grab their attention and so when you use certain tools like rhyme or chiasmus I'll talk about some of these things which is a flip? You know? All for one and one for all. Okay, ask not what your country can do for you, ask what you can do for your country. Okay, mankind must put an end to war or war will put an end to mankind. This is from uh, president john f kennedy.

James: 10:25

Malcolm x said, and this is chiasmus the flip okay, in and out burgers in and out. Okay, in and out burgers has the two things versus. They use the flip, the in and out right. Second is in and out is a is another way of saying sex. I remember I'm driving down the street, didn't have as much money as uh, you know, as uh, McDonald's and Burger King and everything else, and yet as a family business they've grown and become massively wealthy. In and out burgers are on the west coast, but I'm driving down the street and I'm looking okay, here's in and out burgers, in and out. It's that sex.

James: 10:56

What is in and out burgers, and then we, we went through it and we liked it, and because of that, we went back over and over again. That's how they become successful, because you have to have a good product. But if you have a good product, you're still struggling, and so that's why Brain Glue recognizes some of these little tools that make you massively successful. So here's a question okay, how would you like to invent a product that's incredible. Somebody steals it from you. Your biggest competitor or your enemy steals it from you, and they get massively wealthy and rich and you struggle so much you stop selling it. Wouldn't that be fun?

Carl: 11:33

Yeah, no, no okay.

James: 11:36

So the head of Post Cereals competes with Kellogg's. Sorry, I'm blabbing away on this, but it's so much fun. Post Cereals competes with Kellogg's. Sorry, I'm blabbing away on this, but it's so much fun. Post cereals competes with Kellogg's. So the head of post cereals said let's make a new product that's totally different from cereal. Let's make, like this breakfast little cake. It's a little cake. We'll put jam or jelly inside it, so like strawberry, blueberry, raspberry inside it, and make it like square or rectangle. We'll put it inside a toaster and when it comes up out of the toaster you have this nice, warm cake you could eat, and let's call it country squares.

James: 12:10

Well, he was so proud of this new product that he invented that three months before he launched it. Um, he advertised, he promoted it to the media. He said we have this new product, look country squares. You put it inside the thing and you pop out. So so the head of Kellogg's, who is very competitive, looked at this and went what an amazing product. Guys, guys, come here, all the employees look at that. We need to figure out how to make that product. Okay, but we also have to come up with a better name. Country Square is what a stupid name okay. So he said okay. So he used something called sense elevation to start with, and sense elevation is like, um, smells like teen spirit.

James: 12:47

You know, you know that song yeah, yeah yeah, Kurt Cobain, I love that song, it's fantastic, but smells like teen spirit. What does that smell like? Okay, they went. Well, it pops out of the toaster, so let's call it pop pop something. And back then Andy Warhol was really famous, really famous, and he was a pop artist. So they used something called anchoring, where you're using a sound that's already in the brain Pop art, pop tart, let's call it pop tarts, pop tarts. Of course.

James: 13:12

He launched it one week before Country Squares launched, okay, of course, and sales exploded. I mean exploded. So they couldn't keep enough in stores. They ran out of product. So he ran ads in newspapers saying I apologize, I'm so sorry. You know Pop-Tarts ran out, but just hold on for a day or so and we'll have more Pop-Tarts in the thing. Nobody bought Country Squares. Pop-tarts exploded in sales. Last year they sold over three billion three billion Pop-Tarts and and Country Squares within six months, because they kept trying to sell it and sell it and sell it. Within six months they decided to stop even trying to sell it. So Kellogg's made a fortune, while Post ended up losing all because they didn't have as good a name. And that's why we need to remember when we're talking to somebody. If we're trying to persuade them or trying to sell them a product or service or a concept, give a hoot, don't pollute. There are lots of ways to do this, where, if the gloves doesn't fit, you have to acquit. If any of us is going to trial, remember use rhyme, it works.

Carl: 14:23

I would imagine, James, that there was a time where we didn't even think about emotional selling. It wasn't. It wasn't something that that came to mind, but but I think you're right in the sense that this now is top of mind, considering how much noise is out there, that we need to be appealing to the emotions of people to get our message through, absolutely.

James: 14:47

We want to stand out from the crowd, and so let me give you this funky example. Okay, so Marilyn Monroe. Okay, her actual name was Norma Jean Mortensen. Okay, and her manager said Norma Jean is not really a good name for models, because she was a model back. Then he said would you be willing to change your name to Marilyn, because I think they like that more? And she said, yeah, sure, okay, Marilyn, that's okay Marilyn.

James: 15:13

Well, her mom's maiden name was Monroe, and so she said I kind of like the sound of Marilyn Monroe. Why does she like it? Because it uses something called alliteration, the repetition of sound. Because it uses something called alliteration, the repetition. It's not Marilyn Monroe. Like Coca-Cola, Best Buy, Paypal, ok, Biden's, Build Back Better. You know, Trump's, Make America Great Again. Good, good, you know, I mean they use it on purpose because they recognize that alliteration works. So she changed her name to Marilyn Monroe.

James: 15:40

Then she loved Jean Harlow, ok, and Jean Harlow was famous back then and she had platinum blonde hair, so she lived in southern california. Marilyn Monroe, so she went through the same hairdresser as Gene Harlow and she said can you dye my hair the same color as hers? And they said yes, absolutely, and they did. And so now, now she's Marilyn Monroe, a name it's easy to remember and she has platinum blonde hair, like Jean Harlow. But she had a beauty mark on the left side of her cheek and she covered it up with makeup. Well, one day she's looking at photographs of Jean Harlow and she realized that Jean Harlow has a beauty mark, sometimes it's on her cheek and sometimes it's on her chin. And then she goes wait a second, I bet she doesn't even have a beauty mark. I bet she just puts that dot on her face so that people would notice her and stand up from the crowd. So, Marilyn, instead of hiding her beauty mark, now she started making it darker and you can see famous photographs of her all the time with that beauty mark on it right. And suddenly she became massively successful. I mean massively successful, and she thought a lot of it was because of the beauty mark. So there's Cindy Crawford. Cindy Crawford was the first supermodel. She was really a fantastic supermodel. And Cindy Crawford in her biography she talks about how she has this big birthmark on the left side of her lip, just above her lip, and she begged her mom. As a kid she begged her mom. Please can you get. Take me to the doctor and get it removed. She says I am so glad my mom didn't get it removed. I believe that beauty mark is the reason why I became a supermodel and stood out from everybody else as a model. I mean, you think about that.

James: 17:20

Just related to this, David Ogilvie, who was an early biggest advertisers in the world. Back then he was really amazing. So he was doing ads for um hathaway shirts and hathaway is owned by him Warren Buffett. It's Warren Buffett's Berkshire hathaway. It's actually how he bought the company. But hathaway shirts was starting out back then.

James: 17:39

And so if you're doing an ad for shirts, what would you do? You have a good looking guy wearing a shirt, nice pair of pants in a nice background, maybe, or whatever. Okay, that's, every ad looks exactly the same. And he realized I need a way to make it stand out from the crowd. So, going with this whole idea of putting a Zada, he didn't put a Zada on the person's face, okay, but what he did was he put an eyeatch on the guy and he called it the man in the hathaway shirt.

James: 18:04

And so you're flipping through a magazine, you're going through, and he's like I was an eyepatch. What the heck's that. It's a man in a hathaway shirt and they never explained by like why he had an eyepatch. Every one of their ads different guy was an eyepatch on and it was stopped. Grab your attention, you go like what huh? And that's what you know. He understood is we're understanding you want to stand out from the crowd because more and more people are doing advertising, marketing, podcasts, whatever else, and so we need to find a way. Brain Glue shows you 14 tools Like. One of the tools is trigger words like the good, the bad and the ugly. So I know this guy and his David Baer B-A-E-R and he and his partner. They have a podcast but they also do marketing for they help advertisers, okay, and so.

James: 18:50

I forget the name of his company and most people can't remember the name of his company. So, as I'm talking to him, I said you know David, you know Baer, you should change the name of your company to Baer Naked Advertising. And his partner went yes, that's fantastic. And he's going oh, I don't know if I want the name naked next to my name and blah blah. So yeah, I don't think he's changed it yet, but think about it. I said Bare Naked Advertising. I bet in two hours from now if I said the guy's name was David Baird, you remember what his company's name Everyone will remember.

James: 19:19

Yeah, Bare Naked sticks to the brain. You want to. You know, come up with a name that people remember. That sticks to the brain. We work so hard. You know people go oh wow, that was fantastic, that was a fantastic podcast. What's it called? Hang on, let me look it up. Let me look it up. I can't remember the name. Blah, blah, blah. That works against us. You know, what we want to do is we want to come up with I mean, obviously yours. Yours are tremendous because it's focusing on communication and everything else which is essential and that's what I'm trying to talk about is how we communicate changes people's lives and you know, and there are tools that we use that make it easier for us to communicate in such a way that people will actually listen to us.

Carl: 20:01

Without giving away your best stuff and I know you've shared a lot already but what are some of the things that people need to do to start on that journey? What are some of the steps that people need to take?

James: 20:11

Well, so let me give you a few of the tools. Okay, and like everybody else, that's a few of the tools. Let me give you an example first and then I'll give you the tool. Okay, Paul Tran.

James: 20:21

Paul Tran started a company and he created an electric razor for men's private areas. So he wanted to come up with a name for the razor. He wanted people to know how it works, but he didn't want to offend people. So he's thinking of a metaphor or analogy, and so it's just like what? And he was thinking, thinking, thinking, he said well, it's just like a lawnmower. Why don't I call it the lawnmower? He changed the name of his company to Manscaped. Okay, you got to landscape a man with a lawnmower.

James: 20:49

Okay, I never bought the lawnmower. I was actually in Bed Bath Beyond, I think it was with my wife, and they had a big poster and it says the lawnmower was an arrow and it's showing the razor. And then I'm going like what? Then I start reading it as everybody who walked by it, or every guy who walked by it, read the details, because you want them to read. You know what's the, what it is you're selling. No, I never bought the lawnmower. If I bought the lawnmower, I probably I wouldn't share it with my friends. Let's start there, okay. So, but if I I bought the lawnmower, I can imagine I calling my friend because I would do this, and I would say to my friend, Joe, hey Joe, just guess what? I just bought, what the lawnmower? Oh, yes, mow your lawn. No, it's from shaving man's private areas. He started laughing and say, hey, Mary, his wife or a girlfriend, hey Mary, guess what? James just bought? What the lawnmower? Why does he need to mow his lawn? No, it changes private areas. They start laughing and sharing. It becomes viral. And so that's what we want. Is we want to be viral as much as possible?

James: 21:50

I recently had heart bypass surgery. Not fun for all of you. I was there, okay, about a month ago. That was really quite amazing. But when I'm in the hospital, you know I have to talk about brain glue, because that's what I talk about. But as I was talking, and I said so, I, you know, I wrote this book called Brain Glue, you know sharing with people and she says, oh, what's that all about?

James: 22:13

I said, well, there's this mom and son in Utah who love Shark Tank, and I mean they were working at jobs or whatever else. But they love Shark Tank and the whole idea of like, wow, inventing a product and getting it on Shark Tank and maybe, you know, you become a multimillionaire. I started thinking, well, it would be fun if we can come up with a product. So it took a while. You know you don't usually go, oh listen, I got a product, I got it right away. You know it takes a while to come up with what would be an ideal product, because it's got to be a good product. And mom was constipated and so the doctor told her you know, besides taking drugs and whatever else Metamucil or whatever else you're going to take when you're on the toilet, if you can raise your feet six to eight inches off the floor while you're on the toilet, it changes the shape of your body and it really helps. Well, she tried that and it worked. It was amazing. And so she said why don't we create a little stool that fits around the toilet and you can pull it out and put your feet on it? You know, and oh, really great.

James: 23:11

So the first thing they thought of was what's a logical name for the product? Because we're logical people, most of us start with a logical name and then come up with the brain glue name, the emotional name. So they said it's a toilet stool, but I don't want to call it the toilet stool. That doesn't sound very good. So what's another name for a toilet potty? And you're kind of squatting when you're sitting there. Why don't we call it the squatty potty?

James: 23:34

Okay, sales exploded. They bought like a thousand for like a dollar each or $2 each and it made it was $2,000, whatever else. And they sold out like almost instantly online. And then they started selling more. They sold over $100 million, $100 million of their squatty potties. Okay, wow.

James: 23:55

So I'm telling the nurse this story and she goes you know what? I got to tell you this. I knew all about the idea of raising your feet. I would raise my feet with a little stool or something like that in my thing. But when I saw squatty potty, I loved the name so much I ended up buying the product. She knew all about it, she knew how to do this, and yet she still bought the product because she loves the name. Wow, and that's you know, like from my mind. I'm like, oh, I got to remember this. Oh, you're going through an operation, I know, I know, wait, I got to remember this, but it was just amazing because you know it's what we want. Is you want a name?

James: 24:28

It's like Hooters, a restaurant. Somebody opened up a restaurant around called Hooters. What is this? Girls with shorts and t-shirts, you know good-looking girls, whatever, but it's still hooters. But because it's called Hooters? I live in Southern California, in Thousand Oaks, and they wanted to open up a Hooters and they said no, you're not allowed. They fought to not open up a Hooters. It's a hooter, it's is it? It's just a restaurant with good looking curls in it. But because it's called Hooters, it wakes up the brain and people go like whoa what?

Carl: 24:56

Right, right. So what are some of the steps then, that, or some of the tools that people need to do?

James: 25:02

Exactly so. I told you in the story about the shaver, because of metaphor. So here's the first tool you want to come up with, okay, and that is a metaphor or analogy, and so complete this phrase. My product or idea is just like uh, and be as crazy as possible, start. You know, my book is just like a naked man running through your backyard. You know, pick the craziest name possible and then you could work it down. But my product or service, my podcast, is just like what it's like standing there with Albert Einstein. You know, oh, but my product or service, my podcast, is just like what it's like standing there with Albert Einstein, you know. Oh, okay, my podcast is just like what do you call the knife that you open up? Oh, the Swiss army knife. My podcast is like a Swiss army knife. You know, any topic you want, you know what I mean. You say it that way.

James: 25:46

People go like, oh, interesting, and they'll remember it because that sticks to the brain, because of that. So that's the first thing is, you always want to come up with an analogy or metaphor. My product or idea is just like blank, and in fact they had um, um, I forget what his name is, but the famous director who did, uh, Alien, well, Jaws had just come and it was a blockbuster. So he sold it to investors by saying this is Jaws in Space. And then the investors went oh, interesting, okay, okay, yeah, it's Jaws in Space. You know, it's just like you know Jaws, you don't know this thing's going to happen, it attacks you. Same thing, but in space. And they went oh, this is Jaws in Space. He raised money like in no time. So it's just, you know, metaphors are the first thing and you always want to start with.

James: 26:35

A second thing is rhyme. You know, rhyme is really good for uh, brain glue. I say switch your pitch if you want to get rich, okay. So I said uh, pitch, pitch is the word you know, it's like helping you with your pitch. So what, what rhymes with pitch? Switch your pitch if you want to get rich, okay. Then I wanted to get more fancy, so I said desire. It helps you build desire in people. So what rhymes with desire? Lights the fire, fire, desire, buyer Ringu. Lights the fire of desire in your buyer, ah. So rhyme is a good word. So find words that either the name of your product or things that relate to your product, like squatty potty, okay, uh. And so come up with squatty, okay, what rhymes with potty? What rhymes with potty, you know, and then just have fun with that. And then another one is alliteration, repetition of sound like brain bump.

James: 27:32

You know Coca-Cola, Best Buy, Paypal, Tiktok. You know my youngest daughter, the son and three daughters. My son is 42 and my daughters are in their 30s. My youngest daughter loves TikTok and I said TikTok is a Chinese social media platform. She said no, it's not. So, yeah, yeah, it is it's platform. She said no, it's not. I said, yeah, yeah, it is it's Chinese. She said no. And she did some research and came back and said oh, you're right, if TikTok named itself the Chinese social media platform, you think it would be as successful as TikTok? No, and so how did they come up with it? Because people with we think it's rich people that do this, this, but there are a lot of poor people that start with, uh, Famous Amos. He wasn't rich, Wally Amos, he wasn't rich, but his name, Famous Amos, stuck to everybody's brain. Famous Amos cookies, you know. And people taste the cookie. Oh, they're really fun. Well, what's it called Famous Amos? You remember it because it sticks to the brain and so that's what you want is those are three simple ones is, you know? Definitely a metaphor, and then a rhyme, and then alliteration, a repetition of sound. These are really good tools.

James: 28:36

To start with, Jack Canfield, who wrote Chicken Soup for the Soul. He was massively wealthy. He sold 500 million. He sold 100 million Chicken Soup for the Soul books and 400 million of the Chicken Soup for the Teenage Soul, Chicken Soup for soup for Cancer Survivors, soul, all those other ones. 500 million books. How'd you like to sell that? Okay, that's 10 bucks a book. I'll take it. I'll take a 10 for that, please. It's only a billion dollars. So he's massively wealthy and he's done 60, more than 60 other famous books. Okay, but most of them are famous because he's Jack Cantrell, so they know he's really smart and they listen to him.

James: 29:17

There's trigger words, okay, like the good, the bad and the ugly and all that stuff. The original title for my book because I was into trigger words back then was um, I was looking at Big Ass Fans and Carrie Smith, who started Big Ass Fans. When he changed the name to Big Ass Fans, suddenly his sales exploded and he became massively, massively wealthy. So I said let me put ass in it. So I called the book jump your half-assed marketing strategies. But then amazon said no, we don't like swear words, you're gonna swear word inside that. So you have to change it.

James: 29:44

And I had like 80 reviews. You want to get over 100 reviews with amazon because then you know they promote it more, right? And so I had 80 reviews. So I begged them. You're getting me to change my name. If I'm changing the title of my book, would you let me transfer those testimonials? They said, yes, okay, we don't normally do that, but we will do it with you. So me, like an idiot, like a puss, I changed the name and used the logical title and it was sell more with the right brain marketing strategy. Okay, right.

James: 30:14

So I'm with Jack Canfield and I have a friend, so we put up my book with books that he looks at because he reviews lots of books and he's telling me I got so pissed off when I read your book. I said really I'm sorry. He said I have so many books to go through. I picked up your book, I couldn't put the damn thing down. I'm sorry. Can I use that as a quote? You know, I'm sorry, but he said on one condition you got to change the title of your damn book. I said what it was called Sell More as a Right Brain Marketing Strategy. He said you're teaching us to sell emotionally.

James: 30:40

And you got a logical title the whole book's about brain glue. You got to change the title of brain glue. I said do I have to? He said absolutely. And I did. And he was right Absolutely, it's, you know. But you know it made me realize, as all of us, we fall into the logic category. First, you know, he's telling me, because I didn't invent brain glue. Here's an important issue. I invented the term brain glue, but brain glue has been around for a long time. We relate to it, Marilyn Monroe, she just went Marilyn Monroe. And we relate to it Marilyn Monroe, she just went Marilyn, Marilyn Monroe. She knew that you know, her brain, her heart, helped her recognize her emotions, helped her recognize it sounds better if it's alliteration of it Marilyn Monroe. And so she started to uncover that. Well, for all of us it's the same thing is we want to recognize that.

James: 31:27

So Jack Canfield wrote Chicken Soup for the Soul, right? Well, what he did was, he's telling me, he wrote the book and it was originally going to be called 101 Motivational Stories that Will Change your Life. But he's going ah, it's logical, it doesn't really work. He said. It took him about a month of sleepless nights. And then he woke up one day and he said chicken soup makes you feel better for a lot of people. Maybe I should call my book Chicken Soup for the Spirit. It doesn't really work, but it's kind of close, he said. And so then, after about a weekend of sleepless nights, he realized S-O-U-P-S-O-U-L. Soup soul. It sounds better when it goes that way Chicken Soup for the Soul. And once he had the name Chicken Soup for His Soul, he went yeah, that's the title, that's the title, and then the rest, because it's fun to sell.

James: 32:13

You know, I hated selling when I first started in business. Then I went to Jack Canfield Sorry, I went to what's his name who said I have to think of his name, Zig Ziglar. And I love Zig Ziglar. And Zig Ziglar had a fantastic line that really changed my life, because I hated selling bags. And he said selling is nothing more than a transference of passion. If you're passionate about something, you want to transfer that passion to somebody else. If you saw a movie that you love I saw Hidden Figures with the three black women and NASA and all that stuff. I love that movie. It's just on so many levels it's fantastic. You don't have to teach me how to sell it. I just talk to somebody and say, man, oh, you got to see Hidden Figures, it's so I love. Okay.

James: 32:56

Well, with marketing, it's the same thing is we get passionate about something. You get passionate about product or service or the podcast you're on, whatever else. You need to transfer that passion to them, and the way you do it is you start by saying, well, logically, what it is, am I trying to do? Now, let's come up with emotional ways to say it, because it's people have to go like um, that's, you know the good, the bad and the ugly. Whoa, what's, that's what? What's that all about? You know the good, the bad and the ugly. You know there's a tv show, ugly betty, that became a massive success. Okay, and it's because it used the trigger word. And so when you start to understand these tools, these that fit to the brain, that stick to the brain, it just changes our lives is what it does, and so many great insights in that book as well.

Carl: 33:43

Oh my goodness, James, we could talk forever, but I think I want to give our listeners the opportunity to grab your book, and you've got a specific link that you want them to go to grab that.

James: 33:55

Yeah, and if you go to yes brainglue. com, that'll take you to a page that has all kinds of information and little tools and tricks from Brain Glue and everything else. Hopefully it's a book, but if you just go to the page yesbraingluecom, I think you'll really enjoy it, as.

Carl: 34:10

I said when we first started chatting. I was blown away when you said I have something that I think you're going to like, and the reason why, as James has indicated a couple of times today, this is this brain glue isn't just for, it's not just for business owners, it's not just for people in the marketing space podcasters and that's why I'm glad you've shared so much wisdom, so many stories as well, to give those great examples as to how this works. And hindsight being 2020, well, hindsight can come before, but if we just allow ourselves to look at things differently, we'll allow ourselves to implement Brain Glue. So grab a copy of the book. We'll make sure that all of James's information links socials. That's all in the show notes as well. Oh, my goodness, James, we could probably talk for the next 400 hours, but, my goodness, Before I let you go, I'll give you the final thought, though, and hey, we might need to have another conversation, but before I let you go, James, the final thought.

James: 35:08

Carl, thank you so much. And so all of you out there, let you go, James. The final thought Carl, thank you so much. And so all of you out there, start with a metaphor, analogy. Okay, take your product or service or idea, because it could be an idea. And what's it like? And I'll give you just a quick example.

James: 35:24

So I had a friend that was because this applies to all kinds of things. I have a friend who was a narrow-minded and I'm trying to get him to be open-minded. So what else is open? I'm trying to get him to be open-minded. So what else is open? You know, umbrellas are open, they work better when they're open.

James: 35:34

Parachutes, books. If you buy a book, if you don't open it, you're not going to benefit from it. So I said to him Joseph, your mind is like a parachute, it works better when it's open. And suddenly he went oh, okay, and he was, instead of being pissed off because I said I have an open mind, you know, he was just telling me, don't tell me what to do, he was actually open-minded about it. So the first thing you want to think of is a metaphor my product, service or idea is just like what and be as crazy as possible and I'm willing to bet for a lot of you. You're going to get something and it's going to start helping you persuade people and open their eyes and minds about what it is that you're offering. That will really get your attention and maybe sell products or ideas for you.

Carl: 36:19

James I. Bond Brain Glue. Grab your copy the link again in the show notes. Thank you so much, James, for being my guest today.

James: 36:26

Carl, thank you so much, Love, love, love your podcast and thank you for joining us today.

Carl: 36:32

Special thanks to our producer and production lead, Dom Carillo, our music guru, Nathan Simon, and the person who works the arms all of our arms, actually my trusty assistant, Stephanie Gafoor. If you like what you heard today, leave us a comment and a review and be sure to share it with your friends. If you don't like what you heard, please share it with your enemies. Oh, and if you have a suggestion of someone who you think would make an amazing guest on the show, let us know about it. Drop us an email, askc arl@ carlspeaks. ca. Don't forget to follow us on LinkedIn and Twitter as well. You'll find all those links in the show notes, and if you're ready to take the plunge and join the over 3 million people who have said yes to podcasting, let's have a conversation. We'll show you the simplest way to get into the podcasting space, because, after all, we're podcast solutions made simple. We'll catch you next time.