If you’ve been in business for more than 5 minutes you know that getting attention in an increasingly crowded market can be difficult.

Many spend years trying to gain traction

And yet there is so much research and data on what you can do today to make your ideas stick to your prospects' brain!

Which is why I was excited to meet James I. Bond! For 35 years, he’s been studying how ordinary products turned into blockbusters. Along the way, he uncovered a breakthrough -- something he calls BRAIN GLUE, that makes your ideas "sticky" so they stick to your prospect's brain like glue. This activates the emotional side of the brain, where decisions are made, making it much easier to get them to say YES to your ideas and buy your products.

No matter where you are in your own journey, the skills taught in this book will help you in every aspect of business from product creation, marketing, and even leading your team.

Activate your own brain glue and make an impact!

Links

Buy his Book https://www.amazon.com/dp/B0BSK99M3J

Register for my Virtual Happy Hour: https://www.adamliette.com/virtual-happy-hour

Learn more at https://www.adamliette.com

Activate The Warrior Within https://www.adamliette.com/awaken-the-warrior

Transcript

Adam Liette
What's up smooth operators Welcome to this episode, hope you're having a great start to your day. Or whenever you're listening to this man, a song about podcasts, we listen to it whenever it's the right time for us. But I noticed the podcasts I listened to the most the podcasts I keep coming back to are the ones that stick in my head, that the host either has a phrase or like some kind of way of saying things that always stays with me, it's something that I'll listen to it, and I'm gonna hear that guy's voice in my head for the rest of the day. And there are a couple of particular thought leaders that do that. And I hope that for you, and if not, you know, I keep trying to up my own game. So that is why I'm constantly exploring this idea of coming up with ideas that are as my host is going to, or my guess is gonna say your are sticky things that stay with you things that you can't help but repeat. Because when those things stick in our head, we know it when we are experiencing it. But today we're going to talk about being the master of those sticky ideas, and how to put them into our marketing, put them into our team communication, put them into our leadership, or leadership messages that we're putting out to our team so that we can be that thought leader for the team that needs us, which is why I'm bringing on James Bond, yes, actually James Bond. He's one of the world's leading behavioral management, business marketing specialist and author, the multi award winning book brain glue, how to make your idea how to sell easier by making your ideas sticky. So what he's done, he's been studying how ordinary products turn into blockbusters along the way he uncovered that there's something he goes brain glue, which makes the ideas sticky, so they stick to the prospects brain. So this activates an emotional side of the brain where decisions are made making it much easier to get them to say yes, and ultimately buy from you or listen to you as the leader. Either way, this can be a fascinating conversation. So James, welcome to the show. How

James I. Bond
are you doing today? Awesome, Adam, how are you?

Adam Liette
Oh, to be totally honest, I can't I woke up this morning with the flu. So I had been like pumping the day quality to keep my energy level at the right at the right place and taking lots of naps. But I hit this real sweet spot right before we hit record. So I'm actually feeling like a million bucks right now. But I know I'm gonna turn from that and about an hour.

James I. Bond
I'll speak fast. Okay.

Adam Liette
So I kind of really want some of that California weather you got right now because it's been in a cold, dreary, miserable day, but in that I'm doing

James I. Bond
well. Oh, great. Well, I'm originally from Montreal. So California really means a lot.

Adam Liette
When do you make that move?

James I. Bond
I call friends sometimes in winter and I say it's a miserable 70 degrees and Aiko like shut up? Like 30 bolo side? Yeah, yeah.

Adam Liette
I had a team member was in Montreal. And at the time I was living in Hawaii, it was always the same thing. It's like, Oh, shut up. I don't want to hear that from you. Good deal. So I'm really geeking out about this conversation. Oh, reached out to me. And I got to see what your your book does. So how did you come up on this idea or what led you down this path of discovery?

James I. Bond
So I've lived in Southern California for about 35 years. The reason I know that number right off the top is we named our middle daughter, Lauren LA, we gave her initials LA. Anytime somebody would say how long have you been in California go we'll help you learn again. That was good. Although she got better. There's a whole story about that. Lauren Asia, Aja was named after Steely Dan albums to Asia and a song two years ago, she asked me like what I love the name Asia, but and a lot of people do, but where do you get the name Asia from? And I told her about Steely Dan. So she checked me out when she called me back two or three years ago and said, that's what you name Yeah, for I hate those guys. I'm like, sorry. No, we love them. But anyway, she seems better now. But yeah, so but I'm originally from Montreal. And I worked my way up and one and built an advertising agency and worked my way up and won some major clients, Kraft Foods, Avon cosmetics, Abbott Laboratories, a serums are world headquarters is there. And I had an opportunity to win the anti drug campaign in America. And so we came up with this powerful, logical reasons why you should not do drugs. It was really good and they liked it. But then we lost and when I saw who we lost, who I recognize it was 10 times better than what we were doing. And it was a guy holding an egg you probably know noticing this is your brain, cracking the shell and dropping the egg into a sizzling frying pan. Does your brain on drugs any question? When I saw the ad two things happen first is I recognized this was massively better and more powerful than anything I knew how to do that, what I knew how to do what I had done. And then the second thing was, it was emotional selling, not logical selling. I'm a logical guy. I mean, most of you are most of the listeners are logical people, you know, right? And but how do we sell emotionally not logically. And so it really freaked me out. And I realized, you know, how can I be an advertising and marketing in life and not know how to do emotional selling. And so I took, I wrote the words, your brain on drugs on a three by five card and I and I decided to get a box that I put next to my computer, and I called it the passion box. And I said, Every time I see something, or hear something that is emotionally powerful, instead of trying to analyze it or overanalyze it, because they don't teach in school, how to do emotional selling, they don't teach it, I went to the library, they have superficial stuff, but they don't really have anything that teaches you emotional selling. And so what I did was, I would dump it in my box, the passion bucks, I dumped the three by five cards. My wife hated going to doctors offices with me. As you know, in a doctor's office, you get to see magazines that you don't normally look at, I pick it up and I'm looking at like Ladies Home Journal or something, Vogue magazine, and I'm going through I go, Oh, wow. And she goes, Don't do that. She knows I'm gonna tear up a magazine. And I'm like, No, I have to put this in my passion box. And she goes like, she would sit as far away as possible. Like, I do not know that guy. But anyway, after about 10 years of doing this, so the passion box is almost overloaded. If you're gonna imagine this, I was in California, and I met John Gray and John Gray, who was telling me about this incredible book he wrote, you probably know John Gray as well, I'm not gonna say it yet. Okay. But the book was originally called men, women and relationships. And it was really one of the best relationship books ever. But it only sold a few 1000 copies. And he was telling me that he was frustrated. And he went to this conference where he was trying to sell his book, you know, on a webinar seminar where he was trying to sell his book. And he said something and all the women laugh like crazy and all the guys looked at the web and went, like, what's so funny about what he just said? And so he said, See, you know, some things women laugh at, and men don't. Some things men laugh at, and women don't. And some things everybody laughs at. It's a wonder woman said it's almost like manna from a different planet, like what planet you think men are from? And he said, I guess when men are like from Mars, and everybody started laughing. So when he got home, he was thinking both men are from Mars, where women from I guess women are from Venus. Venus is the goddess of love. So he got this crazy idea. What if I, my books not really selling much? And this is a fantastic book. What if I change the title? What don't have to lose if I change the title? Okay, so why don't I change the title to men are from Mars, Women are from Venus. And then in the book, I'll do references to it, but it'll be the same basic book. What do you think happened? He went from he sold either told me he sold 20,000 copies initially, okay. When he changed the title of the book, the men are from Mars, Women are from Venus. Almost overnight, half a million copies got sold, then a million and 2,000,005 Millions. I know one of the guys that helped him with marketing. And I wrote in the book, he sold 10 million copies. And he said at wrong. I said, really? Did I mess up? He said, Yeah, yeah, we're over 50 million books already sold 50 million, you went from 20,000 to 50 million. Just because he changed the title. Like, wow, I thought my head was gonna explode. So when I got home, I was gonna take the book first and put it in my box, you know, the passion box? And I said, No, wait a second. This is too powerful. Like men are from Mars, Women are from Venus. That's not true. It's a metaphor. I mean, some of the ladies out there probably think it's true. We are, we do seem like we're from a different planet. That's a whole other story. But what happened was, I decided to dump the passion box on my bed. Actually, I first had to make my bed. And I don't think it was made at that time. But I dumped the passion box on my bed. It was like big surface. And I said, Okay, so this is a metaphor. And I realized that this is your brain on drugs. That one is also a metaphor, because it's not a brain. It's an egg. Okay, frying a frying pan. And I went as metaphors the secret to emotional selling. So I'm a I'm a grouping person. And I'm very group oriented. Let's put things together that seem to be similar. And I started to realize that there are 14 brain triggers and metaphors is one of 14 brain triggers. And it's like, wow, you know, this is like powerful because I suddenly started to realize all these brain triggers and how they work. I'll give you some really good examples. Okay. But that's I ended up leading me to I do coaching for the US Small Business Administration. And so I get to practice on people and it blew their minds. As a coach and consultant. I have clients so I got to play it on client. So I'll give you a client example in a second. But let me give you this exam. So let's take metaphors okay so Shark Tank you know the TV show Shark Tank. It's not really a thankful as sharks. I mean, they might feel like it when you're on the show. And yet if it was called the investors group you think it would be successful Shark Tank? I don't think so. No Shark Tank is a cool name. It triggers different parts of the brain and it's fun. Okay,

Adam Liette
people to say hey, we're gonna watch Shark Tank. Yeah, exactly. The investors club.

James I. Bond
Exactly. It doesn't sound the same. How about Rocky Road ice cream? You know you open up rocky road ask him hey, there's rocks inside this? No, it's chocolate ice ice cream with nuts and Marsh mountains. But rocky road is a good example because it's got three brand new tools in it. Okay, so the first one is it's bumpy like a rocky road. So they call that Rocky Road ice cream. They actually stole the name from someone else's dryers ice cream, but dryers ice cream when they launch rocky road in the Great Depression. sales exploded when so many other businesses were struggling. And here's why. First, it was a metaphor, you know, rocky road because it's not really rocky but it's bumpy. The second one is it uses alliteration rocky road repetition of sounds. And suddenly I started realizing how many how many massively successful products use alliteration Coca Cola BestBuy, PayPal tick tock. I mean, if tick tock was called the Chinese social media platform, you think it would be as successful as tick tock? I don't think they call it ticky

Adam Liette
tock

James I. Bond
so there you go. But I mean, see, Bryce likes the sound of it. It's fun. And so. So rocky road uses alliteration, repetition of sounds. And I started looking at investigating and there's tons of things, including comedians use these tools also. But there are tons of things that use alliteration. And it's not. It's not a coincidence. In fact, I have somebody that was telling me, you know, these are rich companies that they that they come up with, and then they want most of these, you know, didn't start rich. Coca Cola didn't start Rich was a guy who was struggling. I mean, we look at it now though, these are billion dollar companies or multi million dollar companies. Yeah, they didn't start that way. And that's what's powerful about brain glue. But the third thing bring Rocky Road ice cream worked on was developed was Heuer. When you can lifers are buyers. Okay? Well, rocky road was invented during the Great Depression and the Great Depression, the nickname was rocky road. We're all on a rocky road. So their concept was, we're all on a rocky road anyway, we might as well have Rocky Road ice cream. People will kind of laugh while they're buying it. And so I started really so as I started uncovering the power of brain blue. I remember one of the first clients I had was a construction company. And there were three, three partners who after 10 years had 2 million in sales. That's not bad. 3 million in sales. In one year, I took up the 10 million of sales, and two years later, they reach 32 million in sales with this little change that I made. So what was the change that I made? Okay? So by the way, I reached out, they went from two to 10 million in sales in one year and they razz me a bond. It was supposed to be 12 million. And my comment was shut up. I like shut up. But it was like they bought each other because BMW is, you know, their Beemer lovers. And they're just like having they couldn't believe how much money they were making referrals with almost no other work. It was like, almost no effort. So when we did was this, after 10 years in business, they had lots of different types of clients. So I pulled out a whiteboard. While we have lots of managers out there, these guys were funny because they said, I said, I need a whiteboard for you guys. I had a multi week program I was taking them through. And they said, okay, but when you're done, you can take the whiteboard with you. Ah, the next week I showed up, and there's all this stuff written on a whiteboard. It was before we had cameras or phones, 100 phones with cameras on it. But so these guys said, you can take your whiteboard, so I came in, and it's all the stuff written on the whiteboard. So I like torturing people. So I pull it eraser, erase it. And one of the guys No, no, no reason. We haven't written it all down yet. Okay. I thought you guys don't need a whiteboard. No, no. And he told us what happened for managers is really powerful. He said, we work with subcontractors. And I had your whiteboard here. And so I had a group of subcontractors sitting on our conference table. And I had these guys making promises, Joe, you're going to do such and such by what time? Okay, great. And I did this thing that I'd never done before I pull up one of your pens. And I wrote on the whiteboard what he was promising to do. And something amazing happened. You know what happened? Joe started searching for a pen and a piece of paper. So he could write it down too. Because he was realizing if I'm committed to it, and these guys are writing it down, I'm going to be held accountable, because we are all here. And so that's why whiteboards are really awesome and writing down what people promise. Because when they see it, it's like, oh, okay, I guess I'm gonna be held accountable to it. But anyway, so I said, let's play a game. Okay, I want you to make a list. Well, let's make a list of every single A type of client you go after you don't these guys didn't know construction, some houses, part houses and things like that, you know, farms and things like that. And so we made a shopping list of all these different types of businesses they went after. And then I said, so let's play a game right now, let's pretend you're only going to be allowed to go after one and none other. Okay, one type of business. Who do you want to go after and say, well, we don't want to turn down business. I got that. But we're playing a game. Okay. So you have to I'm going to erase everything on the board, except one type of client, who do you want to go after? Well, they worked for two insurance companies that is on street projects, two for one on one for another one. But they really liked it was fire restoration for insurance companies. I didn't really know what it was, they had to explain to me, but it's like, you know, the insurance company, every time we have a client that has a fire, we go in. And there are two things we check. The first thing we check to see if the frame is damaged. If the frame is damaged, you got to tear down the whole house. But if it's not damaged, and you could put it up, and you want to make sure it's not going to catch fire again, and and they're happy with it and everything else. And they said yeah, actually, it would be cool if we can focus on fire restoration for insurance companies. So I went with them to the first two clients because I came up with a concept brain blue concept. Okay, so I said, the first words people are gonna think of is fire, right, my client has a fire. So let's put the tape to start with the word fire. And let's call you guys the fire extinguisher for insurance companies, you know, we'll actually get the website fire x.com. And when we and I went into two of the clubs, the client the prospects that they have. And we said, yeah, just think of us as your fire extinguisher. Every time we have a client that has a fire, call us where your fire extinguisher. They laughed. But they called exploded, absolutely exploded. We went from two to 10 million in sales in one year. And by the way, they weren't going to say no to everybody else. They said no to everybody, because they were just focusing on insurance companies. And they realized I was really fantastic. But it's the power of brain glue. It's the power of you know, can you create something that sticks to the brain so that when they're ready to buy hopefully it'll buy right now and it'll trigger them so they want to buy from you. But even if they're not ready right now like the the insurance companies weren't ready right? The second buy we had to wait until somebody had a fire okay, but once they had somebody had a fire, they would go fire Oh, fire extinguisher gonna call a fire extinguisher guys, right? No, and, and it's stuck to the brain that made it easy to buy. And so it became really powerful. I started realizing also that this doesn't just apply to selling it does not applies to selling Okay, so here's my pitch. If you want to cut 90% of your advertising costs, and double or triple your sales, you need brain glue, because almost nothing works like brain glue. In fact, I got famous people, Jack Canfield, he sold 500 million books. He doesn't need me telling him how to sell 500 million books. Okay, that you know, I mean, it's amazing. But his book titles are brain blue. Exactly. Well, his main book titles bleed easily, he was actually pissed off because he said, I wish I read your book earlier. Because I've written all these other books and easily I could have applied brain glue to these titles. They're all left brain titles, except for this one, in fact, say something but this one, my title used to be I'm a logical person. The title of this book used to be sell more with the right brain marketing strategy. And Jack Canfield he was beat he's forcing a force every one of his company to read the book and apply it every time they have a project now okay, but he might title was Was someone with robbery marketing strategy, with a marketing strategy. And he really got pissed off and he said, You forced me to read the book. I wasn't gonna claim to read it, but I couldn't put the damn thing down and you're forcing me but you're forcing all of us to do right brain emotional selling, and you got a logical title. I'll give you all you know, I'll give you a quotes and everything but you got to change the title the whole books about brain blue. You got to change the title the brain blue and I'm like, Yes, sir. No, I mean, he's a rich guy is telling you what to do. But I mean, it was

Adam Liette
that reminds me of there was a Hollywood story a couple of years ago is this movie was coming out. And they were going to call it like, like one night teen something serious. And the lead actor was like, That's the dumbest idea I've ever heard. Call this movie Snakes on a Plane. Yeah, exactly. They were gonna call it this like super serious title and Samuel Jackson's like, you know, bleep now you know, doing going full Samuel Jackson. And it's a cult classic.

James I. Bond
So they're a trigger word. Don't have fun with it. Okay, here's one of the brain blue tools trigger words. Okay. So Richard Branson, you know Richard Branson. Of course Richard Branson have in common with all avoid. Virgin? Oh, geez. virgin olive oil and Virgin Airlines. He actually started with Virgin Records. Okay, actually started with a magazine. Then Virgin Records. He recognized the trigger word virgin and it stands out and people were like, oh, first talk about you know your Ukrainian dancing movie so what do you call it dirty is a great word Dirty Dancing Dirty Harry. I grew up with you know the Dirty Dozen they have Dirty Rotten Scoundrels. I I'm trying to get major magazines to talk about us with their started talking about brainbow Because they're blown away by it. Okay. So I sent an email and I, and I got to magazine said, Okay, you got us, you got us book. How did I get them hooked? I said, the dirty truth about an article you wrote? They said, Yeah, but the frog don't fall. And so the first thing they get into it, I said, I use the word dirty, because that's a brain trigger. I have lots of brain triggers. I'd like to talk take a look at my book brain goo and shows you how these brain triggers work, you know, but it was just like it blew their mind is like the dirty truth about an article I wrote what know what the hell's this guy talking about? But it's just as powerful when you look at the, you know, Carrie Smith had a manufacturing company, he started making some money, so he had enough money to buy a friend's company. And a friend had a company that made huge fans that were used in farms. You know, like, if you have cows, you're not gonna put an air conditioning inside a cow barn or a horse barn to put up fans. Okay? It's gotten really big fans. And he was selling him was okay, fine. But one day he got an idea for an ad and he said, Why don't I call a big ass fans? Okay, and once you started

Adam Liette
talking about this, I'm like, You're gonna talk about big ass fans because it's one of my favorite brands on the planet brand

James I. Bond
so what happened was so he so first he called it an ADS big ass fancy realize people are buying this people are love this big ass fans decided to change the name of his company, and of the products that big ass fans and you know the logo, probably, it's a it's the butt of a donkey. And then his dad is away from you. But looking at you also, big ass fans, you had an answer. It's a donkey also, and his donkeys but okay, anyway.

Adam Liette
But even if you go to their website, you can go to their careers page now, like join the big ass family, we have a whole bunch of big ass fun. Like, they just go down this path. And they like they embody the big ass mentality everywhere. It's hilarious.

James I. Bond
So if it was called Big fans, you think it would be as successful as that? No big ass fans. And so what happened was, he actually got distracted, he started offering other products as well as fans, and he realized it was distracting me from this. So he stopped it. And he just focused on fans. Okay. After 15 years in business, a lot of people after 15 years in business, you're lucky couldn't get any money for your company. After 15 years in business, he basically started practicing from scratch. After 15 years in business, he sold it for $500 million. Okay. I mean, that's amazing. Just look and why mostly because he just came up with a name that sticks, you know, sticky names, like Dirty Harry and dirty, dirty. Yeah, you know, when you understand how the brain works, and you can apply some of these tools to it. It just explodes. I mean, sales explodes like crazy. I can't tell you how many times, you know, somebody would just I changed the title of the book, and suddenly sales explodes. But you're just, you know, when you understand this. So I want to give you some examples of because these tools aren't just used for advertising, okay, you can actually use it to try to, you know, to get people to do what you want. I grew up with President John F. Kennedy. And he said, Ask not what your country can do for you ask what you can do for your country. That's actually called Chi Asmus. Cosmos is a flip. Okay. rhyme is aibee aibee. By the way, rhyme works too, because Johnnie Cochran got OJ Simpson often when almost certain guilty verdict in a murder trial. But if the glove don't fit, you must acquit. So there were two jurors. I remember after the trial were asked one of them was standing there and nodding or is explaining it while the other one is nodding their head in agreement. And the journalist said, with all that evidence against OJ, why do you let them go free? And she turned and said, we knew if the glove don't fit, you must acquit. The glove didn't fit. We had to acquit sticks to the brain. But we have on evidence, I don't care that sticks in our brain. That's the only thing that sticks in my brain. And so and it works, okay. So that's rhyme okay. But, so rhyme is a B, A, B, you know, rhyme, rhyme and a second word. Kiasma says a b ba, and I'll give you examples of what it means. Okay? Winners never quit. And quitters never win. When the going gets tough, tough get going. Okay, I got a joke for this when old people can relate. You're not old enough to relate but you will. Okay. I'd rather wake up and P than p and wake up.

Adam Liette
40 I'm starting to resemble

James I. Bond
hopefully, you know, take a long time may West was at the beginning of the movie industry and she was loved. Love Love. She was really amazing. And she has she loves chi Asmus the flips okay. She said it's better to be looked over than over Looks women like a man with a past, but they prefer a man without presents. They don't show up in the present. When women go wrong men go right after them. How about this one good girls go to heaven bad girls go everywhere. My favorite hopefully I'm not crossing a line on this is a hard man is good to find out, but they weren't. So one of the tools I have in brain glue is, is and it's powerful because you use it. People use it on their kids. I mean, people, they find it powerful, but they also they get used to using it under products, but also on people. So Nike has an ad. And so one of the things is surprise ending, okay, it's one of the things I have. So let me give you a few examples. Okay. You take a phrase that people know, and then you give it a surprise ending. Okay. So let me give you an example. Failure is not an option. It's a step. That's a new Nike ad. Now, here's not an option, it's a step. Okay. Here's an ad for the Economist magazine. It's lonely at the top, but at least there's something you can read. Car magazine, you know, Oxford University says, To be or not to be that is two questions. I love that one. And Timberland, you know, the boot company, the shoe company, they say, your eyes are frozen your skin is your skin is has turned black, you're technically dead. Let's talk boots. What they're basically saying is because they're saying like, you know, where do you get that if you're going to Arctic or Antarctica, you know, you feel like your whole body is there. That's why you better make sure you got the right boots on if you go there. But it's like, the headline is like what, you know, I'm, you're almost

Adam Liette
there. So I, as I'm thinking about employing this, because I have several clients I work with, and most of them, we start talking about their marketing components, and they are like, all logical analytical. Like, I can't always get them out of that mentality. Like, and I know you had the more like the kind of dramatic demonstration with the dirty truth. But like, how do we get people to see that the the, the benefit to moving to that side of our brain, and maybe I could purposeful discovery of what could be possible by using brain glue.

James I. Bond
So I did a turn around of martial arts Equipment Company, okay, it was, you know, in this guy, you know, when you're doing a turnaround, that means the owner of the company has freaked out that he's gonna go bankrupt and lose everything. Employees are freaked out because they're all going to lose their jobs. Okay, so jokes, humor is very powerful. It triggers oxytocin in the brain, that oxytocin goes through your bloodstream. And actually, if you have cortisol is a fight or flight drug that goes through your body. So somebody freaks you out or scares you. Then you get the cortisol going through the bloodstream, and it stays in your bloodstream, often for as much as 36 hours. That's why if somebody is pissed off to you yesterday, and you're trying to sell them something today, they're usually I'm not really interested. And a lot of it has to do with cortisol and your body makes us resistant to everything, you know, right now, I'm just sorry, you know, you don't say it, but like, Hey, leave me alone, okay. And so, but if you tell them a joke, or give them something fascinating, you can actually trigger oxytocin going through the bloodstream and oxytocin, it doesn't last as long as cortisol. But it is an antidote to cortisol. It makes people much more resistant and much more receptive to what you're offering. So martial arts Equipment Company, okay. And people are freaked out because they're gonna lose their jobs. So when I was there at the beginning, I was there for over a year but for helping them but for in the beginning, I said a joke. Here's a joke. I said, Okay. So, the maintenance man is hiding in the maintenance closet. And as people approach the maintenance closet, he opened the door and scream supplies, you know, not surprised supplies is the maintenance man. Okay? That was a joke. I got tortured by it. For over a year. They tortured me with this. How did they torture me? So every time I walked by somebody's office and they the door was closed, but they have a window, I look inside and I see they're all stressed. You know, maybe I don't know, we didn't have enough product or they're not happy customer or whatever else it is inventory hasn't shown up yet or something. Or somebody was mad. They didn't like the product, but you see stress on their face. So I opened up the door. And as soon as I opened up the door, they would look at me to go supplies. Every time they saw me I was the supplies. I couldn't get rid of that joke. Okay. But what happened was, they suddenly you can see the body language change. When people are stressed. They're not creative. It's very hard to I mean, you know, we can save our life if we're We're about to be dying to die, okay. But in general, especially in the business, we're trying to get him to be creative and come up with solutions and maybe, you know, have a good relationship with clients or whatever else, our customers, you have to have a positive attitude, because it affects our whole body language. And so when I would, you know, when I would open up the door, I would suddenly see them change, and then suddenly to become literally instantaneous, and become more creative, etc. And it helps us to understand it when you're trying to sell somebody if you don't, which I'm terrible at jokes. I got lots of jokes. By the way, my wife and my kids got like, oh, here comes dad. It's all a joke again, you know, I was joke. You too.

Adam Liette
Yeah, me, too. Welcome to

James I. Bond
the club. I have this one as a religious belief that for different types of people. So I have these women who are religious. And I said, so little girl comes up to her mommy, and says, Mommy, Daddy says we came from apes. And you say, We came from Adam and Eve, honey, that he's talking about his family, I'm telling you about my family. Okay. Those are fun. But it chokes work. Because when you start with that, it triggers oxytocin and people become much more receptive to what you're saying. But I think

Adam Liette
from from the practitioners standpoint, like this is a deliberate decision to lean into that. And I know from my standpoint, it's not always natural, I have to work at it. But I think that conscious decision to work at that and to maybe even, I'm a musician by trade, that was my background was classical music. So practicing is something I just, it's part of my life. It's like even practicing some of those deliveries, like practicing those icebreakers, I think, could be really useful if you're like, Yeah, but that's not me. Yeah. But it could be like, it's in you. You just need to unlock it. Right?

James I. Bond
Yeah. But you have to understand if you're trying to sell somebody something. So martial arts equipment company. And he came, so we're sitting and we're trying to solve a problem, we want a product, he's got, like all different types of martial arts he deals with. So one thing that was common with all of them is backpacks, they have to carry the stuff. But there's so much so many things that martial artists have to carry. But they never ever, never have a backpack that's big enough. Okay. So they carry things into backpacks, or bags, and all that stuff and everything else. And so we came up with a concept of creating a backpack that's big enough to carry almost every thing you can imagine. Okay, giant backpack. And while he's developing it, and he's really fabulous in developing it, he's developed all that are like 19 pockets and pouches inside it, you know, some waterproof ones, you can put, you know, stinky clothes, if you're all that stuff. He had hidden ones, you could hide money in them, you know what I mean? And things like that people wouldn't find it in backpack. So when it came to naming the backpack, now, what was the main purpose of the backpack? Size? Right? Right. So huge backpack. And we this is a way to solve the problem for a lot of martial artists, and other people too, by the way. So he came up with the term the travel locker. So first, I said what the hell is a travel locker, but he called it a travel locker, because he figured, you know, it's a locker, you can put your stuff in. But also it has all these punches and pockets. So it's kind of like cool, like a cool locker. Right. But I said, that's too complicated. You're making life too complicated. In advertising, we have to remember this in communication, we have to remember this, you have to pick the one thing first to get their attention. And then from that you can offer all the other features. By went, What's the main feature of this backpack that we're that we created to solve? What's the problem to solve? And its size? Because how can I carry all these things loose? I left out a backpack that I could put everything in one backpack. So sighs So I said we should call it the monster and I said monster doesn't work. Well, the beast Oh, the beasts, a backpack so big, carries all your gear. And that became the slogan. So he was because this is one of the things you're talking about a client, okay? That they get emotional because they came up with the name and now you got to change the name. He was like, pissed. You know, I said, even though in the back of his mind, he knew is good. We went around to all the salespeople in the company and all the other employees and I said, Okay, travel locker or, or the beast? What should we call it? Everybody said that based on a great name. Okay, I turned to him for Paul. And he's like, okay, so he what he did was, we ran ads. I said, we can run split tests. We didn't have to we read split test. And of course, the travel locker did this and the Beast did this and sales went shot up through the roof and sold like crazy because people instantly knew what it was and they click on the sites. They clicked on the link and now it would tell them it has all these features and everything else but we start with an attention getter. And it's the beast the backpack so big it carries all your gear. Okay, and it just blew people's minds. But what happened was on the product I mean in the Add on the pages for the product, I always put the travel locker in small letters even know that they didn't like it. rid of his title because he had felt the need to travel locker. But the beast is big, you know? Because he recognized it. So yeah, we know ego gets involved. But it's when you can come up with a name like in his case, I came up with a name, he was gonna fight me. So I said, Let's go around to all employees and let's ask them, he goes, Okay, I think he said, okay, because he knew everyone's gonna like to be smart, that travel locker. I mean, it's a good name to travel locker, but it doesn't sell. That's the problem we have to recognize, you know. So here's how brain glue works. Okay? Your driver will tell you this before we start, but I'll tell it also for your audience. You're driving down the street, you leave your home and you're driving down the street and you're passing all these homes or apartments, okay, wherever you live. You don't look at them every day you pass them every day, you just shoot, I'm shooting past them. You don't have to look at them. But one day, you're driving down the street and suddenly you see one of your neighbor's flames coming out of one of his windows. Oh, grabs your attention. Okay, I call it like the fire of desire in your buyer. That's the brain blue guys. Okay, it lights fire. So people are gonna go hmm, normally, it's like ads, I look at an AD AD AD AD and then okay. That's what you want for people. If you're talking to your Pete employees, you want to you want to say something really go, huh? You know, I mean, they're famous people that used chi Asmus. Okay, the flipping, and I'll give you examples of Malcolm X, who, you know, Malcolm X, civil rights activist, civil rights activist. So he wanted to say, you know, you guys don't understand how hard it is being a black person in America. Okay. Instead, he said, We didn't land on Plymouth Rock, Plymouth Rock landed on us. Mm hmm. Interesting. He also said, which is very powerful, is when you stand for nothing, you'll fall for anything. Yep. Now, those are profound and they stick with you. Okay? They stick with you. And you're easy to explain to other people, you know. And so I can see bosses doing this all the time I have this mom says Mom approaches me and says, you're really good at brain go. Can you help me with my 14 year old son is like, okay, you know, I don't know what, what are you going to throw at me? Okay. But she says, He said, Mommy, why don't we have to follow so many rules in life? Okay, so. So the first thing I thought of was rules, what rhymes with rules? Let's start with rhyme. Well, fools, only fools don't follow rules. Okay, that could work. But let's get a metaphor or analogy so that we can, you know, really add to this and make it even more powerful. So it's sitting in brainstorm with her. And then I sat down with her and her son, and I said, so you were asking your mom, why do we have to follow so many rules in life? Right? And he said, Yeah, I said, Well, think about it. Well, first, only fools don't follow rules. Okay? And think about it. When you're thirsty, you could always drink out of the toilet. But why would you want to? Remember only fools don't follow rules. And he looks at me and goes, Oh, that makes sense. First, getting a 14 year old to say anything makes sense is a miracle. I quickly escaped before he asked me another question, by the way. I know doesn't. Exactly but doesn't really make sense. Or did I just trigger emotion, parts of the brain here to logical here are two political things. Okay. They use the same concept. I call it anchoring, where you take two things that normally don't go together, you put it together, you can't hug a child with nuclear arms. Right? One has nothing to do with the other. And yet when somebody says that, it's like, okay, because you can't hug a child, which is emotional. You know, you think about it with nuclear arms. That's emotional, but a whole different emotion. There's another one I am not against guns or for guns or anything like that. I want to get into that. But this one, I'm fascinated because it's brain glue. And it said, just uses chiasm as a flip. Okay? The right to bear arms is almost as crazy as the right to arm bears. Okay, it's like what, you know, but it you know, it triggers the brain it triggers parts of the brain, you know, it's the cosmos ones is that rather on the bottle in front of me than our frontal lobe bottoming. But they stick to the brain. So even comedians use it. But it's just what's powerful about brain glue is this is recognizing patterns, either patterns that are in the brain, or patterns that the brain likes. The brain likes patterns. So because the brain likes patterns, then we want to use those patterns because we know those sticks in the brain. Okay, so I'll give you a here's an interesting example. I think about Marilyn Monroe. A lot of people don't know this about Marilyn Monroe. So Marilyn Monroe was originally Norma Jean I think work at Morton center something she decided to just go by by Norma Jean that her manager said Maryland's a better name than normal jeans. Okay, Marilyn. I'm pretty sure it was her stepfather who was named Monroe. So she went Marilyn Monroe, which is alliteration repetition of sound Marilyn Monroe. Then she loved, famous for Famous actress back in the early days of the acting industry, I want to remember named Jean Harlow. Okay. And Jean Harlow was a platinum blonde. So Marilyn actually went to the same hairdresser that Jean Harlow has and got her hair color in exactly the same color as Jean Harlow. Platinum Blonde, okay, I was in, but then she has a beauty mark on her cheeks so she covered it up with makeup because she didn't want people to see it. She figured it makes her look better. But one day she's looking at photographs of Jean Harlow and she notices Jean Harlow has a beauty mark on her cheek sometimes and sometimes it's on her chin. Wait a second, I bet she doesn't even have a beauty mark. I bet she's just putting a.on Her face to attract attention to herself. And so from that point forward, Maryland's darkened instead of hiding and feed darken the beauty mark on her face and became massively successful and she believes a lot of it was because of the beauty marks. Well, there's Cindy Crawford is a supermodel okay and Cindy Crawford when she was she has a beauty mark above her, her left lip.

James I. Bond
And when she was young, she begged her mom please take me to the doctor and get it removed. And her mom didn't. And she says right now it's an interesting it's really a she's famous because of that beauty mark. She says I am so glad my mom didn't get it removed because I believe that helped me become famous because it stood up for for everybody else because I'm Face Face Face beauty mark face. Oh, interesting. Okay. And it's subtle, and yet as profound enough to turn people into multi multi millionaires. Okay, it's an asymmetry. So with with brain glue, we like symmetry, okay, which is equal size. My wife hates it when some guy has like an lazy eye or something. So you can cover up half the face it look like one thing. You look cover up the other half to look like a different type of person. Okay. But that's alliteration, which is the opposite of symmetry, okay, which is something is odd. And so they like it because something was odd. What made me think of it and start investigating this was there's a famous advertiser named David Ogilvy in the early days of advertising. Yep. And he did an ad for Hathaway shirts. So if you're running a full page ad for Hathaway shirts, a shirt company, you know, by the way, he became so successful that Warren Buffett bought it. That's why his company is called Berkshire Hathaway because he bought Hathaway shirts, one of the first companies he bought, because it was so rich. Okay, how did they get rich? David Ogilvy figured this okay, if you're doing an ad magazine ad for a shirt company, what do you have? You have a good looking guy wearing a shirt, nice pair of pants, nice shoes, obviously. And in a nice background looks like every other shirt ad. So what did he do? He put an eyepatch on the guy. And he called us a man with the Hathaway shirt. an eyepatch like he's the guy's a pirate. Then the man with the Hathaway shirt, if you read it never explains why the guy's got to put iPads but it gets you reading the title of man with a halfway shirt. And just because he put the eyepatch on whatever the model was, it had many ads but the guy was a my patch. It stood out from the crowd and people went Oh, and they remember Hathaway shirts enough to buy them. And the rest, as they say is history as Warren Buffett would say, Warren Buffett has a great line by the way. Okay, talking about metaphors. I love this line. So he you can say only when times get tough. Do you realize who's really competent? Okay. Oh, um, goes in one ear out the other. What Warren Buffett says is only when the tide goes out? Do you realize who's been swimming naked?

Adam Liette
Archie's? He's right. You can relate to that. That one's gonna stick in my head. For sure.

James I. Bond
It's more memorable. And it's has more impact than if you just said hey, come on, guys. Only when times get tough you realize who's really competent, or incapable or not. That's

Adam Liette
something I say to my team from a leadership side. I say not up or shut up, guys. Let's go.

James I. Bond
There you go. Exactly. Exactly. And why you sad because, you know, it's, it's just we instinctively know that many of these things stick to the brain. And that's why when people read this, you know, I didn't invent brain glue. I discovered brain I came up with a name brain glue. But I discovered brain glue because we use it people have used it forever. You know, and you know, I you know, I mean? Malcolm X he didn't you know, he just knew instinctively in his mind, I can't just say guys, it's really tough being a black person. I can say you know, we didn't land on Plymouth Rock The Rock landed on us and so or you know, when you stand up for nothing, you fall for anything that's much more powerful like come on guys. Don't you stand you have to stand for something. You know, it goes in one and not the other. But when you say when you stand for nothing, you fall for anything. It resonates. And that's you know why how brain glue is so powerful on so many levels.

Adam Liette
So cool. Oh man. I haven't got the book yet. It's on the way because I I don't they had a digital download. I don't do digital books. I don't know about you. I need like there's something about touching a book. So I'm now looking forward to reading this even more,

James I. Bond
because it's fun.

Adam Liette
I can barely imagine that from you, James. Guy. No.

James I. Bond
In fact, page two, okay, page two of the book. So it feels like it's you're starting into a really technical book. And page two, it says has a bunch of things. I'm not gonna tell you what it says until you get it. But it also tells a story of why my four year old daughter didn't want to have sex with the boy next door. And it's profound. It's I work with the Small Business Administration, I do, like, you know, sometimes 200 300 people in the audience. And so I practice that too. I thought it was really profound. So when I told the story, it blew people's minds actually tell them because I give them examples in the story of women especially are like what she did what. But once they get the punch line, once you see the punch line, then you go, Oh, because it is really profound. And it's just, you know, that our goal is, it's got to be entertaining, I have to say, there's one thing about the book, and people love this about the book. And that is, I have a short attention span as most people do. So you don't have to read like 30 pages to get something so two pages or three pages long. But and fun, because it gives you examples. It shows you lots of ways to do things. And it gives you an exercise, you can do it, but it's easy. And so people find it fun to go through this. Because it because it's got to be you know, it's got to be fun. I'm talking about 14 brain triggers. But as you go through your brain triggers a lot of these you're going to recognize and go oh, I remember that. I never even thought of that. Hey, I can use that. I never even thought of using that. Plop Plop, Fizz, fizz. Oh, what a relief it is. We're talking about that. Kurt Cobain Smells Like Teen Spirit. Oh, what does it smell like?

Adam Liette
I know what teen spirit smells like I have teenagers. Yeah.

James I. Bond
Me too. But I mean, it's just when you add something. You're right. You you do music, okay. My wife hated the song. They you know, she likes to tune but she hated the song. If you can't be with the one you love, love the one you're with chiasm is flipped. Okay? She hated it. Because what it implies no, no, do not. Okay, right. I mean, so I'll give you here's here's one to show you how powerful this is. Okay. This is how profound brain glue is one of the tools. I was standing on the corner in Winslow, Arizona. Such a fine sight to see. It's a girl monitor. Oh my lord, I bend forward slowly down and take a look at me. Okay? Now listen to this. Winslow Arizona became a tourist attraction because of that song. I have somebody in Arizona, Winslow, Arizona has a hole in the wall. But what they did was they put up a lamppost as a statue with a guy leaning on it. It says standing on the corner, and she was telling me, you know, Windsor, we live a beautiful town Winslow's like nothing when people show up all the time. They're taking pictures of themselves in front of this lamppost. And they she said they just pop a car, a flatbed forward with a statue of a girl inside it so people can relate to it both ways. You know, but it's that song. They didn't they weren't trying to do it to sell Winslow, Arizona and yet Winslow, Arizona benefited became a tourist attraction off Route 66. People are driving by her Winslow, Arizona. Oh, we gotta go there. Right. There's a statute is that all in Taurus? Oh,

Adam Liette
I would do that. 100%. If I was in Arizona, I saw Winslow, I would go yes. Because,

James I. Bond
I mean, it's just it. But that's how powerful it is. They weren't even trying to sell that. But because it's in their song and it's a hot song, then it suddenly becomes famous. And that's where, you know, we recognize brain Lewis surrounds us. But we don't use it. You know, we're, we're logical people. So we invent something or create something, we're logical, okay. And then we want it but we get passionate about it, hopefully, you're gonna find you're gonna develop stuff and be in business that you're passionate about. But when we try to sell it, we get logical, without realizing his passion that drives people to buy, you know, and that's what brain goo is all about. Bringing was really not for emotional people. It's for logical people who want to, you know, become more effective and emotional selling, like be like you. Yeah.

Adam Liette
And so many cases, it's, our customers are usually very logical people too. But if we appeal to them in an emotional sense, then we're not only breaking down barriers, but so many of our products that we sell, these products I sell require a bit of change from the person to so we're really fomenting that like, like, your brain on drugs, right? It's about behavior change. Well, and

James I. Bond
every one of your clients is logical, right? Okay, most part, well, do they drive a car? That's the cheapest car on the planet? Do they live in a home or an area that's the cheapest one on the planet that day? Wear clothes that's like just really cheap today if they have torn clothes and keep them torn because they didn't want they want to spend money on new clothes No. The emotion. There are two studies major studies. There's a Daniel Kahneman from Harvard University professor and Gerald Zalman, who was a Nobel Prize winning psychologist and both of them discovered that more than 90% of buying decisions are emotionally triggered. That's why we say no, like trust, okay? Because we want the person if they know like, and trust us, guess what, that's emotion, they emotionally connect with us. Okay. But in our advertising, particularly our advertising, but even in how we interact with people, you know, we don't we tend to not use emotion without realizing that that's the greatest, you know, it's the greatest power of moving us because we are emotional people, you know, except for some guy, I told you, I taught I saw this t shirt, life sucks, and then you die. You know? No, no life is. This is life right now. And you got to have fun on but you also have to resonate. That's why you know, I mean, there's just so many products. I can go on and on about this, but it's just, there's some I mean, I work with b2b companies, and they're saying like, Oh, what about b2b companies? Well, I've talked about like, big ass fans, you know, new pig Corporation sells rags and, and stuff like that. There's like a porta potty. There's squatty potty, you know, I mean, wow. I mean, there's just so many. They're just, you know, I mean, chat. GPT is really hot. Why is it called Chat? GPG? You know, Microsoft, not Microsoft. Where? No, that's the word soft in it. That's weird. You know? We're so weird. That turned into a multi multi billion dollar company. Hey, you know? Yeah, I came up with a great, I want to be that weird.

Adam Liette
I came up with a great dad joke on chat. GPT. Okay. I teach religion class for my middle school boys. And I said, well, the scriptures, you can kind of think of that as chat. God.

James I. Bond
That's awesome. That's awesome. And they'll remember it. Because you're ending you're changing the ending of something everybody knows.

Adam Liette
Yeah. So they didn't get it. They didn't know what chat GPT was. But I went and told my marketing friends the next day, and they all thought it was hilarious. Yeah, I'll tell you.

James I. Bond
That's awesome. That's awesome.

Adam Liette
Good deal, man. I'm just thinking a number of ways we can use this. And I mean, even thinking of like, my own clients, and how some of their I do a lot of disk study, and like, knowing people's DISC personality types. And so I lean into heavily into that. And now I'm thinking, Okay, well, if we add this component to it, like, and get them to see this man, can be really fun. And I think at the end of the day, that's really where it goes with me is that this is where the whole aspect and the whole process of marketing our stuff becomes enjoyable. And it's about getting people to take that first step into the enjoyment. And like, once you get them to enjoy it a little bit like they follow you down that rabbit hole. So I think a lot of the little tricks you you were talking about, get them into that state of this is fun, like, yes, it is.

James I. Bond
Well, and that's it. You know, when you come up with a change of name of your I bought a woman as a candle company, she has about a million dollars of sales, but she's, she's struggling a little bit. So we changed it to the better life Candle Company, we have candles that are focused on like, making you feel better and stuff like that. And she, she, you know, I said, I think I wanted you to change the name of the company. So I love the name of my company. So we should call it the better life Canada Cup. And now she's telling me on it. She says, oh, you know, more and more people care about the life we live. And I love the fact that, you know, but she was a logical person. So you came up with a name they were defending and she was telling me how they were fighting in court. And because somebody's trying to steal her name everything else. Now she's like, Yeah, discard the name, there's a much better name, because it connects with her emotionally. Okay, right. And that's what we want to recognize that, you know, we want to, you know, emotion drives us, we have to be logical. And then we've been taught to be logical math, in school, and whatever else and all that stuff. So we have to be logical what we're grading, but that, but logic is a tool, not the essence of what we are. We are emotional people. You know, that's why we love jokes. That's why somebody tells us something, you go up, you watch a movie. I love Zig Ziglar. I grew up with Zig Ziglar. We actually went to the live Zig Ziglar workshops. And he said, nobody has to teach you how to sell because I was learning how to sell back then say I love selling. But he said nobody has to teach you how to sell if you see a movie that you love. You explain it to friends and they want to go see oh, and I saw the Martian. You ever see the movie The Martian? I love that movie. And you know, with Matt Damon and all that he's on Mars. I mean, I love that movie. You know, it's just Hidden Figures. I don't know I love space movies, but hitman. It's, you know, these are fabulous movies. Nobody else has told me how to sell it because we know and kids know how to sell tubes. That's what he would always say. Hey, that guy has bought your own store. No, please no, please. No. Can I hold it up? Okay, fine, fine. Okay, hold on. And then you're at the at the cash register. And on the conveyors is ball COMM And you're looking at getting, okay, how much is the ball? You know, he said, we know how to sell, why do we know how to sell, because selling is transference of passion. And that's what we have to remember that we get stuck in the logic, prison, you know, and if you love your product or service and what you're offering, you have to communicate it in such a way that other people can you can trigger the emotion in them. So they go, oh, yeah, that's really cool. You know, and once they do that, you've made your sale, selling as simple transference of passion, it's got to be transferred to passion, because more than 90% of all our decisions are emotional decision. And of course, a lot of it has to do with you being a nice guy or girl, whatever. And they, you know, they trust you and like you because they trust your body language and how you describe and all that stuff, which I talked about in the book, too. There's certain tricks, but But yeah, just, you know, it's, I mean, I say tricks, they're not really tricks. They're actually powerful tools that help you get across, you know, get your message across. And your messages, please buy from me, I love this product. I think you're gonna love it. That's what we want to say. We're not gonna say it that way. No, I'm showing you no forklifts, so I'm not gonna say please buy my product. I have to say it in a way that people are gonna He's gonna trigger enough with them. They're gonna go Yeah, we definitely have to have those. Yeah. I love it. Life is fun.

Adam Liette
Life is fun. And it's been fun getting to know you, James, where can people find out about the book where they were? Can they purchase their own copy?

James I. Bond
Well, you can get it on Amazon. It's definitely all over Amazon and most bookstores, but you could if you go to brain glue book, sorry, brain glue. page.com it actually shows you it's got lots of details about what's in the book, brain glue. page.com It's really cool. But yeah, it's available on Amazon and major bookstores.

Adam Liette
Love it. It's been so much fun. I'm really geeking out on this topic. Definitely. It's funny when you hear stuff and you know, you're like, oh, like we knew that was true all along. But sometimes it's just a matter of something them showing us and I think there's something to be said about that in sales anyway, of leaning into what people already knew. And I think brain goes a tool to help you do that. So here we go. I'm going down another rabbit hole. It's always

James I. Bond
funny had calling. Say, Hey, I work for a big ass Fan Company. You know, I mean, Jeff. I mean, it's like what? Big Ass fans, you know, does that that's like the flames coming out of the window. You know? And that's what it's all about. You're driving down the street and suddenly there's flames coming out of one of the windows but that's what you want as you want people big ass fans. Hmm. How many times they hear the word asked from a supplier. Okay, I want to know that one. There was this month. Yes. Yeah, so yeah, brain Blue Brain blue. page.com. Check it out.

Adam Liette
To do thank you so much, James. Then the absolute pleasure and my very best to you.

James I. Bond
Thank you, Adam. There's lots of fun.

Adam Liette
Hey, operators. I believe that within each and every one of us lies a warrior in waiting, this warrior is able to conquer any obstacle that comes their way to discover how to awaken your warrior spirit and conquer what's holding you back. Go to Adam liette.com and join awaken the Warrior Within