August 20, 2025 • 37 mins
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.
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Carl (00:04):
Welcome to Communication Connection Community, the
podcaster's podcast.
This podcast takes a deep diveinto modern day communication
strategies in the podcastingspace.
We chat with interesting peoplewho make the podcasting and
speaking spaces exciting andvibrant.
We also dive into thepodcasting community with news
(00:24):
updates, latest trends andtopics from this ever-evolving
space.
So strap in, it's going to beone amazing ride.
Let's dive into today's episode.
James I.
Bond, one of America's leadingbehavioral management and
(00:45):
business marketing specialistsand is the author of the
multi-award-winning book BrainGlue how do you sell easier by
making your ideas sticky?
We're going to talk about anumber of things for sure today,
I'm guaranteed.
I think we're in for a treattoday.
James, welcome to the podcast.
James (01:02):
Carl, thank you so much for having me Love your podcast.
Love, love, love it.
Carl (01:05):
Well, thank you so much.
Before we dive into Brain Glueand what this is, because when
you reached out, you said I havesomething 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 youare today.
James (01:29):
I know we can't go too far back, but how did you get
into this place where you arebeing this behavioral management
and business marketingspecialist?
So it's funny.
You should say I let peopleknow I'm James I.
Bond, because I think myparents 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 fromMontreal.
I lived in Southern Californiafor 37 years, got a son and
three daughters, and our middledaughter we gave her the
initials LA, Lauren, Aja, a-j-afrom Sheely Dan song.
(01:53):
So we remember.
How long have we been inSouthern California?
How old is Lauren?
Oh, okay, there we go.
You know I ran an advertisingagency in Montreal and I worked
my way up and eventually wonmajor clients Kraft Foods, Timex
, Avon Cosmetics, AbbottLaboratories, seagram's their
world headquarters is there andso I had the opportunity to win
(02:14):
the anti-drug campaign inAmerica and I came up with
powerful logical reasons why youshould not do drugs.
Okay, logical, I'm a logicalguy, okay.
And then I lost.
And who did I lose to?
I lost to a guy holding an eggsaying this is your brain,
cracking the shell and droppingthe egg into a sizzling frying
pan Right.
(02:35):
This is your brain on drugs,any questions?
When I saw the ad, two thingshappened.
The first one was I recognizethis is infinitely more powerful
than any of the logical ads Icame up with.
But the second thing Idiscovered was, or realized, is
it's emotional.
This is emotional selling, notlogical selling.
And I have no clue how to doemotional selling.
(02:56):
I can tell you don't do itbecause of this point, this
point, this point, all thatstuff.
But they didn't do that.
They actually created anemotional message and it
terrified me and so I did someresearch.
I went to the libraries andwhatever else, our university,
but there's nothing really onemotional selling.
You know superficial things,but nothing really.
(03:18):
So I decided you know.
First I was terrified, but thenI said you know what?
The scientist in me came outand I said I wonder if I bet I
could figure out how emotionalselling works.
So next to my computer I'd puta box.
I call it the passion box and Ilove three by five cards.
So on a three by five card Iwrote your brain on drugs.
So I remember the ad and I putit into three by five and into
(03:41):
the box, my passion box, andevery time I saw an ad or heard
something, you know, a quotefrom a famous person, for
example that was emotionallypowerful, rather than trying to
analyze it, I put it in thepassion box in the hopes that
eventually I'll have so manysample examples and samples that
I'll be able to figure it out.
Well, after 10 years I moved toSouthern California and I met
(04:03):
John Gray, and John Gray wastelling me about this incredible
book he wrote and howfrustrated he was.
He wrote this book called Men,Women and Relationships and he
started telling me that peoplewere telling him this is the
most important and valuablerelationship book I've ever read
, and yet almost nobody wasbuying the book.
So he's at a conference tryingto sell his book and he says
(04:29):
something and all the women inthe audience laughed and all the
men are looking at the womenlike what's so funny about what
he just said?
And so he says you see, there'ssome things that women find
funny and there's some thingsthat men find funny and there's
some things that we all findfunny.
Well, one of the of the womensays screams out it's almost
like men are from a differentplanet.
(04:49):
What planet do you think menare from?
And so he says I guess we'refrom mars, men are from mars.
And everybody started laughing.
When he got home he went youknow I try to emotionally affect
people with the book and theyare affected by the book but not
by the title men, women andrelationships.
But I said men are from marsand everybody laughed.
(05:10):
I got everybody laughing.
What if I change the title of mybook, 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 ofthe book to men are from mars,
women are from venus and thenput references to it?
It?
Keep the same book but putreferences throughout the book
to men are from Mars, women arefrom Venus, and then put
references to it.
Keep the same book but putreferences throughout the book
to men are from Mars, women arefrom Venus, so people can relate
.
What do you think happenedAlmost overnight?
(05:31):
Half a million copies got sold,then a million, then two million
.
Steve Harrison, who helped himmarket 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 50million books, all because he
changed the title Whoa.
(05:53):
And so when I got home, I'mtaking the book and I'm going to
put it in my passion box and Istopped and I said, well, wait a
second, men aren't really froma different planet, although I
think a lot of women out therethink we are.
I know you think we are, wemight be okay.
It's a whole other story.
Carl (06:06):
Depends on who you talk to , James, really my wife was
positive, we're from a differentplanet.
James (06:13):
Let me start there.
Okay, but I realized it's ametaphor.
You know.
What he's basically saying ismen are so different than women
that it's almost like we're froma different planet.
Okay, but if he says that itwould be hard to read, but it
would be hard to relate to.
But if he said men are fromMars, women are from Venus, I
mean I remember being in abookstore and I'm looking at
different books.
Okay, this book, this book menare from Mars, women are from
(06:33):
Venus.
This book what Men are fromMars, women are from Venus.
What the heck's that Picks?
How much competition we allhave, even for our podcast.
You have lots of competition,right?
So you want people to go?
Huh, you know the good, the badand the ugly.
What you know?
I mean, there's the name of amovie, right?
Sergio Leone created a movie.
Tell me some of the othermovies he created.
(06:55):
I bet most people havedifficulty.
Okay, I had to think before.
He has a, you know, but it'sbecause it wakes up the brain.
So when I got home and I went,what metaphors?
This is a metaphor because menaren't really from a different
planet.
Have I just discovered thesecret to emotional selling, or
at least one of the secrets.
So when I got home I dumped thepassion box on my bed.
(07:16):
I had to because I needed a bigone, because I had so many
samples, and I said let me seewhat there is.
And what I discovered ismetaphors is one of 14 brain
triggers.
That's the heart of emotionalselling.
I thought my brain was gonnaexplode.
It's like have I just figuredout something that other people
haven't figured out aboutpersuasion?
And so I remember I was aconsultant.
(07:37):
I still am, but I was aconsultant.
So as a consultant you're luckybecause you get to practice on
your clients.
Usually it's 80-20.
80% of the stuff you usebecause you know it works and
20% you go.
Here's an idea, let's see ifthis works.
Well, I tried this on the firstclient.
I had a construction company,three guys who after 10 years
reached $2 million of sales.
(07:58):
Wow, I applied brain glue andthey went from $2 to $10 million
in sales in one year andreached 32 million two years
later.
Because it sucks to the brain,you know, I started to realize
like my goodness.
I mean, you know, we have toremember.
We're overloaded withinformation being thrown at us
on all levels.
You know, people wear T-shirtsthat have an ad for Nike.
(08:19):
People wear, you know, I meanjust, you know all kinds of
things.
You know, know texts that weget 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 withinformation that if we want to
stand out from the crowd, weneed a way to wake up the brain.
So the brain goes the good, thebad and the ugly, what you know
(08:41):
, um, men are from mars, womenfrom are from Venus, what I
remember?
I have a TV next to me where Iwork on the computer.
I usually don't watch TV but I,for whatever reason, I had it
on and there's an ad for BlueEmu.
I could care less.
You know, blue Emu is anarthritis cream that you put on
your joints and stuff like that.
But they had Johnny Bench, afamous baseball player, and he's
(09:02):
going.
I blew you.
It works fast and you won'tstink.
What did he just say?
From that point forward, theyhad me focused on the commercial
and I watched it.
From that point forward, that'sbecause he used the trigger
word it works fast and you won'tstink what I mean.
I work with Warren Buffett'steam, okay, because I am one of
America's leading behaviormanagement specialists, which is
(09:22):
lots of fun, and Warren Buffetthas great lines.
He says when the tide goes out,only when the tide goes out do
you discover who's been swimmingnaked.
What I mean, what he'sbasically saying, is only when
times get tough you realizewho's competent and capable.
Okay, but if he said that itwould go in one ear and out the
other, I mean it's logical.
(09:43):
We go.
Oh, yeah, I agree, but bysaying only when the tide goes
out do you discover who's beenswimming naked, whoa what.
The first thing you do is?
you get a visual in your mind,in your head okay, you know, I
like saying brain glue is sopowerful it's like a naked man
running through your backyard.
You know, you look out there,you go what?
Okay, you want to grab theirattention and so when you use
(10:06):
certain tools like rhyme orchiasmus 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 countrycan do for you, ask what you
can do for your country.
Okay, mankind must put an endto war or war will put an end to
mankind.
This is from uh, president johnf kennedy.
Malcolm x said, and this ischiasmus the flip okay, in and
(10:28):
out burgers in and out.
Okay, in and out burgers hasthe two things versus.
They use the flip, the in andout right.
Second is in and out is a isanother way of saying sex.
I remember I'm driving down thestreet, didn't have as much
money as uh, you know, as uh,McDonald's and Burger King and
everything else, and yet as afamily business they've grown
and become massively wealthy.
In and out burgers are on thewest coast, but I'm driving down
(10:51):
the street and I'm looking okay, here's in and out burgers, in
and out.
It's that sex.
What is in and out burgers, andthen we, we went through it and
we liked it, and because of that, we went back over and over
again.
That's how they becomesuccessful, 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 Gluerecognizes some of these little
(11:12):
tools that make you massivelysuccessful.
So here's a question okay, howwould you like to invent a
product that's incredible.
Somebody steals it from you.
Your biggest competitor or yourenemy steals it from you, and
they get massively wealthy andrich 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 onthis, but it's so much fun.
Post Cereals competes withKellogg's.
Sorry, I'm blabbing away onthis, but it's so much fun.
Post cereals competes withKellogg's.
So the head of post cerealssaid let's make a new product
that's totally different fromcereal.
Let's make, like this breakfastlittle cake.
It's a little cake.
We'll put jam or jelly insideit, so like strawberry,
(11:58):
blueberry, raspberry inside it,and make it like square or
rectangle.
We'll put it inside a toasterand when it comes up out of the
toaster you have this nice, warmcake you could eat, and let's
call it country squares.
Well, he was so proud of thisnew product that he invented
that three months before helaunched it.
Um, he advertised, he promotedit to the media.
He said we have this newproduct, look country squares.
(12:19):
You put it inside the thing andyou pop out.
So so the head of Kellogg's,who is very competitive, looked
at this and went what an amazingproduct.
Guys, guys, come here, all theemployees look at that.
We need to figure out how tomake that product.
Okay, but we also have to comeup with a better name.
Country Square is what a stupidname okay.
So he said okay.
So he used something calledsense elevation to start with,
(12:44):
and sense elevation is like, um,smells like teen spirit.
You know, you know that songyeah, 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 thetoaster, so let's call it pop
pop something.
And back then Andy Warhol wasreally famous, really famous,
and he was a pop artist.
So they used something calledanchoring, where you're using a
(13:06):
sound that's already in thebrain Pop art, pop tart, let's
call it pop tarts, pop tarts.
Of course.
He launched it one week beforeCountry Squares launched, okay,
of course, and sales exploded.
I mean exploded.
So they couldn't keep enough instores.
They ran out of product.
So he ran ads in newspaperssaying I apologize, I'm so sorry
(13:30):
.
You know Pop-Tarts ran out, butjust hold on for a day or so
and we'll have more Pop-Tarts inthe thing.
Nobody bought Country Squares.
Pop-tarts exploded in sales.
Last year they sold over threebillion three billion Pop-Tarts
and and Country Squares withinsix months, because they kept
trying to sell it and sell itand sell it.
Within six months they decidedto stop even trying to sell it.
(13:51):
So Kellogg's made a fortune,while Post ended up losing all
because they didn't have as gooda name.
And that's why we need toremember when we're talking to
somebody.
If we're trying to persuadethem or trying to sell them a
product or service or a concept,give a hoot, don't pollute.
(14:16):
There are lots of ways to dothis, 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 aboutemotional selling.
It wasn't.
It wasn't something that thatcame to mind, but but I think
you're right in the sense thatthis now is top of mind,
considering how much noise isout there, that we need to be
appealing to the emotions ofpeople to get our message
(14:43):
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 NormaJean Mortensen.
Okay, and her manager saidNorma Jean is not really a good
name for models, because she wasa model back.
Then he said would you bewilling to change your name to
(15:07):
Marilyn, because I think theylike that more?
And she said, yeah, sure, okay,Marilyn, that's okay Marilyn.
Well, her mom's maiden name wasMonroe, and so she said I kind
of like the sound of MarilynMonroe.
Why does she like it?
Because it uses somethingcalled alliteration, the
repetition of sound.
Because it uses somethingcalled alliteration, the
repetition.
It's not Marilyn Monroe.
Like Coca-Cola, Best Buy,Paypal, ok, Biden's, Build Back
(15:28):
Better.
You know, Trump's, Make AmericaGreat Again.
Good, good, you know, I meanthey use it on purpose because
they recognize that alliterationworks.
So she changed her name toMarilyn Monroe.
Then she loved Jean Harlow, ok,and Jean Harlow was famous back
then and she had platinum blondehair, so she lived in southern
(15:51):
california.
Marilyn Monroe, so she wentthrough the same hairdresser as
Gene Harlow and she said can youdye my hair the same color as
hers?
And they said yes, absolutely,and they did.
And so now, now she's MarilynMonroe, a name it's easy to
remember and she has platinumblonde hair, like Jean Harlow.
But she had a beauty mark onthe left side of her cheek and
she covered it up with makeup.
(16:13):
Well, one day she's looking atphotographs of Jean Harlow and
she realized that Jean Harlowhas a beauty mark, sometimes
it's on her cheek and sometimesit'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 onher face so that people would
notice her and stand up from thecrowd.
So, Marilyn, instead of hidingher beauty mark, now she started
(16:36):
making it darker and you cansee famous photographs of her
all the time with that beautymark on it right.
And suddenly she becamemassively 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 firstsupermodel.
She was really a fantasticsupermodel.
And Cindy Crawford in herbiography she talks about how
(16:59):
she has this big birthmark onthe left side of her lip, just
above her lip, and she beggedher mom.
As a kid she begged her mom.
Please can you get.
Take me to the doctor and getit removed.
She says I am so glad my momdidn't get it removed.
I believe that beauty mark isthe reason why I became a
supermodel and stood out fromeverybody else as a model.
I mean, you think about that.
(17:20):
Just related to this, DavidOgilvie, who was an early
biggest advertisers in the world.
Back then he was really amazing.
So he was doing ads for umhathaway shirts and hathaway is
owned by him Warren Buffett.
It's Warren Buffett's Berkshirehathaway.
It's actually how he bought thecompany.
But hathaway shirts wasstarting out back then.
And so if you're doing an ad forshirts, what would you do?
(17:42):
You have a good looking guywearing a shirt, nice pair of
pants in a nice background,maybe, or whatever.
Okay, that's, every ad looksexactly the same.
And he realized I need a way tomake it stand out from the
crowd.
So, going with this whole ideaof 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 hecalled it the man in the
(18:03):
hathaway shirt.
And so you're flipping through amagazine, you're going through,
and he's like I was an eyepatch.
What the heck's that.
It's a man in a hathaway shirtand they never explained by like
why he had an eyepatch.
Every one of their adsdifferent guy was an eyepatch on
and it was stopped.
Grab your attention, you golike what huh?
And that's what you know.
He understood is we'reunderstanding you want to stand
(18:23):
out from the crowd because moreand more people are doing
advertising, marketing, podcasts, whatever else, and so we need
to find a way.
Brain Glue shows you 14 toolsLike.
One of the tools is triggerwords like the good, the bad and
the ugly.
So I know this guy and hisDavid Baer B-A-E-R and he and
his partner.
They have a podcast but theyalso do marketing for they help
(18:48):
advertisers, okay, and so.
I forget the name of his companyand most people can't remember
the name of his company.
So, as I'm talking to him, Isaid you know David, you know
Baer, you should change the nameof your company to Baer Naked
Advertising.
And his partner went yes,that's fantastic.
And he's going oh, I don't knowif I want the name naked next
to my name and blah blah.
So yeah, I don't think he'schanged it yet, but think about
(19:10):
it.
I said Bare Naked Advertising.
I bet in two hours from now ifI said the guy's name was David
Baird, you remember what hiscompany's name Everyone will
remember.
Yeah, Bare Naked sticks to thebrain.
You want to.
You know, come up with a namethat people remember.
That sticks to the brain.
We work so hard.
You know people go oh wow, thatwas fantastic, that was a
(19:31):
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 iswe want to come up with I mean,
obviously yours.
Yours are tremendous becauseit's focusing on communication
and everything else which isessential and that's what I'm
trying to talk about is how wecommunicate changes people's
(19:51):
lives and you know, and thereare tools that we use that make
it easier for us to communicatein 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 whatare some of the things that
people need to do to start onthat journey?
What are some of the steps thatpeople 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 examplefirst and then I'll give you the
tool.
Okay, Paul Tran.
Paul Tran started a company andhe created an electric razor for
men's private areas.
So he wanted to come up with aname for the razor.
He wanted people to know how itworks, but he didn't want to
(20:32):
offend people.
So he's thinking of a metaphoror 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 thelawnmower?
He changed the name of hiscompany to Manscaped.
Okay, you got to landscape aman with a lawnmower.
Okay, I never bought thelawnmower.
(20:52):
I was actually in Bed BathBeyond, I think it was with my
wife, and they had a big posterand it says the lawnmower was an
arrow and it's showing therazor.
And then I'm going like what?
Then I start reading it aseverybody who walked by it, or
every guy who walked by it, readthe details, because you want
them to read.
You know what's the, what it isyou're selling.
(21:13):
No, I never bought thelawnmower.
If I bought the lawnmower, Iprobably I wouldn't share it
with my friends.
Let's start there, okay.
So, but if I I bought thelawnmower, I can imagine I
calling my friend because Iwould do this, and I would say
to my friend, Joe, hey Joe, justguess what?
I just bought, what thelawnmower?
Oh, yes, mow your lawn.
No, it's from shaving man'sprivate areas.
He started laughing and say,hey, Mary, his wife or a
(21:36):
girlfriend, hey Mary, guess what?
James just bought?
What the lawnmower?
Why does he need to mow hislawn?
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 muchas possible?
I recently had heart bypasssurgery.
Not fun for all of you.
I was there, okay, about amonth ago.
(21:57):
That was really quite amazing.
But when I'm in the hospital,you know I have to talk about
brain glue, because that's whatI talk about.
But as I was talking, and Isaid so, I, you know, I wrote
this book called Brain Glue, youknow sharing with people and
she says, oh, what's that allabout?
I said, well, there's this momand son in Utah who love Shark
(22:20):
Tank, and I mean they wereworking at jobs or whatever else
.
But they love Shark Tank andthe whole idea of like, wow,
inventing a product and gettingit on Shark Tank and maybe, you
know, you become amultimillionaire.
I started thinking, well, itwould 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 tocome up with what would be an
(22:40):
ideal product, because it's gotto be a good product.
And mom was constipated and sothe doctor told her you know,
besides taking drugs andwhatever else Metamucil or
whatever else you're going totake when you're on the toilet,
if you can raise your feet sixto eight inches off the floor
while you're on the toilet, itchanges the shape of your body
and it really helps.
Well, she tried that and itworked.
(23:02):
It was amazing.
And so she said why don't wecreate a little stool that fits
around the toilet and you canpull it out and put your feet on
it?
You know, and oh, really great.
So the first thing they thoughtof 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 thebrain glue name, the emotional
name.
So they said it's a toiletstool, but I don't want to call
(23:25):
it the toilet stool.
That doesn't sound very good.
So what's another name for atoilet potty?
And you're kind of squattingwhen you're sitting there.
Why don't we call it thesquatty potty?
Okay, sales exploded.
They bought like a thousand forlike a dollar each or $2 each
and it made it was $2,000,whatever else.
And they sold out like almostinstantly online.
(23:45):
And then they started sellingmore.
They sold over $100 million,$100 million of their squatty
potties.
Okay, wow.
So I'm telling the nurse thisstory and she goes you know what
?
I got to tell you this.
I knew all about the idea ofraising your feet.
I would raise my feet with alittle stool or something like
that in my thing.
But when I saw squatty potty, Iloved the name so much I ended
(24:08):
up buying the product.
She knew all about it, she knewhow to do this, and yet she
still bought the product becauseshe loves the name.
Wow, and that's you know, likefrom my mind.
I'm like, oh, I got to rememberthis.
Oh, you're going through anoperation, I know, I know, wait,
I got to remember this, but itwas just amazing because you
know it's what we want.
Is you want a name?
(24:28):
It's like Hooters, a restaurant.
Somebody opened up a restaurantaround 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 andthey said no, you're not allowed
.
They fought to not open up aHooters.
It's a hooter, it's is it?
(24:49):
It's just a restaurant withgood 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 stepsthen, that, or some of the tools
that people need to do?
James (25:02):
Exactly so.
I told you in the story aboutthe shaver, because of metaphor.
So here's the first tool youwant to come up with, okay, and
that is a metaphor or analogy,and so complete this phrase.
My product or idea is just likeuh, and be as crazy as possible
, start.
You know, my book is just likea naked man running through your
(25:22):
backyard.
You know, pick the craziestname possible and then you could
work it down.
But my product or service, mypodcast, is just like what it's
like standing there with AlbertEinstein.
You know, oh, but my product orservice, my podcast, is just
like what it's like standingthere with Albert Einstein, you
know.
Oh, okay, my podcast is justlike what do you call the knife
that you open up?
Oh, the Swiss army knife.
My podcast is like a Swiss armyknife.
(25:43):
You know, any topic you want,you know what I mean.
You say it that way.
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 likeblank, and in fact they had um,
um, I forget what his name is,but the famous director who did,
(26:06):
uh, Alien, well, Jaws had justcome and it was a blockbuster.
So he sold it to investors bysaying 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 youknow Jaws, you don't know this
thing's going to happen, itattacks you.
Same thing, but in space.
(26:26):
And they went oh, this is Jawsin Space.
He raised money like in no time.
So it's just, you know,metaphors are the first thing
and you always want to startwith.
A second thing is rhyme.
You know, rhyme is really goodfor uh, brain glue.
I say switch your pitch if youwant to get rich, okay.
So I said uh, pitch, pitch isthe word you know, it's like
(26:48):
helping you with your pitch.
So what, what rhymes with pitch?
Switch your pitch if you wantto get rich, okay.
Then I wanted to get more fancy, so I said desire.
It helps you build desire inpeople.
So what rhymes with desire?
Lights the fire, fire, desire,buyer Ringu.
Lights the fire of desire inyour buyer, ah.
(27:11):
So rhyme is a good word.
So find words that either thename 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, youknow, and then just have fun
with that.
And then another one isalliteration, repetition of
sound like brain bump.
(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 daughtersare in their 30s.
My youngest daughter lovesTikTok and I said TikTok is a
Chinese social media platform.
She said no, it's not.
So, yeah, yeah, it is it'splatform.
She said no, it's not.
I said, yeah, yeah, it is it'sChinese.
(27:53):
She said no.
And she did some research andcame back and said oh, you're
right, if TikTok named itselfthe Chinese social media
platform, you think it would beas successful as TikTok?
No, and so how did they come upwith it?
Because people with we thinkit's rich people that do this,
(28:20):
this, but there are a lot ofpoor people that start with, uh,
Famous Amos.
He wasn't rich, Wally Amos, hewasn't rich, but his name,
Famous Amos, stuck toeverybody's brain.
Famous Amos cookies, you know.
And people taste the cookie.
Oh, they're really fun.
Well, what's it called FamousAmos?
You remember it because itsticks to the brain and so
that's what you want is thoseare three simple ones is, you
know?
Definitely a metaphor, and thena rhyme, and then alliteration,
a repetition of sound.
These are really good tools.
To start with, Jack Canfield,who wrote Chicken Soup for the
(28:40):
Soul.
He was massively wealthy.
He sold 500 million.
He sold 100 million ChickenSoup for the Soul books and 400
million of the Chicken Soup forthe 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.
(29:00):
So he's massively wealthy andhe's done 60, more than 60 other
famous books.
Okay, but most of them arefamous because he's Jack
Cantrell, so they know he'sreally smart and they listen to
him.
There's trigger words, okay,like the good, the bad and the
ugly and all that stuff.
The original title for my bookbecause I was into trigger words
(29:21):
back then was um, I was lookingat Big Ass Fans and Carrie
Smith, who started Big Ass Fans.
When he changed the name to BigAss 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 yourhalf-assed marketing strategies.
But then amazon said no, wedon't like swear words, you're
(29:41):
gonna swear word inside that.
So you have to change it.
And I had like 80 reviews.
You want to get over 100reviews 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 myname.
If I'm changing the title of mybook, would you let me transfer
those testimonials?
They said, yes, okay, we don'tnormally do that, but we will do
it with you.
So me, like an idiot, like apuss, I changed the name and
(30:05):
used the logical title and itwas sell more with the right
brain marketing strategy.
Okay, right.
So I'm with Jack Canfield and Ihave a friend, so we put up my
book with books that he looks atbecause he reviews lots of
books and he's telling me I gotso pissed off when I read your
book.
I said really I'm sorry.
He said I have so many books togo through.
I picked up your book, Icouldn't put the damn thing down
(30:25):
.
I'm sorry.
Can I use that as a quote?
You know, I'm sorry, but hesaid on one condition you got to
change the title of your damnbook.
I said what it was called SellMore as a Right Brain Marketing
Strategy.
He said you're teaching us tosell emotionally.
And you got a logical title thewhole book's about brain glue.
You got to change the title ofbrain glue.
I said do I have to?
(30:46):
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 tellingme, 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.
(31:06):
We relate to it, Marilyn Monroe, she just went Marilyn Monroe.
And we relate to it MarilynMonroe, she just went Marilyn,
Marilyn Monroe.
She knew that you know, herbrain, her heart, helped her
recognize her emotions, helpedher recognize it sounds better
if it's alliteration of itMarilyn Monroe.
And so she started to uncoverthat.
Well, for all of us it's thesame thing is we want to
recognize that.
(31:27):
So Jack Canfield wrote ChickenSoup for the Soul, right?
Well, what he did was, he'stelling me, he wrote the book
and it was originally going tobe called 101 Motivational
Stories that Will Change yourLife.
But he's going ah, it's logical, it doesn't really work.
He said.
It took him about a month ofsleepless nights.
And then he woke up one day andhe said chicken soup makes you
(31:48):
feel better for a lot of people.
Maybe I should call my bookChicken Soup for the Spirit.
It doesn't really work, butit's kind of close, he said.
And so then, after about aweekend of sleepless nights, he
realized S-O-U-P-S-O-U-L.
Soup soul.
It sounds better when it goesthat way Chicken Soup for the
Soul.
And once he had the nameChicken Soup for His Soul, he
(32:09):
went yeah, that's the title,that's the title, and then the
rest, because it's fun to sell.
You know, I hated selling when Ifirst started in business.
Then I went to Jack CanfieldSorry, I went to what's his name
who said I have to think of hisname, Zig Ziglar.
And I love Zig Ziglar.
And Zig Ziglar had a fantasticline that really changed my life
(32:30):
, because I hated selling bags.
And he said selling is nothingmore than a transference of
passion.
If you're passionate aboutsomething, you want to transfer
that passion to somebody else.
If you saw a movie that youlove I saw Hidden Figures with
the three black women and NASAand all that stuff.
I love that movie.
It's just on so many levelsit's fantastic.
You don't have to teach me howto sell it.
(32:51):
I just talk to somebody and say, man, oh, you got to see Hidden
Figures, it's so I love.
Okay.
Well, with marketing, it's thesame thing is we get passionate
about something.
You get passionate aboutproduct or service or the
podcast you're on, whatever else.
You need to transfer thatpassion to them, and the way you
do it is you start by saying,well, logically, what it is, am
(33:12):
I trying to do?
Now, let's come up withemotional ways to say it,
because it's people have to golike 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 andthe ugly.
You know there's a tv show,ugly betty, that became a
massive success.
Okay, and it's because it usedthe trigger word.
And so when you start tounderstand these tools, these
(33:35):
that fit to the brain, thatstick to the brain, it just
changes our lives is what itdoes, 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 theopportunity to grab your book,
and you've got a specific linkthat 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 pagethat has all kinds of
information and little tools andtricks from Brain Glue and
everything else.
Hopefully it's a book, but ifyou just go to the page
yesbraingluecom, I think you'llreally enjoy it, as.
Carl (34:10):
I said when we first started chatting.
I was blown away when you saidI have something that I think
you're going to like, and thereason why, as James has
indicated a couple of timestoday, this is this brain glue
isn't just for, it's not justfor business owners, it's not
just for people in the marketingspace podcasters and that's why
(34:34):
I'm glad you've shared so muchwisdom, so many stories as well,
to give those great examples asto how this works.
And hindsight being 2020, well,hindsight can come before, but
if we just allow ourselves tolook at things differently,
we'll allow ourselves toimplement Brain Glue.
So grab a copy of the book.
We'll make sure that all ofJames's information links
socials.
That's all in the show notes aswell.
Oh, my goodness, James, wecould probably talk for the next
(34:56):
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 beforeI 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, thankyou so much.
And so all of you out there,start with a metaphor, analogy.
Okay, take your product orservice or idea, because it
could be an idea.
And what's it like?
And I'll give you just a quickexample.
So I had a friend that wasbecause this applies to all
kinds of things.
I have a friend who was anarrow-minded and I'm trying to
get him to be open-minded.
So what else is open?
(35:29):
I'm trying to get him to beopen-minded.
So what else is open?
You know, umbrellas are open,they work better when they're
open.
Parachutes, books.
If you buy a book, if you don'topen it, you're not going to
benefit from it.
So I said to him Joseph, yourmind 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 havean open mind, you know, he was
(35:50):
just telling me, don't tell mewhat to do, he was actually
open-minded about it.
So the first thing you want tothink of is a metaphor my
product, service or idea is justlike what and be as crazy as
possible and I'm willing to betfor a lot of you.
You're going to get somethingand it's going to start helping
you persuade people and opentheir eyes and minds about what
(36:12):
it is that you're offering.
That will really get yourattention and maybe sell
products or ideas for you.
Carl (36:19):
James I.
Bond Brain Glue.
Grab your copy the link againin the show notes.
Thank you so much, James, forbeing my guest today.
James (36:26):
Carl, thank you so much, Love, love, love your podcast
and thank you for joining ustoday.
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 heardtoday, leave us a comment and a
review and be sure to share itwith your friends.
If you don't like what youheard, please share it with your
enemies.
Oh, and if you have asuggestion of someone who you
(36:54):
think would make an amazingguest on the show, let us know
about it.
Drop us an email, askc arl@carlspeaks.
ca.
Don't forget to follow us onLinkedIn and Twitter as well.
You'll find all those links inthe show notes, and if you're
ready to take the plunge andjoin the over 3 million people
who have said yes to podcasting,let's have a conversation.
We'll show you the simplest wayto get into the podcasting
(37:22):
space, because, after all, we'repodcast solutions made simple.
We'll catch you next time.
Welcome to Communication Connection Community, the
podcaster's podcast.
This podcast takes a deep diveinto modern day communication
strategies in the podcastingspace.
We chat with interesting peoplewho make the podcasting and
speaking spaces exciting andvibrant.
We also dive into thepodcasting community with news
(00:24):
updates, latest trends andtopics from this ever-evolving
space.
So strap in, it's going to beone amazing ride.
Let's dive into today's episode.
James I.
Bond, one of America's leadingbehavioral management and
(00:45):
business marketing specialistsand is the author of the
multi-award-winning book BrainGlue how do you sell easier by
making your ideas sticky?
We're going to talk about anumber of things for sure today,
I'm guaranteed.
I think we're in for a treattoday.
James, welcome to the podcast.
James (01:02):
Carl, thank you so much for having me Love your podcast.
Love, love, love it.
Carl (01:05):
Well, thank you so much.
Before we dive into Brain Glueand what this is, because when
you reached out, you said I havesomething 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 youare today.
James (01:29):
I know we can't go too far back, but how did you get
into this place where you arebeing this behavioral management
and business marketingspecialist?
So it's funny.
You should say I let peopleknow I'm James I.
Bond, because I think myparents 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 fromMontreal.
I lived in Southern Californiafor 37 years, got a son and
three daughters, and our middledaughter we gave her the
initials LA, Lauren, Aja, a-j-afrom Sheely Dan song.
(01:53):
So we remember.
How long have we been inSouthern California?
How old is Lauren?
Oh, okay, there we go.
You know I ran an advertisingagency in Montreal and I worked
my way up and eventually wonmajor clients Kraft Foods, Timex
, Avon Cosmetics, AbbottLaboratories, seagram's their
world headquarters is there andso I had the opportunity to win
(02:14):
the anti-drug campaign inAmerica and I came up with
powerful logical reasons why youshould not do drugs.
Okay, logical, I'm a logicalguy, okay.
And then I lost.
And who did I lose to?
I lost to a guy holding an eggsaying this is your brain,
cracking the shell and droppingthe egg into a sizzling frying
pan Right.
(02:35):
This is your brain on drugs,any questions?
When I saw the ad, two thingshappened.
The first one was I recognizethis is infinitely more powerful
than any of the logical ads Icame up with.
But the second thing Idiscovered was, or realized, is
it's emotional.
This is emotional selling, notlogical selling.
And I have no clue how to doemotional selling.
(02:56):
I can tell you don't do itbecause of this point, this
point, this point, all thatstuff.
But they didn't do that.
They actually created anemotional message and it
terrified me and so I did someresearch.
I went to the libraries andwhatever else, our university,
but there's nothing really onemotional selling.
You know superficial things,but nothing really.
(03:18):
So I decided you know.
First I was terrified, but thenI said you know what?
The scientist in me came outand I said I wonder if I bet I
could figure out how emotionalselling works.
So next to my computer I'd puta box.
I call it the passion box and Ilove three by five cards.
So on a three by five card Iwrote your brain on drugs.
So I remember the ad and I putit into three by five and into
(03:41):
the box, my passion box, andevery time I saw an ad or heard
something, you know, a quotefrom a famous person, for
example that was emotionallypowerful, rather than trying to
analyze it, I put it in thepassion box in the hopes that
eventually I'll have so manysample examples and samples that
I'll be able to figure it out.
Well, after 10 years I moved toSouthern California and I met
(04:03):
John Gray, and John Gray wastelling me about this incredible
book he wrote and howfrustrated he was.
He wrote this book called Men,Women and Relationships and he
started telling me that peoplewere telling him this is the
most important and valuablerelationship book I've ever read
, and yet almost nobody wasbuying the book.
So he's at a conference tryingto sell his book and he says
(04:29):
something and all the women inthe audience laughed and all the
men are looking at the womenlike what's so funny about what
he just said?
And so he says you see, there'ssome things that women find
funny and there's some thingsthat men find funny and there's
some things that we all findfunny.
Well, one of the of the womensays screams out it's almost
like men are from a differentplanet.
(04:49):
What planet do you think menare from?
And so he says I guess we'refrom mars, men are from mars.
And everybody started laughing.
When he got home he went youknow I try to emotionally affect
people with the book and theyare affected by the book but not
by the title men, women andrelationships.
But I said men are from marsand everybody laughed.
(05:10):
I got everybody laughing.
What if I change the title of mybook, 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 ofthe book to men are from mars,
women are from venus and thenput references to it?
It?
Keep the same book but putreferences throughout the book
to men are from Mars, women arefrom Venus, and then put
references to it.
Keep the same book but putreferences throughout the book
to men are from Mars, women arefrom Venus, so people can relate
.
What do you think happenedAlmost overnight?
(05:31):
Half a million copies got sold,then a million, then two million
.
Steve Harrison, who helped himmarket 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 50million books, all because he
changed the title Whoa.
(05:53):
And so when I got home, I'mtaking the book and I'm going to
put it in my passion box and Istopped and I said, well, wait a
second, men aren't really froma different planet, although I
think a lot of women out therethink we are.
I know you think we are, wemight be okay.
It's a whole other story.
Carl (06:06):
Depends on who you talk to , James, really my wife was
positive, we're from a differentplanet.
James (06:13):
Let me start there.
Okay, but I realized it's ametaphor.
You know.
What he's basically saying ismen are so different than women
that it's almost like we're froma different planet.
Okay, but if he says that itwould be hard to read, but it
would be hard to relate to.
But if he said men are fromMars, women are from Venus, I
mean I remember being in abookstore and I'm looking at
different books.
Okay, this book, this book menare from Mars, women are from
(06:33):
Venus.
This book what Men are fromMars, women are from Venus.
What the heck's that Picks?
How much competition we allhave, even for our podcast.
You have lots of competition,right?
So you want people to go?
Huh, you know the good, the badand the ugly.
What you know?
I mean, there's the name of amovie, right?
Sergio Leone created a movie.
Tell me some of the othermovies he created.
(06:55):
I bet most people havedifficulty.
Okay, I had to think before.
He has a, you know, but it'sbecause it wakes up the brain.
So when I got home and I went,what metaphors?
This is a metaphor because menaren't really from a different
planet.
Have I just discovered thesecret to emotional selling, or
at least one of the secrets.
So when I got home I dumped thepassion box on my bed.
(07:16):
I had to because I needed a bigone, because I had so many
samples, and I said let me seewhat there is.
And what I discovered ismetaphors is one of 14 brain
triggers.
That's the heart of emotionalselling.
I thought my brain was gonnaexplode.
It's like have I just figuredout something that other people
haven't figured out aboutpersuasion?
And so I remember I was aconsultant.
(07:37):
I still am, but I was aconsultant.
So as a consultant you're luckybecause you get to practice on
your clients.
Usually it's 80-20.
80% of the stuff you usebecause you know it works and
20% you go.
Here's an idea, let's see ifthis works.
Well, I tried this on the firstclient.
I had a construction company,three guys who after 10 years
reached $2 million of sales.
(07:58):
Wow, I applied brain glue andthey went from $2 to $10 million
in sales in one year andreached 32 million two years
later.
Because it sucks to the brain,you know, I started to realize
like my goodness.
I mean, you know, we have toremember.
We're overloaded withinformation being thrown at us
on all levels.
You know, people wear T-shirtsthat have an ad for Nike.
(08:19):
People wear, you know, I meanjust, you know all kinds of
things.
You know, know texts that weget 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 withinformation that if we want to
stand out from the crowd, weneed a way to wake up the brain.
So the brain goes the good, thebad and the ugly, what you know
(08:41):
, um, men are from mars, womenfrom are from Venus, what I
remember?
I have a TV next to me where Iwork on the computer.
I usually don't watch TV but I,for whatever reason, I had it
on and there's an ad for BlueEmu.
I could care less.
You know, blue Emu is anarthritis cream that you put on
your joints and stuff like that.
But they had Johnny Bench, afamous baseball player, and he's
(09:02):
going.
I blew you.
It works fast and you won'tstink.
What did he just say?
From that point forward, theyhad me focused on the commercial
and I watched it.
From that point forward, that'sbecause he used the trigger
word it works fast and you won'tstink what I mean.
I work with Warren Buffett'steam, okay, because I am one of
America's leading behaviormanagement specialists, which is
(09:22):
lots of fun, and Warren Buffetthas great lines.
He says when the tide goes out,only when the tide goes out do
you discover who's been swimmingnaked.
What I mean, what he'sbasically saying, is only when
times get tough you realizewho's competent and capable.
Okay, but if he said that itwould go in one ear and out the
other, I mean it's logical.
(09:43):
We go.
Oh, yeah, I agree, but bysaying only when the tide goes
out do you discover who's beenswimming naked, whoa what.
The first thing you do is?
you get a visual in your mind,in your head okay, you know, I
like saying brain glue is sopowerful it's like a naked man
running through your backyard.
You know, you look out there,you go what?
Okay, you want to grab theirattention and so when you use
(10:06):
certain tools like rhyme orchiasmus 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 countrycan do for you, ask what you
can do for your country.
Okay, mankind must put an endto war or war will put an end to
mankind.
This is from uh, president johnf kennedy.
Malcolm x said, and this ischiasmus the flip okay, in and
(10:28):
out burgers in and out.
Okay, in and out burgers hasthe two things versus.
They use the flip, the in andout right.
Second is in and out is a isanother way of saying sex.
I remember I'm driving down thestreet, didn't have as much
money as uh, you know, as uh,McDonald's and Burger King and
everything else, and yet as afamily business they've grown
and become massively wealthy.
In and out burgers are on thewest coast, but I'm driving down
(10:51):
the street and I'm looking okay, here's in and out burgers, in
and out.
It's that sex.
What is in and out burgers, andthen we, we went through it and
we liked it, and because of that, we went back over and over
again.
That's how they becomesuccessful, 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 Gluerecognizes some of these little
(11:12):
tools that make you massivelysuccessful.
So here's a question okay, howwould you like to invent a
product that's incredible.
Somebody steals it from you.
Your biggest competitor or yourenemy steals it from you, and
they get massively wealthy andrich 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 onthis, but it's so much fun.
Post Cereals competes withKellogg's.
Sorry, I'm blabbing away onthis, but it's so much fun.
Post cereals competes withKellogg's.
So the head of post cerealssaid let's make a new product
that's totally different fromcereal.
Let's make, like this breakfastlittle cake.
It's a little cake.
We'll put jam or jelly insideit, so like strawberry,
(11:58):
blueberry, raspberry inside it,and make it like square or
rectangle.
We'll put it inside a toasterand when it comes up out of the
toaster you have this nice, warmcake you could eat, and let's
call it country squares.
Well, he was so proud of thisnew product that he invented
that three months before helaunched it.
Um, he advertised, he promotedit to the media.
He said we have this newproduct, look country squares.
(12:19):
You put it inside the thing andyou pop out.
So so the head of Kellogg's,who is very competitive, looked
at this and went what an amazingproduct.
Guys, guys, come here, all theemployees look at that.
We need to figure out how tomake that product.
Okay, but we also have to comeup with a better name.
Country Square is what a stupidname okay.
So he said okay.
So he used something calledsense elevation to start with,
(12:44):
and sense elevation is like, um,smells like teen spirit.
You know, you know that songyeah, 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 thetoaster, so let's call it pop
pop something.
And back then Andy Warhol wasreally famous, really famous,
and he was a pop artist.
So they used something calledanchoring, where you're using a
(13:06):
sound that's already in thebrain Pop art, pop tart, let's
call it pop tarts, pop tarts.
Of course.
He launched it one week beforeCountry Squares launched, okay,
of course, and sales exploded.
I mean exploded.
So they couldn't keep enough instores.
They ran out of product.
So he ran ads in newspaperssaying I apologize, I'm so sorry
(13:30):
.
You know Pop-Tarts ran out, butjust hold on for a day or so
and we'll have more Pop-Tarts inthe thing.
Nobody bought Country Squares.
Pop-tarts exploded in sales.
Last year they sold over threebillion three billion Pop-Tarts
and and Country Squares withinsix months, because they kept
trying to sell it and sell itand sell it.
Within six months they decidedto stop even trying to sell it.
(13:51):
So Kellogg's made a fortune,while Post ended up losing all
because they didn't have as gooda name.
And that's why we need toremember when we're talking to
somebody.
If we're trying to persuadethem or trying to sell them a
product or service or a concept,give a hoot, don't pollute.
(14:16):
There are lots of ways to dothis, 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 aboutemotional selling.
It wasn't.
It wasn't something that thatcame to mind, but but I think
you're right in the sense thatthis now is top of mind,
considering how much noise isout there, that we need to be
appealing to the emotions ofpeople to get our message
(14:43):
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 NormaJean Mortensen.
Okay, and her manager saidNorma Jean is not really a good
name for models, because she wasa model back.
Then he said would you bewilling to change your name to
(15:07):
Marilyn, because I think theylike that more?
And she said, yeah, sure, okay,Marilyn, that's okay Marilyn.
Well, her mom's maiden name wasMonroe, and so she said I kind
of like the sound of MarilynMonroe.
Why does she like it?
Because it uses somethingcalled alliteration, the
repetition of sound.
Because it uses somethingcalled alliteration, the
repetition.
It's not Marilyn Monroe.
Like Coca-Cola, Best Buy,Paypal, ok, Biden's, Build Back
(15:28):
Better.
You know, Trump's, Make AmericaGreat Again.
Good, good, you know, I meanthey use it on purpose because
they recognize that alliterationworks.
So she changed her name toMarilyn Monroe.
Then she loved Jean Harlow, ok,and Jean Harlow was famous back
then and she had platinum blondehair, so she lived in southern
(15:51):
california.
Marilyn Monroe, so she wentthrough the same hairdresser as
Gene Harlow and she said can youdye my hair the same color as
hers?
And they said yes, absolutely,and they did.
And so now, now she's MarilynMonroe, a name it's easy to
remember and she has platinumblonde hair, like Jean Harlow.
But she had a beauty mark onthe left side of her cheek and
she covered it up with makeup.
(16:13):
Well, one day she's looking atphotographs of Jean Harlow and
she realized that Jean Harlowhas a beauty mark, sometimes
it's on her cheek and sometimesit'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 onher face so that people would
notice her and stand up from thecrowd.
So, Marilyn, instead of hidingher beauty mark, now she started
(16:36):
making it darker and you cansee famous photographs of her
all the time with that beautymark on it right.
And suddenly she becamemassively 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 firstsupermodel.
She was really a fantasticsupermodel.
And Cindy Crawford in herbiography she talks about how
(16:59):
she has this big birthmark onthe left side of her lip, just
above her lip, and she beggedher mom.
As a kid she begged her mom.
Please can you get.
Take me to the doctor and getit removed.
She says I am so glad my momdidn't get it removed.
I believe that beauty mark isthe reason why I became a
supermodel and stood out fromeverybody else as a model.
I mean, you think about that.
(17:20):
Just related to this, DavidOgilvie, who was an early
biggest advertisers in the world.
Back then he was really amazing.
So he was doing ads for umhathaway shirts and hathaway is
owned by him Warren Buffett.
It's Warren Buffett's Berkshirehathaway.
It's actually how he bought thecompany.
But hathaway shirts wasstarting out back then.
And so if you're doing an ad forshirts, what would you do?
(17:42):
You have a good looking guywearing a shirt, nice pair of
pants in a nice background,maybe, or whatever.
Okay, that's, every ad looksexactly the same.
And he realized I need a way tomake it stand out from the
crowd.
So, going with this whole ideaof 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 hecalled it the man in the
(18:03):
hathaway shirt.
And so you're flipping through amagazine, you're going through,
and he's like I was an eyepatch.
What the heck's that.
It's a man in a hathaway shirtand they never explained by like
why he had an eyepatch.
Every one of their adsdifferent guy was an eyepatch on
and it was stopped.
Grab your attention, you golike what huh?
And that's what you know.
He understood is we'reunderstanding you want to stand
(18:23):
out from the crowd because moreand more people are doing
advertising, marketing, podcasts, whatever else, and so we need
to find a way.
Brain Glue shows you 14 toolsLike.
One of the tools is triggerwords like the good, the bad and
the ugly.
So I know this guy and hisDavid Baer B-A-E-R and he and
his partner.
They have a podcast but theyalso do marketing for they help
(18:48):
advertisers, okay, and so.
I forget the name of his companyand most people can't remember
the name of his company.
So, as I'm talking to him, Isaid you know David, you know
Baer, you should change the nameof your company to Baer Naked
Advertising.
And his partner went yes,that's fantastic.
And he's going oh, I don't knowif I want the name naked next
to my name and blah blah.
So yeah, I don't think he'schanged it yet, but think about
(19:10):
it.
I said Bare Naked Advertising.
I bet in two hours from now ifI said the guy's name was David
Baird, you remember what hiscompany's name Everyone will
remember.
Yeah, Bare Naked sticks to thebrain.
You want to.
You know, come up with a namethat people remember.
That sticks to the brain.
We work so hard.
You know people go oh wow, thatwas fantastic, that was a
(19:31):
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 iswe want to come up with I mean,
obviously yours.
Yours are tremendous becauseit's focusing on communication
and everything else which isessential and that's what I'm
trying to talk about is how wecommunicate changes people's
(19:51):
lives and you know, and thereare tools that we use that make
it easier for us to communicatein 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 whatare some of the things that
people need to do to start onthat journey?
What are some of the steps thatpeople 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 examplefirst and then I'll give you the
tool.
Okay, Paul Tran.
Paul Tran started a company andhe created an electric razor for
men's private areas.
So he wanted to come up with aname for the razor.
He wanted people to know how itworks, but he didn't want to
(20:32):
offend people.
So he's thinking of a metaphoror 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 thelawnmower?
He changed the name of hiscompany to Manscaped.
Okay, you got to landscape aman with a lawnmower.
Okay, I never bought thelawnmower.
(20:52):
I was actually in Bed BathBeyond, I think it was with my
wife, and they had a big posterand it says the lawnmower was an
arrow and it's showing therazor.
And then I'm going like what?
Then I start reading it aseverybody who walked by it, or
every guy who walked by it, readthe details, because you want
them to read.
You know what's the, what it isyou're selling.
(21:13):
No, I never bought thelawnmower.
If I bought the lawnmower, Iprobably I wouldn't share it
with my friends.
Let's start there, okay.
So, but if I I bought thelawnmower, I can imagine I
calling my friend because Iwould do this, and I would say
to my friend, Joe, hey Joe, justguess what?
I just bought, what thelawnmower?
Oh, yes, mow your lawn.
No, it's from shaving man'sprivate areas.
He started laughing and say,hey, Mary, his wife or a
(21:36):
girlfriend, hey Mary, guess what?
James just bought?
What the lawnmower?
Why does he need to mow hislawn?
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 muchas possible?
I recently had heart bypasssurgery.
Not fun for all of you.
I was there, okay, about amonth ago.
(21:57):
That was really quite amazing.
But when I'm in the hospital,you know I have to talk about
brain glue, because that's whatI talk about.
But as I was talking, and Isaid so, I, you know, I wrote
this book called Brain Glue, youknow sharing with people and
she says, oh, what's that allabout?
I said, well, there's this momand son in Utah who love Shark
(22:20):
Tank, and I mean they wereworking at jobs or whatever else
.
But they love Shark Tank andthe whole idea of like, wow,
inventing a product and gettingit on Shark Tank and maybe, you
know, you become amultimillionaire.
I started thinking, well, itwould 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 tocome up with what would be an
(22:40):
ideal product, because it's gotto be a good product.
And mom was constipated and sothe doctor told her you know,
besides taking drugs andwhatever else Metamucil or
whatever else you're going totake when you're on the toilet,
if you can raise your feet sixto eight inches off the floor
while you're on the toilet, itchanges the shape of your body
and it really helps.
Well, she tried that and itworked.
(23:02):
It was amazing.
And so she said why don't wecreate a little stool that fits
around the toilet and you canpull it out and put your feet on
it?
You know, and oh, really great.
So the first thing they thoughtof 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 thebrain glue name, the emotional
name.
So they said it's a toiletstool, but I don't want to call
(23:25):
it the toilet stool.
That doesn't sound very good.
So what's another name for atoilet potty?
And you're kind of squattingwhen you're sitting there.
Why don't we call it thesquatty potty?
Okay, sales exploded.
They bought like a thousand forlike a dollar each or $2 each
and it made it was $2,000,whatever else.
And they sold out like almostinstantly online.
(23:45):
And then they started sellingmore.
They sold over $100 million,$100 million of their squatty
potties.
Okay, wow.
So I'm telling the nurse thisstory and she goes you know what
?
I got to tell you this.
I knew all about the idea ofraising your feet.
I would raise my feet with alittle stool or something like
that in my thing.
But when I saw squatty potty, Iloved the name so much I ended
(24:08):
up buying the product.
She knew all about it, she knewhow to do this, and yet she
still bought the product becauseshe loves the name.
Wow, and that's you know, likefrom my mind.
I'm like, oh, I got to rememberthis.
Oh, you're going through anoperation, I know, I know, wait,
I got to remember this, but itwas just amazing because you
know it's what we want.
Is you want a name?
(24:28):
It's like Hooters, a restaurant.
Somebody opened up a restaurantaround 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 andthey said no, you're not allowed
.
They fought to not open up aHooters.
It's a hooter, it's is it?
(24:49):
It's just a restaurant withgood 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 stepsthen, that, or some of the tools
that people need to do?
James (25:02):
Exactly so.
I told you in the story aboutthe shaver, because of metaphor.
So here's the first tool youwant to come up with, okay, and
that is a metaphor or analogy,and so complete this phrase.
My product or idea is just likeuh, and be as crazy as possible
, start.
You know, my book is just likea naked man running through your
(25:22):
backyard.
You know, pick the craziestname possible and then you could
work it down.
But my product or service, mypodcast, is just like what it's
like standing there with AlbertEinstein.
You know, oh, but my product orservice, my podcast, is just
like what it's like standingthere with Albert Einstein, you
know.
Oh, okay, my podcast is justlike what do you call the knife
that you open up?
Oh, the Swiss army knife.
My podcast is like a Swiss armyknife.
(25:43):
You know, any topic you want,you know what I mean.
You say it that way.
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 likeblank, and in fact they had um,
um, I forget what his name is,but the famous director who did,
(26:06):
uh, Alien, well, Jaws had justcome and it was a blockbuster.
So he sold it to investors bysaying 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 youknow Jaws, you don't know this
thing's going to happen, itattacks you.
Same thing, but in space.
(26:26):
And they went oh, this is Jawsin Space.
He raised money like in no time.
So it's just, you know,metaphors are the first thing
and you always want to startwith.
A second thing is rhyme.
You know, rhyme is really goodfor uh, brain glue.
I say switch your pitch if youwant to get rich, okay.
So I said uh, pitch, pitch isthe word you know, it's like
(26:48):
helping you with your pitch.
So what, what rhymes with pitch?
Switch your pitch if you wantto get rich, okay.
Then I wanted to get more fancy, so I said desire.
It helps you build desire inpeople.
So what rhymes with desire?
Lights the fire, fire, desire,buyer Ringu.
Lights the fire of desire inyour buyer, ah.
(27:11):
So rhyme is a good word.
So find words that either thename 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, youknow, and then just have fun
with that.
And then another one isalliteration, repetition of
sound like brain bump.
(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 daughtersare in their 30s.
My youngest daughter lovesTikTok and I said TikTok is a
Chinese social media platform.
She said no, it's not.
So, yeah, yeah, it is it'splatform.
She said no, it's not.
I said, yeah, yeah, it is it'sChinese.
(27:53):
She said no.
And she did some research andcame back and said oh, you're
right, if TikTok named itselfthe Chinese social media
platform, you think it would beas successful as TikTok?
No, and so how did they come upwith it?
Because people with we thinkit's rich people that do this,
(28:20):
this, but there are a lot ofpoor people that start with, uh,
Famous Amos.
He wasn't rich, Wally Amos, hewasn't rich, but his name,
Famous Amos, stuck toeverybody's brain.
Famous Amos cookies, you know.
And people taste the cookie.
Oh, they're really fun.
Well, what's it called FamousAmos?
You remember it because itsticks to the brain and so
that's what you want is thoseare three simple ones is, you
know?
Definitely a metaphor, and thena rhyme, and then alliteration,
a repetition of sound.
These are really good tools.
To start with, Jack Canfield,who wrote Chicken Soup for the
(28:40):
Soul.
He was massively wealthy.
He sold 500 million.
He sold 100 million ChickenSoup for the Soul books and 400
million of the Chicken Soup forthe 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.
(29:00):
So he's massively wealthy andhe's done 60, more than 60 other
famous books.
Okay, but most of them arefamous because he's Jack
Cantrell, so they know he'sreally smart and they listen to
him.
There's trigger words, okay,like the good, the bad and the
ugly and all that stuff.
The original title for my bookbecause I was into trigger words
(29:21):
back then was um, I was lookingat Big Ass Fans and Carrie
Smith, who started Big Ass Fans.
When he changed the name to BigAss 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 yourhalf-assed marketing strategies.
But then amazon said no, wedon't like swear words, you're
(29:41):
gonna swear word inside that.
So you have to change it.
And I had like 80 reviews.
You want to get over 100reviews 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 myname.
If I'm changing the title of mybook, would you let me transfer
those testimonials?
They said, yes, okay, we don'tnormally do that, but we will do
it with you.
So me, like an idiot, like apuss, I changed the name and
(30:05):
used the logical title and itwas sell more with the right
brain marketing strategy.
Okay, right.
So I'm with Jack Canfield and Ihave a friend, so we put up my
book with books that he looks atbecause he reviews lots of
books and he's telling me I gotso pissed off when I read your
book.
I said really I'm sorry.
He said I have so many books togo through.
I picked up your book, Icouldn't put the damn thing down
(30:25):
.
I'm sorry.
Can I use that as a quote?
You know, I'm sorry, but hesaid on one condition you got to
change the title of your damnbook.
I said what it was called SellMore as a Right Brain Marketing
Strategy.
He said you're teaching us tosell emotionally.
And you got a logical title thewhole book's about brain glue.
You got to change the title ofbrain glue.
I said do I have to?
(30:46):
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 tellingme, 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.
(31:06):
We relate to it, Marilyn Monroe, she just went Marilyn Monroe.
And we relate to it MarilynMonroe, she just went Marilyn,
Marilyn Monroe.
She knew that you know, herbrain, her heart, helped her
recognize her emotions, helpedher recognize it sounds better
if it's alliteration of itMarilyn Monroe.
And so she started to uncoverthat.
Well, for all of us it's thesame thing is we want to
recognize that.
(31:27):
So Jack Canfield wrote ChickenSoup for the Soul, right?
Well, what he did was, he'stelling me, he wrote the book
and it was originally going tobe called 101 Motivational
Stories that Will Change yourLife.
But he's going ah, it's logical, it doesn't really work.
He said.
It took him about a month ofsleepless nights.
And then he woke up one day andhe said chicken soup makes you
(31:48):
feel better for a lot of people.
Maybe I should call my bookChicken Soup for the Spirit.
It doesn't really work, butit's kind of close, he said.
And so then, after about aweekend of sleepless nights, he
realized S-O-U-P-S-O-U-L.
Soup soul.
It sounds better when it goesthat way Chicken Soup for the
Soul.
And once he had the nameChicken Soup for His Soul, he
(32:09):
went yeah, that's the title,that's the title, and then the
rest, because it's fun to sell.
You know, I hated selling when Ifirst started in business.
Then I went to Jack CanfieldSorry, I went to what's his name
who said I have to think of hisname, Zig Ziglar.
And I love Zig Ziglar.
And Zig Ziglar had a fantasticline that really changed my life
(32:30):
, because I hated selling bags.
And he said selling is nothingmore than a transference of
passion.
If you're passionate aboutsomething, you want to transfer
that passion to somebody else.
If you saw a movie that youlove I saw Hidden Figures with
the three black women and NASAand all that stuff.
I love that movie.
It's just on so many levelsit's fantastic.
You don't have to teach me howto sell it.
(32:51):
I just talk to somebody and say, man, oh, you got to see Hidden
Figures, it's so I love.
Okay.
Well, with marketing, it's thesame thing is we get passionate
about something.
You get passionate aboutproduct or service or the
podcast you're on, whatever else.
You need to transfer thatpassion to them, and the way you
do it is you start by saying,well, logically, what it is, am
(33:12):
I trying to do?
Now, let's come up withemotional ways to say it,
because it's people have to golike 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 andthe ugly.
You know there's a tv show,ugly betty, that became a
massive success.
Okay, and it's because it usedthe trigger word.
And so when you start tounderstand these tools, these
(33:35):
that fit to the brain, thatstick to the brain, it just
changes our lives is what itdoes, 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 theopportunity to grab your book,
and you've got a specific linkthat 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 pagethat has all kinds of
information and little tools andtricks from Brain Glue and
everything else.
Hopefully it's a book, but ifyou just go to the page
yesbraingluecom, I think you'llreally enjoy it, as.
Carl (34:10):
I said when we first started chatting.
I was blown away when you saidI have something that I think
you're going to like, and thereason why, as James has
indicated a couple of timestoday, this is this brain glue
isn't just for, it's not justfor business owners, it's not
just for people in the marketingspace podcasters and that's why
(34:34):
I'm glad you've shared so muchwisdom, so many stories as well,
to give those great examples asto how this works.
And hindsight being 2020, well,hindsight can come before, but
if we just allow ourselves tolook at things differently,
we'll allow ourselves toimplement Brain Glue.
So grab a copy of the book.
We'll make sure that all ofJames's information links
socials.
That's all in the show notes aswell.
Oh, my goodness, James, wecould probably talk for the next
(34:56):
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 beforeI 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, thankyou so much.
And so all of you out there,start with a metaphor, analogy.
Okay, take your product orservice or idea, because it
could be an idea.
And what's it like?
And I'll give you just a quickexample.
So I had a friend that wasbecause this applies to all
kinds of things.
I have a friend who was anarrow-minded and I'm trying to
get him to be open-minded.
So what else is open?
(35:29):
I'm trying to get him to beopen-minded.
So what else is open?
You know, umbrellas are open,they work better when they're
open.
Parachutes, books.
If you buy a book, if you don'topen it, you're not going to
benefit from it.
So I said to him Joseph, yourmind 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 havean open mind, you know, he was
(35:50):
just telling me, don't tell mewhat to do, he was actually
open-minded about it.
So the first thing you want tothink of is a metaphor my
product, service or idea is justlike what and be as crazy as
possible and I'm willing to betfor a lot of you.
You're going to get somethingand it's going to start helping
you persuade people and opentheir eyes and minds about what
(36:12):
it is that you're offering.
That will really get yourattention and maybe sell
products or ideas for you.
Carl (36:19):
James I.
Bond Brain Glue.
Grab your copy the link againin the show notes.
Thank you so much, James, forbeing my guest today.
James (36:26):
Carl, thank you so much, Love, love, love your podcast
and thank you for joining ustoday.
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 heardtoday, leave us a comment and a
review and be sure to share itwith your friends.
If you don't like what youheard, please share it with your
enemies.
Oh, and if you have asuggestion of someone who you
(36:54):
think would make an amazingguest on the show, let us know
about it.
Drop us an email, askc arl@carlspeaks.
ca.
Don't forget to follow us onLinkedIn and Twitter as well.
You'll find all those links inthe show notes, and if you're
ready to take the plunge andjoin the over 3 million people
who have said yes to podcasting,let's have a conversation.
We'll show you the simplest wayto get into the podcasting
(37:22):
space, because, after all, we'repodcast solutions made simple.
We'll catch you next time.
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