March 31, 2024 • 43 mins
Ever wondered how a name could shape a destiny? Behavioral management specialist and author James Bond joins us to share how his moniker opened doors to whimsical encounters and lent a unique perspective to his work in advertising. His humorous tales pave the way to a deeper understanding of the 'brain glue' concept – the art of creating messages so sticky they're impossible to ignore. James's expertise in emotional selling takes center stage, unraveling why our hearts often lead our decisions, whether crafting anti-drug campaigns or concocting the next big branding success story.
Prepare to be tickled by the clever antics of branding giants as we dissect the genius behind the playful product names that have become household favorites. From the unforgettable 'Squatty Potty' to 'The Lawnmower' from Manscaped, we reveal the strategic wordplay that cements a brand into consumers' minds. The chapter on Richard Branson's branding odyssey further lifts the veil on the creativity that can transform an entrepreneur's vision into an empire, proving that a catchy slogan can sometimes be worth more than a multimillion-dollar ad campaign.
As we wrap up this riveting session with James Bond, we offer anecdotes and insights on the tools and techniques that lead to success in the cutthroat world of entrepreneurship and beyond. You'll hear personal stories that attest to the power of differentiation and the importance of establishing a unique identity in a sea of competitors. Whether you're a seasoned business owner or an aspiring mogul, this episode is packed with laughs, lessons, and strategies to ensure your message not only lands but sticks like glue.
These are our friends. These are your friends. AND they are living the extraordinary.
For a transcript of this episode, go to www.behindthedreamers.com.
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Jennifer (00:25):
Welcome to another episode of Behind the Dreamers.
I'm your host, jennifer Loading, and we are talking to the
creators, the achievers, themagic makers and the dreamers.
These are our friends, theseare your friends, and they are
living the extraordinary Well.
My guest today is one ofAmerica's leading behavioral
management specialists and he'sthe author of the award-winning
(00:45):
book Brain Glue how SellingBecomes Much Easier by Making
your Ideas Sticky.
So I'm excited to chat with him.
We're going to bring him on injust a few minutes, but before
we do that, we need to do aquick shout out to our sponsor.
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your content shine All right,and so now that we've done that,
we can get our guest on.
So for 13 years James Bond hasran one of Southern California's
leading behavioral managementfirms, working with who's who of
(01:48):
American business.
Early in his career he ran anadvertising agency in Montreal.
He is a workshop leader, a pastworkshop chairman for the
resource partner of the US SmallBusiness Administration, and
has been a featured guestspeaker at three Southern
California universities.
So we are excited to get him onBehind the Dreamers.
So welcome to the show, james,super thrilled to have you here
(02:08):
today.
Oh hi, jennifer, thanks forhaving me.
It's going to be so much fun.
I know that I've been likewaiting for this conversation,
to chat with you, and I know wegot to talk a little bit offline
before, which was kind of fun,so I got to learn a little bit
about you.
So I think our audience isgonna love hearing what you have
to say today.
James Bond (02:26):
So this is just gonna be fun hey, I would say
uh-oh, but it's uh-oh seven.
Yes, my parents had a sense ofhumor.
What can I say?
But oh, right, exactly.
Jennifer (02:36):
Yes, I know, I was laughing about that, so fun.
You know when I was growing upand I don't know how many people
know this, I mean people I wasgrowing up with.
But it was funny because mygrandmother was full-blooded
German, so we had a lot ofGerman in our house.
But here's the funny thing mylast name was Crocker, like
Betty.
So when I was growing up, youcan imagine the torture that I
(02:56):
would get.
They'd be like are you relatedto Betty, Are you related to
Betty?
And I'd be like no, if I wasrelated to Betty, don't you
think I'd have a lot of moneyand I don't even like to cook.
So we got a problem here withthis whole thing.
And then the funny thing is,and then I married into a German
last name.
So now I have a real likeGerman last name that nobody can
pronounce.
So I just think it's the ironyof life sometimes, you know.
James Bond (03:16):
Yeah Well, yeah Well , you're loading, you're loading
life.
Jennifer (03:19):
Exactly.
Exactly, and you've got to havea little bit of sense of humor
sometimes, right?
James Bond (03:24):
Yeah, tell me about it Exactly.
You're lucky People hang up onme.
James Bond yeah, right click.
Jennifer (03:32):
They're like James Bond.
Which one are you?
Which Bond?
James Bond (03:35):
are you?
Jennifer (03:35):
right, got to have a sense of humor.
All right, let's open thisthing up.
I want to talk a little bitabout what you are doing.
James Bond (03:45):
So tell us about this book and what led us to
this.
Okay, well, I ran anadvertising agency in Montreal.
I've been living in SouthernCalifornia for 37 years.
We actually named our middledaughter.
We gave her the initials LA, sowe'd know as long as people say
, oh, you've been in Los Angelesor Southern California, and
we'd say, oh, it's Lauren again,so you know 37.
Jennifer (04:04):
There's that sense of humor.
James Bond (04:06):
I guess it's funny because LA so Asia A-J-A, you
know, and it was named after theSteely Dan album Asia and the
Steely Dan song.
And two years ago she said Ilove the name Asia and people
love the name Asia.
How can we name Asia?
And I said well, because it'sJulie Dan.
And so she hung up and you knowshe called me back in about an
hour and said I hate that songand we're like sorry, you know
(04:30):
it's a parent, you know you'vebeen named your child.
Hopefully they're going to likethat name.
You know we should call backafter.
I think I'm getting.
So I started an advertisingagency in Montreal and worked my
way up and we eventually wonmajor clients like Kraft Foods,
(04:53):
timex Watches, seagrams, theirworld headquarters in Montreal,
and I had the opportunity to winthe anti-drug campaign in
America with powerful logicalreasons why you should not do
drugs.
I'm a logical guy, most of usare logical.
Okay, wait till you hear this.
And so we lost the campaign andwe didn't get the opportunity
to win it and it terrified mewhen I saw what won.
(05:13):
It was a guy holding an eggsaying this is your brain and
cracked the shell and droppedthe egg into it.
You're nodding.
You know this one.
How long ago did you see it?
And yet we still remember itlike it was yesterday Dropped
the egg, cracked the shell,dropped the egg into a sizzling
frying pan and pointed down andsaid this is your brain on drugs
, any questions?
(05:34):
And it scared me.
First I recognized this isinfinitely more powerful than
logic and I knew logic, you knowNot, not emotional selling.
This was emotional selling,something I had no idea how to
do and it terrified me.
They don't teach it in schooland all that stuff.
In fact they sort of wire itout of us.
You know we're trying to getall emotional.
(05:55):
Yeah, come on, quiet downeverybody.
Please stop talking to eachother.
You know, in school, the schoolis washing down our emotion.
And yet emotion is the greatestsalesman ever, saleswoman ever.
Okay, because I mean, Iremember I went to Jack.
I hated selling in the beginning, when I first started, I was in
(06:15):
business with one of mybrothers and I love my brother,
Jerry, but not in business, andhe was a better salesman than me
.
We went into Avon Cosmetics,avon, okay, and we're sitting
there and the buyer for Avonsays my brother's John.
And he said John, it's betweenyou and this other company that
(06:38):
we give this project to andfrankly, we'd rather give it to
you guys, but you're moreexpensive than the other guys.
And so he leans across the deskand he says my brother.
And he says why do you thinkthe other guy is so cheap?
There's a long pause and thenthe guy says, like straight out
of the textbook okay, I get yourpoint.
You ran up a purchase order andI thought my head was going to
(06:58):
explode.
It's like what the hell justhappened.
He's hiring us because we'remore expensive, what?
And so all this stuff sort ofmade me realize I have no idea
how emotion works, how emotionalselling works.
And so I wrote your Brain onDrugs, this is your brain on
drugs, on a three by five card.
I love three by five cards.
(07:19):
And I created a box right nextto my computer and I called it
the passion box.
And every time I saw somethingthat was just amazing from an
emotional standpoint not logicalbut emotional or heard
something like somebody wouldsay something from an emotional
standpoint, it would be reallypowerful I would write it down
or, you know, tear out the ad.
If I saw an ad, I'd put it inmy box.
(07:39):
So eventually.
I have enough examples that Icould figure out how emotional
selling works, hopefully, aftermore than 10 years we moved to
Southern California.
I met John Gray and John Graywas telling me he's an author.
And John Gray, you're noddingyour head, don't say what the
point was.
Yet okay, john Gray was tellingme that he wrote this
incredible book and I know itbecause I had a copy of his book
(08:00):
and it was called Men, womenand Relationships.
A copy of his book.
It was called Men, women andRelationships.
People loved the book.
They said man, this book, itchanged my life, it changed my
relationship.
Yet very few people bought thebook.
He was frustrated becausepeople who read it loved it, but
nobody was buying the book.
He sold a few thousand copies.
He got this crazy idea what ifI change the title to Men are
(08:22):
from Mars, Women are from Venus,women are from Venus?
And then just tweak the contenta little so you refer to it
throughout the book, but it'sbasically the same book.
What do you think happened?
He was telling me almostovernight, half a million copies
got sold, then a million, thentwo million, then five million.
In my book I say he sold 10million copies.
But I know Steve Harrison whohelped him with marketing.
He said no, we're over 50million books already sold.
(08:47):
He went from 20,000 to 50million people buying his book
just because he changed thetitle.
Like wow, you know.
And so when I got home I waswriting you know, I was thinking
a book, actually a copy of thebook.
I was going to put the book inthe passion box and I thought
wait a second, men aren't reallyfrom a different planet.
I know how many women out therethink we are from a different
(09:09):
planet.
We act like it sometimes.
But we're not really from adifferent planet.
Really we're not.
But I realize it's a metaphorbecause men aren't really from a
different planet.
And that's what I was thinkingabout.
It like this is your brain ondrugs?
He was holding an egg.
That's a metaphor also.
It's just like an egg,basically see, dropping into a
sizzling frying pan.
(09:30):
I was like, oh, is emotionalselling metaphors?
So when I got home I ducked thepassion box on my bed and I
discovered there are 14 braintriggers.
Metaphors is just one of 14brain triggers at the heart of
emotional selling and it'samazing that's the one.
As I started putting it alltogether, I started realizing.
You know, if the glove doesn'tfit, you have to acquit.
(09:53):
Oj Simpson got freed from analmost certain guilty verdict on
a murder trial.
There were two of the jurorsinterviewed after the trial and
this journalist said with allthat evidence against OJ, how
come you found him not guilty?
And one of them responded,while the other one nodded her
head and she said we knew, ifthe glove don't fit, you must
(10:13):
acquit.
The glove didn't fit, we had toacquit.
You know, rhyme, and I realizedfor everybody out there, for you
, jack and Jill went up the hill, hill, okay, how was the last
time you heard that?
Okay, I could be on my deathbed.
It's like, hey, james, jack andJill went up the hill to fetch
(10:35):
a bale of water.
You know, I remember it.
I mean, I might have heard it10, 20, maybe 50 years ago or
more.
For me it was 50.
I'm old, what can I say?
And yet we remember, like itwas yesterday, when I started
putting together all this andthen I started teaching this,
because I teach in the smallbusiness administration, so
sometimes I'll have, you know,three, four, 500 people at a
time doing this and thenapplying this.
(10:56):
As I started applying it,suddenly people's income
exploded because they wouldchange the name of their product
and suddenly, whoa, you know,it's amazing, it works with
jokes.
In fact, humor is one of thebengal tools, just by the way.
It's like uh, if you get, I hadthese three women, they're kind
(11:17):
of religious and I was tryingto talk them into something and,
uh, I figured well, they'rekind of religious, why don't you
use a religious joke?
So I said, uh.
So a little girl comes up toher mommy and says mommy, daddy
says we came from apes, but yousay we came from Adam and Eve.
Honey, daddy's talking abouthis family, I'm talking about my
family, and once they startedlaughing, they become much more
(11:38):
open-minded to what I was saying, what I was talking about.
I ran a behavioral managementfirm, one of America's leading
behavioral management firms.
We work with famous people likewarren buffett's team and all,
like all these famous people.
And it's one of the things thatI trained my, because we have
phds in psychology andorganizational development and I
would train them to tell a jokeand they'll go.
Well, do we have to?
(11:59):
He said, yes, even if you'rebad at joke telling, you have to
tell a joke because it opens upthe mind and people become much
more receptive.
I remember Bill Clinton and Iforget who it was.
But the head of Russia and thetwo of them are laughing
hysterically.
You know, one told a joke orsomething and I went like, oh OK
, good, I guess we're not goingto go to war with Russia.
You know they're telling jokesto each other.
(12:20):
I mean, if you're telling jokesto each other, you're really
going to go.
By the way, now we're going tostart firing missiles at you.
Right right, yeah it's justreally so.
It's amazing how many comediansuse brain glue.
Let me give you a few examples,if that's okay.
Yeah, so here's.
There's something calledchiasmus, which is like a flip
(12:48):
Instead of A-B-A-B it's A-B-B-A,so it's like all for one and
one for all.
My wife hates this song, but ifyou can't be with the one you
love, love the one you're with.
Okay, so that's it.
So I'd rather have a bottle infront of me than a frontal
lobotomy, okay.
So for all you drinkers outthere, old people like me can
(13:11):
relate to this one.
I'd rather wake up and pee thanpee and wake up.
Okay, something I can relate to.
Don't sweat the petty things orpet the sweaty things.
Oh my gosh, mae West had greathumor and she said good girls go
to heaven, bad girls goeverywhere.
Mae West was awesome.
She was in the early days ofthe movie business.
(13:32):
I don't know why.
I don't think there was abetter movie on Mae West than
she was awesome.
She found.
She discovered famous actors,you know.
Yeah, she said it's better tobe looked over than overlooked
as a woman.
Women like a man with a past,but they prefer a man with a
present.
Show up with a present buddy,and that is one of my favorites.
(13:52):
I hope this doesn't cross aline with your audience, but a
hard man is good to find.
I work with Warren Buffett'steam and so Warren Buffett, like
Warren Buffett, the media loveWarren Buffett.
He would say things like oh, Ilove this one.
Only when the tide goes out, doyou discover who's been
swimming naked?
Okay, but he's basically sayingis only when times get tough
(14:14):
you realize who's competent orwho's capable.
But if you said that and you go,yeah, okay, it makes sense.
But by saying, only when thetide goes up do you discover
who's been swimming naked, it'slike, okay, yeah, I like saying
I use a metaphor, for becausenaked is trigger words.
You have trigger words that arereally good, right, and it's
(14:35):
amazing when you hear a triggerword.
I'm watching an ad on TV.
I had a TV next to my computerand I heard an ad for Blue Emu.
Jennifer (14:42):
It's like it's a Swedish's um, I know what it is,
yeah okay, yeah, it's johnnybench who's a famous like.
James Bond (14:48):
He's in the hall of fame for a baseball hall of fame
and he's talking.
I'm not gonna either listening.
Who cares?
And then he says blue emu, itworks fast.
Pan for me, detectives.
Blue emu, it works fast and youwon't stink.
And and I'm like what, what?
did we just say it works fastand you won't stink.
(15:09):
Stink, yeah, I mean reallyRight.
So it's just that it woke me upand woke up my brain, and so I
love saying this about brainglue.
You know, brain glue is likelooking in your backyard and
seeing a naked man through yourbackyard.
It's like what?
Yeah, what.
You know it.
Backyard, it's like what, what?
It wakes up your brain.
People apply this for products.
There's a famous mom and herson who love Shark Tank A lot of
(15:33):
us love Shark Tank and she waswatching.
They were watching Shark Tankand they said, well, that would
really be fun to create aproduct and be really successful
and rich and get on Shark Tank.
And so they were thinking, well, it would be a good product,
you know, and it takes a while,you know, you don't just go oh,
let's do that.
You know, sometimes we'retrying to come up with a product
(15:53):
.
You want to take a while tothink about it to get a good
product.
Well, she was constipated andthe doctor told her you know,
when you're in the bathroom onthe toilet, you should raise
your feet like six to eightinches off the toilet and it
helps to shape your body and youcan go to the bathroom easier.
I don't want to get too muchinto that, but okay, right.
So they thought, oh well, thiswould really.
(16:15):
First it worked, it was reallygreat.
And then she thought this is agreat product to sell.
Let's find a manufacturer thatcan manufacture these plastic
little you know, footstools, andwow.
So what are we going to call it?
Well, we can call it the toiletstool, but I don't know, that
doesn't sound really good.
A toilet stool.
People are going to buy thetoilet stool.
So what are some other wordsfor toilet stool?
(16:39):
For toilet Potty?
Okay.
Other words for toilet stoolfor toilet potty okay, and I'm
kind of squatting, squatty.
Potty, right, potty potty,squatty potty went from zero to
over a hundred million dollarsof sales.
They couldn't believe.
It said on shark tank, theywere lining up to invest in it.
I mean they and they had funbecause they also had fun
selling their product, becausethey were saying like, hey, want
a squatty potty, squatty potty.
(17:00):
You're almost laughing when youhear it.
You know what's a squatty potty?
Whoa, when you're in thebathroom on the toilet, you put
your feet up on the thing, andso it's like it turned them into
multi-millionaires while theywere having fun.
So this guy, paul Tran but Ithought this was fun so Paul
Tran invented an electric razorfor mass private areas.
(17:22):
Okay, I don't want to get toomuch into this, but here we go.
And so what do you call yourproduct?
You want to call it somethingthat people remember, and so
he's thinking of metaphors.
You know it's just like okay, asmetaphors, that's a good way to
start it and I always say haveas much fun as you can, come up
with the craziest idea.
Like Rangel is like a naked manrunning through your backyard,
(17:43):
okay, what you know, you can'tget your eyes off it.
So Paul Tran has an electricrazor for a man's private area.
So he's thinking like what's itlike?
It's kind of like a lawnmower.
Why don't I call the productthe lawnmower?
Okay?
Why don't I call the productthe lawnmower?
Okay?
In fact, he changed the name ofhis company.
You're laughing.
Everybody is like what, thelawnmower?
He changed the name of hiscompany to Manscaped.
(18:05):
We're going to landscape a manwith a lawnmower.
Okay, I remember being in astore I think it was Bed, bath
and Beyond or something likethat and there was a poster and
it said the lawnmower was anarrow and it showed the shaver
and I'm like that's a lawnmowerand I started reading it.
You know, like what the heck's?
A lawnmower for men's privateareas?
Okay, no, I wouldn't.
I've never bought it.
(18:25):
Okay, if I bought it, I wouldnot share it with other guys.
Let's start there.
You guys get your own, okay,but if I could see myself
calling a friend and saying, hey, guess I just bought what I
bought the lawnmower.
A lawnmower, what do you haveto mow your lawn?
No, it's for man's privateareas.
I could hear him laughing, heyMary, to his girlfriend or his
wife.
You gotta hear this.
(18:46):
James just bought the lawnmower.
Oh, he has to mow his lawn, andit grew.
He sold hundreds of millions ofdollars of the lawnmower.
Ad (18:56):
The lawnmower.
I mean I, I mean I've been alot more, but it's just like you
know.
James Bond (19:00):
People started laughing and going like oh, and
they remember it.
Jennifer (19:04):
Right, right and they buy it actually too.
James Bond (19:08):
It's amazing when you start to understand this.
I mean, I love this thing.
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James Bond (20:16):
You've heard of billionaire Richard Branson,
right, mm-hmm, yeah.
So what do Richard Branson,madonna and olive oil have in
common?
Jennifer (20:26):
You told me this, but I don't even remember it.
James Bond (20:28):
Virgin Ah, like a virgin olive oil.
Yeah, okay, it sounds likecrazy, like a virgin Touched for
the very first time.
I'm a terrible singer, singer,so sorry about that everybody
but we get the idea, james, weget virgin airlines.
He actually started with virginrecords he had.
(20:48):
He dropped out of high school.
He had almost no money okay, uh, richard branson.
So he borrowed some money fromhis dad and he started a
magazine for people in the musicindustry and then he eventually
started a record company and hecalled it Virgin Records and he
ended up getting people likethe Rolling Stones to become his
clients and so people found itreally cool being part of Virgin
(21:13):
Records.
That's really cool.
He realized it so powerfully.
He started getting all theseVirgin companies.
He's got Virgin Hotels.
I've never seen them, butapparently they're really
successful.
Jennifer (21:22):
They're nice.
There is one here in Dallas.
They are a nice hotel.
Virgin hotels.
James Bond (21:27):
Yeah, I've been there.
It wakes up the brain and thenyou notice it Because that's the
biggest problem.
We're so bombarded, we're sooverwhelmed with knowledge and
information, we're looking atour cell phones all the time and
whatever that it takes a lot towake up the brain.
So people go like, whoa, what'sthat?
You know?
But that's what brain glue does, is you know, if you're trying
(21:50):
to convince somebody?
So I'm trying to convince thesepeople, I have this friend
who's got a closed mind.
He's very closed-minded and soif I said to him, you know you
got to be open minded, you knowyou just get pissed off at me,
you know, right.
So I was using a brain gluetool and one of the brain glue
tools is metaphors and it's justlike and so, open mind?
(22:13):
Okay, so the word open.
So what else works best whenit's open?
Umbrellas, an umbrella, aparachute.
Your computer, your computer?
Okay, a book, it doesn't workwell unless you open it.
Okay, right.
And so let's pick a parachute.
That's what I do.
I pick a parachute and I said,uh, to my friend you know, hey,
joseph, um, your, your brain islike a parachute.
(22:36):
It works best when it's open.
That's good.
And he went like okay, you know,instead of saying how was that?
Screw you you know hi right, infact, talk to me about that.
Um, so I'm gonna give you abusiness slogan.
They had it in america, butpeople got offended, so they
(22:58):
stopped and they have it inEurope now.
Okay, so can you imagine abusiness that has the slogan
screw yourselves.
This is a business slogan.
It's a real business slogan.
Okay, yeah, who do you think itis?
Jennifer (23:11):
Screw yourself.
I have no idea.
James Bond (23:13):
IKEA.
Oh, have you ever boughtsomething from IKEA?
It comes with screws and you'vegot to screw yourself.
Yes, we have furniture.
Yes, Thank you.
So their early slogan was screwyourself.
Jennifer (23:27):
Oh yeah.
Ad (23:28):
The people got offended.
Jennifer (23:30):
Yeah, well, and I could see, because every time
you buy Ikea furniture you're infor work because you got lots
of screws to deal with.
James Bond (23:36):
Yeah, exactly, exactly, that's great.
I'm from Montreal.
I'm from montreal, I'm fromcanada originally, and when I
was a kid they had, um, therewas a city in uh in canada.
Um called um, uh, reginasaskatchewan.
Okay, and as a kid we wouldlaugh like crazy because what
does it sound like?
(23:56):
Regina Gee?
It sounds like a little vagina.
Jennifer (23:59):
Okay.
James Bond (24:01):
So the advertiser there's a company that was doing
advertising for the city ofRegina and they came up with a
slogan that was so hilariousthat Madonna and Mick Jagger's
Rolling Stones shared it withtheir audiences when they were
doing concerts.
Okay, they came up with at-shirt and with cups that had
(24:26):
this slogan on it.
Okay, and after about two years, and they tripled.
They literally tripled theirtourism of people coming there
because of this slogan.
And after about two years theyapologized and said we didn't
think it was going to offendpeople, we're really sorry.
Ah, you know, because theytripled their tourism.
Ad (24:43):
You know it was regina.
James Bond (24:45):
It rhymes with fun.
Oh, that's great okay yeah,people would go regina.
It rhymes with fun, what theheck said.
They go to reginacom and theygo, oh wow, and they learn about
the city and all that stuffyeah, I'm not sure I would do
that.
You have to have lots of guts,I guess, to come up with that,
but it was funny.
I mean it was so funny peoplewould have t-shirts of it and
(25:06):
walk around with t-shirts.
Hey, guess what?
Ad (25:09):
regina, it's so powerful.
James Bond (25:11):
So here's a song sorry, I mean the song's here,
but um, so like smells like.
Teen spirit is uh, right, cobanis one of the fabulous songs.
Ooh, what does Teen Spiritsmell like?
Okay, but it gets yourattention with that, even though
it's a fabulous song.
But so I was standing on thecorner of Winslow, arizona such
(25:31):
a fine sight to see.
It's a girl, my lord, in aflatbed Ford, slowing down to
take a look at me.
Ad (25:37):
Okay.
James Bond (25:38):
So that's a song that one of the songs that
helped the Eagles become reallyfamous.
You know what else it did, andit wasn't even intended to.
It made Winslow, arizona, atourist attraction.
Right right, this woman wholives in Arizona and she's
telling me have you ever been toWinslow?
It's a hole in the wall, it'snothing.
But they put up a statue of alamppost with a guy leaning
(25:58):
against it with a guitar in hishand and on the top of it it
says Standing on the Corner, andright behind it, in huge
letters, it says Winslow Arizona, and people are driving along
you know Route 66.
They go Winslow Arizona oh,winslow Arizona, we've got to
check it out and they takephotographs of themselves.
It's like a dirt, it's like onestreet, but people would take
(26:19):
photographs of themselves and itreally boosted the tourism.
It wasn't meant to, but it'sbecause it's in a song that
suddenly people go like, wow,you know, it's so much fun.
So how would you like to comeup with an idea that's really
amazing and someone you hatesteals it from you and gets rich
and you get poor.
(26:39):
Right, would that be fun?
Wouldn't that be fun?
Jennifer (26:43):
Yeah, yeah so they need to understand your brain
glue.
Then, right, you know what Ilove about this and you and I
talked about this off camera, soI'm listening to all this and
we got to talk a little bit offtoo.
So I get this.
And we talked about this wholepsychology of selling and you
know it's funny because you knowhow you'll meet people and they
pride themselves on being logic, right, like being pragmatic.
I think we, like you, talked inthe very beginning we all do
(27:04):
that we say no, I'm not buyingthis because I'm going to think
this through.
But the reality is, everythingwe do is on emotion.
Even if we subscribe to thisidea that we're being pragmatic,
we're being on the fear train,that's still an emotion.
That we're, that we're notbuying, it's a fear, right?
So I think it's funny when youreally understand the psychology
of all of this and I know this,you know only because I studied
(27:27):
some of this too.
So I get the.
I like I totally what you'resaying resonates with me.
I get, I'm interested in, Iwant to see all your 14
different things, because I'veheard these in different,
various ways, like you know, thealliteration and theors.
I've heard all these differentthings and you're right, because
they do.
You pick up on these things andso I think when you start
really understanding thepsychology, it makes this a
(27:48):
little bit easier to navigate.
So I love what you've got inthis book and these tools that
you put there.
I really want to see, like, allof them.
I want to know, like, because Iknow some of them, I'd like to
see all of them that you've gotin there.
James Bond (28:01):
So there are three things that are really important
to note about brain glue.
If you want to get rich, if youhave a product or you're trying
to sell something, online orotherwise, you have to know
brain glue.
Jack Canfield wrote ChickenSoup for the Soul.
He sold 500 million books.
The guy's rich.
He doesn't need me telling himanything he says.
If you're in business or tryingto sell something and you don't
(28:22):
know brain glue, you have amassive disadvantage.
It's a really easy way.
So the first one is, that isproducts.
If you want to get rich, I liketo say, switch your pitch if
you want to get rich, or brainglue shows you how to light the
fire of design.
Anyway, that's the first one.
You want to make a lot of money?
You've got to learn brain.
The second one is you want tobe impressive.
(28:44):
Famous people come up withphrases that people repeat over
and over again.
I have this phrase from thisguy.
He was, ages ago, Malcolm X.
He said we didn't land onPlymouth Rock.
The rock landed on us.
When you stand for nothing, youfall for anything.
People loved him, but a largepart of why they loved him, like
(29:05):
Warren Buffett, is because hesays things that people want to
remember and they share withsomebody else.
So the first thing is you wantto get rich?
Rainbow will help you.
The second one is you want toget famous?
Rainbow will help you Becauseit helps you come up with
phrases where people startrepeating it over and over again
.
I go oh, wow, that's reallygood, guess what he just said?
Okay.
And the third one, which isimportant, is if you want to be
(29:29):
a comedian, brain Glue helps youbecause it's amazing.
Now that I've learned BrainGlue, I talk about it in the
book because I have jokesthroughout the book.
You can't not have jokesbecause comedians use it all the
time.
It's amazing.
You start realizing oh, that'sfunny.
I have this one guy who wastelling me brain glue is not
(29:49):
meant for this.
Let me start there.
He said I was trying to get adate with this girl and she
would not go out with me.
As I was reading your book, Istarted applying some of the
tools of brain glue and I'm onmy second date with her now.
I don't know, I think I'm goingto marry her.
It's not meant for that.
He said.
I know, I know, but it works.
Jennifer (30:06):
You learned some tricks.
It works hey listen psychologyworks in all areas of life.
I used to say this back in allmy years of Mary Kay, that we're
always selling something.
We sell the jeans we're wearing.
We sell the hair.
We sell the nail salon.
We sell the cookies we eat therestaurants the product we're
always selling.
So the trick's got to work.
James Bond (30:27):
Mary Kay had the one thing that was the most
important.
You know what it was Passion.
She communicated passion.
She got into it because she wasgoing to.
You know, she hated the factthat she was so smart and so
capable and people she wouldtrain were suddenly given higher
paychecks than her, even thoughshe's the one that motivated
them all.
And then she started mary kcosmetics.
And you know, because it's Ilove it.
(30:49):
Zig ziglar said this selling isnothing more than transference
of passion.
We're taught logic, but logicis not.
It's how you sell, it's passion, right?
You know, if you saw a moviethat you love, I don't have to
teach you how to sell.
You're going to go?
Oh, you have to see HiddenFigures.
It's such a good movie, oh, Ilove that movie.
Exactly, there's three blackwomen in NASA.
I mean whoa, I couldn't believeit.
(31:09):
You know, I don't have to tellyou how to sell and that's shuts
down passion, right?
Jennifer (31:18):
Come on, forget that how exciting.
James Bond (31:20):
So tell us, you know , tell us a logical reason why
you should do that, when, infact, yeah, when you want to
persuade someone or you want toget someone to enjoy life.
You know, I saw this guy whohad a t-shirt that says life
sucks and then you die.
And I'm like no, this is liferight now.
You know so, but just you knowso, but just you know it's just.
(31:42):
You can't, you know, don't getthat t-shirt like have fun, this
has got to be life right now,you know, including make.
You know, make it be some moresuccessful, you know, in your
job or in if you're starting abusiness or in your business,
whatever you know, I mean, andhave fun doing it.
I mean, life is short and it'slike if you're passionate, it
just it's easy to get otherpeople to want to be passionate
too.
They said suicide rate is up inAmerica.
Okay, since COVID and all thatstuff you know, for younger kids
(32:04):
that's really sad and I thinkwe just need to teach them how
to tell jokes.
Yeah, was really stressed andyou could see it on his face and
(32:32):
the employees, even though theydidn't know what the problem
was, they knew that something'sgoing on and they're afraid
they're going to lose their jobs.
And so I always start with ajoke and I start with this joke,
and they tortured me with thisjoke over a year.
The company took off like crazy,but the joke was um.
So I said hi, they said here'sjames body's going to help us to
try to, you know, company grow.
(32:53):
So I said okay, well, let mestart with this procedure.
Everybody.
Okay, not really a procedure,it's a joke.
They weren't prepared.
I said so.
The maintenance man is hidingin the maintenance closet and
every time people approach thecloset he'd open the door and
scream supplies okay, instead ofsurprise.
So all through the year peoplewould be.
(33:15):
Every time they saw me, they gohey, I'm looking in a window
and I see this woman and she'sreally stressed.
You can see stress on her face.
She's just.
She was on the phone withsomebody.
I don't know if we did thatproduct or didn't work, or I
don't know what it was, or maybeshe had a personal issue, but
you can see stress in her face.
So I knocked on the window andI opened the door and she looked
up at me and smiled and wentsurprise, they torture me all
(33:37):
the time.
But it changed her face.
You can see it changed her.
People become more creative whenthey're happy.
It triggers what they calloxytocin in the brain.
When you make people laugh,they suddenly become much more
receptive to what you're doing.
They become more creative.
It opens up different parts ofthe brain and our capabilities.
When you make people laugh,they suddenly become much more
(33:59):
receptive to what you're doing.
You become more creative.
It opens up different parts ofthe brain and our capabilities.
And so, yeah, it's just, youknow you've got to have fun.
Jennifer (34:03):
Everybody's got to get this book.
If you're in business andyou're trying to market yourself
, you need to get this book soyou can differentiate yourself,
right?
I think that's a big thing wetalk about as you.
You're talking about like the,the telling the jokes.
I had a comedian, I have anotherone coming on, but I had one
come on my other show and that'swhat she talks a lot about.
That's her specialty.
She's been on, like on HBO andon some other comedy type thing
(34:24):
stand up, you know comedian.
But she does a lot of trainingwith women and I think she works
with mostly women on helpingthem how to communicate and use
comedy as a way to bring in.
You know, like when they'retrying to sell and differentiate
themselves.
And we talked a lot about thatand I think that's so great
because you're right, it reallydoes.
We come from a different placewhen we're taking down the wall,
(34:47):
like when we break that walldown, and how do we do that.
We've got to get people toengage and open up their mind
and sometimes you have to usethat to break through that.
So I think that's great.
But I think what you're tellingme and what I'm hearing from
this book is.
There's a lot of differenttools in here that somebody
could pick up If they're in aplace where they're trying to
market themselves a product, setthemselves apart.
(35:08):
There's going to be more thanone tool in this book that
they'll be able to utilize andsay okay, what can I use to help
me be different and set myselfapart from everybody else?
So many great examples in thisthe egg one.
Like all of us remember the egg.
This is your brain on drugs.
We all remember that one I knewimmediately when you talked
about the egg.
I'm like I know what he'stalking about.
(35:29):
So all great examples, and thishas been great.
Thank you for sharing all this.
I think there's a lot of goodstuff there.
So, james, if somebody wants toget this book, they want to
find out more about this.
I think after this is over andthey hear all these examples, I
mean I think people are going tobe like, hey, I need to run and
go find this.
Where do we want to send themto come get it?
James Bond (35:50):
Well, if you go to Amazon and just do
braingluebookcom on yourcomputer and it'll take you
right to the page on Amazon,then you can read samples in the
book.
I've got an audio book withthis other guy.
He's a comedian.
He's hilarious.
I had to have a comedian doingit, okay, so you can tell he's a
comedian when you listen to him.
You know People love that.
But yeah, go to brabraingluebookcom and that'll
(36:12):
take you to Amazon and you canstart looking at the samples and
everything else.
I think people are loving it.
Jennifer (36:20):
Yeah, I'm sure it's a fun read.
I can tell by your personalitythat you're fun.
I have a feeling the book isprobably a fun book and I'm
excited.
I want to check it out.
Some of the examples used todayI've heard of and you're right,
because you'll see these things.
Some of the examples used todayI've heard of, and you're right
, because you'll see thesethings and you know, and it's
like something you hear,something they'll say, like it's
a repeated thing, it'll stickand you know, and it's one of
(36:41):
the things I know.
Like when I'm working with myclients, a lot of times I'm
always telling them like whatare you using to differentiate
yourself from every other personout there that's doing the same
thing you're doing, right?
like right right in thebeginning, like when we started
doing podcasts.
You know, when I first startedmy first show, it was starter
girls.
I still have that show.
By the way, it's unique, nobodyhas it and the logo is unique,
and so it's funny because evenwhen I put that show down and
(37:05):
like, didn't record for a year,it was still getting downloads.
People are still tracking thatshow and it because it's a
unique show, has a unique title,unique logo.
James Bond (37:13):
It's different, you know, and but it's also because
of your personality.
I mean, you're, you're, you'repassionate, you're, you're, so,
you're, you're passionate, and Ithink it rubs off on all your,
all your fans.
It certainly rubs off on me.
I was almost late for thattoday because I was sitting and
listening to one of your otherones you're telling stuff and I
was like oh no, this sucks oh,clock, clock.
Jennifer (37:34):
Yeah, but I get pretty passionate about things I do.
I get like on something, I'mlike this is a good topic, we
got to talk about it, but I lovewhat you're doing and I think
this is an important topic andit doesn't really matter what
you're doing, because we talkedabout sales is important.
Everything we do in life isselling.
We're selling a spouse, we'reselling a job we're trying to
get, we're selling a position.
(37:54):
We're always selling something,and so these tools are
important and no matter how manytimes you want to put
pragmatism into all of thisstuff, I guess there's times to
be pragmatic, but when you'reselling people to people, you're
probably not going to win.
If you're trying to bepragmatic, it's not going to
work, so even as much as Ialways say.
You know, like I as much sellingas I do.
You know, I always can seethrough P.
(38:15):
I was feel like I can sort ofsee through people when they're
being really cheesy salesmen.
But I will tell you, it is hardnot to like somebody.
And I will tell you, I'm gonnatell you this story in this.
I don't know if I've told thisin an episode before, but I had
a guy he's we're still still inmy Facebook.
He's guys this was a few yearsback come to bid us a quote to
paint our house.
And the first one I don't evenknow if the first one even
(38:42):
showed up.
The second one showed up andtold me he would email me a
quote.
Never did.
The third one walked in my doorand said what do I need to do to
get your business?
And I was like that is prettygood.
He got my business because Iliked the guy, he was a nice guy
and he I mean that he wentaround and said he's like we may
not be the cheapest, but wewill do a good job.
What do I need to do to getyour business, you know?
And so he set himself apartfrom all the others, you know
(39:05):
cause.
I mean there were other peoplethat had called and messaged me.
I mean there were several, butthere were only like three that
had said, hey, I'm going to bethere.
You know, because contractorsare kind of hard, they don't
always show up.
But he set himself apart fromthe others that had communicated
with me.
And that's the thing, like whenyou think about people that
you're dealing with likecontractors or any type of
business, what is the companythat sets himself apart?
(39:25):
There's something they're doingthat you go.
I want that particular one tocome and do my work or do
business with.
So I think it's, I think it'sall, yeah, exactly.
James Bond (39:37):
And and he engaged with you.
He connected with you and,instead of just throwing an idea
on a phone or oh yeah, we'llshow up.
Jennifer (39:45):
Yeah, so set yourself apart and you've got the tools.
That's the thing.
You've got the book that tellspeople how to do this.
So we'll make sure, james, whenthis gets out, we get the
website on there so everybodycan go and check it out.
Hopefully they'll hear thismessage and for all.
I've got lots of people in theentrepreneur space.
I'm sure they're going to belike all over this.
What is this Brain glue rightthat we're talking about?
James Bond (40:07):
And they're short chapters.
I want to let everybody knowthis.
That's what people love aboutthis as jokes.
It tells you how it works andeverything else and then gives
you a little exercise and moveson to the next one.
And people love that becauseyou can stop and go.
I mean, oh, wow, this is fun, Icould do this one, and so it's
all by it.
You know I'm throwing all theseideas of the humor and
everything else, but it'ssimplified, it.
That's what people love aboutthis.
(40:29):
They find it really a simplebook to read and also I think
I'm kind of add or adhd, so Imade I get you to a point right
away and people say, oh, it'sgood.
Yeah, I tell stories, but Imean it resonates.
But yeah, just bring bluebookcom.
I think people will enjoy thatvery cool.
Jennifer (40:44):
Well, good, well, this has been so much fun.
Thank you for all the stories.
It's been great, all theexamples there were so many in
here.
I mean like so many differentthings.
And I'm sure, like I said,people that hear this are going
to go ah, yeah, I remember that.
Or ah, yeah, that makes sense,and, who knows, it may spawn
something for them that they go.
You know, hey, I just got areally good idea.
You know, I think a lot ofthese creative things it's funny
.
I get a lot of ADHD people inmy world.
(41:07):
Like I feel like I coach a lotof them.
I'm probably myself, becausewe're all creative people, but
it's so great and the one thingI will say about a lot of these
things that you do the ideasflow.
When you're not trying to makethem flow right, it's when
you're kind of just allowing itto happen.
That's when these things sortof come up.
You know you'll have a goodidea because you're like that's
a good idea, right.
Like you'll know, and that'swhat I've learned about this
(41:29):
stuff is that you know when yousit down and try to make it all
work out, it's like take an idea, put it down, rest on it a
little bit more.
As things come together, you'llstart piecing the idea together
.
Give yourself some time topiece that together.
Don't feel like you've got tohave that all at one moment.
But we do want to get this outand, like I said, we'll make
sure that the website gets onthere so everybody knows where
(41:50):
to find this book, so they canget some tools and techniques to
help them come up with theseideas.
So thank you, james, it's beenfun.
James Bond (41:56):
Wow.
Thank you, jennifer.
You are just lots of fun.
Thank you, thank you, I'm goingto go with this.
I'm going back to your podcast,by the way.
Jennifer (42:02):
Awesome, good, awesome One joy.
James Bond (42:07):
There's a lot of great people that come on there
so you to get on the show.
So I mean, I think you do agood job of making sure that
people are.
You know that your audience isgoing to get benefit from it and
fun it's got to be benefit.
Jennifer (42:19):
Exactly, exactly, well , thank you.
And, of course, I do want tosay to the audience if you do
enjoy the show, head on over toApple, give us a review over
there, hit that subscribe buttonon the YouTube so we can keep
sharing all these awesomestories and bringing great
content to you.
And, as I always say, in orderto live the extraordinary, you
must start, and every startbegins with a decision.
You guys, take care, be safe,be kind to one another.
(42:40):
We will see you next time,thank you.
Welcome to another episode of Behind the Dreamers.
I'm your host, jennifer Loading, and we are talking to the
creators, the achievers, themagic makers and the dreamers.
These are our friends, theseare your friends, and they are
living the extraordinary Well.
My guest today is one ofAmerica's leading behavioral
management specialists and he'sthe author of the award-winning
(00:45):
book Brain Glue how SellingBecomes Much Easier by Making
your Ideas Sticky.
So I'm excited to chat with him.
We're going to bring him on injust a few minutes, but before
we do that, we need to do aquick shout out to our sponsor.
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Want to learn more about Waltand his work?
Head on over towaltmillsproductionsnet and let
your content shine All right,and so now that we've done that,
we can get our guest on.
So for 13 years James Bond hasran one of Southern California's
leading behavioral managementfirms, working with who's who of
(01:48):
American business.
Early in his career he ran anadvertising agency in Montreal.
He is a workshop leader, a pastworkshop chairman for the
resource partner of the US SmallBusiness Administration, and
has been a featured guestspeaker at three Southern
California universities.
So we are excited to get him onBehind the Dreamers.
So welcome to the show, james,super thrilled to have you here
(02:08):
today.
Oh hi, jennifer, thanks forhaving me.
It's going to be so much fun.
I know that I've been likewaiting for this conversation,
to chat with you, and I know wegot to talk a little bit offline
before, which was kind of fun,so I got to learn a little bit
about you.
So I think our audience isgonna love hearing what you have
to say today.
James Bond (02:26):
So this is just gonna be fun hey, I would say
uh-oh, but it's uh-oh seven.
Yes, my parents had a sense ofhumor.
What can I say?
But oh, right, exactly.
Jennifer (02:36):
Yes, I know, I was laughing about that, so fun.
You know when I was growing upand I don't know how many people
know this, I mean people I wasgrowing up with.
But it was funny because mygrandmother was full-blooded
German, so we had a lot ofGerman in our house.
But here's the funny thing mylast name was Crocker, like
Betty.
So when I was growing up, youcan imagine the torture that I
(02:56):
would get.
They'd be like are you relatedto Betty, Are you related to
Betty?
And I'd be like no, if I wasrelated to Betty, don't you
think I'd have a lot of moneyand I don't even like to cook.
So we got a problem here withthis whole thing.
And then the funny thing is,and then I married into a German
last name.
So now I have a real likeGerman last name that nobody can
pronounce.
So I just think it's the ironyof life sometimes, you know.
James Bond (03:16):
Yeah Well, yeah Well , you're loading, you're loading
life.
Jennifer (03:19):
Exactly.
Exactly, and you've got to havea little bit of sense of humor
sometimes, right?
James Bond (03:24):
Yeah, tell me about it Exactly.
You're lucky People hang up onme.
James Bond yeah, right click.
Jennifer (03:32):
They're like James Bond.
Which one are you?
Which Bond?
James Bond (03:35):
are you?
Jennifer (03:35):
right, got to have a sense of humor.
All right, let's open thisthing up.
I want to talk a little bitabout what you are doing.
James Bond (03:45):
So tell us about this book and what led us to
this.
Okay, well, I ran anadvertising agency in Montreal.
I've been living in SouthernCalifornia for 37 years.
We actually named our middledaughter.
We gave her the initials LA, sowe'd know as long as people say
, oh, you've been in Los Angelesor Southern California, and
we'd say, oh, it's Lauren again,so you know 37.
Jennifer (04:04):
There's that sense of humor.
James Bond (04:06):
I guess it's funny because LA so Asia A-J-A, you
know, and it was named after theSteely Dan album Asia and the
Steely Dan song.
And two years ago she said Ilove the name Asia and people
love the name Asia.
How can we name Asia?
And I said well, because it'sJulie Dan.
And so she hung up and you knowshe called me back in about an
hour and said I hate that songand we're like sorry, you know
(04:30):
it's a parent, you know you'vebeen named your child.
Hopefully they're going to likethat name.
You know we should call backafter.
I think I'm getting.
So I started an advertisingagency in Montreal and worked my
way up and we eventually wonmajor clients like Kraft Foods,
(04:53):
timex Watches, seagrams, theirworld headquarters in Montreal,
and I had the opportunity to winthe anti-drug campaign in
America with powerful logicalreasons why you should not do
drugs.
I'm a logical guy, most of usare logical.
Okay, wait till you hear this.
And so we lost the campaign andwe didn't get the opportunity
to win it and it terrified mewhen I saw what won.
(05:13):
It was a guy holding an eggsaying this is your brain and
cracked the shell and droppedthe egg into it.
You're nodding.
You know this one.
How long ago did you see it?
And yet we still remember itlike it was yesterday Dropped
the egg, cracked the shell,dropped the egg into a sizzling
frying pan and pointed down andsaid this is your brain on drugs
, any questions?
(05:34):
And it scared me.
First I recognized this isinfinitely more powerful than
logic and I knew logic, you knowNot, not emotional selling.
This was emotional selling,something I had no idea how to
do and it terrified me.
They don't teach it in schooland all that stuff.
In fact they sort of wire itout of us.
You know we're trying to getall emotional.
(05:55):
Yeah, come on, quiet downeverybody.
Please stop talking to eachother.
You know, in school, the schoolis washing down our emotion.
And yet emotion is the greatestsalesman ever, saleswoman ever.
Okay, because I mean, Iremember I went to Jack.
I hated selling in the beginning, when I first started, I was in
(06:15):
business with one of mybrothers and I love my brother,
Jerry, but not in business, andhe was a better salesman than me
.
We went into Avon Cosmetics,avon, okay, and we're sitting
there and the buyer for Avonsays my brother's John.
And he said John, it's betweenyou and this other company that
(06:38):
we give this project to andfrankly, we'd rather give it to
you guys, but you're moreexpensive than the other guys.
And so he leans across the deskand he says my brother.
And he says why do you thinkthe other guy is so cheap?
There's a long pause and thenthe guy says, like straight out
of the textbook okay, I get yourpoint.
You ran up a purchase order andI thought my head was going to
(06:58):
explode.
It's like what the hell justhappened.
He's hiring us because we'remore expensive, what?
And so all this stuff sort ofmade me realize I have no idea
how emotion works, how emotionalselling works.
And so I wrote your Brain onDrugs, this is your brain on
drugs, on a three by five card.
I love three by five cards.
(07:19):
And I created a box right nextto my computer and I called it
the passion box.
And every time I saw somethingthat was just amazing from an
emotional standpoint not logicalbut emotional or heard
something like somebody wouldsay something from an emotional
standpoint, it would be reallypowerful I would write it down
or, you know, tear out the ad.
If I saw an ad, I'd put it inmy box.
(07:39):
So eventually.
I have enough examples that Icould figure out how emotional
selling works, hopefully, aftermore than 10 years we moved to
Southern California.
I met John Gray and John Graywas telling me he's an author.
And John Gray, you're noddingyour head, don't say what the
point was.
Yet okay, john Gray was tellingme that he wrote this
incredible book and I know itbecause I had a copy of his book
(08:00):
and it was called Men, womenand Relationships.
A copy of his book.
It was called Men, women andRelationships.
People loved the book.
They said man, this book, itchanged my life, it changed my
relationship.
Yet very few people bought thebook.
He was frustrated becausepeople who read it loved it, but
nobody was buying the book.
He sold a few thousand copies.
He got this crazy idea what ifI change the title to Men are
(08:22):
from Mars, Women are from Venus,women are from Venus?
And then just tweak the contenta little so you refer to it
throughout the book, but it'sbasically the same book.
What do you think happened?
He was telling me almostovernight, half a million copies
got sold, then a million, thentwo million, then five million.
In my book I say he sold 10million copies.
But I know Steve Harrison whohelped him with marketing.
He said no, we're over 50million books already sold.
(08:47):
He went from 20,000 to 50million people buying his book
just because he changed thetitle.
Like wow, you know.
And so when I got home I waswriting you know, I was thinking
a book, actually a copy of thebook.
I was going to put the book inthe passion box and I thought
wait a second, men aren't reallyfrom a different planet.
I know how many women out therethink we are from a different
(09:09):
planet.
We act like it sometimes.
But we're not really from adifferent planet.
Really we're not.
But I realize it's a metaphorbecause men aren't really from a
different planet.
And that's what I was thinkingabout.
It like this is your brain ondrugs?
He was holding an egg.
That's a metaphor also.
It's just like an egg,basically see, dropping into a
sizzling frying pan.
(09:30):
I was like, oh, is emotionalselling metaphors?
So when I got home I ducked thepassion box on my bed and I
discovered there are 14 braintriggers.
Metaphors is just one of 14brain triggers at the heart of
emotional selling and it'samazing that's the one.
As I started putting it alltogether, I started realizing.
You know, if the glove doesn'tfit, you have to acquit.
(09:53):
Oj Simpson got freed from analmost certain guilty verdict on
a murder trial.
There were two of the jurorsinterviewed after the trial and
this journalist said with allthat evidence against OJ, how
come you found him not guilty?
And one of them responded,while the other one nodded her
head and she said we knew, ifthe glove don't fit, you must
(10:13):
acquit.
The glove didn't fit, we had toacquit.
You know, rhyme, and I realizedfor everybody out there, for you
, jack and Jill went up the hill, hill, okay, how was the last
time you heard that?
Okay, I could be on my deathbed.
It's like, hey, james, jack andJill went up the hill to fetch
(10:35):
a bale of water.
You know, I remember it.
I mean, I might have heard it10, 20, maybe 50 years ago or
more.
For me it was 50.
I'm old, what can I say?
And yet we remember, like itwas yesterday, when I started
putting together all this andthen I started teaching this,
because I teach in the smallbusiness administration, so
sometimes I'll have, you know,three, four, 500 people at a
time doing this and thenapplying this.
(10:56):
As I started applying it,suddenly people's income
exploded because they wouldchange the name of their product
and suddenly, whoa, you know,it's amazing, it works with
jokes.
In fact, humor is one of thebengal tools, just by the way.
It's like uh, if you get, I hadthese three women, they're kind
(11:17):
of religious and I was tryingto talk them into something and,
uh, I figured well, they'rekind of religious, why don't you
use a religious joke?
So I said, uh.
So a little girl comes up toher mommy and says mommy, daddy
says we came from apes, but yousay we came from Adam and Eve.
Honey, daddy's talking abouthis family, I'm talking about my
family, and once they startedlaughing, they become much more
(11:38):
open-minded to what I was saying, what I was talking about.
I ran a behavioral managementfirm, one of America's leading
behavioral management firms.
We work with famous people likewarren buffett's team and all,
like all these famous people.
And it's one of the things thatI trained my, because we have
phds in psychology andorganizational development and I
would train them to tell a jokeand they'll go.
Well, do we have to?
(11:59):
He said, yes, even if you'rebad at joke telling, you have to
tell a joke because it opens upthe mind and people become much
more receptive.
I remember Bill Clinton and Iforget who it was.
But the head of Russia and thetwo of them are laughing
hysterically.
You know, one told a joke orsomething and I went like, oh OK
, good, I guess we're not goingto go to war with Russia.
You know they're telling jokesto each other.
(12:20):
I mean, if you're telling jokesto each other, you're really
going to go.
By the way, now we're going tostart firing missiles at you.
Right right, yeah it's justreally so.
It's amazing how many comediansuse brain glue.
Let me give you a few examples,if that's okay.
Yeah, so here's.
There's something calledchiasmus, which is like a flip
(12:48):
Instead of A-B-A-B it's A-B-B-A,so it's like all for one and
one for all.
My wife hates this song, but ifyou can't be with the one you
love, love the one you're with.
Okay, so that's it.
So I'd rather have a bottle infront of me than a frontal
lobotomy, okay.
So for all you drinkers outthere, old people like me can
(13:11):
relate to this one.
I'd rather wake up and pee thanpee and wake up.
Okay, something I can relate to.
Don't sweat the petty things orpet the sweaty things.
Oh my gosh, mae West had greathumor and she said good girls go
to heaven, bad girls goeverywhere.
Mae West was awesome.
She was in the early days ofthe movie business.
(13:32):
I don't know why.
I don't think there was abetter movie on Mae West than
she was awesome.
She found.
She discovered famous actors,you know.
Yeah, she said it's better tobe looked over than overlooked
as a woman.
Women like a man with a past,but they prefer a man with a
present.
Show up with a present buddy,and that is one of my favorites.
(13:52):
I hope this doesn't cross aline with your audience, but a
hard man is good to find.
I work with Warren Buffett'steam and so Warren Buffett, like
Warren Buffett, the media loveWarren Buffett.
He would say things like oh, Ilove this one.
Only when the tide goes out, doyou discover who's been
swimming naked?
Okay, but he's basically sayingis only when times get tough
(14:14):
you realize who's competent orwho's capable.
But if you said that and you go,yeah, okay, it makes sense.
But by saying, only when thetide goes up do you discover
who's been swimming naked, it'slike, okay, yeah, I like saying
I use a metaphor, for becausenaked is trigger words.
You have trigger words that arereally good, right, and it's
(14:35):
amazing when you hear a triggerword.
I'm watching an ad on TV.
I had a TV next to my computerand I heard an ad for Blue Emu.
Jennifer (14:42):
It's like it's a Swedish's um, I know what it is,
yeah okay, yeah, it's johnnybench who's a famous like.
James Bond (14:48):
He's in the hall of fame for a baseball hall of fame
and he's talking.
I'm not gonna either listening.
Who cares?
And then he says blue emu, itworks fast.
Pan for me, detectives.
Blue emu, it works fast and youwon't stink.
And and I'm like what, what?
did we just say it works fastand you won't stink.
(15:09):
Stink, yeah, I mean reallyRight.
So it's just that it woke me upand woke up my brain, and so I
love saying this about brainglue.
You know, brain glue is likelooking in your backyard and
seeing a naked man through yourbackyard.
It's like what?
Yeah, what.
You know it.
Backyard, it's like what, what?
It wakes up your brain.
People apply this for products.
There's a famous mom and herson who love Shark Tank A lot of
(15:33):
us love Shark Tank and she waswatching.
They were watching Shark Tankand they said, well, that would
really be fun to create aproduct and be really successful
and rich and get on Shark Tank.
And so they were thinking, well, it would be a good product,
you know, and it takes a while,you know, you don't just go oh,
let's do that.
You know, sometimes we'retrying to come up with a product
(15:53):
.
You want to take a while tothink about it to get a good
product.
Well, she was constipated andthe doctor told her you know,
when you're in the bathroom onthe toilet, you should raise
your feet like six to eightinches off the toilet and it
helps to shape your body and youcan go to the bathroom easier.
I don't want to get too muchinto that, but okay, right.
So they thought, oh well, thiswould really.
(16:15):
First it worked, it was reallygreat.
And then she thought this is agreat product to sell.
Let's find a manufacturer thatcan manufacture these plastic
little you know, footstools, andwow.
So what are we going to call it?
Well, we can call it the toiletstool, but I don't know, that
doesn't sound really good.
A toilet stool.
People are going to buy thetoilet stool.
So what are some other wordsfor toilet stool?
(16:39):
For toilet Potty?
Okay.
Other words for toilet stoolfor toilet potty okay, and I'm
kind of squatting, squatty.
Potty, right, potty potty,squatty potty went from zero to
over a hundred million dollarsof sales.
They couldn't believe.
It said on shark tank, theywere lining up to invest in it.
I mean they and they had funbecause they also had fun
selling their product, becausethey were saying like, hey, want
a squatty potty, squatty potty.
(17:00):
You're almost laughing when youhear it.
You know what's a squatty potty?
Whoa, when you're in thebathroom on the toilet, you put
your feet up on the thing, andso it's like it turned them into
multi-millionaires while theywere having fun.
So this guy, paul Tran but Ithought this was fun so Paul
Tran invented an electric razorfor mass private areas.
(17:22):
Okay, I don't want to get toomuch into this, but here we go.
And so what do you call yourproduct?
You want to call it somethingthat people remember, and so
he's thinking of metaphors.
You know it's just like okay, asmetaphors, that's a good way to
start it and I always say haveas much fun as you can, come up
with the craziest idea.
Like Rangel is like a naked manrunning through your backyard,
(17:43):
okay, what you know, you can'tget your eyes off it.
So Paul Tran has an electricrazor for a man's private area.
So he's thinking like what's itlike?
It's kind of like a lawnmower.
Why don't I call the productthe lawnmower?
Okay?
Why don't I call the productthe lawnmower?
Okay?
In fact, he changed the name ofhis company.
You're laughing.
Everybody is like what, thelawnmower?
He changed the name of hiscompany to Manscaped.
(18:05):
We're going to landscape a manwith a lawnmower.
Okay, I remember being in astore I think it was Bed, bath
and Beyond or something likethat and there was a poster and
it said the lawnmower was anarrow and it showed the shaver
and I'm like that's a lawnmowerand I started reading it.
You know, like what the heck's?
A lawnmower for men's privateareas?
Okay, no, I wouldn't.
I've never bought it.
(18:25):
Okay, if I bought it, I wouldnot share it with other guys.
Let's start there.
You guys get your own, okay,but if I could see myself
calling a friend and saying, hey, guess I just bought what I
bought the lawnmower.
A lawnmower, what do you haveto mow your lawn?
No, it's for man's privateareas.
I could hear him laughing, heyMary, to his girlfriend or his
wife.
You gotta hear this.
(18:46):
James just bought the lawnmower.
Oh, he has to mow his lawn, andit grew.
He sold hundreds of millions ofdollars of the lawnmower.
Ad (18:56):
The lawnmower.
I mean I, I mean I've been alot more, but it's just like you
know.
James Bond (19:00):
People started laughing and going like oh, and
they remember it.
Jennifer (19:04):
Right, right and they buy it actually too.
James Bond (19:08):
It's amazing when you start to understand this.
I mean, I love this thing.
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James Bond (20:16):
You've heard of billionaire Richard Branson,
right, mm-hmm, yeah.
So what do Richard Branson,madonna and olive oil have in
common?
Jennifer (20:26):
You told me this, but I don't even remember it.
James Bond (20:28):
Virgin Ah, like a virgin olive oil.
Yeah, okay, it sounds likecrazy, like a virgin Touched for
the very first time.
I'm a terrible singer, singer,so sorry about that everybody
but we get the idea, james, weget virgin airlines.
He actually started with virginrecords he had.
(20:48):
He dropped out of high school.
He had almost no money okay, uh, richard branson.
So he borrowed some money fromhis dad and he started a
magazine for people in the musicindustry and then he eventually
started a record company and hecalled it Virgin Records and he
ended up getting people likethe Rolling Stones to become his
clients and so people found itreally cool being part of Virgin
(21:13):
Records.
That's really cool.
He realized it so powerfully.
He started getting all theseVirgin companies.
He's got Virgin Hotels.
I've never seen them, butapparently they're really
successful.
Jennifer (21:22):
They're nice.
There is one here in Dallas.
They are a nice hotel.
Virgin hotels.
James Bond (21:27):
Yeah, I've been there.
It wakes up the brain and thenyou notice it Because that's the
biggest problem.
We're so bombarded, we're sooverwhelmed with knowledge and
information, we're looking atour cell phones all the time and
whatever that it takes a lot towake up the brain.
So people go like, whoa, what'sthat?
You know?
But that's what brain glue does, is you know, if you're trying
(21:50):
to convince somebody?
So I'm trying to convince thesepeople, I have this friend
who's got a closed mind.
He's very closed-minded and soif I said to him, you know you
got to be open minded, you knowyou just get pissed off at me,
you know, right.
So I was using a brain gluetool and one of the brain glue
tools is metaphors and it's justlike and so, open mind?
(22:13):
Okay, so the word open.
So what else works best whenit's open?
Umbrellas, an umbrella, aparachute.
Your computer, your computer?
Okay, a book, it doesn't workwell unless you open it.
Okay, right.
And so let's pick a parachute.
That's what I do.
I pick a parachute and I said,uh, to my friend you know, hey,
joseph, um, your, your brain islike a parachute.
(22:36):
It works best when it's open.
That's good.
And he went like okay, you know,instead of saying how was that?
Screw you you know hi right, infact, talk to me about that.
Um, so I'm gonna give you abusiness slogan.
They had it in america, butpeople got offended, so they
(22:58):
stopped and they have it inEurope now.
Okay, so can you imagine abusiness that has the slogan
screw yourselves.
This is a business slogan.
It's a real business slogan.
Okay, yeah, who do you think itis?
Jennifer (23:11):
Screw yourself.
I have no idea.
James Bond (23:13):
IKEA.
Oh, have you ever boughtsomething from IKEA?
It comes with screws and you'vegot to screw yourself.
Yes, we have furniture.
Yes, Thank you.
So their early slogan was screwyourself.
Jennifer (23:27):
Oh yeah.
Ad (23:28):
The people got offended.
Jennifer (23:30):
Yeah, well, and I could see, because every time
you buy Ikea furniture you're infor work because you got lots
of screws to deal with.
James Bond (23:36):
Yeah, exactly, exactly, that's great.
I'm from Montreal.
I'm from montreal, I'm fromcanada originally, and when I
was a kid they had, um, therewas a city in uh in canada.
Um called um, uh, reginasaskatchewan.
Okay, and as a kid we wouldlaugh like crazy because what
does it sound like?
(23:56):
Regina Gee?
It sounds like a little vagina.
Jennifer (23:59):
Okay.
James Bond (24:01):
So the advertiser there's a company that was doing
advertising for the city ofRegina and they came up with a
slogan that was so hilariousthat Madonna and Mick Jagger's
Rolling Stones shared it withtheir audiences when they were
doing concerts.
Okay, they came up with at-shirt and with cups that had
(24:26):
this slogan on it.
Okay, and after about two years, and they tripled.
They literally tripled theirtourism of people coming there
because of this slogan.
And after about two years theyapologized and said we didn't
think it was going to offendpeople, we're really sorry.
Ah, you know, because theytripled their tourism.
Ad (24:43):
You know it was regina.
James Bond (24:45):
It rhymes with fun.
Oh, that's great okay yeah,people would go regina.
It rhymes with fun, what theheck said.
They go to reginacom and theygo, oh wow, and they learn about
the city and all that stuffyeah, I'm not sure I would do
that.
You have to have lots of guts,I guess, to come up with that,
but it was funny.
I mean it was so funny peoplewould have t-shirts of it and
(25:06):
walk around with t-shirts.
Hey, guess what?
Ad (25:09):
regina, it's so powerful.
James Bond (25:11):
So here's a song sorry, I mean the song's here,
but um, so like smells like.
Teen spirit is uh, right, cobanis one of the fabulous songs.
Ooh, what does Teen Spiritsmell like?
Okay, but it gets yourattention with that, even though
it's a fabulous song.
But so I was standing on thecorner of Winslow, arizona such
(25:31):
a fine sight to see.
It's a girl, my lord, in aflatbed Ford, slowing down to
take a look at me.
Ad (25:37):
Okay.
James Bond (25:38):
So that's a song that one of the songs that
helped the Eagles become reallyfamous.
You know what else it did, andit wasn't even intended to.
It made Winslow, arizona, atourist attraction.
Right right, this woman wholives in Arizona and she's
telling me have you ever been toWinslow?
It's a hole in the wall, it'snothing.
But they put up a statue of alamppost with a guy leaning
(25:58):
against it with a guitar in hishand and on the top of it it
says Standing on the Corner, andright behind it, in huge
letters, it says Winslow Arizona, and people are driving along
you know Route 66.
They go Winslow Arizona oh,winslow Arizona, we've got to
check it out and they takephotographs of themselves.
It's like a dirt, it's like onestreet, but people would take
(26:19):
photographs of themselves and itreally boosted the tourism.
It wasn't meant to, but it'sbecause it's in a song that
suddenly people go like, wow,you know, it's so much fun.
So how would you like to comeup with an idea that's really
amazing and someone you hatesteals it from you and gets rich
and you get poor.
(26:39):
Right, would that be fun?
Wouldn't that be fun?
Jennifer (26:43):
Yeah, yeah so they need to understand your brain
glue.
Then, right, you know what Ilove about this and you and I
talked about this off camera, soI'm listening to all this and
we got to talk a little bit offtoo.
So I get this.
And we talked about this wholepsychology of selling and you
know it's funny because you knowhow you'll meet people and they
pride themselves on being logic, right, like being pragmatic.
I think we, like you, talked inthe very beginning we all do
(27:04):
that we say no, I'm not buyingthis because I'm going to think
this through.
But the reality is, everythingwe do is on emotion.
Even if we subscribe to thisidea that we're being pragmatic,
we're being on the fear train,that's still an emotion.
That we're, that we're notbuying, it's a fear, right?
So I think it's funny when youreally understand the psychology
of all of this and I know this,you know only because I studied
(27:27):
some of this too.
So I get the.
I like I totally what you'resaying resonates with me.
I get, I'm interested in, Iwant to see all your 14
different things, because I'veheard these in different,
various ways, like you know, thealliteration and theors.
I've heard all these differentthings and you're right, because
they do.
You pick up on these things andso I think when you start
really understanding thepsychology, it makes this a
(27:48):
little bit easier to navigate.
So I love what you've got inthis book and these tools that
you put there.
I really want to see, like, allof them.
I want to know, like, because Iknow some of them, I'd like to
see all of them that you've gotin there.
James Bond (28:01):
So there are three things that are really important
to note about brain glue.
If you want to get rich, if youhave a product or you're trying
to sell something, online orotherwise, you have to know
brain glue.
Jack Canfield wrote ChickenSoup for the Soul.
He sold 500 million books.
The guy's rich.
He doesn't need me telling himanything he says.
If you're in business or tryingto sell something and you don't
(28:22):
know brain glue, you have amassive disadvantage.
It's a really easy way.
So the first one is, that isproducts.
If you want to get rich, I liketo say, switch your pitch if
you want to get rich, or brainglue shows you how to light the
fire of design.
Anyway, that's the first one.
You want to make a lot of money?
You've got to learn brain.
The second one is you want tobe impressive.
(28:44):
Famous people come up withphrases that people repeat over
and over again.
I have this phrase from thisguy.
He was, ages ago, Malcolm X.
He said we didn't land onPlymouth Rock.
The rock landed on us.
When you stand for nothing, youfall for anything.
People loved him, but a largepart of why they loved him, like
(29:05):
Warren Buffett, is because hesays things that people want to
remember and they share withsomebody else.
So the first thing is you wantto get rich?
Rainbow will help you.
The second one is you want toget famous?
Rainbow will help you Becauseit helps you come up with
phrases where people startrepeating it over and over again
.
I go oh, wow, that's reallygood, guess what he just said?
Okay.
And the third one, which isimportant, is if you want to be
(29:29):
a comedian, brain Glue helps youbecause it's amazing.
Now that I've learned BrainGlue, I talk about it in the
book because I have jokesthroughout the book.
You can't not have jokesbecause comedians use it all the
time.
It's amazing.
You start realizing oh, that'sfunny.
I have this one guy who wastelling me brain glue is not
(29:49):
meant for this.
Let me start there.
He said I was trying to get adate with this girl and she
would not go out with me.
As I was reading your book, Istarted applying some of the
tools of brain glue and I'm onmy second date with her now.
I don't know, I think I'm goingto marry her.
It's not meant for that.
He said.
I know, I know, but it works.
Jennifer (30:06):
You learned some tricks.
It works hey listen psychologyworks in all areas of life.
I used to say this back in allmy years of Mary Kay, that we're
always selling something.
We sell the jeans we're wearing.
We sell the hair.
We sell the nail salon.
We sell the cookies we eat therestaurants the product we're
always selling.
So the trick's got to work.
James Bond (30:27):
Mary Kay had the one thing that was the most
important.
You know what it was Passion.
She communicated passion.
She got into it because she wasgoing to.
You know, she hated the factthat she was so smart and so
capable and people she wouldtrain were suddenly given higher
paychecks than her, even thoughshe's the one that motivated
them all.
And then she started mary kcosmetics.
And you know, because it's Ilove it.
(30:49):
Zig ziglar said this selling isnothing more than transference
of passion.
We're taught logic, but logicis not.
It's how you sell, it's passion, right?
You know, if you saw a moviethat you love, I don't have to
teach you how to sell.
You're going to go?
Oh, you have to see HiddenFigures.
It's such a good movie, oh, Ilove that movie.
Exactly, there's three blackwomen in NASA.
I mean whoa, I couldn't believeit.
(31:09):
You know, I don't have to tellyou how to sell and that's shuts
down passion, right?
Jennifer (31:18):
Come on, forget that how exciting.
James Bond (31:20):
So tell us, you know , tell us a logical reason why
you should do that, when, infact, yeah, when you want to
persuade someone or you want toget someone to enjoy life.
You know, I saw this guy whohad a t-shirt that says life
sucks and then you die.
And I'm like no, this is liferight now.
You know so, but just you knowso, but just you know it's just.
(31:42):
You can't, you know, don't getthat t-shirt like have fun, this
has got to be life right now,you know, including make.
You know, make it be some moresuccessful, you know, in your
job or in if you're starting abusiness or in your business,
whatever you know, I mean, andhave fun doing it.
I mean, life is short and it'slike if you're passionate, it
just it's easy to get otherpeople to want to be passionate
too.
They said suicide rate is up inAmerica.
Okay, since COVID and all thatstuff you know, for younger kids
(32:04):
that's really sad and I thinkwe just need to teach them how
to tell jokes.
Yeah, was really stressed andyou could see it on his face and
(32:32):
the employees, even though theydidn't know what the problem
was, they knew that something'sgoing on and they're afraid
they're going to lose their jobs.
And so I always start with ajoke and I start with this joke,
and they tortured me with thisjoke over a year.
The company took off like crazy,but the joke was um.
So I said hi, they said here'sjames body's going to help us to
try to, you know, company grow.
(32:53):
So I said okay, well, let mestart with this procedure.
Everybody.
Okay, not really a procedure,it's a joke.
They weren't prepared.
I said so.
The maintenance man is hidingin the maintenance closet and
every time people approach thecloset he'd open the door and
scream supplies okay, instead ofsurprise.
So all through the year peoplewould be.
(33:15):
Every time they saw me, they gohey, I'm looking in a window
and I see this woman and she'sreally stressed.
You can see stress on her face.
She's just.
She was on the phone withsomebody.
I don't know if we did thatproduct or didn't work, or I
don't know what it was, or maybeshe had a personal issue, but
you can see stress in her face.
So I knocked on the window andI opened the door and she looked
up at me and smiled and wentsurprise, they torture me all
(33:37):
the time.
But it changed her face.
You can see it changed her.
People become more creative whenthey're happy.
It triggers what they calloxytocin in the brain.
When you make people laugh,they suddenly become much more
receptive to what you're doing.
They become more creative.
It opens up different parts ofthe brain and our capabilities.
When you make people laugh,they suddenly become much more
(33:59):
receptive to what you're doing.
You become more creative.
It opens up different parts ofthe brain and our capabilities.
And so, yeah, it's just, youknow you've got to have fun.
Jennifer (34:03):
Everybody's got to get this book.
If you're in business andyou're trying to market yourself
, you need to get this book soyou can differentiate yourself,
right?
I think that's a big thing wetalk about as you.
You're talking about like the,the telling the jokes.
I had a comedian, I have anotherone coming on, but I had one
come on my other show and that'swhat she talks a lot about.
That's her specialty.
She's been on, like on HBO andon some other comedy type thing
(34:24):
stand up, you know comedian.
But she does a lot of trainingwith women and I think she works
with mostly women on helpingthem how to communicate and use
comedy as a way to bring in.
You know, like when they'retrying to sell and differentiate
themselves.
And we talked a lot about thatand I think that's so great
because you're right, it reallydoes.
We come from a different placewhen we're taking down the wall,
(34:47):
like when we break that walldown, and how do we do that.
We've got to get people toengage and open up their mind
and sometimes you have to usethat to break through that.
So I think that's great.
But I think what you're tellingme and what I'm hearing from
this book is.
There's a lot of differenttools in here that somebody
could pick up If they're in aplace where they're trying to
market themselves a product, setthemselves apart.
(35:08):
There's going to be more thanone tool in this book that
they'll be able to utilize andsay okay, what can I use to help
me be different and set myselfapart from everybody else?
So many great examples in thisthe egg one.
Like all of us remember the egg.
This is your brain on drugs.
We all remember that one I knewimmediately when you talked
about the egg.
I'm like I know what he'stalking about.
(35:29):
So all great examples, and thishas been great.
Thank you for sharing all this.
I think there's a lot of goodstuff there.
So, james, if somebody wants toget this book, they want to
find out more about this.
I think after this is over andthey hear all these examples, I
mean I think people are going tobe like, hey, I need to run and
go find this.
Where do we want to send themto come get it?
James Bond (35:50):
Well, if you go to Amazon and just do
braingluebookcom on yourcomputer and it'll take you
right to the page on Amazon,then you can read samples in the
book.
I've got an audio book withthis other guy.
He's a comedian.
He's hilarious.
I had to have a comedian doingit, okay, so you can tell he's a
comedian when you listen to him.
You know People love that.
But yeah, go to brabraingluebookcom and that'll
(36:12):
take you to Amazon and you canstart looking at the samples and
everything else.
I think people are loving it.
Jennifer (36:20):
Yeah, I'm sure it's a fun read.
I can tell by your personalitythat you're fun.
I have a feeling the book isprobably a fun book and I'm
excited.
I want to check it out.
Some of the examples used todayI've heard of and you're right,
because you'll see these things.
Some of the examples used todayI've heard of, and you're right
, because you'll see thesethings and you know, and it's
like something you hear,something they'll say, like it's
a repeated thing, it'll stickand you know, and it's one of
(36:41):
the things I know.
Like when I'm working with myclients, a lot of times I'm
always telling them like whatare you using to differentiate
yourself from every other personout there that's doing the same
thing you're doing, right?
like right right in thebeginning, like when we started
doing podcasts.
You know, when I first startedmy first show, it was starter
girls.
I still have that show.
By the way, it's unique, nobodyhas it and the logo is unique,
and so it's funny because evenwhen I put that show down and
(37:05):
like, didn't record for a year,it was still getting downloads.
People are still tracking thatshow and it because it's a
unique show, has a unique title,unique logo.
James Bond (37:13):
It's different, you know, and but it's also because
of your personality.
I mean, you're, you're, you'repassionate, you're, you're, so,
you're, you're passionate, and Ithink it rubs off on all your,
all your fans.
It certainly rubs off on me.
I was almost late for thattoday because I was sitting and
listening to one of your otherones you're telling stuff and I
was like oh no, this sucks oh,clock, clock.
Jennifer (37:34):
Yeah, but I get pretty passionate about things I do.
I get like on something, I'mlike this is a good topic, we
got to talk about it, but I lovewhat you're doing and I think
this is an important topic andit doesn't really matter what
you're doing, because we talkedabout sales is important.
Everything we do in life isselling.
We're selling a spouse, we'reselling a job we're trying to
get, we're selling a position.
(37:54):
We're always selling something,and so these tools are
important and no matter how manytimes you want to put
pragmatism into all of thisstuff, I guess there's times to
be pragmatic, but when you'reselling people to people, you're
probably not going to win.
If you're trying to bepragmatic, it's not going to
work, so even as much as Ialways say.
You know, like I as much sellingas I do.
You know, I always can seethrough P.
(38:15):
I was feel like I can sort ofsee through people when they're
being really cheesy salesmen.
But I will tell you, it is hardnot to like somebody.
And I will tell you, I'm gonnatell you this story in this.
I don't know if I've told thisin an episode before, but I had
a guy he's we're still still inmy Facebook.
He's guys this was a few yearsback come to bid us a quote to
paint our house.
And the first one I don't evenknow if the first one even
(38:42):
showed up.
The second one showed up andtold me he would email me a
quote.
Never did.
The third one walked in my doorand said what do I need to do to
get your business?
And I was like that is prettygood.
He got my business because Iliked the guy, he was a nice guy
and he I mean that he wentaround and said he's like we may
not be the cheapest, but wewill do a good job.
What do I need to do to getyour business, you know?
And so he set himself apartfrom all the others, you know
(39:05):
cause.
I mean there were other peoplethat had called and messaged me.
I mean there were several, butthere were only like three that
had said, hey, I'm going to bethere.
You know, because contractorsare kind of hard, they don't
always show up.
But he set himself apart fromthe others that had communicated
with me.
And that's the thing, like whenyou think about people that
you're dealing with likecontractors or any type of
business, what is the companythat sets himself apart?
(39:25):
There's something they're doingthat you go.
I want that particular one tocome and do my work or do
business with.
So I think it's, I think it'sall, yeah, exactly.
James Bond (39:37):
And and he engaged with you.
He connected with you and,instead of just throwing an idea
on a phone or oh yeah, we'llshow up.
Jennifer (39:45):
Yeah, so set yourself apart and you've got the tools.
That's the thing.
You've got the book that tellspeople how to do this.
So we'll make sure, james, whenthis gets out, we get the
website on there so everybodycan go and check it out.
Hopefully they'll hear thismessage and for all.
I've got lots of people in theentrepreneur space.
I'm sure they're going to belike all over this.
What is this Brain glue rightthat we're talking about?
James Bond (40:07):
And they're short chapters.
I want to let everybody knowthis.
That's what people love aboutthis as jokes.
It tells you how it works andeverything else and then gives
you a little exercise and moveson to the next one.
And people love that becauseyou can stop and go.
I mean, oh, wow, this is fun, Icould do this one, and so it's
all by it.
You know I'm throwing all theseideas of the humor and
everything else, but it'ssimplified, it.
That's what people love aboutthis.
(40:29):
They find it really a simplebook to read and also I think
I'm kind of add or adhd, so Imade I get you to a point right
away and people say, oh, it'sgood.
Yeah, I tell stories, but Imean it resonates.
But yeah, just bring bluebookcom.
I think people will enjoy thatvery cool.
Jennifer (40:44):
Well, good, well, this has been so much fun.
Thank you for all the stories.
It's been great, all theexamples there were so many in
here.
I mean like so many differentthings.
And I'm sure, like I said,people that hear this are going
to go ah, yeah, I remember that.
Or ah, yeah, that makes sense,and, who knows, it may spawn
something for them that they go.
You know, hey, I just got areally good idea.
You know, I think a lot ofthese creative things it's funny
.
I get a lot of ADHD people inmy world.
(41:07):
Like I feel like I coach a lotof them.
I'm probably myself, becausewe're all creative people, but
it's so great and the one thingI will say about a lot of these
things that you do the ideasflow.
When you're not trying to makethem flow right, it's when
you're kind of just allowing itto happen.
That's when these things sortof come up.
You know you'll have a goodidea because you're like that's
a good idea, right.
Like you'll know, and that'swhat I've learned about this
(41:29):
stuff is that you know when yousit down and try to make it all
work out, it's like take an idea, put it down, rest on it a
little bit more.
As things come together, you'llstart piecing the idea together
.
Give yourself some time topiece that together.
Don't feel like you've got tohave that all at one moment.
But we do want to get this outand, like I said, we'll make
sure that the website gets onthere so everybody knows where
(41:50):
to find this book, so they canget some tools and techniques to
help them come up with theseideas.
So thank you, james, it's beenfun.
James Bond (41:56):
Wow.
Thank you, jennifer.
You are just lots of fun.
Thank you, thank you, I'm goingto go with this.
I'm going back to your podcast,by the way.
Jennifer (42:02):
Awesome, good, awesome One joy.
James Bond (42:07):
There's a lot of great people that come on there
so you to get on the show.
So I mean, I think you do agood job of making sure that
people are.
You know that your audience isgoing to get benefit from it and
fun it's got to be benefit.
Jennifer (42:19):
Exactly, exactly, well , thank you.
And, of course, I do want tosay to the audience if you do
enjoy the show, head on over toApple, give us a review over
there, hit that subscribe buttonon the YouTube so we can keep
sharing all these awesomestories and bringing great
content to you.
And, as I always say, in orderto live the extraordinary, you
must start, and every startbegins with a decision.
You guys, take care, be safe,be kind to one another.
(42:40):
We will see you next time,thank you.
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