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Unbound is a weekly podcast, created to help you achieve more as a leader. Join Chris DuBois as he shares his growth journey and interviews others on their path to becoming unbound. Delivered weekly on Thursdays.
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If you're looking to market and present ideas that stick Oh, this episode is for you. Are you a leader trying to get more from your business in life? Me too. So join me as I document the conversations, stories and advice to help you achieve what matters in your life. Welcome to unbound with me, Chris DuBois. James Bond is an award winning behavioral management specialist and author of the best selling book brain glue, which reveals breakthrough right brain persuasion techniques for making ideas stick with over 35 years of marketing experience advising major brands, he uncovered the concept of brand glue that taps into emotions for next level sales impact. James, welcome to On mat.
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Hi, Chris. Thanks for having me. It'd be fun. Yeah.
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It's gonna be very fun. And we're gonna kick it off with your origin story.
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Oh, well, I was born. I started there. Maybe you're not sure. Okay. I'll make it easy, right? It's gonna be a long story. I'm originally from Montreal. I live in Southern California. We've lived here for about 36 years, our middle daughter, we gave her the initials LA. So as soon as she was born, we moved here and we know how with Lauren. Okay, I know how long I've been here. Okay. I started an advertising agency. I have a technical background, but I started an advertising agency in Montreal, and worked my way up and eventually one major clients like Kraft Foods, Timex Avon cosmetics, Abbott Laboratories Seagrams, or World Headquarters is there which is funny cuz I don't drink a lot. I one serums. You know, it's like, they will always be have all these photographs or groups of all the all the booze and everything like, like 50 bottles. They say, okay, you can have them and I'm like, Okay. For presents. Yeah. But I had the opportunity when the anti drug campaign in America, because of the connections I had, because of all the work that we've done, and I had powerful logical reasons why you should not do drugs. And then I lost the I lost the campaign. And how did I lose? I deserve to lose when I saw the ad, and it was a guy holding an egg saying this is your brain and cracking the shell and dropping the egg into a sizzling frying pan with exaggerated sizzling sounds? Is your brain on drugs? Any questions? When I saw that it terrified me. It's like, oh, this is emotional selling, not logic. You know, there's no logic. And I guess your brain gets fried like an egg, you know. But I realized I don't know how to do emotional selling. And they don't teach it in school. And you know, there are books on it or anything like that. And so I started thinking, I love three by five cards, I wrote your brain on drugs on a three by five card. So I remembered that ad. And I decided to create a passion box. But right next to my computer, I put a box. And every time I saw something that was emotional selling eventually or heard things to you, like heard quotes that were really powerful emotionally. Instead of trying to overanalyze it, I put it in the box, in the hopes that eventually I'd have enough examples that I could figure out how to do emotional selling. So fast forward about 10 years, we moved to California to Southern California, and I met John Gray. And John Gray was telling me, sorry, John Gray was telling you're not the only one. It's coughing, he said you were sick. I might know I'm okay. But John Gray was telling me how he was frustrated, because he wrote a book that was absolutely phenomenal, called men, women and relationships. And people who read it love the book. But almost nobody was buying it. He ultimately sold about 20,000 copies. But then he got this idea of changing the title to men are from Mars, Women are from Venus, and then tweaking the content just a little. So it was consistent with the penalty referred to it throughout the book, but it's the same basic book. Guess what happened? Almost overnight, half a million copies got sold and a million than 2 million. I have a mistake in my book. I say he sold 10 million copies. Why No, Steve Harrison, who helped him with marketing is that no, you're wrong. I said, I messed up, I did my research. He said no, no, we're over 50 million copies sold. Now, you went from 20,000 to 50 million copies sold. All because he changed the title. I thought my brain was going to explode. And so I'm writing. You know, men are from Mars on a three by five card and I suddenly realize it's a metaphor. You know, men aren't really from a different planet coming. I mean, some people think we are but I mean, that's the story. But no, but so it's like, Wow, is this metaphor is metaphors, the secret to emotional selling. So when I got home, I dumped the passionate bucks on my bed. And I started realizing, you know, sort of putting things in groups and I realized there are four metaphors is one of 14 brain triggers at the heart of emotional selling. And I started realizing, when you apply a brain trigger to what you say or what you post, it radically simplifies. In most cases, it radically simplifies your ability to get people to say yes to your ideas, and to buy your products. I get people telling me now You know, I've got Jack Canfield said to me, who wrote Chicken Soup for the Soul, he sold 500 million Chicken Soup for the Soul books and plus 60 others that are bestsellers. But he was telling me, he said, I believe this is the most powerful persuasion book I've ever read and marketing, but persuasion, because persuasion is at the essence of marketing. Persuasion is, you know, you get an idea. And you see, and when you go like, wow, this is really great, or you get a product that's really great. Well, we have to persuade people to accept it, that it's a really great product. And I discovered there 14 brain triggers as I went through this. So I started applying this, let me tell you how someone I applied it to early on first, and then I'll give you a whole bunch of examples. Because it's persuasion. It's not just selling, but selling is a big part of it. Let's make a lot of money. I want you want to go from 20,000 to 50 million products sold. I do. Okay. So. So, once I discovered, and I covered how bring glue works, I didn't call it brain glue yet. Okay. But I discovered how it works. I had this, this company with three construction company with three, three partners, and they've been in business for 10 years. And they reached 2 million in sales. That's not bad. 2 million in sales, okay. I took up the 10 million from two to 10 million in one year. And they reached 32,000,002 years later. So how did I do it? I bring Louis how I did it. What I did was I pull out a whiteboard. And I said, let's create a shopping list of all the different types of clients you've worked with over the past 10 years, it took a while almost an hour of you know, they were coming up with different ideas. They went through some of their invoices and stuff. And we got this shopping list of all these different types of clients. And I said, let's play a game. Let's get you focusing on just one type of client and not the others. And I said, so if you were going to focus on just one who would you focus on? They said, well, we don't want to say no to clients and said okay, but we're playing a game, let's go through this, okay. So it took them a while, they finally said, you know, fire restoration for insurance companies, I have no idea what that was or didn't know, back then I didn't know what construction. But they said that we've had just a couple of clients gave us you know, just a few little projects, not a lot. But it's an insurance company that has a client that has a fire their house burns down or whatever it is, or the hostess has a fire. And they sit and I said so what do you guys do is it? Well, the first thing we do is we go in and we check the frame, if the frame is damaged, we're going to tear down the whole building, okay. But if it's not, then we'll at least you know, fix it up and make sure it's not going to catch fire again, and you know, make it nice for the client. So I said, Okay, so the first word that your clients are thinking of, or your prospects, the insurance companies is fire the word fires, let's create something with the word fire in it. I get it, why don't we call you guys the fire extinguisher for insurance companies. And we'll get the website fire x.com. And so I went with them for free to the first two clients that they went, they were prospects that they were prospecting to. And I said, Well, yeah, just think of us as your fire extinguisher. Every time you have a client with a fire, call us we'll put it we'll put out the fire from a insurance standpoint, okay. And the clients would laugh laughter is our buyers has, you know, in the book, but so you won't get in laughing but they would laugh and they would buy and sales went from 2 million to 10 million in one year. I mean, they couldn't believe how easy it was to make sales. And by the way, they said they didn't want to say no to anybody else. They said no to everybody who has not fire wrist, fire insurance companies, because they were making so much money. He couldn't believe in it. And it helps when you simplify to. So they're focusing on a simplified type of client. But I realized, you know, this goes beyond selling products. This is selling anything, including ideas. And let me give you a whole bunch of examples first are just blank and blank examples. Okay? If the glove don't fit, you must acquit. Okay. Johnnie Cochran was OJ Simpson's attorney. And I remember after the trial, two of the jurors were asked, you know, one of them was nodding their head, the other one was explaining it. And they were asked with all that evidence against OJ in his murder trial. Why do you find him not guilty? And she said confidently, we knew if the glove don't fit, you must acquit. The glove didn't fit. So we had to acquit. You know, Ryan, Ryan works. You know, Jack and Jill went up the hill. How many people employ that one? Okay. What was the first time you heard that? If you ever heard that? Okay, most people have heard that one. You know, when we're little kids, you know, I may have been 1020 Maybe for me 5060 years ago, I'm that old. But yet it sticks in a brain like glue. You know when you're dead. When I'm on my deathbed and somebody says to me, Hey, James, Jack and Joe and upset and I finished a hills of veg a bill of water. I'll remember it because it sticks in the brain. Certain things, patterns a stick to the brain. How about this one? The wider your bread, the quicker you're dead. That's Wonder Bread, invented sliced bread, you know, so and they bleached the bread was all white and everything else but they invented sliced bread when people say, Wow, that's the greatest thing since sliced bread, directly referring to wonder bread and Wonder Bread dominated the bread industry of bread, their competitors hated them. And then we have we had COVID. Well, they had an illness called calligra. And calligra was basically when their body has the absence of vitamin d3 are much more susceptible to it. And people were dying, just like with Oprah. I was like, you know, COVID Oprah and I don't people didn't die for Oprah. I don't think they did.
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Not yet. But no. But so what they did was the competitors. When they saw that, you know, a wonderbread. They hated wonderbread because it was a competitor, they actually came up with a slogan and they would talk to journalists. And they would say, just remember when the what the wider your bread, the quicker you're dead. And of course, journalists would spread it because they love that headline and put the article in it. And Wonder Bread literally went from dominating the bread industry to almost bankruptcy. Now what they invented was, you know, fortified foods, they would start putting niacin, which has lots of Vitamin d3 and other vitamins and minerals. And so they basically invented the concept of putting vitamins and minerals and food. But they literally if they didn't do that they would have gone bankrupt, just because of the phrase, the what of your bread, the quicker you're dead. But ask not what your country can do for you ask what you can do for your country. That's something that's called chiasm. This came from President John F. Kennedy, and it's a flip. Okay, I'll give you an example of how you can somehow chi Asmus works like rhyme, okay? rhyme is a B A B chiasm. This is a BBA it's a flip. Okay. And so, winners never quit, and quitters never win. Okay, when the going gets tough, the tough get going. Okay, all for one and one for all. Okay. And so, you know, Malcolm X said, we didn't lend, Malcolm X is early civil rights activist and he he could have said, you know, you have no idea how hard it is being a black person in America, you know, because there's lots of prejudice. But instead, he would say lines like this, man, we didn't land on Plymouth Rock, The Rock landed on us. He also has a line that he said, which was when you stand for nothing, you'll fall for anything. And it's a flip. And so because it resonates so in Southern California, we have a small hamburger place. And they were competing with McDonald's Burger King Wendy's. And that's what one of the things is powerful about brand glue is this is about having almost no money and being able to compete with giants and becoming successful. So this family said we want to open up a small restaurant we can't afford a really indoor restaurant. So we'll make it a drive thru. But we want to come up with a name we have really good hamburgers we want to come up with a name that's really cool. And so they came up with in and out burgers, which is causing us to flip in and out okay, which also means sex by the way, in case anybody missed that, you know, and they put up a big sign in and out burgers, they became a monster of success. I mean, you have to have good product but there are a lot of people have good products and you still struggle, but they don't struggle. They couldn't believe how many people you know people are we were driving by it in and out just down the street from us. And my wife is saying Look how many cars I mean, like every day, they're just like cars and a traffic jam going through In and Out Burger. And it's because they recognize the power of of brain glue basically didn't call a brain glue back then but they understood that we needed a name that would stand out in people's minds now and I have a metaphor that goes with this. Okay, I have a few lines. So I use here some lines and I describe bring glue with and not related to In and Out Burger. Okay, but I'll give you lots of examples. Switch your pitch if you want to get rich. Okay, that's the first one I came up with. Then I said you know branco helps you light the fire of desire in your buyer. Okay, I went to church GPT and I was looking for other ones and they had lots of crap chats UBT sometimes, you know, stupid answers, but they did have one that was good like we're at the bottom after went through like about 100 of them. And it was why brain glue because plain glue doesn't stick to the brain. I thought okay, I can relate to that. But here's a metaphor okay. Because metaphors is one of the powerful tools certainly helped Jack Canfield and Chicken Soup for the Soul. You don't get chicken soup and you buy the book doesn't drip all over you and you buy it. But but this is how brain glue works. So you leave your home and you're driving down the street. Okay. How many times have you left your home and you drive down the street so you know the houses or apartments down? illustrate you're not going to look at Oh, look at that one. Look at that one. Look at that one you're not, you're just you ignore them, because you're going somewhere and you're just driving past this stuff. But one day, you'd get on in your car and you start driving past your street and two houses down, you see flames coming out of your neighbor's window. You're gonna go, huh? How stuff does he know it? Is our house kind of burned out? If there's a trigger that goes off. And that's what we need to do. Because with our advertising and with our products, people see it, see it, see it, see it, see it. And it doesn't stand out. I mean, because we're so used to being bombarded with not with information and products and advertising, that we don't stand out from the crowd. And what we need to do is we need to have flames coming out of our product. I mean, not really flames, you don't want to burn your money, depending on what you sell, maybe sometimes, but no, but you want to you want to have them, you know, looking at product product, flipping through pages or seeing through, you know, posts on Facebook, or wherever else it is. And then you want them to go like what I'd like to flames coming out of it. I'll give you an example. With this woman. She's a stay at home mom. You know how many people do social media advertising okay to try to get lots of people buying your product or checking it out? Well, she has 5 million fans and guess how much money she spent? Zero. So how did she get it? She she's a stay at home mom and she said I want to create a Facebook page. It'd be kind of fun. And so what let me see, Mommy, I'm a mommy. So Mommy needs time to herself. Mommy needs a rest. Why don't Mommy needs Mommy needs vodka. So she created a page that says Mommy needs vodka. And I became a fan. How did I become a fan? Because flames are coming out of my Facebook page. Okay. So you know, somebody I know, because she had 5 million fans, she has more must have been one of my friends and I and they shared a post. And so I'm looking at my site and I see this post. Oh, it's pretty cool. It's by mommy and he's five cut flames. Okay, my helmets. My mommy needs five cut. What did I do? I clicked on her link to go to mommy needs vodka to see what that's all about. And then I saw she's got a really good post and I said, Oh yeah, I'm gonna become a fan. And so what happens with most of us is, you know, we have, you know, you might have really great content or great product, but you're struggling, she wasn't struggling. She had a name, Mommy needs vodka. And suddenly people are coming to her. It's her to her page on an ongoing basis. And that's what we want is we want flames coming out of our messaging. We want flames coming out of you know, our advertising. I mean, Warren Buffett. Okay, a lot of there a lot of very wealthy people. Okay. But journalists love Warren Buffett. I did too. I work with Warren Buffett's team, they brought me in because I'm one of America's, you know, a behavioral management specialist, one of America's top behavioral management specialists. But Warren Buffett has this great line. Only when the tide goes out. Do you realize who's been swimming naked? I love that line. You know what he's basically saying is only when times get tough. Do you realize somebody who's really good at what they do? Okay, but if you say that people go, Yeah, okay. But if you say only when the tide goes out, do you realize who's been swimming naked? Wow, it sticks to the brain. And so here's how would you like to invent a product and somebody you hate steals the idea from you. And they make so much money from it that you have to stop trying to even sell it because you can't make a dime from it. But they're making a gazillion dollars. Would that be fun? I don't think so. Man. Yeah, that's what happened. Posts and post cereals and Kellogg's okay. So the head of post cereals because they're competing with Kellogg's they actually stole the idea of cornflakes. There's a whole story about how they started but anyway, but they kind of didn't like each other I mean posts with so the head of post cereals came up with this idea. And they said what a great idea. We'll create this little cake. We'll put like jelly inside it like it'll have strawberries, blueberries, raspberries inside it. And we'll put it in a toaster. And then I'll come up nice and warm. You have a little nice warm cake. And why don't we call it country squares. So three months they were so proud of this thing to three months before they launched it. They bragged about it to the media we got this new product coming out called countries squares a blah, blah. So the head of Kellogg's looked at it and went, what an amazing idea. So he got all those guys internally to come up with. How do we make that we're going to make that same thing before they launched. There's we got to launch it, but we need a good name. And so back then Andy Warhol was really famous. And he's a pop artist. Okay, and so the word pop art was really famous for everybody, which is a brain glue tool called anchoring. You want to pick something that's already in the brain, okay. And then use that or adapted slightly. So he came up with the idea of like pop art. Well, it pops out of the toaster, which is really good. I think that's how he was thinking of it first. He was going it pops out of the ptosis we need a named as pop oh this pop art pop artists. Why don't we call it pop tarts. This how successful pop tarts became compared to post countries squares okay poor boats
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they sold they he launched it a week before country squares got launched, of course, okay. And they sold out like within a week they couldn't believe in a few days like everybody was buying it they couldn't more people were buying it than they ever thought possible. And so what they did was they had to run it, they ran ads in major newspapers apologizing and saying we are so sorry, we ran out of Pop Tarts, but hold on for just a few days, and pop tarts will be available in your store again. Nobody bought country squares, they waited for Pop Tarts to become available even though country squares events in it. Within a year, they tried kept trying to sell it, they eventually dropped the product that they invented. Okay, all because they didn't have a good enough name. You know, we want to remember that, you know, you want to have a name that's really good. And people remember it and it sticks to the brain. So they have this mom, and this Utah mom and her son. She invented this product while on the toilet, which I guess a lot of us got products over on the toilet. But this was where we're there. Were also with him. But she decided she realized while she's sitting on the toilet, this is a funny story. I guess. She decides that she realizes that you know cycle a physiologically, it's better if you can raise your feet about six inches while you're sitting on a toilet, it's better for your body and shape your body. And so she came up with this idea. She said let's launch a product, I guess you're watching Shark Tank and someone says, Well, we can be entrepreneurs too, even though they have never had any experience in business. Let me end the story. And I'll come back to it. Okay. This is a mom and her son with no business experience, who generated over $100 million of sales within in less than two years and had no business experience. Okay, and all the rest of us are like who are experts? Yeah, you got $100 million less than two years old? Maybe not? How did they do it? So she has this idea for this toilet stool where you raise your feet just a little bit while you're on the toilet. You know, it's not a great I mean, it's a great product because conceptually it's great, but it's a toilet stool. You can my wife uses a Texan a trash can put her feet up on it, you know, but they sold over $100 million because of the name they came up with. Okay, and what was the name? Well, first, I thought let's call it the toilet stool. But I don't know my wife says she should have called it a stool stool, but I don't think that works. Okay. But toilet stool doesn't sound like a really good name. I don't think people would really be excited about that product. But let's see, what's another word for toilet. Oh, potty. I'm sitting on the potty. Okay, I'm kind of squatting while I'm sitting on the potty. squatty potty, let me call it the squatty potty, the name Squatty Potty sticks to people's brains. They explain what it is it is a Squatty Potty while you're on the toilet, you get to use the Squatty Potty sales exploded she they made it to Shark Tank. And all the I think all the investors wanted to invest in it because they got this is really powerful. We definitely want to do this. And so, you know, it helps you understand that like, here's people are struggling or somebody could steal your idea. And if they have a better name for it, people start buying it. And it just becomes it's mind blowing. It's mind blowing for so many people because it's so easy. You know, I mean, you were talking about it's one of the things my wife wants me to remind people, it's easy reading. It's a fast read. You don't have to spend like 40 pages reading a, you know, a chapter that talks about all this stuff. And then it goes on and it's got all this BS everything else? No. I mean, I guess I have a short attention span. So I want to I know this is great. So I want to give you enough information that you can, you know, you can hear it, understand it and apply it. You know, because if you don't apply it, and you know what code is it, you know, I mean, that's it. And it's but this is something when people see her, let me give you an example. But people learn brain glue, you start seeing it everywhere with things that are blockbusters where you don't see it before, but you go oh, you know, we see blockbusters, but we don't realize there's patterns. You know, we think well, they're just famous, I get that it's really a cool name, you know, Chicken Soup for the Soul. What a cool name, okay. Men are from Mars, Women are from Venus. So on the History Channel, they had a, you know, we recorded a bunch of things on the History Channel, sometimes we'll delete it, delete it, you know, because I don't care about that person. I don't know. I said Bobby Flay. I don't know, Bobby Flay is I kind of know, but I didn't really know. And so my wife says, I think he's a chef. So we started watching the show with Bobby Flay. He's a famous chef, he was on the Food Network. And so the first show they did with him, was called Boy Meets grill. Now we all know, anchoring boy meets girl, we know that one. So Boy Meets grill, he's talking about how to grill food. And it's such a great name that I talked to people who say, Oh, yeah, we know that boy meets grill. It really stuck to the brain. On the show They also talked about Jamie Oliver. And he was the naked chef. What was he standing naked while he was doing it? No. But what's the name? The trigger words? The Naked chef people are going I gotta check that out. Okay? They have Naked and Afraid they've got like all these different shows. So how about this one? How about there's this young kid who has dropped out of high school had almost no money, but he figured out how to come up with us one word that was so powerful that it helped them become a billionaire. Okay, so young kid with almost no money. What was the word he came up with? Well, let me give you the example. So what does Richard Branson and all of oil have in common? The word virgin virgin olive oil and Virgin Records, Virgin airways. You know, Richard Branson realized the word virgin was a magnet, it's a brain magnet. Okay? And so now he ended up buying you know, once he started becoming famous, he started buying at Virgin this virgin construction virgin, this all these virgin companies, the trademark for it. So he could have control them if he went into the business or if he was thinking of going into the business, because he recognized the power of the word of a trigger word. And so I was thinking of, here's a trigger word dirty is a trigger word. Okay? So would you call your product dirty? The dirty something? Well, how about if you create movies like dirty dancing? It isn't like they're dirty and run running naked through the dance and through the show or anything, but Dirty Dancing became a hit. How about the Clint Eastwood movies? Dirty, Harry. Okay. I love Clint Eastwood Dirty Harry. You know, what, was he dirty? Was he breaking the law on everything? No, but you kind of got you know, how about Dirty Rotten Scoundrels. Or I'm old enough to remember the Dirty Dozen, you know, I mean, the way to work dirty inside it like was was the Dirty Dozen. Dirty Harry. But it sticks to the brain and it makes you know, it's flames coming out of your windows flames coming out of your name of your movie. Hey, come see Dirty Harry, Dirty Harry, what the heck's that all about? And it wakes you up. Okay, so I'm trying to get major magazines and newspapers to do reviews of the book brain glue. So this is my dirty week of here's I got dirty, I started recognize my dirty is a powerful word and all that stuff. So I decided to include dirty in my email that I sent to them. I sent it to about 22 different writers and major magazines. And because of the headline I use, literally within 24 hours, two of them responded immediately and said, okay, yeah, send us a copy of your book. We want to check this out. Okay, so what was the email I sent them? Dirt is the dirty week. Okay. For me, that was a dirty week for me. I said, the dirty truth about an article you wrote. And then when I got into the meat mill, you know, the headline of email, sending an email, I said, I use dirty truth, because that's a trigger word that gets people's attention. I think you'd really love this. This is in my book, brain gluco law, you know, I didn't want to trick them totally. But all because I use the word journey. And my email, they respond to them responded within 24 hours and said, Yeah, you got me, okay, you know, but it's just when we start to understand the power of these, you know, of these tools. These are tools that sticks in a brain, you know, wake up the brain. And if you can, if you can't wake up the brain, you're gonna struggle, you don't need to struggle when it's so easy to wake up the brain are so many ways. There's not an infinite number of ways. So it's not gonna overwhelm you. But there are just a few ways that are really powerful that that work. I want to give you just an the essence of it. So Brinklow is based on something that's called reintegration, not reintegration, but reintegration, which is the brain's need for completion. You know, it's like, I went into the living room, you know, like, about a month ago or so. And my wife was watching this TV show, and I said, Is this any good? Is it not stupid? So why are you watching it? Well, I want to see how it works out. Turns out, okay. It's like our brain needs completion. It's like, I'll give you this. Okay? What's the most powerful tool of human interaction interaction that exists? I'm using it now ROI. Can you tell what I'm doing? Questions are powerful, because I talked to him, because I do work with the US Small Business Administration. I'll do volunteer work, where I'll talk to an audience of 200 300 people sometimes. And I would say this, I say, so if I asked him the question, you're going to answer it, aren't you? And they all shake their hands. I said, if I keep asking you, you're gonna keep answering it and then shake their heads. I said, I can keep going. Do you want me to keep going? And they all said they stopped. I said, you stopped shaking your head, but inside your head, you're still trying to answer it, aren't you? Because it's wired into us? Well, we understand how it's wired into us. You know that we want to use powerful tools. So So reads integration makes our brain love. symmetry. Okay, my wife, if she sees a guy on TV who has like a lazy eye, it drives her nuts because it's not symmetrical. You can cover up half his face and he looks like one person cover up the other half. He looks like a totally different type of person, because he's got like a lazy eye. Okay, so it's symmetry.
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Well, when we understand that our brain loves symmetry, also understand that our brain loves asymmetry where something is in imbalance, okay? My wife will see people on TV and not notice anything. It doesn't look like guy. If you notice there's one guy who doesn't have symmetry. Okay. So here's, I think it's a profound story of Marilyn Monroe. How did Marilyn Monroe become famous? A lot of people don't know this. So first, her name was Norma Jean. I think it's Morton center or something. And her agent said, you know, instead of Norma Jean, Maryland is a better name. So she said, Okay. And her I believe was a stepfather named Monroe. So she had Marilyn Monroe, which is alliteration. That's another brain glue tool. Marilyn Monroe, mom. Okay. Now just for a second I'll talk about alliteration. I'll go back to Marilyn Monroe story. So when I realized Alliteration is so powerful, I suddenly realized how many blockbuster products use alliteration, which is a repetition of sound, Coca Cola, that's by PayPal, tick tock. Okay. Rocky Road ice cream, okay. It's when we hear repeating sound, it stays in our brain. So going back to Marilyn Monroe, so she had Marilyn Monroe, which is suddenly using alliteration she liked the name probably didn't understand why. But the reason is because Marilyn Monroe has a rapid repeating sound. Second thing was she loves Jean Harlow, who was in the early days in the movie industry. And Jean Harlow was like really famous and Jean Harlow had platinum blonde hair. So Marilyn went to the same hairdresser as Jim Hart Jean Harlow. And got her hair color, the same color. So now she was you know, Marilyn Monroe with platinum blonde hair, but she has a beauty mark on her chair had a beauty mark on her cheek, and so she'd cover it up with makeup. So one day she's looking at photographs of Jean Harlow and she realizes something really strange. In some photographs, Jean Harlow has a beauty mark on her cheek, and in some photographs. It's on her chin. And then she goes Wait a second. I bet she doesn't even have a beauty mark. I bet she's just putting a.on Her face to bring attention to herself. Because it's asymmetry, you know. And so she just instead of hiding her beauty mark, she decided to make it darker so everybody would see it. So there's Cindy Crawford is a good example. i By the way, Marilyn Monroe believes she's making a beauty mark on her face helped her become such a blockbuster of famous success. So Cindy Crawford, who's a supermodel, and she's famous for having her beauty market, she's got a birthmark above. I think it's our left partner for her lips and choose in her biography. She talks about how she begged her mom when she was a kid to take her to the doctor and get that removed. And she says I am so glad my mom didn't get it removed because I believe I became a supermodel because of that beauty mark because I stood out from the crowd. Who would ever think of that? Okay. What made me start thinking of that and researching it was. So David Ogilvy in the early days of the advertising industry. David Ogilvy was a major advertiser. He's just amazing. And he was doing an ad for Hathaway shirts. Back then Hathaway was just launching a Shirt Company. Hathaway became so wealthy, that eventually Warren Buffett bought it. And it says that's why his company's called Berkshire, Berkshire Hathaway. But back then, so David Ogilvy is running an ad for Hathaway shirts and magazines. Okay, full page ad. So if you're running an ad for a shirt company, what would you do? You'd have a good looking guy wearing a shirt with a nice pair of pants and shoes, hopefully, and a nice background, you know, maybe a girl and whatever else. That's it. And so you'd look at, you know, shirt, ad shirt and shirt and they all look the same. But he came up with a way to get flames coming out of his head. What did he do? He put an eyepatch on the guy like a pirate, okay. And he called him the man and the Hathaway shirt. never explained why the guy had a patch on his eye, by the way, but you're looking through ads, magazine ads, and articles. And here's the guy with a patch on Oh, what's that all about the man and Hathaway shirt. Wow. And sales exploded he stood out from the crowd because he put an eyepatch on the guy. You know, so guys, like, this was an eyepatch, you know, over his eye. But it's just because he understood. He understood the power of asymmetry, which is we need symmetry. But if you can be off in symmetry, you know, it makes you stand out from the crowd to that makes sense.
34:38
Yeah. Yeah. So I mean, this essentially turned into a masterclass and how to use Brangwyn. So
34:48
well, it's so but it's so powerful. It's so powerful. We have world leaders using it, okay. We're like, you know, like a President John F. Kennedy used it you know, ask not what your country can do for you ask what You can do for your country, you have lawyers using it with if the glove don't fit, you must acquit. And marketers, you know, where we understand the power of our products. And then we want to increase the power of our products. Because to me, you know, and I help lots of people through small business and US Small Business Administration. And there's so many people that have great products, but they struggle, you know, and I'll go back to, you know, country squares versus Pop Tarts is, you know, I get people changing the name or description of what they sell, and suddenly sales explode. And you know, you're doing, you're going through the book. I mean, it's, it's not that hard. And when you start to do it, you start recognizing, oh, you know, and so people asked me, like, how do you apply brain glue, and it's applies to the logical people were logical. You know, most people who have the greatest products or services are logical, you're solving a problem and figuring out how to solve it and everything else. So we're logical, but people buy for emotional reasons. So what you want to do is you want to come up with the logical names for your product first, you know, squatty potty, toilet stool, okay, you want to come up with a logical name for your product. Once you do that, now, you can start applying brain glue to that, okay, you apply emotional selling for that. And he gets squashed by this guy. Appalled Fran. I don't have I just tell I tell the story. Okay. Paul Tran invented the electric razor for men's private areas. Okay. And so he was thinking, you know, like, what can I call it that won't offend people, but we'll still hope people understand what it is. And so he must have been joking around or anything, he came up with a metaphor. It's a lawn mower. It's just like a lawn mower, okay, for and he actually changed a company, the name of his company, the manscaped. We're gonna landscape a man with a lawn mower. Okay, how did sales do they exploded? He sold over $100 million. I mean, he had major companies like Braun, and you know, huge companies trying to buy him out. And he said, No, I'm making more money. He's waiting for somebody to offer him even more money. But why? Because the lawnmower it resonates. It's his fire coming out of his ads. Okay. And so I didn't buy a lawn mower, okay, if I did, I wouldn't share it with my gut, my friends. Okay, I'll start there. But I'd share the story. I say, hey, you know, guess what? I just bought, what you're buying the lawn more? Why you have to mow your lawn? No, no, no, it's an electric razor for men's private areas. Really, I can see them say, Hey, come here, you got to here with James just bought, you bought so long, more what it's like, because it sticks in the brain. And it becomes really fun. I mean, like, here is a guy with an electric razor trying to come up with a name. And then he comes up with a name that people are laughing at, but buying. And that's why it's so powerful. That you know, Bhrigu is so powerful that it helps people understand, you know, you have to, you have to come up with a name that's going to resonate, it's going to stick to the brain. And what brain glue shows you is the pathways of the brain, how to hear the pathways that work. And when you understand the pathways, you can go, Oh, hey, I can do something. I can add something onto the pathways. And people come up with like, really, sometimes what seemed like crazy ideas that I have this woman who's got a candle company, she does about a million dollars in sales, she would do candles for Ellen DeGeneres when she had her show and stuff like that, okay, but she has mostly, you know, like no name products. And I what I'm doing is I'm showing her that with brain glue, you can actually develop products that your own, that are your own name. So people are going to reach out and buy yours, not just oh, there's candles, which candle Do I like the most? It's like, whoa, what's that candle? Oh, that's looks good, you know. And so we came up with some names. I don't want to share with some of the names or blockbusters, but one of them she came up with, I came up with I was joking with her was nose noodles. She has a candle that if you have a dog or cat, it literally eliminates the smell of the dog and cat in the house for strangers. We don't notice it if we have a dog or a cat. But people notice Hey, you gotta thought I can smell it. You know, whatever. It's subtle, but it's there. And so she has this candle, and she sells them at some pet stores and online pet stores. And she calls it nose noodles and people remember right away. She says I can't believe how many people are calling asking for nose noodles. Because like I was just I told her I was just kidding. You know, because it's alliteration repetition is sounds as unusual, you know, nose noodles, but she's not let's try that it started selling and that's where people are realizing like wow, this works. You know it works. So yeah, just Yeah, in fact, and logical people. Last story. Okay, let me give you a story because So Jack Canfield, who wrote Chicken Soup for the Soul and all these other bestseller books with chicken soup sold 500 million Chicken Soup for the Soul soul over 500 million books. My book used to be called. They had a different name, who was sell more with the right brain marketing strategy, logical. I'm selling everybody on how to do emotional selling and have a logical title. And so Jack Hansen said it was blowing his mind. He's forcing everybody in this company to read it and you use it to apply it actually shows how we're applying it. It's fantastic. I said, Oh, wow. You know, he actually got pissed off at me. He said, and I got really pissed at you. I said, why? He said, I picked up your book just started looking at it. I couldn't put the damn thing down. You know, I'm all like, I'm sorry, can I get that as a quote, you know, and he says, I'll give you a quote all the volume, you know, you could videotape me on course, everything else on one condition, you got to change the name of that damn book. It's not somewhere the right brain marketing strategy is brain blue books about brain goo, you know, only publish a book, you know, when you get lots of people giving reviews, then Amazon helps you and all that stuff. And I'm like, Do I really have to change these? Yes, you know, you're, you're forcing us to be emotional, you got to have an emotional solid, come on. And he was right, you know, I'm over 100 reviews. And it's really booming like crazy. But it's just, it's easy for us as logical people to fall in the trap of. And that's why I say when you want to come up with a name for your product, or service or idea or podcast or whatever, you want to make sure you come up with one. That's logical first, and then you can apply it, apply emotional tools to it. And it's just, but people are blown away. And I saw I was blown away by the fact that you're just simple patterns. And when you understand the pattern, you go, Oh, I can do that. You know, you don't read when you hear somebody say, you know, you know, when you stand for nothing, you'll fall for anything, or they may name their place. You know, in and out burgers you go was really cool. But you don't realize there's a pattern when you realize the pattern, and I'll show you a few samples of the patterns. You go like, Oh, that's interesting. Like if people practicing on me, and they go like, Hey, how about this? How about this? How about this? You know, those noodles? I don't know what that one. But she said, But you know, but it works. Because it's when you realize the pattern. And you see the examples, you start going, Ah, you know, I mean? Boy needs grill. What a great I mean, that made him famous and rich, by the way, you know, so yeah, it's just funny. Sorry, I'm blabbing away. I just, I'm just blown away by
41:59
this has been great. And this is one of those books that I'm going to recommend even though I'm only halfway through it right now. It is very hard to put down. I am taking notes while going through and applying them immediately to my own business and generating some awesome, like stuff that I'm going into conversations now. Right sales conversations and just using these terms and seeing people start nodding, and, and I know it's just becoming stickier. So that's awesome. So I'm recommending your book, I'm gonna go into my last three questions with you. What book would you recommend everybody give a read to?
42:33
Okay, so um, predictably irrational is a really good book. Okay, I love Yeah, I
42:41
just finished reading it.
42:42
I mean, he just he shows us that people do, you know, do things that seem irrational, but they always do it that way. So, you know, predictably irrational is fabulous. By the way, another book that I love. There were two books that changed my life, thinking grow rich, and Psycho Cybernetics. And Psycho Cybernetics was profound because it helped me understand. It was started by it was written by Maxwell Maltz, who was a plastic surgeon. And he would change somebody's face. And yet they still felt ugly. And he realized, it's not physical, its mental. And then he realized that you can change how we program ourselves. And it changed my life because it helped me understand I can change how I programmed myself to. And it just became profound. So yeah, Psycho Cybernetics was just amazing.
43:28
Awesome. All right. What is next for you professionally?
43:34
Well, I'm having fun just talking to people have bought the book brain glue. One of the things I'm doing is I'm actually creating this video program to talk about brain food. I have so many examples, I'm going to cut it down. So it isn't like 10 hours. But just you know, giving people examples. It's kind of fun. You know, I mean, like, I have an audio book, a lot of people like the audio book, I'm a physical guy, as well as the physical book, you're going through it, because you can write notes on yellow highlights and things. And so it goes that way. Yes, to me, that's the best thing. I also have. I'm having a lot of fun with this, as Jack Canfield said, if, if I don't sell 20 million copies of that book, I'm doing something wrong. Because it's just it's such a basic thing that if you're in business, if you're an entrepreneur, or if you're trying to persuade other people, if you're even a leader, you know, you know, you have to be able to persuade people. And this shows you how to do it in a way that resonates. So I'm having fun with that for now. And having fun on your podcast. This is like awesome.
44:30
Oh, this would be great. Last question. Where can people find you?
44:35
I'm hiring. You can't find me. I'm just kidding. Yes, brain glue.com would be really good. If you go to Amazon, you can find a book but if you go to Yes, brain glue.com. I've got lots of content above brain glue and things like that. And it just kind of shows you what's going on in it and everything. And it has links to the Amazon page as well. But yes, brain glue.com is probably an easy way to do that.
44:57
Awesome. All right, James, thank you for joining me Chris
45:00
thank you so much. This is a lots of fun.
45:02
Yeah
45:07
if you enjoyed today's episode, I would love a rating and review on your favorite podcast player. And for more information on how to build effective and efficient teams through your leadership visit leading for effect.com As always deserve it
Transcribed by https://otter.ai