1560 – Emotional Triggers with James I. Bond

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0:58with us right now it's one of america's leading marketing and behavioral management specialists and the author of the book brain glue it's james i bond james welcome thank you so much for joining us oh thank you josh for having me actually my parents had me but you're having me now so thank Thank you very much. Sure. When was your first recollection of the connection to the international man of mystery? I was born before the movies, but the books were out. My parents say it was just coincidence, but I don't believe them. But yeah, so it was, yeah, life was interesting. In the beginning, it was miserable, but eventually it became fun.

1:41Everybody laughs when I hear my name. The hardest thing is going into a room with a lot of people because like everybody goes, hey, he's James Bond. And it's like, okay, great. And I have to remember everybody's name. Well, that's great for being memorable. And I'm really excited to talk about the book Brain Glue. And what is the basic concept? What is Brain Glue about? So Brain Glue makes your idea sticky. So they stick to the prospect's brain like glue, making it easier to remember. So I'll give you some examples. um i remember um jack and joe went up the hill to betcha pail of water okay now i'm it was over 60 years that i 60 years ago that last time i heard it and yet i still remember it on my deathbed if you said hey james jack and joe went i'd finish the thing i remember there are certain things that we remember because they stick to the brain because the brain is uh has patterns that are embedded in them i'll give you i'll give you an example because i've got like 14 different examples of brain glue tools okay and one of them is rhyme so to show you how powerful rhyme is when johnny cockney was representing oj simpson in the murder trial what did he say if the glove doesn't fit you must acquit you got it so you remember how long ago is it okay and so that was profound because uh he had a ton of evidence against him and yet i saw the two of the jurors being interviewed after the trial and they said well with all that evidence against oj how come you found him not guilty and one of them leaned over and started saying this well the other one's nodding her head and she said well we knew if the gloves don't fit you must acquit the gloves didn't fit we had to acquit it's powerful when we realize you know when we realize the power of certain tools and rhyme it's just it's it's just um you know it just it it blows our mind because it sticks to the brain so that's rhyme is one but i just saw this ad i thought it was hilarious sometimes you use um you use something that's already stuck in everybody's brain i'll give you an example when i was a baby when i was a young when i had young kids we would say head and shoulders knees and toes eyes ears mouth and nose and that's embedded in a ton of people's brains already so if you're coming out with a dandruff shampoo what's a good name for a dandruff shampoo head and shoulders you think procter and gamble did that by accident or by you know i mean no they they chose it because they knew it's already embedded in people's brains i saw this ad for pampers diapers to pee or not to pee we have the answer i mean it's just what a funny thing but it sticks in the brain and you go like whoa oh god you know people are sharing it you know i had somebody share it with me um we have uh from star wars well this is not from star wars this is from durex condoms luke i am not your father oh if you look at this and then so one of them is a um is a metaphor or analogy i heard this one i thought it was so great some people are like clouds when they disappear it's a beautiful day when you say it as a metaphor suddenly it pops the brain it's like i i i had i'm from in southern uh southern california now and but i initially started an advertising agency in montreal i'm from montreal and then um about 35 years ago we moved to california and eventually i had a behavioral management firm i had actually america uh california one of california's leading behavioral management firms that we ran which is really powerful how do you change behavior of people and that's why i'm very power i'm very focused on this um in fact um just an example is um there was an ad we've seen the got milk ads Got Milk is fantastic, right?

5:25It's terrible from a marketing standpoint. Here's an article in Business Week. It goes, Got Milk, after$385 million, sales still continue to decline. So why does it decline when it's so memorable? I mean, think about it. I have the Milk Mustache book and the Got Milk book. My kids had a poster for Got Milk and all that stuff and for Milk mustache with famous people but it doesn't address the reason why we should buy milk so milk used to sell like crazy because it's loaded with calcium which strengthens the bones and because uh um it's uh um let's see um why would we drink milk oh so because well mostly because it strengthens the bones and calcium with calcium okay but we discovered a few things first one is you can get calcium from spinach i mean you don't need milk to get calcium that's the first thing but the second thing was a lot of people felt that they had lactose intolerance okay and lactose intolerance reduced you know i mean i don't have lactose intolerance but i still go like i don't want to drink a lot of milk in case i have lactose intolerance okay so somebody has is lactose intolerance where they feel like they get sick when they drink milk and you said got milk they might love the campaign but they're not going to drink milk and so what happens is and you know milk was connected not accurately but connected to certain types of cancer for example things like that and it's just embedded in people's minds that wow maybe we don't want to drink milk and it lowered the count and so got milk as good as it was as a as a promotion idea it didn't sell it's almost like you know you or i can dress as a clown I mean, we're not McDonald's, but we can dress as a clown.

7:13We're going to get attention, but it doesn't mean we're going to make the sales. So Wonder Bread invented sliced bread. You know, you've probably heard the term, boy, that's the greatest invention since sliced bread. Well, Wonder Bread actually invented sliced bread, but they bleached the bread also. And so there was an illness that's very similar to what we're having with COVID. that suddenly people are dying all over the place and and people didn't know what was happening everything pellagra is the illness and they discovered that it's the absence of vitamin b3 and so because um because wonder bread bleached their bread they killed off all the vitamins all the vitamins inside the bread so their competitors came up with because wonder bread dominated for 10 years wonder bread dominated the the bread market and their competitors came up with a comment using rhyme okay the whiter your bread the quicker you're dead okay how's that talk about repositioning because it rhymes yeah talk about repositioning the competition there well the competition said literally it took one of the marketplace to almost going bankrupt and they had to they had to come up with um um fortifying food yeah something with niacin which has tons of b3 and vitamins and minerals and so they actually invented wonder bread ended up having to invent uh you know fortifying the food because of that phrase that phrase that's so powerful you know when you get a powerful phrase it spreads like game like like wildfire and so the whiter bread the quicker it's dead what you know really yeah don't you want to eat one of the bread the whiter bread the quicker you're dead you're probably going to get pellagra and it would freak people out.

8:54And so the way I started this was I had an advertising agency in Montreal. We worked our way up and finally got major clients, Kraft, Timex, Avon, Abbott Laboratory, Seagram's was their world headquarters there. It was fantastic. And I'm a logical person. So I would focus on logic. And we had an opportunity to win the anti-drug campaign in America and we lost it. And we lost it for a good reason okay you know we had a logical reasons they loved our ad but when they saw the ads that they decided they wanted to go with it was this guy holding an egg saying this is your brain and cracking the shell and dropping the egg into a sizzling frying pan saying this is your brain on drugs any questions and when i saw that ad there were two things happened one is i knew that had to that was a gazillion times better than ours it was emotional selling yep and second is it was emotional selling i had no idea how to do emotional selling you know this is my you know how can I be in advertising or marketing and not understand emotional selling?

9:51And they don't teach it in school. You know, we went to the library. There's nothing, you know, they have superficial things, but they don't teach it. So what I did was I got, I created a box. I called it a passion box and I wrote on a three by five card, your brain on drugs. So I remember this ad and I put it inside my box. And over the years, I've been doing this for 35 years. I was building my passion box. So it's big and it's filled. But every time my wife hated going to, you know, the doctor's office with me because i'd be going through a magazine and go oh wow this is a great ad she said don't tear it out don't tear it out and i was like you know i have to have this she was like sit as far away from pot as possible for me i do not know that guy you know but uh but it was just it was just really powerful well then john gray was telling me after about 10 years of doing this john gray was telling me while i was in southern california about this book venus and mars john gray well hang on yes but his book was originally called men women and relationships and it's a fantastic book yeah remember relations he sold about 20 000 copies which isn't a lot if you think about book for all the work you go you put into a book and he's at one of his uh seminars trying to promote the book and he said something all the women in the audience laughed hysterically and all the men went like what are they laughing at And so they were talking about how women and men laugh at different things and understand different things.

11:13Not all, but there are certain things. And one of our women said, it's almost like men are from a different planet. And he starts laughing. He says, I guess men are from Mars. And the whole audience laughed. I mean, maybe we are from Mars. That's a whole other story. But when he got home, he started thinking, well, if men are from Mars, where are women from? Well, I guess women are from Venus because Venus is the God of love. What would happen if I changed the title? so he changed the title of this book for men women and relationships and men are from mars women are from venus and he went from 20 000 copies sold get this okay you know any books sold 50 million copies almost overnight he sold half a million copies then a million then two million then five million he sold 50 million copies of men are from mars women from venus all because he changed the title and so when i got home i i took i had a copy of book and i was going to put in my passion box i said no wait this is too important so i put it on my bed and i dumped the passion box on the bed and i said are there are there categories that i can put these in men are from mars women from venus is a metaphor okay it's because men are not really from mars hopefully i mean maybe you are uh but what else is like that and i went like the tv show shark tank so shark it's not a tank full of sharks but if they you know but it might feel like it if you're on the show but the fact that they're called shark tank if they called it the investors group do you think it would be as successful as shark tank no so um and then there's um rocky road ice cream you know i mean think of it rocky road ice cream so rocky road turned briars ice dryers ice cream into a monster of success because they were struggling until they came up with rocky road ice cream so it uses a metaphor it isn't like you open it up you get rocks inside it it's like it's no it's nuts and marshmallows and chocolate ice cream but it's bumpy like a rocky road so the first thing they did was they used um a metaphor rocky road okay so that's cool it triggers different parts of the brain and that's why these things work the second thing rocky road does is it uses alliteration okay rocky road i mean think and then i started studying it and investigating look at many monsters of monsters of success use alliteration coca-cola best buy paypal tiktok you think it's you know you think it's a coincidence that tiktok is called tiktok they're not called the chinese social media platform you know nobody wouldn't quite have the same pizzazz here i don't think so that's right but they also use humor and humor is a powerful tool also okay and rocky road it was launched during the great depression and so because it was during the great depression the great depression was actually a nickname for it was a rocky road we're all on a rocky road right now so their comment was if it's since we're on a rocky road anyway we might as well have rocky road ice cream they made people laugh and people would buy rocky road ice cream so these are just some of the tools you know that you look at that you recognize i started recognizing in groups and i would put them together and so i've helped a bunch of companies but i also share this i'm a resource partner of u.s small u.s small business administration so i do workshops you know i do volunteer workshops for you know 200 300 people at a time and i would share this but so i had a client so i started applying this with clients and it worked fantastically you know i like to say well i'm so smart but i'm not i just i got lucky and i figured out this thing i guess it's the logic in me that wanted to come up with the patterns.

14:36Okay. So I had these three guys, okay. Who had a construction company. And I don't know anything about construction companies. I do now because I work with them and some others, but they had three guys that had a construction company. After 10 years, they reached 2 million of sales. It's not bad. 2 million sales in construction. It's not that great, but it's okay. So I did this exercise with them as I'm starting to understand brain glue. And I said, let's make a shopping list on a whiteboard of all the different types of clients you go after, all the industries and clients you go after, because they're construction.

15:10So they'll build one home. They'll build a whole line of homes. They'll build a manufacturing facility if somebody wants. They'll do anything because they want business. But I said, let's make a shopping list of all the different types of clients you're going after. Now, here's how the game's going to play. You have to pick one of these clients that you would only focus on this one and stop selling to everybody else. So no, we don't really want to do this. And I got that, but let's pretend you're going to do that. Who would you pick? It took a few minutes, but they finally said, we have this one, this fire restoration for insurance companies, which I didn't know what it was originally, but I know now it's every time, every time somebody has a fire, the insurance company has to pay for a home.

15:49So if, if the frame is damaged, you got to destroy the whole house and put up a new one. But if a frame isn't damaged, you know, there are things you can do. You want to make sure it's not going to catch fire again and all that. And so they said, well, we'd like to focus on fire restoration for insurance companies. So I said, okay. Now I came up with this concept. I said, why don't you call yourself the fire extinguisher? And we'll, you know, your website will be firex.com because we'll use the word fire because they're thinking of fire because one of our clients had a fire. So fire, we're the fire extinguisher for insurance companies.

16:18You have a client that has a fire. We're going to call you to fire. So, Hey guys, we're a fire extinguisher. Just remember us the fire x you know you'll find us okay what do you think happened they went from 2 million after 10 years to get 2 million in one year i took them to 10 okay 10 million and then two years later they reached 32 million by the way when i took up to 10 million in one year they razzed me because they said hey the goal was 12 million i said shut up they bought each other the biggest bmw but they get each one of them you know all that stuff they're rolling and dope and by the way They went from two to 32 million in sales and only added two assistants.

16:52And they outsourced some of the things also. And that's where I realized, whoa, this stuff is, not only is this powerful for all these other people, this is powerful for us. And so just to cross a bridge on this, oh, and there's something called chiasmus. So rhyme is A-B-A-B, okay? Chiasmus is A-B-B-A. And famous people use it. So let me give you some examples of chiasmus so you can get the sense of this, okay? okay but just plain time keeper here we got about two minutes left so oh i don't want to i'll tell you what james man there this is by the way world's easiest interview for me uh your your book is brain glue uh i want to make sure that we we share this uh and and the and that's the website and that's um brain your book.com will take people to the amazon page and you can see you know amazon lets you look at free stuff like you can see some of the content we have an audio because we have an audio book of it also yeah listen to the audio because there's something that makes people it's hilarious but it's uh really powerful but the concept of brain glue yeah it's just um it's blowing people's minds that's i got jack canfield who wrote chicken soup for the soul he sold 500 million books he doesn't need me telling him anything he's forcing everybody in his company to read this which is kind of cool you know so somebody like that he doesn't need me telling him anything but he said no this is mind-blowing because you start recognizing whoa look at that these people are doing that and you start to recognize you know i want to do this for my the name of my product or name my book or how i'm going to describe my my uh you know my my book or my business in such a way that people go like oh yeah that's really powerful because once you start you know seeing the patterns you start recognizing them everywhere and then you realize I got to do this.

18:39I got it. And that's what I, you know, I love it because I want to help people and make a difference. I want to sell my book, you know, buy a book guys. But no, but even if you don't, like just look at some of this free stuff you can get from Amazon on the book. And I think it's going to really just blow your mind and start getting you to recognize stuff that are going to really help. And bring book.com. There we go. Well, I'll tell you what, it's on Kindle Unlimited. I downloaded it. And then I had a couple of audio book credits, some audible credits. So I snagged the audio book too. So good recommendation.

19:11And again, the website, braingluebook.com. James, I got two products and they've got horrible names right now. One is in development. I don't have a good name for it. And then one is a great product, but it's just an awful name. It's just very kind of on the nose, factual. There's nothing memorable about it. And so hopefully this book will take me through some exercises and some to kind of get some better concepts behind it, better brands around it. Yeah. Well, James, it's been great having you. Thank you so much again.

19:52JamesIBondBrainGlueBook.com. James, it's been a fantastic conversation. You're, again, marketing behavioral management specialist. It's been a joy having you. Love the stories. Thank you, thank you, thank you.

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