Jennifer: 0:25

Welcome to another episode of Behind the Dreamers. I'm your host, jennifer Loading, and we are talking to the creators, the achievers, the magic makers and the dreamers. These are our friends, these are your friends, and they are living the extraordinary Well. My guest today is one of America's leading behavioral management specialists and he's the author of the award-winning book Brain Glue how Selling Becomes Much Easier by Making your Ideas Sticky. So I'm excited to chat with him. We're going to bring him on in just a few minutes, but before we do that, we need to do a quick shout out to our sponsor.

Jennifer: 0:57

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Jennifer: 1:40

So for 13 years James Bond has ran one of Southern California's leading behavioral management firms, working with who's who of American business. Early in his career he ran an advertising agency in Montreal. He is a workshop leader, a past workshop chairman for the resource partner of the US Small Business Administration, and has been a featured guest speaker at three Southern California universities. So we are excited to get him on Behind the Dreamers. So welcome to the show, james, super thrilled to have you here today. Oh hi, jennifer, thanks for having me. It's going to be so much fun. I know that I've been like waiting for this conversation, to chat with you, and I know we got 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 is gonna love hearing what you have to say today.

James Bond: 2:26

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 of humor. What can I say? But oh, right, exactly.

Jennifer: 2:36

Yes, I know, I was laughing about that, so fun.

Jennifer: 2:38

You know when I was growing up and I don't know how many people know this, I mean people I was growing up with. But it was funny because my grandmother was full-blooded German, so we had a lot of German in our house. But here's the funny thing my last name was Crocker, like Betty. So when I was growing up, you can imagine the torture that I would get. They'd be like are you related to Betty, Are you related to Betty? And I'd be like no, if I was related to Betty, don't you think I'd have a lot of money and I don't even like to cook. So we got a problem here with this whole thing. And then the funny thing is, and then I married into a German last name. So now I have a real like German last name that nobody can pronounce. So I just think it's the irony of life sometimes, you know.

James Bond: 3:16

Yeah Well, yeah Well, you're loading, you're loading life.

Jennifer: 3:19

Exactly. Exactly, and you've got to have a little bit of sense of humor sometimes, right?

James Bond: 3:24

Yeah, tell me about it Exactly. You're lucky People hang up on me. James Bond yeah, right click.

Jennifer: 3:32

They're like James Bond. Which one are you? Which Bond?

James Bond: 3:35

are you?

Jennifer: 3:35

right, got to have a sense of humor. All right, let's open this thing up. I want to talk a little bit about what you are doing.

James Bond: 3:45

So tell us about this book and what led us to this. Okay, well, I ran an advertising agency in Montreal. I've been living in Southern California for 37 years. We actually named our middle daughter. We gave her the initials LA, so we'd know as long as people say, oh, you've been in Los Angeles or Southern California, and we'd say, oh, it's Lauren again, so you know 37.

Jennifer: 4:04

There's that sense of humor.

James Bond: 4:06

I guess it's funny because LA so Asia A-J-A, you know, and it was named after the Steely Dan album Asia and the Steely Dan song. And two years ago she said I love the name Asia and people love the name Asia. How can we name Asia? And I said well, because it's Julie Dan. And so she hung up and you know she called me back in about an hour and said I hate that song and we're like sorry, you know it's a parent, you know you've been named your child. Hopefully they're going to like that name. You know we should call back after. I think I'm getting.

James Bond: 4:37

So I started an advertising agency in Montreal and worked my way up and we eventually won major clients like Kraft Foods, timex Watches, seagrams, their world headquarters in Montreal, and I had the opportunity to win the anti-drug campaign in America with powerful logical reasons why you should not do drugs. I'm a logical guy, most of us are logical. Okay, wait till you hear this. And so we lost the campaign and we didn't get the opportunity to win it and it terrified me when I saw what won. It was a guy holding an egg saying this is your brain and cracked the shell and dropped the egg into it. You're nodding. You know this one. How long ago did you see it? And yet we still remember it like it was yesterday Dropped the egg, cracked the shell, dropped the egg into a sizzling frying pan and pointed down and said this is your brain on drugs, any questions? And it scared me. First I recognized this is infinitely more powerful than logic and I knew logic, you know Not, not emotional selling.

James Bond: 5:45

This was emotional selling, something I had no idea how to do and it terrified me. They don't teach it in school and all that stuff. In fact they sort of wire it out of us. You know we're trying to get all emotional. Yeah, come on, quiet down everybody. Please stop talking to each other. You know, in school, the school is washing down our emotion. And yet emotion is the greatest salesman ever, saleswoman ever. Okay, because I mean, I remember I went to Jack.

James Bond: 6:13

I hated selling in the beginning, when I first started, I was in business with one of my brothers and I love my brother, Jerry, but not in business, and he was a better salesman than me. We went into Avon Cosmetics, avon, okay, and we're sitting there and the buyer for Avon says my brother's John. And he said John, it's between you and this other company that we give this project to and frankly, we'd rather give it to you guys, but you're more expensive than the other guys. And so he leans across the desk and he says my brother. And he says why do you think the other guy is so cheap? There's a long pause and then the guy says, like straight out of the textbook okay, I get your point. You ran up a purchase order and I thought my head was going to explode. It's like what the hell just happened. He's hiring us because we're more expensive, what?

James Bond: 7:06

And so all this stuff sort of made me realize I have no idea how emotion works, how emotional selling works. And so I wrote your Brain on Drugs, this is your brain on drugs, on a three by five card. I love three by five cards. And I created a box right next to my computer and I called it the passion box. And every time I saw something that was just amazing from an emotional standpoint not logical but emotional or heard something like somebody would say something from an emotional standpoint, it would be really powerful I would write it down or, you know, tear out the ad. If I saw an ad, I'd put it in my box. So eventually. I have enough examples that I could figure out how emotional selling works, hopefully, after more than 10 years we moved to Southern California.

James Bond: 7:48

I met John Gray and John Gray was telling me he's an author. And John Gray, you're nodding your head, don't say what the point was. Yet okay, john Gray was telling me that he wrote this incredible book and I know it because I had a copy of his book and it was called Men, women and Relationships. A copy of his book. It was called Men, women and Relationships. People loved the book. They said man, this book, it changed my life, it changed my relationship. Yet very few people bought the book. He was frustrated because people who read it loved it, but nobody was buying the book. He sold a few thousand copies. He got this crazy idea what if I change the title to Men are from Mars, Women are from Venus, women are from Venus? And then just tweak the content a little so you refer to it throughout the book, but it's basically the same book. What do you think happened? He was telling me almost overnight, half a million copies got sold, then a million, then two million, then five million. In my book I say he sold 10 million copies. But I know Steve Harrison who helped him with marketing. He said no, we're over 50 million books already sold. He went from 20,000 to 50 million people buying his book just because he changed the title. Like wow, you know.

James Bond: 8:57

And so when I got home I was writing you know, I was thinking a book, actually a copy of the book. I was going to put the book in the passion box and I thought wait a second, men aren't really from a different planet. I know how many women out there think we are from a different planet. We act like it sometimes. But we're not really from a different planet. Really we're not. But I realize it's a metaphor because men aren't really from a different planet. And that's what I was thinking about. It like this is your brain on drugs? He was holding an egg. That's a metaphor also. It's just like an egg, basically see, dropping into a sizzling frying pan. I was like, oh, is emotional selling metaphors? So when I got home I ducked the passion box on my bed and I discovered there are 14 brain triggers. Metaphors is just one of 14 brain triggers at the heart of emotional selling and it's amazing that's the one. As I started putting it all together, I started realizing.

James Bond: 9:50

You know, if the glove doesn't fit, you have to acquit. Oj Simpson got freed from an almost certain guilty verdict on a murder trial. There were two of the jurors interviewed after the trial and this journalist said with all that 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, if the glove don't fit, you must acquit. The glove didn't fit, we had to acquit.

James Bond: 10:16

You know, rhyme, and I realized for 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 and Jill went up the hill to fetch a bale of water. You know, I remember it. I mean, I might have heard it 10, 20, maybe 50 years ago or more. For me it was 50. I'm old, what can I say? And yet we remember, like it was yesterday, when I started putting together all this and then I started teaching this, because I teach in the small business administration, so sometimes I'll have, you know, three, four, 500 people at a time doing this and then applying this.

James Bond: 10:56

As I started applying it, suddenly people's income exploded because they would change the name of their product and suddenly, whoa, you know, it's amazing, it works with jokes. In fact, humor is one of the bengal tools, just by the way. It's like uh, if you get, I had these three women, they're kind of religious and I was trying to talk them into something and, uh, I figured well, they're kind of religious, why don't you use a religious joke? So I said, uh. So a little girl comes up to her mommy and says mommy, daddy says we came from apes, but you say we came from Adam and Eve. Honey, daddy's talking about his family, I'm talking about my family, and once they started laughing, they become much more open-minded to what I was saying, what I was talking about.

James Bond: 11:41

I ran a behavioral management firm, one of America's leading behavioral management firms. We work with famous people like warren buffett's team and all, like all these famous people. And it's one of the things that I trained my, because we have phds in psychology and organizational development and I would train them to tell a joke and they'll go. Well, do we have to? He said, yes, even if you're bad at joke telling, you have to tell a joke because it opens up the mind and people become much more receptive. I remember Bill Clinton and I forget who it was. But the head of Russia and the two of them are laughing hysterically. You know, one told a joke or something and I went like, oh OK, good, I guess we're not going to go to war with Russia. You know they're telling jokes to each other. I mean, if you're telling jokes to each other, you're really going to go. By the way, now we're going to start firing missiles at you.

James Bond: 12:25

Right right, yeah it's just really so. It's amazing how many comedians use brain glue. Let me give you a few examples, if that's okay. Yeah, so here's. There's something called chiasmus, which is like a flip 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 if you can't be with the one you love, love the one you're with.

James Bond: 12:59

Okay, so that's it. So I'd rather have a bottle in front of me than a frontal lobotomy, okay. So for all you drinkers out there, old people like me can relate to this one. I'd rather wake up and pee than pee and wake up. Okay, something I can relate to. Don't sweat the petty things or pet the sweaty things.

James Bond: 13:20

Oh my gosh, mae West had great humor and she said good girls go to heaven, bad girls go everywhere. Mae West was awesome. She was in the early days of the movie business. I don't know why. I don't think there was a better movie on Mae West than she was awesome. She found. She discovered famous actors, you know. Yeah, she said it's better to be 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. I hope this doesn't cross a line with your audience, but a hard man is good to find. I work with Warren Buffett's team and so Warren Buffett, like Warren Buffett, the media love Warren Buffett. He would say things like oh, I love this one. Only when the tide goes out, do you discover who's been swimming naked? Okay, but he's basically saying is only when times get tough you realize who's competent or who's capable.

James Bond: 14:17

But if you said that and you go, yeah, okay, it makes sense. But by saying, only when the tide goes up do you discover who's been swimming naked, it's like, okay, yeah, I like saying I use a metaphor, for because naked is trigger words. You have trigger words that are really good, right, and it's amazing when you hear a trigger word. I'm watching an ad on TV. I had a TV next to my computer and 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 johnny bench 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, it works fast. Pan for me, detectives. Blue emu, it works fast and you won't stink. And and I'm like what, what?

James Bond: 15:05

did we just say it works fast and you won't stink. Stink, yeah, I mean really Right. So it's just that it woke me up and woke up my brain, and so I love saying this about brain glue. You know, brain glue is like looking in your backyard and seeing a naked man through your backyard. It's like what? Yeah, what. You know it. Backyard, it's like what, what? It wakes up your brain.

James Bond: 15:26

People apply this for products. There's a famous mom and her son who love Shark Tank A lot of us love Shark Tank and she was watching. They were watching Shark Tank and they said, well, that would really be fun to create a product 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're trying to come up with a product. You want to take a while to think about it to get a good product. Well, she was constipated and the doctor told her you know, when you're in the bathroom on the toilet, you should raise your feet like six to eight inches off the toilet and it helps to shape your body and you can go to the bathroom easier. I don't want to get too much into that, but okay, right. So they thought, oh well, this would really. First it worked, it was really great. And then she thought this is a great product to sell.

James Bond: 16:18

Let's find a manufacturer that can manufacture these plastic little you know, footstools, and wow. So what are we going to call it? Well, we can call it the toilet stool, but I don't know, that doesn't sound really good. A toilet stool. People are going to buy the toilet stool. So what are some other words for toilet stool? For toilet Potty? Okay. Other words for toilet stool for toilet potty okay, and I'm kind of squatting, squatty.

James Bond: 16:43

Potty, right, potty potty, squatty potty went from zero to over a hundred million dollars of sales. They couldn't believe. It said on shark tank, they were lining up to invest in it. I mean they and they had fun because they also had fun selling their product, because they were saying like, hey, want a squatty potty, squatty potty. You're almost laughing when you hear it. You know what's a squatty potty? Whoa, when you're in the bathroom on the toilet, you put your feet up on the thing, and so it's like it turned them into multi-millionaires while they were having fun. So this guy, paul Tran but I thought this was fun so Paul Tran invented an electric razor for mass private areas. Okay, I don't want to get too much into this, but here we go. And so what do you call your product? You want to call it something that people remember, and so he's thinking of metaphors.

James Bond: 17:32

You know it's just like okay, as metaphors, that's a good way to start it and I always say have as much fun as you can, come up with the craziest idea. Like Rangel is like a naked man running through your backyard, okay, what you know, you can't get your eyes off it. So Paul Tran has an electric razor for a man's private area. So he's thinking like what's it like? It's kind of like a lawnmower. Why don't I call the product the lawnmower? Okay? Why don't I call the product the lawnmower? Okay? In fact, he changed the name of his company. You're laughing. Everybody is like what, the lawnmower? He changed the name of his company to Manscaped. We're going to landscape a man with a lawnmower.

James Bond: 18:07

Okay, I remember being in a store I think it was Bed, bath and Beyond or something like that and there was a poster and it said the lawnmower was an arrow and it showed the shaver and I'm like that's a lawnmower and I started reading it. You know, like what the heck's? A lawnmower for men's private areas? Okay, no, I wouldn't. I've never bought it. Okay, if I bought it, I would not 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 have to mow your lawn? No, it's for man's private areas. I could hear him laughing, hey Mary, to his girlfriend or his wife. You gotta hear this. James just bought the lawnmower. Oh, he has to mow his lawn, and it grew. He sold hundreds of millions of dollars of the lawnmower.

Ad: 18:56

The lawnmower. I mean I, I mean I've been a lot 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.

Ad: 19:12

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Ad: 19:57

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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 like crazy, 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, we get virgin airlines.

James Bond: 20:46

He actually started with virgin records he had. He dropped out of high school. He had almost no money okay, uh, richard branson. So he borrowed some money from his dad and he started a magazine for people in the music industry and then he eventually started a record company and he called it Virgin Records and he ended up getting people like the Rolling Stones to become his clients and so people found it really cool being part of Virgin Records. That's really cool. He realized it so powerfully. He started getting all these Virgin companies. He's got Virgin Hotels. I've never seen them, but apparently 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 then you notice it Because that's the biggest problem.

James Bond: 21:32

We're so bombarded, we're so overwhelmed with knowledge and information, we're looking at our cell phones all the time and whatever that it takes a lot to wake up the brain. So people go like, whoa, what's that? You know? But that's what brain glue does, is you know, if you're trying to convince somebody? So I'm trying to convince these people, I have this friend who's got a closed mind. He's very closed-minded and so if I said to him, you know you got to be open minded, you know you just get pissed off at me, you know, right. So I was using a brain glue tool and one of the brain glue tools is metaphors and it's just like and so, open mind? Okay, so the word open.

James Bond: 22:14

So what else works best when it's open? Umbrellas, an umbrella, a parachute. Your computer, your computer? Okay, a book, it doesn't work well 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 is like a parachute. It works best when it's open. That's good.

James Bond: 22:39

And he went like okay, you know, instead of saying how was that? Screw you you know hi right, in fact, talk to me about that. Um, so I'm gonna give you a business slogan. They had it in america, but people got offended, so they stopped and they have it in Europe now. Okay, so can you imagine a business that has the slogan screw yourselves. This is a business slogan. It's a real business slogan. Okay, yeah, who do you think it is?

Jennifer: 23:11

Screw yourself. I have no idea.

James Bond: 23:13

IKEA. Oh, have you ever bought something from IKEA? It comes with screws and you've got to screw yourself. Yes, we have furniture. Yes, Thank you. So their early slogan was screw yourself.

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 in for 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 from canada originally, and when I was a kid they had, um, there was a city in uh in canada. Um called um, uh, regina saskatchewan. Okay, and as a kid we would laugh like crazy because what does it sound like? 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 of Regina and they came up with a slogan that was so hilarious that Madonna and Mick Jagger's Rolling Stones shared it with their audiences when they were doing concerts. Okay, they came up with a t-shirt and with cups that had this slogan on it. Okay, and after about two years, and they tripled. They literally tripled their tourism of people coming there because of this slogan. And after about two years they apologized and said we didn't think it was going to offend people, we're really sorry. Ah, you know, because they tripled 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 the heck said. They go to reginacom and they go, oh wow, and they learn about the city and all that stuff yeah, 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 people would have t-shirts of it and 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, coban is one of the fabulous songs. Ooh, what does Teen Spirit smell like? Okay, but it gets your attention with that, even though it's a fabulous song. But so I was standing on the corner of Winslow, arizona such a fine sight to see. It's a girl, my lord, in a flatbed 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 really famous. You know what else it did, and it wasn't even intended to. It made Winslow, arizona, a tourist attraction. Right right, this woman who lives in Arizona and she's telling me have you ever been to Winslow? It's a hole in the wall, it's nothing.

James Bond: 25:55

But they put up a statue of a lamppost with a guy leaning against it with a guitar in his hand and on the top of it it says Standing on the Corner, and right 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 take photographs of themselves. It's like a dirt, it's like one street, but people would take photographs of themselves and it really boosted the tourism. It wasn't meant to, but it's because it's in a song that suddenly people go like, wow, you know, it's so much fun. So how would you like to come up with an idea that's really amazing and someone you hate steals it from you and gets rich and you get poor. 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 I love about this and you and I talked about this off camera, so I'm listening to all this and we got to talk a little bit off too. So I get this. And we talked about this whole psychology of selling and you know it's funny because you know how you'll meet people and they pride themselves on being logic, right, like being pragmatic. I think we, like you, talked in the very beginning we all do that we say no, I'm not buying this because I'm going to think this through. But the reality is, everything we do is on emotion. Even if we subscribe to this idea that we're being pragmatic, we're being on the fear train, that's still an emotion. That we're, that we're not buying, it's a fear, right? So I think it's funny when you really understand the psychology of all of this and I know this, you know only because I studied some of this too.

Jennifer: 27:27

So I get the. I like I totally what you're saying resonates with me. I get, I'm interested in, I want to see all your 14 different things, because I've heard these in different, various ways, like you know, the alliteration and theors. I've heard all these different things and you're right, because they do. You pick up on these things and so I think when you start really understanding the psychology, it makes this a little bit easier to navigate. So I love what you've got in this book and these tools that you put there. I really want to see, like, all of them. I want to know, like, because I know some of them, I'd like to see all of them that you've got in 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 you have a product or you're trying to sell something, online or otherwise, you have to know brain glue. Jack Canfield wrote Chicken Soup for the Soul. He sold 500 million books. The guy's rich. He doesn't need me telling him anything he says. If you're in business or trying to sell something and you don't know brain glue, you have a massive disadvantage. It's a really easy way. So the first one is, that is products. If you want to get rich, I like to say, switch your pitch if you want to get rich, or brain glue 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 to be impressive.

James Bond: 28:44

Famous people come up with phrases that people repeat over and over again. I have this phrase from this guy. He was, ages ago, Malcolm X. He said we didn't land on Plymouth Rock. The rock landed on us. When you stand for nothing, you fall for anything. People loved him, but a large part of why they loved him, like Warren Buffett, is because he says things that people want to remember and they share with somebody else. So the first thing is you want to get rich? Rainbow will help you. The second one is you want to get famous? Rainbow will help you Because it helps you come up with phrases where people start repeating it over and over again. I go oh, wow, that's really good, guess what he just said? Okay. And the third one, which is important, is if you want to be a comedian, brain Glue helps you because it's amazing. Now that I've learned Brain Glue, I talk about it in the book because I have jokes throughout the book. You can't not have jokes because comedians use it all the time. It's amazing. You start realizing oh, that's funny.

James Bond: 29:47

I have this one guy who was telling me brain glue is not meant for this. Let me start there. He said I was trying to get a date with this girl and she would not go out with me. As I was reading your book, I started applying some of the tools of brain glue and I'm on my second date with her now. I don't know, I think I'm going to 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 psychology works in all areas of life. I used to say this back in all my 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 the restaurants 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 was going to. You know, she hated the fact that she was so smart and so capable and people she would train were suddenly given higher paychecks than her, even though she's the one that motivated them all. And then she started mary k cosmetics. And you know, because it's I love it. Zig ziglar said this selling is nothing more than transference of passion. We're taught logic, but logic is not. It's how you sell, it's passion, right? You know, if you saw a movie that you love, I don't have to teach you how to sell. You're going to go? Oh, you have to see Hidden Figures. It's such a good movie, oh, I love that movie. Exactly, there's three black women in NASA. I mean whoa, I couldn't believe it. You know, I don't have to tell you 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, in fact, yeah, when you want to persuade someone or you want to get someone to enjoy life. You know, I saw this guy who had a t-shirt that says life sucks and then you die. And I'm like no, this is life right now. You know so, but just you know so, but just you know it's just. You can't, you know, don't get that t-shirt like have fun, this has got to be life right now, you know, including make.

James Bond: 31:45

You know, make it be some more successful, you know, in your job or in if you're starting a business or in your business, whatever you know, I mean, and have fun doing it. I mean, life is short and it's like if you're passionate, it just it's easy to get other people to want to be passionate too. They said suicide rate is up in America. Okay, since COVID and all that stuff you know, for younger kids that's really sad and I think we just need to teach them how to tell jokes. Yeah, was really stressed and you could see it on his face and the employees, even though they didn't know what the problem was, they knew that something's going on and they're afraid they're going to lose their jobs. And so I always start with a joke and I start with this joke, and they tortured me with this joke over a year.

James Bond: 32:44

The company took off like crazy, but the joke was um. So I said hi, they said here's james body's going to help us to try to, you know, company grow. So I said okay, well, let me start with this procedure. Everybody. Okay, not really a procedure, it's a joke. They weren't prepared. I said so. The maintenance man is hiding in the maintenance closet and every time people approach the closet he'd open the door and scream supplies okay, instead of surprise.

James Bond: 33:11

So all through the year people would be. Every time they saw me, they go hey, I'm looking in a window and I see this woman and she's really stressed. You can see stress on her face. She's just. She was on the phone with somebody. I don't know if we did that product or didn't work, or I don't know what it was, or maybe she had a personal issue, but you can see stress in her face. So I knocked on the window and I opened the door and she looked up at me and smiled and went surprise, they torture me all the time. But it changed her face. You can see it changed her.

James Bond: 33:42

People become more creative when they're happy. It triggers what they call oxytocin 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 of the brain and our capabilities. When you make people laugh, they suddenly become much more receptive to what you're doing. You become more creative. It opens up different parts of the brain and our capabilities. And so, yeah, it's just, you know you've got to have fun.

Jennifer: 34:03

Everybody's got to get this book. If you're in business and you're trying to market yourself, you need to get this book so you can differentiate yourself, right? I think that's a big thing we talk about as you. You're talking about like the, the telling the jokes.

Jennifer: 34:13

I had a comedian, I have another one coming on, but I had one come on my other show and that's what she talks a lot about. That's her specialty. She's been on, like on HBO and on some other comedy type thing stand up, you know comedian. But she does a lot of training with women and I think she works with mostly women on helping them how to communicate and use comedy as a way to bring in. You know, like when they're trying to sell and differentiate themselves. And we talked a lot about that and I think that's so great because you're right, it really does.

Jennifer: 34:42

We come from a different place when we're taking down the wall, like when we break that wall down, and how do we do that. We've got to get people to engage and open up their mind and sometimes you have to use that to break through that. So I think that's great. But I think what you're telling me and what I'm hearing from this book is. There's a lot of different tools in here that somebody could pick up If they're in a place where they're trying to market themselves a product, set themselves apart. There's going to be more than one tool in this book that they'll be able to utilize and say okay, what can I use to help me be different and set myself apart from everybody else? So many great examples in this the egg one. Like all of us remember the egg. This is your brain on drugs.

Jennifer: 35:23

We all remember that one I knew immediately when you talked about the egg. I'm like I know what he's talking about. So all great examples, and this has been great. Thank you for sharing all this. I think there's a lot of good stuff there. So, james, if somebody wants to get this book, they want to find out more about this. I think after this is over and they hear all these examples, I mean I think people are going to be like, hey, I need to run and go find this. Where do we want to send them to come get it?

James Bond: 35:50

Well, if you go to Amazon and just do braingluebookcom on your computer 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 with this other guy. He's a comedian. He's hilarious. I had to have a comedian doing it, okay, so you can tell he's a comedian when you listen to him. You know People love that. But yeah, go to bra braingluebookcom and that'll take you to Amazon and you can start 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 personality that you're fun. I have a feeling the book is probably a fun book and I'm excited. I want to check it out. Some of the examples used today I've heard of and you're right, because you'll see these things. Some of the examples used today I've heard of, and you're right, because you'll see these things and you know, and it's like something you hear, something they'll say, like it's a repeated thing, it'll stick and you know, and it's one of the things I know. Like when I'm working with my clients, a lot of times I'm always telling them like what are you using to differentiate yourself from every other person out there that's doing the same thing you're doing, right?

Jennifer: 36:52

like right right in the beginning, like when we started doing podcasts. You know, when I first started my first show, it was starter girls. I still have that show. By the way, it's unique, nobody has it and the logo is unique, and so it's funny because even when I put that show down and like, didn't record for a year, it was still getting downloads. People are still tracking that show 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're passionate, you're, you're, so, you're, you're passionate, and I think it rubs off on all your, all your fans. It certainly rubs off on me. I was almost late for that today because I was sitting and listening to one of your other ones 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'm like this is a good topic, we got to talk about it, but I love what you're doing and I think this is an important topic and it doesn't really matter what you're doing, because we talked about sales is important. Everything we do in life is selling. We're selling a spouse, we're selling a job we're trying to get, we're selling a position. We're always selling something, and so these tools are important and no matter how many times you want to put pragmatism into all of this stuff, I guess there's times to be pragmatic, but when you're selling people to people, you're probably not going to win. If you're trying to be pragmatic, it's not going to work, so even as much as I always say.

Jennifer: 38:11

You know, like I as much selling as I do. You know, I always can see through P. I was feel like I can sort of see through people when they're being really cheesy salesmen. But I will tell you, it is hard not to like somebody. And I will tell you, I'm gonna tell you this story in this.

Jennifer: 38:23

I don't know if I've told this in an episode before, but I had a guy he's we're still still in my Facebook. He's guys this was a few years back come to bid us a quote to paint our house. And the first one I don't even know if the first one even showed up. The second one showed up and told me he would email me a quote. Never did.

Jennifer: 38:43

The third one walked in my door and said what do I need to do to get your business? And I was like that is pretty good. He got my business because I liked the guy, he was a nice guy and he I mean that he went around and said he's like we may not be the cheapest, but we will do a good job. What do I need to do to get your business, you know? And so he set himself apart from all the others, you know cause. I mean there were other people that had called and messaged me.

Jennifer: 39:07

I mean there were several, but there were only like three that had said, hey, I'm going to be there. You know, because contractors are kind of hard, they don't always show up. But he set himself apart from the others that had communicated with me. And that's the thing, like when you think about people that you're dealing with like contractors or any type of business, what is the company that sets himself apart? There's something they're doing that you go. I want that particular one to come and do my work or do business with. So I think it's, I think it's all, 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'll show 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 tells people how to do this. So we'll make sure, james, when this gets out, we get the website on there so everybody can go and check it out. Hopefully they'll hear this message and for all. I've got lots of people in the entrepreneur space. I'm sure they're going to be like all over this. What is this Brain glue right that we're talking about?

James Bond: 40:07

And they're short chapters. I want to let everybody know this. That's what people love about this as jokes. It tells you how it works and everything else and then gives you a little exercise and moves on to the next one. And people love that because you can stop and go. I mean, oh, wow, this is fun, I could do this one, and so it's all by it. You know I'm throwing all these ideas of the humor and everything else, but it's simplified, it. That's what people love about this. They find it really a simple book to read and also I think I'm kind of add or adhd, so I made I get you to a point right away and people say, oh, it's good. Yeah, I tell stories, but I mean it resonates. But yeah, just bring blue bookcom. I think people will enjoy that very cool.

Jennifer: 40:44

Well, good, well, this has been so much fun. Thank you for all the stories. It's been great, all the examples there were so many in here. I mean like so many different things. 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 a really good idea. You know, I think a lot of these creative things it's funny. I get a lot of ADHD people in my world. Like I feel like I coach a lot of them.

Jennifer: 41:09

I'm probably myself, because we're all creative people, but it's so great and the one thing I will say about a lot of these things that you do the ideas flow. When you're not trying to make them flow right, it's when you're kind of just allowing it to happen. That's when these things sort of come up. You know you'll have a good idea because you're like that's a good idea, right. Like you'll know, and that's what I've learned about this stuff is that you know when you sit 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'll start piecing the idea together. Give yourself some time to piece that together. Don't feel like you've got to have that all at one moment. But we do want to get this out and, like I said, we'll make sure that the website gets on there so everybody knows where to find this book, so they can get some tools and techniques to help them come up with these ideas. So thank you, james, it's been fun.

James Bond: 41:56

Wow. Thank you, jennifer. You are just lots of fun. Thank you, thank you, I'm going to 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 a good job of making sure that people are. You know that your audience is going 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 to say to the audience if you do enjoy the show, head on over to Apple, give us a review over there, hit that subscribe button on the YouTube so we can keep sharing all these awesome stories and bringing great content to you. And, as I always say, in order to live the extraordinary, you must start, and every start begins with a decision. You guys, take care, be safe, be kind to one another. We will see you next time, thank you.