Make Your Ideas Stick: Unlock the Secrets of "Brain Glue" | Ep 047

Ever wondered how some ideas stick while others fade away? 💡

➡️  Meet the Guest: James Bond
Join us as we delve into the fascinating world of persuasion with James Bond, the mastermind behind "Brain Glue." In this episode, you'll discover:

The science behind unforgettable advertising slogans
How passion transforms your ability to sell (as taught by the legendary Zig Ziglar)
The power of metaphors in marketing, from sizzling eggs to Mars and Venus
Practical techniques to make your messages irresistibly persuasive

Learn how to craft ideas that not only captivate but also leave a lasting impact. Whether you're in marketing, sales, or simply want to communicate more effectively, this episode is your key to unlocking the art of persuasion.

Don't miss out on these game-changing insights. Tune in now and start making your ideas stick!

➡️ Chapters
(00:02) - Brain Glue
(03:55) - The Power of Emotional Selling
(15:03) - The Power of Persuasion and Listening

➡️ Highlights

0:00:02 - Introduction to Brain Glue
0:03:55 - The Power of Emotional Selling
0:15:04 - The Power of Persuasion and Listening
0:20:00 - Memorable Phrases and Effective Marketing
0:30:00 - Real-Life Applications of Brain Glue
0:40:00 - The Role of Emotional Resonance

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Connect with our Hosts:
Stacey: https://www.instagram.com/staceymgrant/
Mark: https://www.instagram.com/mark_lubragge_onair/

➡️ More about the guest: James I. Bond
Website: https://cf.fasterbuyer.com/4-4-page1626826741435 
Book: Brain Glue: https://a.co/d/2c5Kde8

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➡️ Thanks for watching:
#Persuasion, #BrainGlue, #EmotionalSelling, #Metaphors, #BrainTriggers, #Passion, #ZigZiglar, #Advertising, #Slogans, #Influence, #Listening, #ReflexiveQuestions, #JackCanfield, #BobbyFlay, #MarketingStrategies, #Captivate, #Convince, #Brain, #Power, #effectivecommunicationskills 

Transcript

00:02 - Mark (Host)
it takes a licking, but it keeps on ticking you wonder where the yellow went when you brush your teeth with pepsodent. How about that? That's an old school one. How about plop, plop, fizz, fizz? Oh, what a relief it is you know what? 

00:15 - Stacey (Host)
these are you guys. 

00:16 - Mark (Host)
They are going through my head brain glue, brain glue, brain glue. 

00:21 - Stacey (Host)
Yeah, james bond, how selling becomes much easier by making your ideas sticky. 

00:27 - Mark (Host)
Like Best Buy. That's alliteration, yeah there's 14 different, I guess, techniques that you can use in your everyday life and companies use in our everyday lives to get us, to persuade us to do things. 

00:42 - Stacey (Host)
This is your brain. It's crazy. And this is your brain on drugs. That was another one. 

00:45 - Mark (Host)
Yeah, is your brain it's crazy and this is your brain on drugs. That was another one, yeah, yeah, metaphor. It's cool. I can't wait to read the full book because I want to see the. I guess we covered maybe five of them, six of them, maybe, yeah, but one being humor. He talked a lot of funny stories as well, he was funny, he was droll. 

01:06 - Stacey (Host)
Yeah, don't you think he was great? Yeah, yeah, he's a droll, a droll man. I love it. Super funny, he was super down to earth. He literally you know his friends with some big wigs who have used his book like warren buffett, if you've heard of him jack canfield love this book so down to earth though yeah just a great guy and just willing to give us, he probably would have had another 500 examples he probably would have had another 500 examples. 

01:27 - Mark (Host)
He probably would have. Well, that just tells you that what he wrote about is fact. Yeah, over and over and over again, and it seems like there's a lot to learn. 

01:32 - Stacey (Host)
Sorry, I interrupted you again. It's all right, I'm used to it, that's what I do. Do you want me to start? 

01:38 - Mark (Host)
talking so you can talk over me. No, let me know when you want to talk. 

01:41 - Stacey (Host)
I'm still rolling this intro. I'm still rolling this intro. My thing is it seems so commonsensical, like what he's talking about, Like we know these things, but it's not simple. 

01:52 - Mark (Host)
Wait. No, it's simple, but it's not easy. That's what it is. 

01:55 - Stacey (Host)
Yeah. 

01:56 - Mark (Host)
Yeah. 

01:57 - Stacey (Host)
So brain glue, how selling becomes much easier by making your ideas sticky. 

02:02 - Mark (Host)
Yeah, and there's a lot of fun in the episode, so you'll uh, you'll enjoy it. 

02:08 - Stacey (Host)
you'll enjoy it so, without further ado, enjoy bond. 

02:11 - Mark (Host)
Hi, I'm stacy and I am mark, and this is the gurus at game changers podcast. Hey, everybody, welcome in. Have you ever heard of brain glue? 

02:22
brain glue probably not, but it is something you experience every day and it can have a great impact on how you live your life. But, more importantly, it can be controlled, and those who understand that can get me, you virtually anyone to do just about anything. Today's guest James Bond. He's been called a mind-blowing expert on the science of persuasion. He's an author, a speaker and a master of managing people's behavior. He's been using this as a secret weapon for fortune 500 companies and for individuals to just help them get what they want. So stay with us, because the next time you're trying to get somebody to do your bidding, you'll be able to dip into the brain glue and you'll be surprised at how easily they can be persuaded. James. Welcome to the show, buddy. Thanks for coming on. 

03:10 - James Bond (Guest)
Mark Stacey. You guys are awesome. It's lots of fun. 

03:13 - Stacey (Host)
Hi, james, so great to have you here, so I've watched a bunch of your interviews, as I was just talking about before we started this and I think that you and I are very similar, okay, so we're both salespeople and we both hate sales. 

03:26 - James Bond (Guest)
Yes, but. 

03:27 - Stacey (Host)
I love what you said about Zig Ziglar. Welcome, Welcome. But I do love what you said about Zig Ziglar's quote, which is I got to read it Selling is a transference of passion. 

03:39 - James Bond (Guest)
Zig Ziglar said something that changed everything for me, like I went to his actual workshop which is really fun, my wife and I and he said selling is nothing more than transference of passion. When you experience something, like you watch a fabulous movie, nobody has to tell you how to sell it. I had an opportunity to win the anti-drug campaign in America and I came up, of course, with powerful logical reasons why you should not do drugs. Don't do it because of this, it affects your health, your family, blah, blah and all that stuff. And then we lost, and what we lost is what terrified me, and it was a guy holding an egg saying this is your brain, cracking the shell and dropping the egg into a sizzling frying pan with exaggerated sizzling sound. This is your brain on drugs. Any questions? 

04:26 - Stacey (Host)
Is there anyone out there who still isn't clear about what doing drugs does? Okay, last time. This is your brain, this is drugs. This is your brain on drugs, any questions? Yeah, I remember that ad. 

04:57 - James Bond (Guest)
It was profound. When I saw it, two things happened. I recognize this is infinitely more profound than my I, my ad, okay, the ads that I was doing. But it also scared me because this is emotional selling. I have no idea how to do emotional selling and yet you know that's how we persuade people is through emotion. People buy. For you know there's science behind it and everything else, but showing that more than 90% of buying decisions, including financial buying decisions, are emotionally triggered. 

05:29
Well, after 10 years, a little over 10 years we moved to Southern California and I met John Gray and John Gray was telling me about his incredible book. If anybody knows who John Gray is, I'm going to fool you because it's not what you think it is okay. John Gray is. I'm going to fool you because it's not what you think it is Okay. 

05:46
His book was called Men, women and Relationships and he was frustrated because he said people read my book. He was telling me this. People read my book and they tell me this is the most profound book on relationships I've ever read. This is changing my life and my relationships and everything else, and yet almost nobody's buying the book. So he was he's telling me he's um, he was at a seminar and he's uh, he said something and all the women in the audience laughed like crazy. 

06:14
And the men looked at the women like what's so funny that you're laughing at? And he said and so one of the women he said um, so there are certain things that women laugh at that men don't laugh at. There are certain things that women laugh at that men don't laugh at. There are certain things that men laugh at that women don't laugh at and there are certain things that we all laugh at. And so one of the women says in the audience it's almost like men are from a different planet. What planet do you think men are from? He said I guess men are from Mars. And everybody laughed. So when he got home he's thinking, gee, you know, think about emotional selling. You know people aren't buying my book. Men are. 

06:47
If I said men are from Mars, where are women from? I guess women are from Venus. Venus is the god of love, of course. Okay. So what if I change the title to men are from Mars, women are from Venus and then just put some references to it throughout the book, but still keep the same book, okay, but just put some references to that are from Mars, one are from Venus throughout the book. 

07:05
So what do you think happened? Sold the hell out of it Almost overnight. Half a million copies got sold, then a million, then 2 million, and I discovered that metaphors are is one of 14 brain triggers at the heart of emotional selling. I thought my brain was going to explode If I just figured out something that nobody else has figured out. And so, of course, I was a consultant and I would actually work with lots of clients, you know, in behavioral management and stuff like that, and so I got to apply it on clients. I remember the first client I worked with actually it was the second. The first client I worked with was a bank and they referred me to this construction company with these three guys who after 10 years had $2 million of sales. That sounds not bad, $2 million of sales after 10 years. I can say now, in one year I took it from two to 10 million in sales and two years later they reached 32 million in sales by applying this. And I was like this is freaky. 

08:03 - Mark (Host)
So so hold on, let me, let me take a step back. And I was like this is freaky, so hold on, let me take a step back. So why don't you define brain glue as you define it? Because I think that is a good example of it. Yeah. 

08:11 - James Bond (Guest)
For the audience. So there are certain things that stick to the brain like glue. Okay, If I said Jack and Jill went up the hill, Thank you, and everybody I bet who's listening is saying hill. We all know that no-transcript, that it was like Coca-Cola Best Buy Bed Bath Beyond Biden's Build Back Better. 

08:56 - Stacey (Host)
Gurus and game changers. 

08:59 - Mark (Host)
It sticks to the brain. 

09:00 - James Bond (Guest)
It sticks to the brain, we tend to remember it? 

09:02 - Mark (Host)
How are people doing it in real life, though, in their everyday, not the business side? How can we? 

09:08 - James Bond (Guest)
One of the tools is called anchoring, where you're going to take something that exists already and apply it to something else. So Bobby Flay is a famous chef and he was on the Food Network and they wanted to create a show for him and he needs to come up with a name for the show. And so he said, well, I want to do grilling because grilling is really good, so I need to come up with a phrase that's really cool. Okay, and uh, so he said grill. It sounds like girl. Oh, boy meets girl. Why don't I call it boy meets grill? That became a monster of success. Okay, because he anchored it to something that people already know yeah, so anchoring, maybe, alliteration, uh, metaphor. 

09:52 - Mark (Host)
What are some of the other? 

09:53 - James Bond (Guest)
I think you said there were 14 of them yeah, there are 14 of them, so one of them is called chiasmus c-h-i-a-s-m-u-s. Okay, chiasmus, and it's really fascinating. Chiasmus is a flip, so rhyme is da, da, da, da, it rhymes, it rhymes, okay, chiasmus is a flip all for one and one for all. Okay, my wife hates the. If you can't deal with the one you love, love you after you can do for your country black civil rights leader had. 

10:36
It was fabulous. He loved the chiasmus. He said we didn't land on plymouth rock, the rock landed on us. Yeah, that's. He also said, which a lot of people don't realize. He said this when you stand for nothing, you'll fall for anything. 

10:49 - Mark (Host)
It's got a lot of great examples of that out there, for sure, and they're all very sticky for sure, right, they stick right to your brain. What's another one? Hey guys, thanks for listening. If you like what you're hearing, please leave us a review, give us a follow, subscribe, subscribe all those things. All those things. We love it because we read each and every comment and it helps shape the show, so we would appreciate it. 

11:11 - Stacey (Host)
Please, and back to the show. 

11:14 - James Bond (Guest)
One of them is set the right expectation. If you're going to say something to somebody and you think there might be a little criticism, then let them know up front. Hey, this is going to be a little, you know, you might not like the beginning of it, but just give me two minutes to describe this Interesting and then, once I describe this, I think that you'll understand what I'm trying to say. So don't get mad, even though I'm about to tell you this or whatever else. It is okay. 

11:35
Muhammad Ali was famous for I am the greatest. Muhammad Ali had this great line. He said great explanation. He said I would tell people I am the greatest, and you know who had the greatest effect on Me? Because if I'm telling everybody I'm the greatest and I'm not, then they're going to start laughing at me and criticizing me and whatever else. So I better be the greatest. But he used the phrase I am the greatest almost all the time. Ok, so what you want to do is you want to understand that you want to set the expectation when you're talking to somebody or if you're trying to sell something, and so that's really powerful. 

12:09 - Stacey (Host)
Can you? Can you do all these things separately, or do you have to do it all together to really make it brain glue, like you could just do one of these 14 things or there's combinations you have to do. 

12:19 - James Bond (Guest)
So how about? Rocky Road Ice Cream uses three of them. Okay, rocky Road was started by Dreyer's Ice Cream as the Great Depression way before our lives, and so the first thing they called it is Rocky Road Ice Cream. It's a chocolate ice cream with nuts and marshmallows but it's bumpy like a rocky road, so they called it Rocky Road. They actually stole the name from somebody else. That's a whole other story. So Rocky Road uses alliteration, a repetition of sound also. But the third thing it uses is humor, and humor is a brain glue tool also. And so here's the humor that they used. The Great Depression was called Rocky Road we're all on a rocky road. So they said we're all on a rocky road. Anyway, we might as well have Rocky Road ice cream. 

13:00 - Stacey (Host)
What's the most brain sticky ad you've ever seen? Like what's the one that just blew you away? Was it the egg one? Or like what? No, I'll tell you. Yeah, yeah. 

13:07 - James Bond (Guest)
Tell me about it. So a mom and son watched Shark Tank which a lot of people do and got inspired and said that would be really cool if we can invent a product and get on Shark Tank We'd become millionaires and it looks like fun people and all that stuff. Okay. So when you get an idea like that it usually doesn't happen like that it takes a while, you have to think about it, okay. So it took about a month and the mom was constipated, had a real constipation problem, and so the doctor said if you can raise your feet like six to eight inches off the floor when you're on the toilet, it actually helps the shape of your body and you can actually go to the bathroom easier. So they went, oh, okay. And then they were thinking, hey, that would actually be a cool because it works. Okay, it worked really well. He said this would be a cool product for us to sell and we'll make it like wrap around the toilet. So you know, you know. So anyone who sits on a toilet, you know, doesn't have to use it, but if you want, you just slide it out and you put your feet on it. Okay, it works that way. 

14:00
They found a manufacturer that was willing to manufacture it for them and they figured out the price and everything else. But they needed a name. So the first name that came up with you always start logical, okay was toilet stool, toilet stool, okay. My wife said they should have called it the stool stool, but I'm not sure that would work. Yeah, but so the toilet stool. But the mom was saying I don't like the word toilet in it. You know what are other words for toilet? Okay, synonyms are very helpful, okay. And so she was thinking of it. She said potty, okay, potty, and I was kind of squatting, squatty potty. Let's call it the squatty potty, squatty potty. Sales exploded. This is a mom and son with no business experience that have over a hundred million dollars of sales. 

14:46
There are trigger words. That's another one of the tools is trigger words. Okay, I work with Warren Buffett's team and Warren Buffett when he was like on his way to becoming the world's richest man and they would bring me in because I'm behavioral management specialist and where I love Warren Buffett and Lauren Buffett loves a lot of trigger words and these types of tools. Okay, I'm not sure he read my book, but he still uses these tools and he has this tool that he says only when the tide goes out do you discover who's been swimming naked. What he's basically saying is only when times get tough do you realize who's capable and competent. But if you say that, people go. Oh. But if you say it, only when times get tough do you discover who's been swimming naked. It's like what? 

15:24 - Stacey (Host)
That's memorable. 

15:26 - Mark (Host)
How can I be more persuasive? What tools do I have at my disposal? 

15:31 - James Bond (Guest)
So I have a friend who's got a closed mind, he's narrow-minded, okay, and I'm trying to tell him to have an open mind. So if I said you know, joseph, you got to have an open mind, he would basically say shut up, go away, you know whatever else. So I picked a metaphor. So open, what else works when it's open? An umbrella works when it's open, a parachute works when it's open, a book works when it's open. If you buy a book and you don't open it, you're not getting anything out of it. Okay. So I used parachute and I said hey, joseph, do you realize your mind is just like a parachute? It works better when it's open. And he paused and he went hmm, why you think I have a closed mind? I said, no, I'm not saying that, but doesn't a parachute work better when it's open, or do you think your mind would work better when it's open too? And it made it easier for us to have that discussion. 

16:20 - Stacey (Host)
Where does listening fit into all this? Because I think no one wants to be talked at, so how can you use listening as a tool? 

16:29 - James Bond (Guest)
Okay, I'm going to give you the most power. To me, this is the most profound tool that changed my life, okay, and it's called simple reflexive questions, isn't it? Doesn't it shouldn't it are simple reflexive questions, aren't they? And you add them to the end of a statement that you make. So what's the most powerful tool of human interaction? I'm using it now, aren't I? Can you tell what I'm doing? What am I using Questions? Okay, with simple reflexive questions. With simple reflexive questions, what you do is you wire it into how you talk. 

17:03 - Stacey (Host)
Didn't you like almost name your book the wrong name Didn't? Didn't someone have to help you name your book? Tell that story. 

17:09 - James Bond (Guest)
Almost. Yeah, my book has three names. Okay, three different names. This is the third one. My title was sell more with the right brain marketing strategy. So I met John Jack Canfield who wrote chicken soup for the soul. He sold 500 million chicken Soup for the Soul books. 

17:25 - Stacey (Host)
How did you meet him? All the different books, how did you meet him? Oh, he's amazing. 

17:28 - James Bond (Guest)
He's absolutely amazing. I want him on the show because you're the second person talking about him. 

17:31 - Stacey (Host)
He's got to be on the show Jack Canfield call me. Oh, you got to get him and promote him because he's promoting the success principle. 

17:40 - James Bond (Guest)
I'm talking to him and he said you pissed me off. I said I'm really sorry. He said I picked up your book. I couldn't put this damn thing down. I'm like I'm sorry, can I get that quote? 

17:51 - Stacey (Host)
I apologize. Can I record this? 

17:53 - James Bond (Guest)
I'm going to be trying to record it. And he says I'll give you all the promotions you want. I'll do recording with you. I'll give you all kinds of stuff. On one condition, he said I'm buying copies of my book for everybody who works for me and I'm requiring them not just to read it but to start applying those tools. I'll give you all the quotes you want. On one condition You've got to change the title. I said what I had like 100 reviews already. He's like oh, I have to start from scratch. He said yes, the whole book is about brain glue. You're trying to teach us right brain selling and you're trying to teach us emotional selling. You've got a logical title. That's ridiculous. You need to change the title. I said do I have to? Yes, so I changed the title. So it went through three titles and now it's brain glue, which is what the whole book is about brainutes. 

18:42 - Mark (Host)
Yeah, it's smart Summarize. Summarize the heart of the book, right, the heart of? If I were to ask you this question, just give me the answer. A good summary for you. What is the secret to effective, powerful presentation? 

18:58 - James Bond (Guest)
Grabbing somebody's attention and triggering the decision-making parts of their brain. 

19:05 - Mark (Host)
It's that simple, but it's wait. It's simple, but it's not easy, right? It's actually easier than most people think. For you. That's why they love the book. You know what can I say? 

19:16 - James Bond (Guest)
But I mean, because this is one of those things, this is, it's so obvious, right, and yet we're not trained to recognize it. We, we recognize, the brain recognized it, but our, our conscious mind doesn't recognize it. You know, if the gloves don't fit, you must, if the glove doesn't fit, you have to acquit. You know how many of us heard that and went, okay, it would rhyme. Okay, yeah, he was using rhyme. That's interesting. You know, we didn't go. He's using rhyme. We know that works like squatty, potty rhymes, like you know all the different things that rhyme, right? You know, uh, it's just, it takes a licking, it keeps on ticking and it's timex watch. The timex dominated the watch industry for a whole for a large part of the 20th century because of rhyme. You know, hey, we know these things, but we don't think what else a tool I can use that when I'm trying to talk my kids into something. 

20:06 - Mark (Host)
There's so many examples of that in advertising. For sure so good. 

20:10 - James Bond (Guest)
Oh, it's amazing. Once you recognize it, you start seeing it all over the place. Yeah, in successes. Yes, rarely do you see it in failures. 

20:17 - Stacey (Host)
It's amazing, it's not obvious, but yet I haven't well, thank you for bringing this to our attention. 

20:23 - Mark (Host)
We're going to put brain glue on our Guru's Game Changer shelf, for sure. 

20:27 - Stacey (Host)
And James Bond is sort of sticky too, don't you think, because that's sort of brain glue. 

20:31 - James Bond (Guest)
No, and I think that's why I came up with brain glue, because, you know, I mean I was born before after the books, before the movies Got it. And so we had my wife and I were walking through there was a church nearby. So we had my wife and I were walking through there was a church nearby. We're walking through the yard of the church, just walking, you know, and a man, a woman, came out and had a dog. He says I'm Joe and she's Mary. I think that's what their names are. I can't remember. And I said, yeah, I'm James and this is Pam. Ok, and they went, ok, fine, so would they remember my name? Maybe, maybe not. But I paused for a second. I said actually my name is James Bond. They both started laughing. You think every time I walk through the thing, he's going to know my name For sure, absolutely, because there's something about James Bond that sticks to their brain. People say did you change your name? I say yeah, it used to be Fred Flintstone, but that didn't work. 

21:21 - Stacey (Host)
I love it. Oh my God, this time. 

21:23 - James Bond (Guest)
But I think that's probably what got me thinking. You know, in the back of my mind. Subconsciously, I recognize. You know this is interesting. I go in, I'll go into a restaurant and my kids will say, dad, we need your license. I said why? It's because they don't believe it's James Bond at the table sport. 

21:41 - Mark (Host)
I thought they meant license to kill you. I'm like what do kids need a license to kill for? Oh my God, this has been such. 

21:45 - Stacey (Host)
I mean this time has just flown by. I can't believe it, but so so tell me what's next for you and how can we help you get there. You write another book like what's going on in your world, mr. 

21:54 - James Bond (Guest)
James. 

21:54 - Stacey (Host)
Bond. 

21:56 - James Bond (Guest)
Well, I mean, I I'm trying to share this with as many people as possible. I actually have this uh website called a sticky Sells More. It used to be called Stinky Sells. 

22:04 - Stacey (Host)
More, but I didn't like that. But, Sticky Sells More. 

22:07 - James Bond (Guest)
It's just helping people understand sticky, you know stickiness. I've got a video program I created because people are, you know, fascinated by it and I say, like I say more here than we're going to say in the book. The book's fabulous. I mean, I'm not saying that other people, I've got tons. Take a look at the reviews. If you go to Amazon, you can just see the really, really fabulous reviews I have. I think almost I don't think I have any negative reviews which is kind of cool oh shoot knock on wood. 

22:30 - Mark (Host)
Now that I say it, I'm going to get them Knock on wood, knock on wood. There you are, knock on wood. 

22:33 - James Bond (Guest)
That's what I did, that's awesome You're, and it's just got short videos that take you through each more exercises, through each one of the the triggers, and it's just really fun. Thank you so much yeah yes, brain gluecom that's braingluecom. 

22:52 - Mark (Host)
Pick up the book on amazon or anywhere else. Just amazon right to braingluecom brain glue. Thank you so much for joining us. This has been awesome. 

22:59 - James Bond (Guest)
I actually can't wait to see you guys uh, mark stacy, you guys are just so what. What a fabulous show. I, like I said, I was almost late coming on because I was sitting and listening to some of the other shows that you have. You guys are just awesome. Thank you, I think I have an advantage over others because of the two of you. 

23:16 - Mark (Host)
He's talking to me. 

23:19 - Stacey (Host)
Thank you so much. That's a nice of you to say. 

23:21 - Mark (Host)
We appreciate it. We appreciate it and thank you for joining us. Nice of you to say we appreciate it and thank you for joining us. 

23:30 - Stacey (Host)
You're still here. You're still listening. Thanks for listening to the gurus and game changers podcast while you're here. If you enjoyed it, please take a minute to rate this episode and leave us a quick review. We want to know what you thought of the show and what you took from it and how it might have helped you. We read and appreciate every comment. Thanks, see you next week.