Brain Glue: Make Your Ideas Stick & Unlock Your Brand’s Power with James I. Bond

[00:00:00] Entertainment Insights Don't take life too seriously.

[00:00:05] Welcome to Brainsky Unleashed.

[00:00:07] Hello everyone and here we go again with yet another incredible episode of Brainsky Unleashed.

[00:00:16] Got a very special guest today. He's very famous. He's written a book.

[00:00:21] He's got a famous name, albeit this is the real deal, not the Hollywood deal.

[00:00:26] Today we have James Bond, James I Bond.

[00:00:31] He is the author of Brain Glue.

[00:00:34] A very intelligent man. We've talked a little bit before the show.

[00:00:38] I've got a good background on his bio and I think this is going to be a really good episode

[00:00:42] where you can get a lot of knowledge from it.

[00:00:45] Now before we begin, very important ladies and gentlemen,

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[00:01:18] Okay, James, welcome to the program author of Brain Glue.

[00:01:22] Let's jump right into this.

[00:01:24] The first thing that I have to ask.

[00:01:26] Brain Glue.

[00:01:27] Does it have any requirement or anything to do with Elmer's?

[00:01:32] Of course, no.

[00:01:34] You know, I say why Brain Glue because plain glue doesn't stick to the brain.

[00:01:39] I mean, can it though?

[00:01:40] Does 3M have a solution?

[00:01:41] I guess you can if you open up the brain.

[00:01:43] But the good news is with this one, you don't have to.

[00:01:46] Hallelujah.

[00:01:46] All right.

[00:01:47] So tell me a little bit about Brain Glue and then I'm going to really try

[00:01:51] and push the limits here and see what we can do with Brain Glue.

[00:01:54] What is Brain Glue?

[00:01:56] So Brain Glue makes your idea sticky.

[00:01:59] So let me give you some overview of it.

[00:02:00] It turns your products into viral superstar.

[00:02:04] It turns your product into a viral superstar.

[00:02:08] And so you spend less and you make a lot more money, sell a lot more.

[00:02:11] Now viral marketing spreads your message like a virus without you having

[00:02:16] to spend money.

[00:02:16] So like, you know, viruses.

[00:02:18] We all know what viruses.

[00:02:19] COVID is awesome.

[00:02:20] What you want is you want to create, you know, you want to and by the

[00:02:26] way, humor is part of Brain Glue.

[00:02:29] Okay, which is really powerful.

[00:02:31] But it's you come up with a phrase or way to describe your product

[00:02:35] or the name of your product or idea because this actually works

[00:02:38] with quotes.

[00:02:39] I got to give me a couple of quotes that people go like,

[00:02:41] whoa, what?

[00:02:42] Then they share with friends, you know, and so I'll give you two

[00:02:45] of them.

[00:02:46] Okay.

[00:02:46] I work with Warren Buffett's team.

[00:02:49] So I love Warren Buffett.

[00:02:50] He loves Brain Glue type tools.

[00:02:52] Only when the tide goes out, you discover who's been swimming

[00:02:56] naked.

[00:02:57] What he's basically saying is only when times get tough, you

[00:03:00] realize, you know, who's capable and who's competent.

[00:03:03] But if he said that you go, okay, but because he says only

[00:03:06] when the tide goes out, do you discover who's been swimming

[00:03:08] naked?

[00:03:09] I guess your attention has got a trigger word too.

[00:03:12] So how about Winston Churchill?

[00:03:14] Diplomacy is the art of telling people to go to hell in such

[00:03:17] a way that they ask for directions.

[00:03:20] You know, Winston Churchill love Brain Glue kind of tools.

[00:03:23] Okay, but Brain Glue, you know, let me give you some examples

[00:03:28] of Brain Glue so people understand this because it doesn't

[00:03:30] have to have humor, but humor helps.

[00:03:32] Okay, we have Gorilla Glue, Famous Amos, Hula Hoop,

[00:03:36] Chip Sahoy, Rocky Road Ice Cream, Build-A-Bear,

[00:03:40] Porkapotty, Mail Chimp.

[00:03:44] I mean, there are just so many.

[00:03:45] Bob Parsons had a company called JoMax Technologies.

[00:03:49] He was struggling because people loved his services and

[00:03:54] Internet website building service.

[00:03:57] People loved his service, but almost nobody was buying.

[00:04:01] And so then he got the idea, he sat down with a bunch

[00:04:03] of buddies and said let's come up with a better name.

[00:04:05] And somebody said, let's come up with one we call

[00:04:07] it Big Daddy, but that was taken.

[00:04:09] So he said, why don't we call it Go Daddy?

[00:04:11] Guess what?

[00:04:12] It became a blockbuster of success.

[00:04:15] Oh, Daddy.

[00:04:16] I mean, Gorilla Glue, I have friends say that JB Weld is

[00:04:21] much better than Gorilla Glue, yet Gorilla Glue dominates

[00:04:25] the marketplace for glue, for industrial glue, you know,

[00:04:28] because it's Gorilla Glue.

[00:04:29] It's a cool name.

[00:04:30] It uses two Brain Glue tools.

[00:04:32] One is alliteration or repetition of sound.

[00:04:35] Good, good Gorilla Glue.

[00:04:36] The other one is a metaphor because when you open it

[00:04:39] up, it's got a gorilla inside.

[00:04:40] No, but you know, things like that.

[00:04:44] I'll give you just some comedy ideas.

[00:04:46] And I know you want to ask me a question.

[00:04:48] So yeah, go ahead.

[00:04:49] You're on a roll.

[00:04:50] Don't let me stop you.

[00:04:51] Go, go, go.

[00:04:51] Okay.

[00:04:52] Well, Squatty Potty.

[00:04:53] Okay.

[00:04:54] I love Squatty Potty.

[00:04:56] Well, it's actually called exactly.

[00:04:59] I mean, it's funny, but it also it sticks to the

[00:05:02] brain like glue.

[00:05:04] So Paul Tran invented an electric razor for man's

[00:05:08] private areas.

[00:05:10] Manscaping.

[00:05:10] And he's thinking I want to come up with a name

[00:05:12] that everybody knows what it is.

[00:05:13] But I don't want to offend people.

[00:05:15] So he's thinking, okay, what's it like?

[00:05:17] You know, and this is one of the things metaphor

[00:05:19] like it's just like and be as crazy as possible

[00:05:23] to start with.

[00:05:23] Okay.

[00:05:24] So he's going, it's just like it's just like

[00:05:26] a lawnmower.

[00:05:28] Why don't I call us the lawnmower?

[00:05:29] Okay.

[00:05:30] He actually it's so successful.

[00:05:32] He sold over 150 million dollars of sales

[00:05:35] with the lawnmower that he actually changed the

[00:05:36] name of his company to Manscaped.

[00:05:38] We're gonna landscape a man with the lawnmower.

[00:05:40] So if I bought a lawnmower, if I bought

[00:05:42] a lawnmower, I haven't but if I bought a lawnmower,

[00:05:45] first I would not share it with my friends.

[00:05:46] Let's start there.

[00:05:47] Okay.

[00:05:48] But I can see calling my friends.

[00:05:51] Hey Joe, guess what?

[00:05:52] I just bought what the lawnmower.

[00:05:54] Why you have to mow your lawn?

[00:05:55] No, it's to shave my private areas.

[00:05:57] I mean, I could hear him start laughing.

[00:05:59] If you're trying to win this pro friend.

[00:06:01] Hey, guess what?

[00:06:02] He just bought the lawnmower.

[00:06:04] But I mean, if you're trying to get people's

[00:06:06] attention, then obviously you want to be using

[00:06:08] the lawnmower on social media.

[00:06:09] Just keep it above the head and then everyone's

[00:06:12] gonna want to be like, oh my God, I just saw this

[00:06:14] because that's that outrageous.

[00:06:16] Just yeah.

[00:06:16] Well, so I was in, I don't know, you know,

[00:06:19] Bed Bath & Beyond or someplace with my wife

[00:06:21] and there's a poster, big poster and it says

[00:06:24] in the headline, the lawnmower with an arrow

[00:06:27] and it shows pictures of the shaver.

[00:06:29] What do you do?

[00:06:30] Like everybody goes, the lawnmower?

[00:06:31] You stop and you start reading the text

[00:06:34] and that's what you want to do.

[00:06:35] I know John Gray and John Gray was telling me

[00:06:37] he wrote this incredible relationship book called

[00:06:40] Men, Women and Relationships.

[00:06:43] And people would buy the book very almost

[00:06:46] nobody bought the book.

[00:06:47] But people who read the book said this is

[00:06:49] the most incredible relationship book I've ever

[00:06:51] read and it frustrated him because like

[00:06:54] nobody was buying the book.

[00:06:55] He came up with the crazy idea of changing

[00:06:57] the title to Men are from Mars, Women

[00:06:59] are from Venus and then tweaked the content

[00:07:01] just a little.

[00:07:02] It's the same book but tweaked the content

[00:07:04] just a little to refer to Men are from Mars,

[00:07:06] Women are from Venus throughout the book.

[00:07:08] He went from 20,000 to 50 million books

[00:07:12] sold all because he changed the title.

[00:07:14] I remember I was at a bookstore, you know

[00:07:17] Barnes and Noble or whatever and I'm

[00:07:19] looking at books, book, book, book

[00:07:20] Men are from Mars, Women are from Venus

[00:07:22] book. Men are from Mars, Women are from

[00:07:24] Venus?

[00:07:24] What the heck's that?

[00:07:25] Picked it up, which is what you want people

[00:07:27] to do if you're going to buy a product.

[00:07:28] Started looking through it and went

[00:07:30] oh this is fantastic and I bought the book

[00:07:32] like 50 million other people.

[00:07:34] Okay, there's a lady.

[00:07:37] So this is physical.

[00:07:39] You want people to stop and go whoa

[00:07:40] and touch your product.

[00:07:41] Okay, but if you're selling it online

[00:07:44] I was telling you about this just before

[00:07:45] we started.

[00:07:46] So this mom started a Facebook page.

[00:07:50] She has no money.

[00:07:51] She spends zero on advertising on social

[00:07:54] media on Facebook and she has more

[00:07:57] than 5 million fans.

[00:07:59] So how does she do this?

[00:08:00] So she was thinking okay, I want to

[00:08:02] create a Facebook page for myself.

[00:08:04] Well, I'm a stay-at-home mom.

[00:08:06] Mommy needs a rest.

[00:08:07] It's exhausting having kids.

[00:08:09] Mommy needs time to herself.

[00:08:11] I know what mommy needs.

[00:08:13] Mommy needs vodka.

[00:08:15] So I have a friend who you know

[00:08:18] is I'm sure is a fan of hers.

[00:08:20] Okay, and he shared a post with me,

[00:08:22] you know on my Facebook page.

[00:08:24] I'm looking at Facebook and I look

[00:08:25] at the post.

[00:08:25] No, it's a really good post.

[00:08:26] It's by mommy needs vodka.

[00:08:28] You know, we always look at that.

[00:08:29] Who's mommy needs vodka?

[00:08:31] What the heck's that?

[00:08:32] I clicked on the post.

[00:08:34] I clicked on the link took me to her page.

[00:08:36] I saw a bunch of her posts and I

[00:08:38] loved it and I became a fan like

[00:08:40] 5 million other people.

[00:08:41] Now how many people has there have

[00:08:43] fantastic Facebook pages, but you

[00:08:45] don't have 5 million fans, you know,

[00:08:47] and here's a woman she spends zero

[00:08:50] zero and she has more in fact

[00:08:52] she wasn't even selling anything.

[00:08:53] Now she's trying to sell stuff

[00:08:54] unless you try she's selling stuff

[00:08:56] because she has so many fans.

[00:08:57] But I mean she realized like,

[00:08:59] whoa, this is powerful.

[00:09:01] So the question that I have now

[00:09:03] is because I've been that guy

[00:09:05] who's got to try and think of

[00:09:06] catchy things and sometimes I come

[00:09:08] up with absolutely asinine things

[00:09:10] that I know would go nowhere.

[00:09:12] Like if I was tasked with

[00:09:15] trying to come up with the name

[00:09:16] for you know, like the man scape

[00:09:17] or I'd probably call it like

[00:09:18] the wiener saw or something like

[00:09:20] that which would probably not

[00:09:22] work out.

[00:09:22] What a fan people, you know,

[00:09:23] that's I mean,

[00:09:25] it might catch wiener saw

[00:09:28] you know, but you know,

[00:09:29] there's so many people who

[00:09:31] they're in business.

[00:09:32] They they the God coming up with

[00:09:34] names of things is virtually

[00:09:35] impossible.

[00:09:36] I was part of an exercise with

[00:09:38] one of my one of my partners on

[00:09:40] on a project

[00:09:41] and my God we went for like

[00:09:43] weeks just banging names

[00:09:45] back and forth

[00:09:46] and still just you know,

[00:09:48] I think what was come up with

[00:09:49] was pretty good.

[00:09:50] But you know, it's

[00:09:52] was it was it man scaping?

[00:09:54] Was it,

[00:09:54] you know,

[00:09:55] mommy needs vodka?

[00:09:56] Was it no,

[00:09:57] it was nothing close to that.

[00:09:58] So,

[00:09:59] you know,

[00:09:59] what is your advice then

[00:10:01] for the rest of us who

[00:10:02] who may not be able to just

[00:10:04] snap their fingers and go

[00:10:05] hey now granted I'm not saying

[00:10:07] any of them snap their fingers

[00:10:08] even the mom with 5 million

[00:10:09] viewers probably never snap her

[00:10:11] fingers and went well,

[00:10:12] here's 5 million viewers.

[00:10:13] I'm going to drink vodka.

[00:10:14] But like what what could you

[00:10:16] tell us like what is the best

[00:10:17] thing you could do to get to

[00:10:20] this level because not

[00:10:21] everyone can do it.

[00:10:23] Well,

[00:10:24] get brain glue starts out.

[00:10:25] Okay, obviously got one.

[00:10:28] But it's just I didn't invent

[00:10:29] brain glue.

[00:10:30] I invented the term brain glue.

[00:10:32] But I then I discovered brain

[00:10:34] glue and people who go through

[00:10:36] the book start realizing.

[00:10:38] Oh,

[00:10:38] that's why this is successful.

[00:10:40] So Jack Canfield wrote

[00:10:41] Chicken Soup for the Soul.

[00:10:42] Okay,

[00:10:43] and he loves my book.

[00:10:44] He loves it so much.

[00:10:45] He's forced everybody bought

[00:10:46] copies for everybody in his

[00:10:47] company.

[00:10:48] He's reading it.

[00:10:48] Okay,

[00:10:49] he sold 500 million 500

[00:10:52] million Chicken Soup for the

[00:10:53] Soul book.

[00:10:54] But he's telling me

[00:10:55] and he sold over 60 other

[00:10:57] bestsellers and he didn't

[00:10:59] apply brain glue like he did

[00:11:00] for a first one.

[00:11:01] And he's pissing him off.

[00:11:03] He actually got pissed off at

[00:11:04] me because he said I was just

[00:11:05] looking at your book.

[00:11:06] I have so many books to read

[00:11:07] and I couldn't put the damn

[00:11:08] thing down.

[00:11:08] Like, oh, I'm sorry.

[00:11:09] Okay, so does it quote,

[00:11:10] you know,

[00:11:11] but he's telling me that

[00:11:13] so he wrote the book

[00:11:15] and with his friend

[00:11:17] and he's thinking,

[00:11:20] you know,

[00:11:20] basically the book is 101

[00:11:22] motivational stories that

[00:11:23] will change your life.

[00:11:25] But he's going on.

[00:11:26] That's kind of logical.

[00:11:27] He said it took about a

[00:11:28] month.

[00:11:28] He was thinking through his

[00:11:29] and I was trust.

[00:11:30] It was troubling him because

[00:11:31] it was just too logical.

[00:11:33] The title wasn't emotional

[00:11:35] and it's all emotional

[00:11:35] stories.

[00:11:37] He woke up one day and he

[00:11:38] said, you know,

[00:11:40] when you really feel sick,

[00:11:41] chicken soup helps you

[00:11:42] feel better.

[00:11:43] So why don't I call it

[00:11:45] chicken soup?

[00:11:45] My book is like chicken

[00:11:46] soup for the spirit.

[00:11:48] Didn't exactly work,

[00:11:49] but it was kind of close.

[00:11:50] He said, you know what?

[00:11:51] People understand this is

[00:11:52] like having chicken soup.

[00:11:53] It's like it makes you

[00:11:54] feel better.

[00:11:55] And he said after a

[00:11:57] weekend of sleepless nights,

[00:11:58] he realized he wanted

[00:12:00] alliteration to reposition

[00:12:01] a sound works.

[00:12:02] He said, S O U P soup,

[00:12:04] S O U L soul,

[00:12:05] chicken soup for the soul.

[00:12:07] That works better.

[00:12:08] And suddenly he had a

[00:12:09] blockbuster.

[00:12:10] Okay.

[00:12:10] And he started promoting

[00:12:11] it and then took a

[00:12:12] little while to promote

[00:12:12] it, but his sales

[00:12:13] exploded to a point

[00:12:14] where he sold a hundred

[00:12:16] million chicken soup for

[00:12:16] the soul books and

[00:12:18] 400 million of the other

[00:12:19] chicken soup or chicken

[00:12:20] soup for the teenage

[00:12:21] soul chicken soup for

[00:12:22] the cancer survivor

[00:12:23] souls.

[00:12:23] And he realized like,

[00:12:24] whoa, I mean,

[00:12:25] can you imagine selling

[00:12:26] 500 million books?

[00:12:28] But he said,

[00:12:29] I didn't realize I was

[00:12:31] emotionally overtaken.

[00:12:32] Now, once I became so

[00:12:33] successful at chicken

[00:12:34] soup for the soul,

[00:12:34] I would start promoting

[00:12:35] stuff and people would

[00:12:36] come and buy my books

[00:12:37] because they knew I

[00:12:38] knew, you know,

[00:12:39] I was good at what I

[00:12:40] and promoting people.

[00:12:42] I mean, promoting

[00:12:42] important values.

[00:12:44] But he said it just

[00:12:45] it troubled him because

[00:12:46] there were so many of

[00:12:47] his books that he

[00:12:48] could have used chicken

[00:12:49] soup for the soul.

[00:12:51] I mean, sorry,

[00:12:51] he could have used

[00:12:52] brain glue type

[00:12:53] tools and applied it.

[00:12:55] So I'll give you three

[00:12:55] quick tools.

[00:12:56] Okay, sure.

[00:12:57] So the first one is

[00:12:59] metaphor.

[00:13:01] Like chicken soup for

[00:13:02] the soul, like,

[00:13:03] you know, like the

[00:13:06] lawnmower.

[00:13:08] My product or idea

[00:13:09] is just like what

[00:13:11] and be as crazy

[00:13:12] as possible.

[00:13:13] Okay, as crazy

[00:13:14] as possible.

[00:13:15] My book,

[00:13:16] Brain Glue,

[00:13:16] grabs attention

[00:13:18] just like I'm naked

[00:13:19] man running through

[00:13:19] your backyard.

[00:13:20] Okay, he's like what?

[00:13:22] By the way,

[00:13:22] the word naked

[00:13:23] is a trigger word

[00:13:24] that works too.

[00:13:25] I have this guy

[00:13:25] who's his name is

[00:13:27] David Bayer,

[00:13:27] B-A-E-R.

[00:13:28] And he and his partner

[00:13:30] have an advertising

[00:13:31] company that teaches

[00:13:32] advertisers how to

[00:13:32] make more money.

[00:13:34] And I'm sitting

[00:13:34] and I was talking

[00:13:35] to him and I said

[00:13:36] him and his partner

[00:13:36] and I said,

[00:13:37] I have the perfect

[00:13:38] name for your company.

[00:13:39] Bear naked.

[00:13:41] Bear naked,

[00:13:42] bear naked advertising.

[00:13:43] You got it exactly.

[00:13:44] Bear naked advertising

[00:13:45] because people

[00:13:46] already have that

[00:13:46] in their brain,

[00:13:47] which is called

[00:13:48] anchoring where you

[00:13:48] take something

[00:13:49] that people already

[00:13:49] know and you use that.

[00:13:51] All right.

[00:13:51] Step one is that

[00:13:53] get that metaphor,

[00:13:54] lock into a metaphor.

[00:13:55] Get a metaphor.

[00:13:55] Come up with a

[00:13:56] crazy idea you could

[00:13:58] think of the lawnmower.

[00:13:59] OK, what's your product

[00:14:00] like? It's just like

[00:14:01] a guy flying out of space

[00:14:03] and landing on

[00:14:03] your on your shoulder.

[00:14:05] You know,

[00:14:05] just have fun with it.

[00:14:07] OK, because you want to

[00:14:07] stretch beyond

[00:14:08] the comfort zone.

[00:14:10] A second is rhyme.

[00:14:12] Rhyming.

[00:14:12] If the glove doesn't

[00:14:13] fit, you have to

[00:14:15] acquit.

[00:14:15] I mean, I remember

[00:14:16] there are two people

[00:14:16] there were two of

[00:14:17] the jurors at the

[00:14:18] end of the OJ trial

[00:14:19] and a journalist was asking

[00:14:21] with all the evidence

[00:14:23] against OJ,

[00:14:23] there was a ton of evidence.

[00:14:25] Why did you find

[00:14:26] that life kills you?

[00:14:27] And one of them responded

[00:14:28] while the other one

[00:14:28] nodded her head in

[00:14:29] agreement.

[00:14:29] And she said,

[00:14:30] we knew if the

[00:14:31] gloves don't fit,

[00:14:31] you must acquit.

[00:14:32] The gloves didn't fit.

[00:14:33] We had to acquit.

[00:14:35] I would have said,

[00:14:36] you know, you have

[00:14:36] to love how he faked

[00:14:37] the gloves.

[00:14:38] I mean,

[00:14:39] anyone could do that

[00:14:40] and yet it worked.

[00:14:42] It sticks to the

[00:14:43] brain, you know,

[00:14:44] it's squatty potty.

[00:14:45] It sticks to the brain

[00:14:45] because it's rhyme

[00:14:47] and it's fun

[00:14:47] and it's funny

[00:14:48] and all that stuff.

[00:14:49] And so the second

[00:14:50] one is rhyme.

[00:14:51] Rhyme could be a

[00:14:51] really tremendous one.

[00:14:52] OK.

[00:14:53] OK.

[00:14:54] And the third one is

[00:14:54] alliteration,

[00:14:55] like gorilla glue,

[00:14:56] like a rocky road ice cream.

[00:14:59] You know,

[00:14:59] rocky road ice cream

[00:15:00] is amazing.

[00:15:01] It was actually

[00:15:01] developed by

[00:15:02] Dreyer's ice cream

[00:15:03] in the Great Depression.

[00:15:04] And it's rocky road

[00:15:05] when you open it up

[00:15:06] and has rocks inside it.

[00:15:07] You know that?

[00:15:08] No, it doesn't.

[00:15:09] It's chocolate ice cream

[00:15:10] with nuts and marshmallows.

[00:15:12] So expand on this

[00:15:13] a little bit further.

[00:15:14] I mean,

[00:15:15] how do we really

[00:15:16] simplify this one?

[00:15:17] I mean,

[00:15:17] I think the other two

[00:15:18] are very clear.

[00:15:19] But,

[00:15:20] you know,

[00:15:21] if you're doing

[00:15:22] something like

[00:15:24] focusing on,

[00:15:25] you know,

[00:15:25] commercialization,

[00:15:26] I'm going to use my friend Craig here

[00:15:27] as an example for his business.

[00:15:29] Or if you're trying to,

[00:15:30] you know,

[00:15:31] be a local bread maker,

[00:15:33] I mean,

[00:15:33] how are you going to really

[00:15:34] drive some good alliteration out of this?

[00:15:37] Well,

[00:15:38] so you're creating a glue.

[00:15:40] OK?

[00:15:40] OK.

[00:15:41] So it's glue.

[00:15:42] See,

[00:15:42] the word glue is going to be there.

[00:15:44] You can either make sticky,

[00:15:45] so you find words that are

[00:15:46] similar to a sticky and everything else.

[00:15:47] But you want to say

[00:15:48] glue is a good way,

[00:15:49] because you want people

[00:15:49] to know it's glue.

[00:15:50] OK?

[00:15:51] Because it's really glue.

[00:15:52] Brain glue is

[00:15:53] brain glue, OK?

[00:15:54] But it's glue.

[00:15:55] You're creating glue.

[00:15:56] And so you,

[00:15:57] so you start with a metaphor.

[00:15:58] So it's just like,

[00:16:00] oh, I don't know,

[00:16:00] like an elephant is as strong as,

[00:16:03] it's strong.

[00:16:04] OK?

[00:16:04] So strong is a word.

[00:16:05] So find metaphors for a word strong.

[00:16:07] It's as strong as a skyscraper.

[00:16:10] It's as strong as,

[00:16:11] OK,

[00:16:11] and now try alliteration

[00:16:13] or reposition of sound.

[00:16:14] Good.

[00:16:14] So glue,

[00:16:15] gorilla.

[00:16:16] Oh,

[00:16:16] gorilla glue.

[00:16:17] Yeah,

[00:16:17] gorilla strong.

[00:16:19] Gorilla is big.

[00:16:21] Gorilla glue.

[00:16:21] Good, good.

[00:16:22] Gorilla glue.

[00:16:23] And so when you think of that,

[00:16:24] Rocky Road Ice Cream,

[00:16:26] Marilyn Monroe,

[00:16:27] Chevy Chase.

[00:16:28] We remember their names.

[00:16:29] Marilyn Monroe changed her name.

[00:16:31] Her name was Norma Jean Mortenson.

[00:16:33] And her manager said,

[00:16:34] when she was a model,

[00:16:36] you know,

[00:16:37] Marilyn,

[00:16:37] Marilyn is a better name

[00:16:39] than Norma Jean.

[00:16:39] You want to change it to Marilyn?

[00:16:41] And she went,

[00:16:42] OK.

[00:16:42] And then she,

[00:16:43] without understanding,

[00:16:44] because it's inside our hearts sometimes,

[00:16:46] and we recognize this,

[00:16:47] her mom's maiden name was Monroe.

[00:16:50] So she said,

[00:16:51] m-m-Marilyn Monroe.

[00:16:52] Why don't I call my name Marilyn Monroe?

[00:16:54] Then the second thing was,

[00:16:56] she loved Jean Harlow,

[00:16:57] who was a major movie star back in his day,

[00:17:00] the early days of the movies.

[00:17:01] And Jean Harlow had platinum blonde hair.

[00:17:04] Marilyn Monroe lived in Southern California.

[00:17:07] So she actually went to the same hairdresser

[00:17:08] as Jean Harlow and said,

[00:17:10] could you dye my hair platinum blonde just like her?

[00:17:12] It's OK,

[00:17:13] fine,

[00:17:13] great.

[00:17:14] OK,

[00:17:14] so that's that.

[00:17:15] Then this other thing is she said,

[00:17:17] she had a beauty mark on her face,

[00:17:19] on her left cheek,

[00:17:19] and she would cover it up with makeup.

[00:17:21] But one day she's looking at photos of Jean Harlow

[00:17:24] and she goes,

[00:17:25] wait a second.

[00:17:26] In some photographs,

[00:17:27] she has a beauty mark on her cheek,

[00:17:29] and in some photographs it's on her chin.

[00:17:32] And she went,

[00:17:32] I bet she doesn't even have a beauty mark.

[00:17:34] I bet she's putting a dot on her face

[00:17:37] to bring attention to herself.

[00:17:39] So Marilyn,

[00:17:40] instead of hiding it,

[00:17:41] she would darken the beauty mark on her face

[00:17:43] and suddenly became a blockbuster of success.

[00:17:46] That isn't the only reason,

[00:17:47] but that's part of it.

[00:17:48] And she believes that had a lot to do with it.

[00:17:50] So there's Cindy Crawford.

[00:17:53] Cindy Crawford is a supermodel.

[00:17:54] She was the first supermodel.

[00:17:56] And in her biography,

[00:17:57] Cindy Crawford says she has a beauty mark

[00:18:00] on above her left lip.

[00:18:02] Big one,

[00:18:02] you know?

[00:18:03] And she says when she was young,

[00:18:05] she begged her mom,

[00:18:06] mommy,

[00:18:06] please take me to the doctor and get this removed.

[00:18:09] She says right now,

[00:18:11] I am so glad my mom didn't get it removed

[00:18:13] because I believe that's a big part of why

[00:18:15] I became a supermodel.

[00:18:17] OK,

[00:18:18] and it's just what made me think of

[00:18:20] when I started looking at these things.

[00:18:22] You know,

[00:18:23] you can look at Mike Tyson,

[00:18:24] he's got a tattoo.

[00:18:25] He's got a giant face tattoo.

[00:18:26] Yeah.

[00:18:27] Exactly.

[00:18:28] Very handsome.

[00:18:29] There's a famous advertiser

[00:18:31] in the early days of the advertising industry

[00:18:32] named David Ogilvie.

[00:18:34] And he was working with Hasseway Shirts.

[00:18:37] And Hasseway,

[00:18:40] Warren Buffett's company is Berkshire Hasseway.

[00:18:42] He actually bought Hasseway Shirts.

[00:18:44] And the company.

[00:18:45] But back then,

[00:18:47] David Ogilvie was working with the beginning

[00:18:49] of Hasseway Shirts.

[00:18:50] And so if you're doing an ad for a shirt

[00:18:53] company,

[00:18:53] what do you do?

[00:18:54] You show a good-looking guy in a shirt,

[00:18:55] nice pair of pants,

[00:18:56] maybe a nice background and that's it, right?

[00:18:59] It looks just like every other shirt ad.

[00:19:02] So David Ogilvie decided he wanted to use this,

[00:19:05] which is called asymmetry.

[00:19:06] We like symmetry.

[00:19:07] OK,

[00:19:08] where the two sides look alike.

[00:19:09] But if you have asymmetry,

[00:19:10] so one side of the face has something else,

[00:19:12] you go,

[00:19:13] whoa,

[00:19:13] look at that.

[00:19:13] Like she's got a thought on her face.

[00:19:15] You don't realize it,

[00:19:15] but they have it.

[00:19:16] But David Ogilvie put an eyepatch on the guy

[00:19:19] and he called the headline,

[00:19:20] because most people just read a headline,

[00:19:21] the man in the Hasseway shirt.

[00:19:24] And I remember seeing the ad and reading it.

[00:19:26] He never explained why does the guy have a eyepatch.

[00:19:29] But you remember it.

[00:19:30] So you're flipping through page,

[00:19:31] you're looking at shirt guy,

[00:19:32] you know,

[00:19:33] and guy with a hat.

[00:19:34] He recognized that asymmetry works,

[00:19:36] you know,

[00:19:37] symmetry works,

[00:19:38] but asymmetry works better.

[00:19:39] And so,

[00:19:40] you know,

[00:19:40] these are tools that when you start to realize this,

[00:19:43] you go like,

[00:19:43] whoa,

[00:19:44] you are telling me about this,

[00:19:47] you're doing a post,

[00:19:49] and you saw,

[00:19:50] you decided to start shaving your hair.

[00:19:52] You got your nose hairs while you're...

[00:19:53] I would be high nose hair,

[00:19:54] you know,

[00:19:55] for my fans.

[00:19:56] But yes,

[00:19:57] you know,

[00:19:57] it's doing something a little bit different.

[00:19:58] As a matter of fact,

[00:20:00] you know,

[00:20:00] you have inspired me,

[00:20:02] as you've been talking,

[00:20:04] I have come up with two new brands that must come to market.

[00:20:08] You ready for this?

[00:20:09] Uh-oh.

[00:20:10] Let me know,

[00:20:10] let me know if Brain Glue has just worked on

[00:20:13] Thomas Brainski.

[00:20:14] You ready for this?

[00:20:16] Uh-huh.

[00:20:17] If I was to be doing the,

[00:20:18] if I was to redo the manscaping idea,

[00:20:22] if we called it cleaner wiener

[00:20:25] or wiener cleaner,

[00:20:26] would that work?

[00:20:28] That would work.

[00:20:29] And then we reference bread and what about right said bread?

[00:20:34] Oh, yes.

[00:20:35] I mean,

[00:20:36] does it work?

[00:20:36] Am I close?

[00:20:39] Yeah,

[00:20:39] that's very good.

[00:20:40] That's very good.

[00:20:41] The famous bread one,

[00:20:42] which is,

[00:20:44] in the early days of the bread industry,

[00:20:46] Wonder Bread dominated the bread industry because they invented sliced bread.

[00:20:51] And then eventually,

[00:20:53] their competitors came up with a phrase that turned Wonder Bread almost bankrupt.

[00:20:58] What was the phrase?

[00:20:59] The whiter your bread,

[00:21:00] the quicker you're dead.

[00:21:02] Whoa.

[00:21:03] What happened was we have,

[00:21:04] you know,

[00:21:04] COVID and everything else we had.

[00:21:06] They had,

[00:21:07] polygra,

[00:21:08] which is an illness similar to COVID in that it,

[00:21:11] and people started dying all over the place.

[00:21:13] Then they realized that people were dying,

[00:21:15] you know,

[00:21:15] people were getting polygra because they were,

[00:21:17] their body was absent vitamin B3.

[00:21:20] And B3,

[00:21:22] we get it now in niacin.

[00:21:24] But that's why a lot of foods have niacin.

[00:21:26] Well with Wonder Bread,

[00:21:27] they bleached the bread and it kills off most of the,

[00:21:29] you know,

[00:21:30] vitamins and minerals.

[00:21:31] Right.

[00:21:31] And so because of that,

[00:21:32] the competitors said,

[00:21:33] you know,

[00:21:34] if you're eating Wonder Bread,

[00:21:35] you don't know whiter your bread,

[00:21:36] the quicker you're dead.

[00:21:37] Now back then they didn't have TV.

[00:21:39] I don't think they did.

[00:21:40] But so they talked to,

[00:21:42] journalists and they start putting it as headlines in their magazine.

[00:21:45] And newspapers,

[00:21:46] the whiter your bread,

[00:21:47] the quicker you're dead.

[00:21:48] You know,

[00:21:48] Wonder Bread,

[00:21:49] and literally Wonder Bread almost went bankrupt.

[00:21:52] Once they ended it,

[00:21:53] Mike Wonder Bread invested in

[00:21:56] fortified food.

[00:21:57] They started putting,

[00:21:58] you know,

[00:21:59] niacin and other things inside their bread

[00:22:01] because they recognized they didn't have it.

[00:22:03] And suddenly they recovered.

[00:22:04] They never became blockbusters.

[00:22:05] They never dominated the industry.

[00:22:07] But before that phrase,

[00:22:09] for 10 years,

[00:22:10] Wonder Bread dominated the bread industry.

[00:22:12] After that one phrase,

[00:22:13] the whiter your bread,

[00:22:14] the quicker you're dead,

[00:22:15] they almost went bankrupt.

[00:22:17] I mean, that's powerful.

[00:22:19] That's very powerful.

[00:22:20] And I mean, you know,

[00:22:21] there's another thing that to me is very powerful.

[00:22:23] And I know we have to wrap this thing up.

[00:22:25] I know that you're short on time,

[00:22:26] but I think we can all agree

[00:22:28] or disagree on this very simple fact

[00:22:30] that the best part of waking up is Folgers in your cup.

[00:22:34] Exactly.

[00:22:35] There you go.

[00:22:35] Exactly.

[00:22:37] You know,

[00:22:37] don't drink Folgers because it's probably not the best thing in your cup

[00:22:40] because anytime you're having coffee on anything,

[00:22:42] it's just disgusting.

[00:22:43] But

[00:22:44] what could you tell the audience?

[00:22:46] What last bit of wisdom can you offer

[00:22:49] as well as make sure that we give you the opportunity

[00:22:51] to plug your book again,

[00:22:53] that is Brain Glue.

[00:22:54] Is there a website that they can go to to find you

[00:22:57] and find that?

[00:22:57] Well, if they knew Mini Brain Glue,

[00:23:00] M-I-N-I,

[00:23:01] minibrainglue.com,

[00:23:02] I actually have a section of the book you can get for free.

[00:23:05] So you can sort of go through that,

[00:23:06] which is really cool.

[00:23:07] But, you know,

[00:23:09] I would start with a metaphor.

[00:23:10] You know,

[00:23:11] my product or idea,

[00:23:12] my book,

[00:23:13] my product is just like,

[00:23:17] and then be as crazy as possible because we tend to be very logical.

[00:23:21] And so stop being a logical for a second and accept this.

[00:23:26] I got this from Zig Ziglar in early in my life.

[00:23:29] I hated selling.

[00:23:30] I love it now.

[00:23:31] But he said selling is nothing more than a transference of passion.

[00:23:35] And so you need to be passionate.

[00:23:37] You need to people need to read,

[00:23:38] you know,

[00:23:39] Squanny Potty and you go,

[00:23:40] oh,

[00:23:40] what's that?

[00:23:41] Oh,

[00:23:41] you know,

[00:23:42] and so start with a metaphor.

[00:23:45] You know,

[00:23:45] my product or idea is just like and have as much fun with it as possible

[00:23:50] and then share it with friends.

[00:23:52] I think with a lot of you,

[00:23:53] you're going to realize that might actually be a pretty good sales pitch.

[00:23:56] You could always have a lot of laughs with friends.

[00:23:58] I am reasonably sure that I probably could have gotten Zig Ziglar to buy

[00:24:01] the cleaner wiener.

[00:24:03] I'm just saying.

[00:24:03] I love it.

[00:24:06] You're awesome.

[00:24:07] All right.

[00:24:07] Well,

[00:24:08] listen,

[00:24:09] James,

[00:24:09] James Bond.

[00:24:11] Thank you so much for joining the program.

[00:24:13] I think that you've offered actually a lot of really rock solid

[00:24:17] wisdom and you know,

[00:24:20] for me and I can speak for all of my audience who once again needs

[00:24:24] to be hitting the subscribe button in saying thank you for joining

[00:24:27] the program and thank you so much for forgiving us what you

[00:24:30] have because it does give us something to work with to look at

[00:24:34] our product to look at our service and go we've got to get

[00:24:37] out there.

[00:24:37] We got to be a little bit different.

[00:24:38] What can we say or do and to now know that we've got three basic

[00:24:43] steps to work through to try and get us that that that edge

[00:24:46] that we've been missing.

[00:24:47] So thank you so much for joining.

[00:24:49] Thank you,

[00:24:49] Tom,

[00:24:50] so much for having me.

[00:24:50] I love your podcast.

[00:24:51] So it's great being and James make sure you subscribe just

[00:24:55] saying.