Sell More by Making Your Ideas “Sticky” with BRAIN GLUE

1 00:00:12,334 --> 00:00:15,634 Welcome to the sell the sizzle podcast. 2 00:00:16,339 --> 00:00:22,899 If you need to sell an idea, a product or a service, this is the show for you. 3 00:00:22,899 --> 00:00:27,734 We're gonna be sharing sales secrets so you can be a sizzling success. 4 00:00:28,275 --> 00:00:29,175 Let's go. 5 00:00:35,579 --> 00:00:37,920 And welcome Sizzlers to another show. 6 00:00:38,299 --> 00:00:39,920 I'm so excited today. 7 00:00:39,979 --> 00:00:41,520 I have with me. 8 00:00:42,435 --> 00:00:51,049 James I Bond is one of the leading behavioral management and business marketing experts. 9 00:00:51,049 --> 00:00:56,829 He's managed to parlay this behavioral management expertise with helping businesses 10 00:00:57,049 --> 00:00:58,829 become more successful. 11 00:00:59,594 --> 00:01:05,995 And, he learned his tradecraft in running an ad agency and subsequently a behavioral management 12 00:01:05,995 --> 00:01:06,495 firm. 13 00:01:07,090 --> 00:01:13,490 And he's distilled all his wisdom into a book called brain glue, which I wrote, and it was, 14 00:01:13,490 --> 00:01:18,863 which I read, very, very fascinating, with the subtitle of making selling easier by making 15 00:01:18,863 --> 00:01:19,454 your ideas sticky. 16 00:01:24,234 --> 00:01:27,229 So, Here we are on sell the sizzle. 17 00:01:27,229 --> 00:01:28,430 We we we wanna sell. 18 00:01:28,430 --> 00:01:30,189 We wanna make our ideas stick. 19 00:01:30,189 --> 00:01:31,969 So James, welcome to the show. 20 00:01:32,189 --> 00:01:32,584 Oh, Mick. 21 00:01:32,590 --> 00:01:33,814 Thank you for having me. 22 00:01:33,895 --> 00:01:34,775 Excited to be here. 23 00:01:34,775 --> 00:01:35,834 I love your show. 24 00:01:35,895 --> 00:01:40,795 In fact, I was almost late because I was sitting and listening to more of your podcasts. 25 00:01:40,855 --> 00:01:42,135 I just like, I love you. 26 00:01:42,135 --> 00:01:43,115 You're just awesome. 27 00:01:43,819 --> 00:01:44,459 Well, thank you. 28 00:01:44,459 --> 00:01:45,840 Thank you for the kind words. 29 00:01:46,299 --> 00:01:48,299 And you because selling is so important. 30 00:01:48,299 --> 00:01:49,280 People don't understand. 31 00:01:49,579 --> 00:01:54,334 Certainly, if our profession is selling is so important, but, you know, persuasion is 32 00:01:54,334 --> 00:01:54,734 everything. 33 00:01:54,734 --> 00:01:58,415 I mean, if somebody read my book and they say, hey, I was able to pick up this girl that I'm 34 00:01:58,415 --> 00:02:01,614 in love with, but she never wanted to go out with me because when I book, I'm like, I'm 35 00:02:01,614 --> 00:02:02,114 sorry. 36 00:02:02,959 --> 00:02:04,159 That's that was great. 37 00:02:04,159 --> 00:02:04,719 You know? 38 00:02:04,719 --> 00:02:07,599 But it's just, you know, yet we have to understand it. 39 00:02:07,599 --> 00:02:09,199 Who are the best salesman in the world? 40 00:02:09,199 --> 00:02:10,740 There were people like Steve Jobs. 41 00:02:11,275 --> 00:02:13,594 You know, like, what's his name? 42 00:02:13,594 --> 00:02:16,635 We start who built McDonald's, you know, Right. 43 00:02:16,635 --> 00:02:16,955 Correct. 44 00:02:16,955 --> 00:02:17,455 Yeah. 45 00:02:17,514 --> 00:02:19,135 I mean, these guys were salesmen. 46 00:02:19,710 --> 00:02:24,510 People have to understand that when we learn the sales skills, then we suddenly have the 47 00:02:24,510 --> 00:02:26,129 ability to sell our ideas. 48 00:02:26,909 --> 00:02:28,129 I mean, it's so critical. 49 00:02:29,245 --> 00:02:29,745 Exactly. 50 00:02:29,805 --> 00:02:30,305 Exactly. 51 00:02:30,365 --> 00:02:40,900 And I think it was, Victor Hugo said, an an an an invasion of armies can be resisted, but not 52 00:02:40,900 --> 00:02:43,000 an invasion of ideas. 53 00:02:44,164 --> 00:02:46,085 Ideas are what empower people. 54 00:02:46,085 --> 00:02:48,185 It gets people to move in a different direction. 55 00:02:48,245 --> 00:02:49,544 It inspires people. 56 00:02:49,844 --> 00:02:50,084 Right? 57 00:02:50,084 --> 00:02:56,159 And so if you're not able to persuade and that convey your ideas, then you're really not gonna 58 00:02:56,159 --> 00:02:56,879 get very far. 59 00:02:56,879 --> 00:03:02,814 So we're all salespeople, as you as you alluded to there, James, we've all gotta convince 60 00:03:02,814 --> 00:03:08,229 somebody of something even if it's to you and your spouse to go to the the the the restaurant 61 00:03:08,229 --> 00:03:09,349 that you want to go to. 62 00:03:09,349 --> 00:03:09,669 Right? 63 00:03:09,669 --> 00:03:11,990 Everybody, you learn this from a very early age. 64 00:03:11,990 --> 00:03:16,395 So people think sales is a bad word, but we all do it We all persuade. 65 00:03:16,615 --> 00:03:18,075 We always convey arguments. 66 00:03:18,215 --> 00:03:21,254 We're trying to enroll people with our point of view. 67 00:03:21,254 --> 00:03:24,800 And, you've made a study of this James. 68 00:03:24,860 --> 00:03:28,719 So, you know, tell tell tell us a little bit about your background. 69 00:03:29,419 --> 00:03:33,155 Well, so I'm originally from Montreal. 70 00:03:33,155 --> 00:03:34,375 I live in Southern California. 71 00:03:34,914 --> 00:03:38,914 I had an advertising agency in Montreal, and I had the opportunity to win the anti drug 72 00:03:38,914 --> 00:03:39,414 campaign. 73 00:03:40,039 --> 00:03:41,900 In advertising, and I'm very logical. 74 00:03:42,039 --> 00:03:46,300 So I would talk about, you know, just logical reasons why you should not do drugs. 75 00:03:46,520 --> 00:03:51,775 And then I lost to the campaign of the guy holding an egg saying this is your brain, and 76 00:03:51,775 --> 00:03:55,090 then he cracks the shell and drops the egg into a sizzling frying pan. 77 00:03:55,409 --> 00:03:56,949 This is your brain on drugs. 78 00:03:57,009 --> 00:03:57,750 Any questions? 79 00:03:58,370 --> 00:04:01,269 And they had an exaggerated sizzling sound, by the way. 80 00:04:01,569 --> 00:04:01,810 Okay. 81 00:04:01,810 --> 00:04:03,989 So you can imagine your brain being there. 82 00:04:04,425 --> 00:04:09,465 And it scared me because I knew it was definitely more powerful than anything I knew 83 00:04:09,465 --> 00:04:14,750 how to do, but it was also it was an emotional selling, and they don't teach that in school. 84 00:04:14,750 --> 00:04:18,029 I mean, we're I went to to the library, and there's, like, no books on it, you know, 85 00:04:18,029 --> 00:04:19,009 emotional selling. 86 00:04:19,229 --> 00:04:24,915 And so I wanna talk about because The name of your program is sell the sizzle, and it was 87 00:04:24,915 --> 00:04:28,595 Elmer Wheeler who originally came up with that don't sell the steak. 88 00:04:28,595 --> 00:04:29,495 Sell the sizzle. 89 00:04:29,769 --> 00:04:34,889 And I one of his my my favorite books of all time is tested sentences that sell from Elmer 90 00:04:34,889 --> 00:04:35,389 Wheeler. 91 00:04:36,250 --> 00:04:41,735 He has this thing he describes, which is really it it explains brain glue, like, to the letter. 92 00:04:41,735 --> 00:04:42,235 Okay? 93 00:04:42,375 --> 00:04:43,675 And it goes this way. 94 00:04:44,375 --> 00:04:51,629 So he was coaching Macy's, the department store brought him in and said, could you help our 95 00:04:51,629 --> 00:04:52,129 salespeople? 96 00:04:52,670 --> 00:04:56,235 So if a salesperson walks up to you, What do they and you're in the store. 97 00:04:56,235 --> 00:04:57,774 What do they normally say? 98 00:04:57,915 --> 00:04:59,035 Can I help you? 99 00:04:59,035 --> 00:04:59,535 Right? 100 00:04:59,995 --> 00:05:03,550 He changed the phrase, and he said, Could you help me? 101 00:05:03,550 --> 00:05:06,850 He trained the salespeople to walk up to be able to say, could you help me? 102 00:05:07,470 --> 00:05:11,824 And people go because it's programmed in the brain, And suddenly so they go, okay. 103 00:05:11,824 --> 00:05:12,464 Here he comes. 104 00:05:12,464 --> 00:05:13,425 Can you help me? 105 00:05:13,425 --> 00:05:13,925 What? 106 00:05:14,384 --> 00:05:18,725 You know, it's like it's he twists something that's already embedded in the brain. 107 00:05:19,740 --> 00:05:23,439 And that's one of the issues that's really critical is to understand brain patterns. 108 00:05:23,500 --> 00:05:28,000 By the way, what he did, which was profound, was he used something called reads integration, 109 00:05:28,060 --> 00:05:29,774 which brains need for completion. 110 00:05:30,875 --> 00:05:33,375 So what's the most powerful tool of human interaction? 111 00:05:33,914 --> 00:05:35,410 I'm using it now, aren't I? 112 00:05:35,410 --> 00:05:36,449 Can you tell what I'm doing? 113 00:05:36,449 --> 00:05:37,330 What am I doing? 114 00:05:37,330 --> 00:05:37,830 Questions. 115 00:05:38,290 --> 00:05:38,790 Questions. 116 00:05:39,089 --> 00:05:39,589 Yeah. 117 00:05:39,889 --> 00:05:40,209 Questions. 118 00:05:40,209 --> 00:05:41,670 Questions are really powerful. 119 00:05:41,810 --> 00:05:49,935 And so I learned this early on, in Canada, I want when I I want, Seagrams, okay, the the 120 00:05:50,095 --> 00:05:52,834 which is funny because I don't drink, and I want Seagrams. 121 00:05:52,895 --> 00:05:53,955 It was really great. 122 00:05:54,029 --> 00:05:54,509 Perfect. 123 00:05:54,509 --> 00:05:56,029 Anyway, but I used to drink. 124 00:05:56,029 --> 00:06:03,544 But, anyway, so I was used to walking in and showing our portfolio and samples of what we 125 00:06:03,544 --> 00:06:05,324 did and hoping something would resonate. 126 00:06:06,264 --> 00:06:07,384 But I recognize something. 127 00:06:07,384 --> 00:06:11,649 I wanna back up for a second and say, I was in of my brother one of my brothers for a period 128 00:06:11,649 --> 00:06:14,949 of time, I'm the oldest of 4 kids, boy girl, boy boy. 129 00:06:15,329 --> 00:06:22,045 And, were, sitting with Avon Cosmetics trying to win a major account. 130 00:06:22,904 --> 00:06:27,129 And so the buyer from Avon looks at my brother and me sitting there, and he says to my 131 00:06:27,129 --> 00:06:28,029 brother, John. 132 00:06:28,250 --> 00:06:32,250 John is between you and this other company, and frankly, your price is higher than the other 133 00:06:32,250 --> 00:06:32,704 guy. 134 00:06:33,104 --> 00:06:37,264 So my brother, thanks for a Mick, and he leans across the desk and says in a really low voice, 135 00:06:37,264 --> 00:06:39,125 why do you think the other guy's so cheap? 136 00:06:39,879 --> 00:06:41,180 There's a long pause. 137 00:06:41,560 --> 00:06:42,920 And then the guy goes, alright. 138 00:06:42,920 --> 00:06:43,560 I got your point. 139 00:06:43,560 --> 00:06:43,879 Hang on. 140 00:06:43,879 --> 00:06:45,259 I'll write up a purchase order. 141 00:06:45,399 --> 00:06:48,139 And I'm thinking, like, what the hell just happened? 142 00:06:48,314 --> 00:06:51,995 He's hiring us because our price is higher, but that's true. 143 00:06:51,995 --> 00:06:57,594 It's like be you know, one of the things I teach in to the small business administration 144 00:06:57,594 --> 00:07:00,350 is That's exactly the reason why. 145 00:07:00,350 --> 00:07:00,850 Okay? 146 00:07:00,910 --> 00:07:03,150 If somebody throws an objection at you and says, hey. 147 00:07:03,150 --> 00:07:04,270 Your price is too high. 148 00:07:04,270 --> 00:07:06,884 That's exactly the reason why you should buy from us. 149 00:07:07,125 --> 00:07:07,625 Okay? 150 00:07:07,685 --> 00:07:10,884 Like, don't be afraid to go, oh, well, we can lower our price because that's what I would've 151 00:07:10,884 --> 00:07:11,384 done. 152 00:07:11,685 --> 00:07:12,004 No. 153 00:07:12,004 --> 00:07:12,504 Okay. 154 00:07:13,045 --> 00:07:15,439 So it's just I learned this thing. 155 00:07:15,439 --> 00:07:17,279 Now let me go back to Seagram's now. 156 00:07:17,279 --> 00:07:21,279 So I learned past, present, future, and it's just in the past. 157 00:07:21,279 --> 00:07:23,120 That's why I was listening to the last one too. 158 00:07:23,120 --> 00:07:23,759 I listened to it. 159 00:07:23,759 --> 00:07:26,865 I have 2 of them, but the second one was, like, past present. 160 00:07:26,865 --> 00:07:30,225 You were talking about the times time travel or the time zone, whatever you follow. 161 00:07:30,225 --> 00:07:30,725 Okay? 162 00:07:30,865 --> 00:07:31,345 Yeah. 163 00:07:31,345 --> 00:07:31,709 Yep. 164 00:07:32,029 --> 00:07:36,589 So one of the most powerful questions you could ever ask is sets of questions this past present 165 00:07:36,589 --> 00:07:37,089 future. 166 00:07:37,550 --> 00:07:38,589 So I learned this. 167 00:07:38,589 --> 00:07:39,084 Okay? 168 00:07:39,805 --> 00:07:40,305 Passed. 169 00:07:40,685 --> 00:07:44,204 So if you ever so we had an advertising agency, but this applies to any company. 170 00:07:44,204 --> 00:07:44,704 Okay? 171 00:07:45,644 --> 00:07:46,524 Advertising agency. 172 00:07:46,524 --> 00:07:49,569 If you ever worked with an advertising agency before, there's us. 173 00:07:49,629 --> 00:07:50,910 I don't care what they answer. 174 00:07:50,910 --> 00:07:51,310 Yes or no. 175 00:07:51,310 --> 00:07:52,750 It doesn't make a difference to me. 176 00:07:52,750 --> 00:07:53,790 What worked for you? 177 00:07:53,790 --> 00:07:54,509 What didn't work for you? 178 00:07:54,509 --> 00:07:54,750 No. 179 00:07:54,750 --> 00:07:55,790 We do our own advertising. 180 00:07:55,790 --> 00:07:56,029 Okay. 181 00:07:56,029 --> 00:07:56,750 What worked for you? 182 00:07:56,750 --> 00:07:57,855 What didn't work for you? 183 00:07:58,254 --> 00:07:58,574 Okay. 184 00:07:58,574 --> 00:07:59,795 And they would tell you. 185 00:08:00,175 --> 00:08:00,574 Okay. 186 00:08:00,574 --> 00:08:02,355 Are you working with 1 now? 187 00:08:02,975 --> 00:08:03,375 Yes or no. 188 00:08:03,375 --> 00:08:04,175 It doesn't matter. 189 00:08:04,175 --> 00:08:05,055 What's working for you? 190 00:08:05,055 --> 00:08:06,189 What's not working for you? 191 00:08:06,430 --> 00:08:10,990 And in the future, going to what you were saying in the in the previous podcast, what's 192 00:08:10,990 --> 00:08:15,995 the ideal situation that if you could be working with the ideal advertising agency, what 193 00:08:15,995 --> 00:08:16,475 would happen? 194 00:08:16,475 --> 00:08:18,395 You know, what would that relationship be? 195 00:08:18,395 --> 00:08:19,295 Describe that. 196 00:08:19,435 --> 00:08:24,459 Well, they just if they answer these 3 sets of questions, They told you how to sell them. 197 00:08:24,459 --> 00:08:30,219 So I went into Sequiums, you know, and I'm used to going through my portfolio and showing them 198 00:08:30,219 --> 00:08:33,865 all the samples and just praying that something is gonna resonate with them. 199 00:08:34,085 --> 00:08:35,125 But this time, I didn't. 200 00:08:35,125 --> 00:08:38,960 I said, I in fact, it was funny because I said, I'd like to show you samples of our work, and 201 00:08:38,960 --> 00:08:40,399 lean forward and he leaned forward. 202 00:08:40,399 --> 00:08:43,679 I said, but first, can I ask you a few questions that I leaned back? 203 00:08:43,679 --> 00:08:45,940 And then he leaned back and said, yeah, sure. 204 00:08:46,080 --> 00:08:46,580 Okay. 205 00:08:47,264 --> 00:08:48,304 And so I asked him that. 206 00:08:48,304 --> 00:08:52,545 He started telling me how, you know, at Seagram's, you know, we spent, like, 50,000 to 207 00:08:52,545 --> 00:08:55,605 a $100,000 to get the bottle and label. 208 00:08:56,490 --> 00:08:59,850 Because, you know, it's sitting on a shelf and, you know, maybe it's something we're gonna 209 00:08:59,850 --> 00:09:01,230 advertise or whatever else. 210 00:09:01,610 --> 00:09:06,154 And, we see, like, a lot of the work that's been done for us in advertising with terrible 211 00:09:06,154 --> 00:09:09,375 wasn't really showing off how great that bottle is or the label. 212 00:09:09,674 --> 00:09:14,810 And I had recently done, lighting catalog that had all kinds of lambs plastic and glass and 213 00:09:14,810 --> 00:09:15,850 chandeliers and stuff. 214 00:09:15,850 --> 00:09:16,970 I said, oh, well, let me show you. 215 00:09:16,970 --> 00:09:18,269 We work with these guys. 216 00:09:18,330 --> 00:09:19,210 And I showed them that. 217 00:09:19,210 --> 00:09:23,514 He went, ah, I wish I knew you guys before, so I wouldn't have gone through such pain. 218 00:09:23,674 --> 00:09:24,235 I hang on. 219 00:09:24,235 --> 00:09:25,595 I got a purchase order for you guys. 220 00:09:25,595 --> 00:09:26,875 Right now, we're gonna give you work. 221 00:09:26,875 --> 00:09:28,095 And I'm like, okay. 222 00:09:28,154 --> 00:09:28,875 You know? 223 00:09:28,875 --> 00:09:31,250 So and I'm and I'm because I'm so stuck in with the old way. 224 00:09:31,250 --> 00:09:32,610 You want me to show you samples? 225 00:09:32,610 --> 00:09:33,169 He said, yeah. 226 00:09:33,169 --> 00:09:33,889 You don't have to. 227 00:09:33,889 --> 00:09:34,529 He said, okay. 228 00:09:34,529 --> 00:09:35,350 Never mind. 229 00:09:35,409 --> 00:09:35,970 You know? 230 00:09:35,970 --> 00:09:37,990 I'm like, because I'm so used to showing samples. 231 00:09:38,370 --> 00:09:38,529 Right. 232 00:09:38,529 --> 00:09:44,865 But it's just the power of getting them to tell you also the the understanding of the patterns 233 00:09:44,865 --> 00:09:47,044 that are in brain embroiled in the brain. 234 00:09:47,259 --> 00:09:52,399 Know, when we take a look at patterns that are broiled in the brain, it's just we can use that 235 00:09:52,860 --> 00:09:58,115 to to to make a ton of money in what we're describing our product service or business. 236 00:09:58,115 --> 00:09:58,615 Okay? 237 00:09:59,475 --> 00:10:01,175 Like, one of the things I like is humor. 238 00:10:01,379 --> 00:10:06,259 And if you can laughers our buyers, I have the I have 2 friends who are in the top 100 239 00:10:06,259 --> 00:10:07,279 attorneys in Mick. 240 00:10:08,019 --> 00:10:11,955 And both of them were telling me how one of them specifically. 241 00:10:11,955 --> 00:10:14,274 And they said, do not tell anybody who we are. 242 00:10:14,274 --> 00:10:15,794 So I'm not sharing their names. 243 00:10:15,794 --> 00:10:16,294 Okay? 244 00:10:16,754 --> 00:10:20,179 But he said, humor is the most important thing tool I have. 245 00:10:20,419 --> 00:10:26,659 And he says if I can make the judge and the jury laugh, there's a better chance that I'm 246 00:10:26,659 --> 00:10:30,565 gonna win a case And there are a lot of people, a lot of attorneys that know they have a losing 247 00:10:30,565 --> 00:10:32,585 case, and they give our cases to us. 248 00:10:32,884 --> 00:10:36,644 And I don't win every case, but I win a lot of these cases that they wouldn't win because I 249 00:10:36,644 --> 00:10:39,240 get the jury and the judge to laugh. 250 00:10:39,459 --> 00:10:40,500 You know, tell him a joke. 251 00:10:40,500 --> 00:10:41,959 Like, I have a joke I tell. 252 00:10:42,100 --> 00:10:45,240 I said, find me three religious women. 253 00:10:45,835 --> 00:10:47,115 So I need a religious joke. 254 00:10:47,115 --> 00:10:48,315 I've got, like, different jokes. 255 00:10:48,315 --> 00:10:51,215 I'm not the greatest joke teller, but I'll practice here. 256 00:10:51,355 --> 00:11:00,450 And I said, So, so a little girl comes up to Holly and says mommy daddy says we came from 257 00:11:00,450 --> 00:11:00,950 apes. 258 00:11:01,065 --> 00:11:03,004 You say we came from Adam and Eve. 259 00:11:03,225 --> 00:11:05,225 Honey, Daddy's talking about his family. 260 00:11:05,225 --> 00:11:06,764 I'm talking about my family. 261 00:11:06,985 --> 00:11:07,644 You know? 262 00:11:07,865 --> 00:11:12,870 So I said that joke, but then I realized Another woman comes up, and I wanna tell her a 263 00:11:12,870 --> 00:11:14,070 joke, but that's the joke I have. 264 00:11:14,070 --> 00:11:17,750 If I tell her that joke, the other women are not gonna laugh because they heard the joke 265 00:11:17,750 --> 00:11:18,250 before. 266 00:11:18,674 --> 00:11:18,735 Mick? 267 00:11:18,735 --> 00:11:20,195 Cause they just heard a joke. 268 00:11:20,335 --> 00:11:23,554 And I realized the power of brain glue works this way. 269 00:11:25,830 --> 00:11:26,870 Because I was struggling. 270 00:11:26,870 --> 00:11:32,389 So I I I was struggling to come up with a way to explain brain glue, describe brain glue, 271 00:11:32,389 --> 00:11:34,230 that people go, oh, I get that. 272 00:11:34,230 --> 00:11:35,129 That makes sense. 273 00:11:35,225 --> 00:11:38,264 So I used to say, Rhymes. 274 00:11:38,264 --> 00:11:39,865 Switcher pitch if you wanna get rich. 275 00:11:39,865 --> 00:11:40,904 That was my first one. 276 00:11:40,904 --> 00:11:41,404 Okay? 277 00:11:41,625 --> 00:11:43,304 Switcher pitch if you wanna get rich. 278 00:11:43,304 --> 00:11:44,184 Rhymes, and it it 279 00:11:44,184 --> 00:11:44,684 sticks. 280 00:11:45,450 --> 00:11:45,950 Mhmm. 281 00:11:46,009 --> 00:11:48,350 Then I eventually wanted something a little more sophisticated. 282 00:11:48,570 --> 00:11:54,330 So I came up with 1, and I said, brain glue shows you how to light the fire of desire in 283 00:11:54,330 --> 00:11:55,070 your buyer. 284 00:11:56,235 --> 00:11:56,735 Okay. 285 00:11:57,115 --> 00:11:58,235 So it's the second one. 286 00:11:58,235 --> 00:12:00,235 But then I'm thinking I wanna come up with a metaphor. 287 00:12:00,235 --> 00:12:02,394 It was a little harder for me to come up with a metaphor. 288 00:12:02,394 --> 00:12:03,259 It took a while. 289 00:12:03,259 --> 00:12:10,299 But after I told the joke that these women, I realized, you know, I it's it's it's gonna 290 00:12:10,299 --> 00:12:14,264 resonate you know, when I say something, if people have to go, what? 291 00:12:14,725 --> 00:12:15,225 Okay. 292 00:12:15,764 --> 00:12:19,659 And then they'll listen to you because we think people are listening to us, but they're not 293 00:12:19,740 --> 00:12:23,179 there's you know, I'm thinking, did I forget to close the windows of my car? 294 00:12:23,179 --> 00:12:24,240 Is it raining now? 295 00:12:25,019 --> 00:12:26,699 Is are we gonna go through a divorce? 296 00:12:26,699 --> 00:12:28,559 Is my wife really pissed off at me? 297 00:12:28,705 --> 00:12:33,284 Did I just win a client or did I lose a client or, you know, and while we're talking to them, 298 00:12:33,504 --> 00:12:35,424 we're telling them this and that, and here's the product. 299 00:12:35,424 --> 00:12:37,470 Everybody else, they go, yeah, it's kinda interesting. 300 00:12:37,529 --> 00:12:39,950 I'm let me think about it, or I'm not interested. 301 00:12:40,009 --> 00:12:40,509 Okay? 302 00:12:40,649 --> 00:12:43,289 Well, often they're not interested because it didn't resonate with them. 303 00:12:43,289 --> 00:12:46,004 They don't understand what you're selling. 304 00:12:47,184 --> 00:12:55,000 So I I'm thinking with a a metaphor for Mick, it's So when you leave your home and you drive 305 00:12:55,000 --> 00:12:58,600 down the street and you're passing all these homes or apartments wherever you live. 306 00:12:58,600 --> 00:12:59,100 Okay? 307 00:12:59,694 --> 00:13:02,254 You're not gonna look at them every day and go, oh, look at that one. 308 00:13:02,254 --> 00:13:03,054 Look at that guy's house. 309 00:13:03,054 --> 00:13:03,774 Look at his roof. 310 00:13:03,774 --> 00:13:04,254 Look at that. 311 00:13:04,254 --> 00:13:06,735 You know, you're not you you've seen him every day. 312 00:13:06,735 --> 00:13:09,154 You're gonna get in a car and drive down the street. 313 00:13:09,480 --> 00:13:12,519 And just, you know, you're not even you're focusing more on where you're going. 314 00:13:12,519 --> 00:13:13,019 Okay? 315 00:13:14,120 --> 00:13:16,220 But today, you got in your car. 316 00:13:16,355 --> 00:13:18,514 And you you turn on the the ignition. 317 00:13:18,514 --> 00:13:20,595 You drove down the street at 2 houses down. 318 00:13:20,595 --> 00:13:22,855 You see flames coming out of the guy's window. 319 00:13:25,089 --> 00:13:26,370 Does he his house is on fire? 320 00:13:26,370 --> 00:13:27,809 Does he know his house is on fire? 321 00:13:27,809 --> 00:13:28,870 Should I call 911? 322 00:13:29,169 --> 00:13:32,235 Is my house gonna burn down It wakes up the brain. 323 00:13:32,695 --> 00:13:33,815 Brain glue does that. 324 00:13:33,815 --> 00:13:35,014 It wakes up the brain. 325 00:13:35,014 --> 00:13:35,514 Okay? 326 00:13:35,575 --> 00:13:38,774 Because what you wanna do is you wanna recognize that you wanna wake up the brain. 327 00:13:38,774 --> 00:13:40,295 Either make them laugh or something. 328 00:13:40,295 --> 00:13:40,759 Okay? 329 00:13:41,399 --> 00:13:49,160 So I I had a TV next to me, and I heard an ad for this thing called blue emu, which is, our 330 00:13:49,160 --> 00:13:50,230 anti arthritis cream. 331 00:13:51,465 --> 00:13:51,705 Okay. 332 00:13:51,705 --> 00:13:56,024 And I had Johnny Banched famous, ex baseball player, you know, and a Holly of fame and all 333 00:13:56,024 --> 00:13:56,684 that stuff. 334 00:13:56,825 --> 00:13:59,804 And I'm doing my work while I'm listening to it, you know, not really listening. 335 00:14:00,450 --> 00:14:03,830 And he goes, blue emu, it works fast, and you won't stink. 336 00:14:04,450 --> 00:14:05,670 What did he just say? 337 00:14:05,809 --> 00:14:07,090 He just woke up my brain. 338 00:14:07,090 --> 00:14:08,309 Again, it won't stink. 339 00:14:08,545 --> 00:14:09,845 What did he just say? 340 00:14:10,144 --> 00:14:10,805 You know? 341 00:14:10,945 --> 00:14:14,485 And then from that point forward, I was listening to his commercial. 342 00:14:14,625 --> 00:14:15,125 Okay? 343 00:14:15,504 --> 00:14:19,750 When we're talking to someone, we have to remember that You know, if you can't trigger 344 00:14:19,889 --> 00:14:24,690 the emotion centers of the brain, you think people are listening to you, but they're not. 345 00:14:24,690 --> 00:14:25,644 You know what I mean? 346 00:14:25,644 --> 00:14:27,245 Think of this lady Gaga. 347 00:14:27,245 --> 00:14:28,445 You know, she stole the name. 348 00:14:28,445 --> 00:14:29,476 Actually, her manager stole the name from, a famous song. 349 00:14:29,476 --> 00:14:29,485 Okay. 350 00:14:29,485 --> 00:14:34,144 Radio Gaga. 351 00:14:35,779 --> 00:14:36,740 Duncan Donuts. 352 00:14:36,740 --> 00:14:38,579 He was struggling and starving to death. 353 00:14:38,579 --> 00:14:42,339 He came up with the idea for donut shop, but suddenly, he came up with the idea of Dunkin 354 00:14:42,339 --> 00:14:46,225 Donuts and and people were standing outside wanting to buy from him. 355 00:14:46,284 --> 00:14:46,978 A famous A. 356 00:14:46,978 --> 00:14:50,284 Mick Cookies, the owner of the guy who had virtually no money and suddenly started making 357 00:14:50,284 --> 00:14:51,085 a ton of money. 358 00:14:51,085 --> 00:14:54,625 So I have this guy I'm talking to David Bear, b a e r. 359 00:14:54,669 --> 00:14:56,029 He's got an advertising company. 360 00:14:56,029 --> 00:14:58,610 So he said, why'd you call it bear naked advertising? 361 00:14:59,230 --> 00:15:02,049 You know, people will call it bear naked advertising. 362 00:15:02,190 --> 00:15:02,690 What? 363 00:15:02,750 --> 00:15:03,870 And it wakes up the brain. 364 00:15:03,870 --> 00:15:04,370 Okay? 365 00:15:05,105 --> 00:15:06,384 His funny because he has a partner. 366 00:15:06,384 --> 00:15:08,625 So he was going, yeah, I'm not sure. 367 00:15:08,625 --> 00:15:10,705 His partner was going, what a great idea. 368 00:15:10,705 --> 00:15:11,184 You know? 369 00:15:11,184 --> 00:15:14,459 But sometimes, you know, we get like, overwhelmed with, like, I don't know if I 370 00:15:14,459 --> 00:15:15,019 should say that. 371 00:15:15,019 --> 00:15:17,279 I have I was getting a haircut the other day. 372 00:15:17,659 --> 00:15:21,595 And so my barber is sitting there in his shop, and he says, I'm thinking of changing my name 373 00:15:21,595 --> 00:15:22,795 because he read the book, you know. 374 00:15:22,795 --> 00:15:25,835 So I'm thinking of changing my name, and I can't think of what to change it to. 375 00:15:25,835 --> 00:15:27,695 I know you think we should change the name? 376 00:15:27,769 --> 00:15:31,850 And so I'm brainstorming with it while he's cutting my hair, and there's a whole play the 377 00:15:31,850 --> 00:15:36,410 whole place is filled, okay, the barbershop, and it's got other harrogate barbers and all 378 00:15:36,410 --> 00:15:36,615 that. 379 00:15:36,615 --> 00:15:38,695 I said, so, Barbara, what rhymes with Barbara? 380 00:15:38,695 --> 00:15:39,174 I don't know. 381 00:15:39,174 --> 00:15:39,674 Haircut. 382 00:15:39,735 --> 00:15:40,235 Haircut. 383 00:15:40,455 --> 00:15:41,254 Oh, I know. 384 00:15:41,254 --> 00:15:47,590 And I use alliteration, which is like Coca Cola Best by PayPal, Lululemon, TikTok, we don't 385 00:15:47,590 --> 00:15:51,910 even realize how many blockbuster products often started from nothing, but because they 386 00:15:51,910 --> 00:15:55,105 had alliteration, The repetition of sound, they became blockbusters. 387 00:15:55,485 --> 00:15:58,284 So I said haircut haircut heroes. 388 00:15:58,284 --> 00:15:59,904 Why don't you call it haircut heroes? 389 00:16:00,240 --> 00:16:02,559 Everybody in the place goes, what a cool name? 390 00:16:02,559 --> 00:16:06,000 Haircut heroes to put a the name haircut heroes on it. 391 00:16:06,000 --> 00:16:08,725 But so we start to understand You know? 392 00:16:08,725 --> 00:16:11,285 So so James, James, let me stop you there. 393 00:16:11,285 --> 00:16:12,164 So I think what 394 00:16:12,164 --> 00:16:12,285 what I'm hearing from you 395 00:16:12,285 --> 00:16:21,049 is you're you're you're trying to elicit an emotional response, which triggers the, 396 00:16:22,309 --> 00:16:28,035 different part of the brain to a logical message and it's That's what gets people to be 397 00:16:28,035 --> 00:16:31,254 alert and then to be attentive to what you're gonna say next. 398 00:16:31,875 --> 00:16:32,274 Absolutely. 399 00:16:32,274 --> 00:16:36,540 There are 2 famous There are several, but 2 famous studies that I know of. 400 00:16:37,399 --> 00:16:44,715 One from Harvard University and then, Daniel, Cheryl, whatever his name was, but this guy 401 00:16:44,715 --> 00:16:50,955 who's a a, Nobel Prize Money psychologists, and they discovered that more than 90% of buying 402 00:16:50,955 --> 00:16:52,620 decisions are emotionally triggered. 403 00:16:52,940 --> 00:16:56,559 You know, logic could be a part, but it's the emotion centers of the brain. 404 00:16:56,620 --> 00:17:00,700 So it's like, you know, we say you want someone to know, like, and trust you. 405 00:17:00,700 --> 00:17:00,860 Yeah. 406 00:17:00,860 --> 00:17:04,444 Well, that's definitely one of the things you By the way, an easy way to get someone to trust 407 00:17:04,444 --> 00:17:07,484 you is to tell them, something negative about yourself. 408 00:17:07,484 --> 00:17:08,285 We don't normally do it. 409 00:17:08,285 --> 00:17:09,859 All I can do is I can do that. 410 00:17:09,940 --> 00:17:10,099 Hi. 411 00:17:10,099 --> 00:17:16,039 This guy who was selling, what do you call it? 412 00:17:17,575 --> 00:17:20,075 Services for people that ship shipping services. 413 00:17:20,215 --> 00:17:20,715 Okay? 414 00:17:21,335 --> 00:17:23,255 And he was struggling trying to get new clients. 415 00:17:23,255 --> 00:17:25,494 And I said, so who's an ideal client for you? 416 00:17:25,494 --> 00:17:25,975 He said, hey. 417 00:17:25,975 --> 00:17:26,715 Who ships? 418 00:17:26,920 --> 00:17:29,259 And I said, I don't agree with you. 419 00:17:29,320 --> 00:17:29,720 You know? 420 00:17:29,720 --> 00:17:35,825 And it took a while, and he finally said someone who, sells more than 5000, but less 421 00:17:35,825 --> 00:17:38,804 $50,000 worth of shipping every month. 422 00:17:38,865 --> 00:17:42,085 You know, shipping through UPS and shipping companies and all that stuff. 423 00:17:42,224 --> 00:17:46,539 And he said, because less than 5000 isn't really worth our effort, more than 50,000, you 424 00:17:46,539 --> 00:17:50,220 could probably get a better price from UPS or from some of the other shippers. 425 00:17:50,220 --> 00:17:55,384 But between 550,000, we could easily get better prices for you in better terms and all that 426 00:17:55,384 --> 00:17:55,884 stuff. 427 00:17:56,184 --> 00:18:01,819 And so he suddenly found that when he said that to people, it became easier to prospects. 428 00:18:01,819 --> 00:18:06,859 It became easier to get them as clients because they were, you know, they suddenly, you 429 00:18:06,859 --> 00:18:10,380 triggered an emotion part of the brain where they went, man, he's telling me something 430 00:18:10,380 --> 00:18:15,404 that's you know, that makes that is is a limitation to him, and because he's telling me 431 00:18:15,404 --> 00:18:16,704 I can't sell to everybody. 432 00:18:16,924 --> 00:18:18,784 That's something that makes it more believable. 433 00:18:19,085 --> 00:18:23,490 I used to say So I'm in marketing. 434 00:18:24,589 --> 00:18:27,069 And, I was supposed to be a marketing expert. 435 00:18:27,069 --> 00:18:27,569 Right? 436 00:18:28,634 --> 00:18:31,375 Steve Johnson invented a camera on a phone. 437 00:18:31,674 --> 00:18:34,174 And I went, who needs a camera on a phone? 438 00:18:35,009 --> 00:18:35,970 Boy, it was I stupid. 439 00:18:35,970 --> 00:18:36,769 You should see my phone. 440 00:18:36,769 --> 00:18:41,730 I got, like, 1000 or, like, 20,000 photographs on my it's like, you know, but just because 441 00:18:41,730 --> 00:18:44,950 we're experts, doesn't we know doesn't mean we know what to do. 442 00:18:45,154 --> 00:18:51,954 So and this is a powerful thing about I I talk about products and stuff like that, but brain 443 00:18:51,954 --> 00:18:52,845 glue is about persuasion. 444 00:18:52,845 --> 00:18:53,345 Okay? 445 00:18:54,950 --> 00:18:59,669 So let me give you some examples of other famous people like, president John F Kennedy 446 00:18:59,669 --> 00:19:02,984 said, ask not what your country can do for you, ask what you can do for your country. 447 00:19:02,984 --> 00:19:06,585 That resonates with the brain because it uses something called Tiasmus, which is kind of a 448 00:19:06,585 --> 00:19:07,085 flip. 449 00:19:07,304 --> 00:19:07,704 Okay? 450 00:19:07,704 --> 00:19:09,704 It's like all for 1 and 1 for all. 451 00:19:09,704 --> 00:19:10,345 It's a flip. 452 00:19:10,345 --> 00:19:10,845 Okay? 453 00:19:10,904 --> 00:19:12,099 You're sort of flipping it. 454 00:19:15,460 --> 00:19:20,599 Malcolm Mick, who is a famous civil rights activist, said, we he wanted to get people 455 00:19:20,644 --> 00:19:23,684 understand how hard it was being a black person back in those days. 456 00:19:23,684 --> 00:19:23,765 Yeah. 457 00:19:23,765 --> 00:19:28,325 I guess it is now too, but so he would say so he could say, you have no idea how hard it is 458 00:19:28,325 --> 00:19:29,305 being a black person. 459 00:19:29,659 --> 00:19:33,467 But would that resonate as much as we didn't land on Plymouth Mick. 460 00:19:33,500 --> 00:19:35,039 The rock landed on us. 461 00:19:35,899 --> 00:19:36,399 Wow. 462 00:19:36,859 --> 00:19:37,339 What? 463 00:19:37,339 --> 00:19:38,380 What did he just say? 464 00:19:38,380 --> 00:19:38,960 You know? 465 00:19:39,085 --> 00:19:43,184 He's also said, you know, when you stand for nothing, you'll fall for anything. 466 00:19:43,724 --> 00:19:44,684 So I have this thing. 467 00:19:44,684 --> 00:19:46,204 These two phrases I came up with. 468 00:19:46,204 --> 00:19:49,569 One is know, trying to get somebody to have an open mind. 469 00:19:49,569 --> 00:19:50,369 So I said, come on. 470 00:19:50,369 --> 00:19:51,970 You gotta have an open mind to things. 471 00:19:51,970 --> 00:19:53,750 They goes, like, oh, he's not gonna listen. 472 00:19:53,809 --> 00:19:58,414 So I came up with a metaphor, and I said, you know, You have to have an open mind. 473 00:19:58,414 --> 00:19:59,615 I mean, think about it. 474 00:19:59,615 --> 00:20:01,234 Your mind is like a parachute. 475 00:20:02,015 --> 00:20:03,795 It works best when it's open. 476 00:20:05,109 --> 00:20:07,450 And he went okay. 477 00:20:07,590 --> 00:20:08,390 I'm another one. 478 00:20:08,390 --> 00:20:08,630 Okay? 479 00:20:08,630 --> 00:20:12,630 I was trying to say, we have this program we sell, coaching program, we're helping somebody 480 00:20:12,630 --> 00:20:18,565 with And so, I'm trying to say that, you know, you waste too much time learning stuff that 481 00:20:18,565 --> 00:20:19,684 you'll never use. 482 00:20:19,684 --> 00:20:23,640 We've got this one thing you can use that you can actually use Okay? 483 00:20:25,299 --> 00:20:25,619 Okay. 484 00:20:25,619 --> 00:20:27,220 But that doesn't sound very resonant. 485 00:20:27,220 --> 00:20:32,894 How about if I said it doesn't matter how many keys so I would start by saying you know, 486 00:20:32,894 --> 00:20:34,494 you're wasting too much time learning stuff. 487 00:20:34,494 --> 00:20:35,534 You don't know how to use. 488 00:20:35,534 --> 00:20:36,514 Think about it. 489 00:20:36,734 --> 00:20:37,234 Okay? 490 00:20:37,694 --> 00:20:40,034 It doesn't matter how many keys you have. 491 00:20:40,460 --> 00:20:44,880 If you don't have the right key, you'll never be able to open the door you want. 492 00:20:46,220 --> 00:20:50,335 And I tried this on someone and I went, like, That's interesting. 493 00:20:50,554 --> 00:20:51,274 You know what I said? 494 00:20:51,274 --> 00:20:52,875 So think of all the knowledge you have. 495 00:20:52,875 --> 00:20:53,274 Okay? 496 00:20:53,274 --> 00:20:56,394 If you don't have the right key, it doesn't matter how much knowledge you have. 497 00:20:56,394 --> 00:20:58,254 It doesn't matter how many keys you have. 498 00:20:58,299 --> 00:21:02,799 If you if you don't have the right key, you'll never be able to open the door you want. 499 00:21:03,340 --> 00:21:05,279 So let's talk about the door you want. 500 00:21:05,404 --> 00:21:07,244 And suddenly it just it wow. 501 00:21:07,244 --> 00:21:10,285 People went, you know, you know, I mean, I I love BRAango. 502 00:21:10,285 --> 00:21:11,244 I, obviously, I love it. 503 00:21:11,244 --> 00:21:12,980 I just even my wife I wake up. 504 00:21:12,980 --> 00:21:13,380 Hey, Pam. 505 00:21:13,380 --> 00:21:15,299 I gotta look at how I just read this article. 506 00:21:15,299 --> 00:21:16,180 I said, okay. 507 00:21:16,180 --> 00:21:16,580 What? 508 00:21:16,580 --> 00:21:17,240 You know? 509 00:21:18,259 --> 00:21:23,825 So, I mean, how would you like to invent a product and your biggest competitor or enemy 510 00:21:24,284 --> 00:21:29,240 steals it from you becomes rich and you struggle and starve to death. 511 00:21:29,400 --> 00:21:30,539 Would that be fun? 512 00:21:31,319 --> 00:21:32,380 I don't think so. 513 00:21:33,000 --> 00:21:33,500 Yeah. 514 00:21:34,679 --> 00:21:37,339 So post serials and kellogg serials, their competitors. 515 00:21:37,400 --> 00:21:37,900 Okay? 516 00:21:39,164 --> 00:21:41,085 So the head of post cereals was pissed off. 517 00:21:41,085 --> 00:21:43,345 He said, like, we gotta come up with something that's fantastic. 518 00:21:43,804 --> 00:21:45,244 And he invented this product. 519 00:21:45,244 --> 00:21:45,904 It's incredible. 520 00:21:47,230 --> 00:21:51,730 And it's like a little cake with jelly inside it, and you put it in the toaster. 521 00:21:52,109 --> 00:21:55,710 And it come when it comes out of the toaster, it's nice and we got this nice warm cake you 522 00:21:55,710 --> 00:21:56,654 could eat it breakfast. 523 00:21:56,654 --> 00:21:57,615 You could eat it for snacks. 524 00:21:57,615 --> 00:21:58,755 It's really a great idea. 525 00:21:58,815 --> 00:22:00,994 And he was so excited about it. 526 00:22:01,775 --> 00:22:03,394 He called it Country Squares. 527 00:22:03,740 --> 00:22:09,019 And he was so excited about it that he promoted it to the media 3 months before he launched the 528 00:22:09,019 --> 00:22:09,340 product. 529 00:22:09,340 --> 00:22:10,299 He said, look at this. 530 00:22:10,299 --> 00:22:10,940 This is product. 531 00:22:10,940 --> 00:22:13,119 We took photographs of it or video and whatever. 532 00:22:13,664 --> 00:22:15,524 And the media talked about it. 533 00:22:15,585 --> 00:22:20,964 And so the head of Kellogg's was looking at this, and we're like, what an amazing product. 534 00:22:21,265 --> 00:22:23,044 He's launching it in 3 months. 535 00:22:23,119 --> 00:22:25,440 He told all his internal guys, we have to invent this. 536 00:22:25,440 --> 00:22:25,839 Look at that. 537 00:22:25,839 --> 00:22:29,859 I want you to look at that and invent the same we gotta figure how to make the same thing. 538 00:22:30,319 --> 00:22:30,559 Okay. 539 00:22:30,559 --> 00:22:31,460 And they did. 540 00:22:31,964 --> 00:22:32,924 And then he said, yep. 541 00:22:32,924 --> 00:22:38,125 And then he said, now we have to come up with a name that's gonna be a blockbuster because her 542 00:22:38,204 --> 00:22:39,664 there's this country's squares. 543 00:22:40,099 --> 00:22:42,039 So it pops out of the toaster. 544 00:22:42,099 --> 00:22:43,799 So we should have the word pop. 545 00:22:44,659 --> 00:22:50,194 And then that's, you know, I I call it sense elevation Mick a sound that like, plop up fizz, 546 00:22:50,194 --> 00:22:51,234 fizz, oh, what a relief it is. 547 00:22:51,234 --> 00:22:56,595 Occaseltzer, you know, when you have things like that or, smells like teen spirit to the 548 00:22:56,595 --> 00:23:01,980 the Kurt Cobain's telling, you know, oh, what is Dean's spirit's spirit's not like, ugh, you 549 00:23:01,980 --> 00:23:03,420 know, a locker room. 550 00:23:03,420 --> 00:23:06,724 But, you know, when you had using a sense and elevate the sense. 551 00:23:06,724 --> 00:23:08,644 It people it wakes up the brain. 552 00:23:08,644 --> 00:23:09,144 Okay? 553 00:23:09,765 --> 00:23:11,544 So pop should be pop. 554 00:23:11,765 --> 00:23:14,869 And back then, Andy Warhold was famous as a pop art see. 555 00:23:14,869 --> 00:23:18,869 And people loved Andy Warhall and knew him, and he had these famous things that were all over 556 00:23:18,869 --> 00:23:20,309 the media and stuff like that. 557 00:23:20,309 --> 00:23:25,164 So he went he used, what what I call anchoring, which is you're taking something that already 558 00:23:25,164 --> 00:23:28,204 exists in the brain and twisting it so you can use it. 559 00:23:28,204 --> 00:23:28,704 Okay? 560 00:23:29,404 --> 00:23:32,910 So he said pop art Why don't we call it pop tarts? 561 00:23:32,910 --> 00:23:35,230 Then it's pop out of the toaster and it's pop tarts. 562 00:23:35,230 --> 00:23:36,529 Everybody knows the words. 563 00:23:36,750 --> 00:23:38,109 The rest they say is history. 564 00:23:38,109 --> 00:23:42,384 They became they launched the product 1 week before country squares got launched. 565 00:23:42,384 --> 00:23:42,865 Of course. 566 00:23:42,865 --> 00:23:43,105 Okay. 567 00:23:43,105 --> 00:23:43,845 Your competitor. 568 00:23:45,744 --> 00:23:46,724 Sales exploded. 569 00:23:47,105 --> 00:23:51,700 They couldn't actually carry enough product They actually ran ads apologizing. 570 00:23:52,000 --> 00:23:54,399 We're so sorry we ran on a product, but hold on. 571 00:23:54,399 --> 00:23:56,419 In a few days, we'll have more product available. 572 00:23:56,964 --> 00:23:58,565 Nobody bought country squares. 573 00:23:58,565 --> 00:24:00,984 They waited for pop tarts to become available. 574 00:24:01,845 --> 00:24:07,200 Pop Tarts became the largest selling product that Kellogg's ever had And within Mick months, 575 00:24:07,259 --> 00:24:13,019 as much as hard as they tried, post stop selling country squares, because no one was 576 00:24:13,019 --> 00:24:13,500 buying it. 577 00:24:13,500 --> 00:24:14,964 When When was this James? 578 00:24:14,964 --> 00:24:16,244 What time frame was this? 579 00:24:16,244 --> 00:24:18,164 Well, when pop tars first started, I guess, 580 00:24:18,164 --> 00:24:18,804 in the 581 00:24:18,804 --> 00:24:19,784 mid sixties, 582 00:24:20,244 --> 00:24:20,964 later than that. 583 00:24:20,964 --> 00:24:21,464 Yeah. 584 00:24:21,525 --> 00:24:23,599 You know, the late, you know, oh, I'm sorry. 585 00:24:23,599 --> 00:24:24,000 Nothing. 586 00:24:24,000 --> 00:24:25,220 It's the early seventies. 587 00:24:25,359 --> 00:24:25,599 Yeah. 588 00:24:25,599 --> 00:24:27,779 They're still incredibly, popular. 589 00:24:27,839 --> 00:24:29,279 My kids eat pop tops 590 00:24:29,279 --> 00:24:29,839 as well. 591 00:24:29,839 --> 00:24:30,579 That's right. 592 00:24:31,285 --> 00:24:31,785 Exactly. 593 00:24:32,244 --> 00:24:32,884 My kids too. 594 00:24:32,884 --> 00:24:33,924 And we have mother loves it. 595 00:24:33,924 --> 00:24:37,924 Anyway, but I was just when we understand that there are things that you can trigger on the 596 00:24:37,924 --> 00:24:42,490 brain, when you trigger when you're sitting and talking to somebody, you know, we think they're 597 00:24:42,490 --> 00:24:48,349 listening, you know, and we you know, but their their brain is not a 100% listening to us. 598 00:24:48,554 --> 00:24:51,035 And that's why, you know, I was I heard the commercial. 599 00:24:51,035 --> 00:24:53,194 It's like, you know, it works fast and you won't stink. 600 00:24:53,194 --> 00:24:54,075 It's like, what? 601 00:24:54,075 --> 00:24:56,494 You know, they have the vagina monologues. 602 00:24:56,875 --> 00:24:57,194 Okay? 603 00:24:57,194 --> 00:25:02,549 Evensler came up with a broadway play about women's rights and what women have gone through 604 00:25:02,549 --> 00:25:03,269 in women's hardship. 605 00:25:03,269 --> 00:25:05,369 Did you call it women's rights and women's hardship? 606 00:25:05,674 --> 00:25:07,275 You know, would people go to it? 607 00:25:07,275 --> 00:25:08,394 Well, I don't know. 608 00:25:08,394 --> 00:25:09,194 But she said, no. 609 00:25:09,194 --> 00:25:10,974 Let me call it the vagina monologues. 610 00:25:11,115 --> 00:25:14,500 I'm not saying that's the best thing, but, you know, it was for her. 611 00:25:14,500 --> 00:25:16,279 And it turned it into a blockbuster. 612 00:25:16,579 --> 00:25:19,319 HBO is doing a special on the vagina monologues. 613 00:25:19,940 --> 00:25:21,319 It sticks to the brain. 614 00:25:21,515 --> 00:25:24,894 So we don't have to swear all the time, although big ass fans is a good example. 615 00:25:25,115 --> 00:25:30,474 He's he he came up with the name big ass fans, and suddenly he sold his business after 15 616 00:25:30,474 --> 00:25:31,899 years for $500,000,000. 617 00:25:33,559 --> 00:25:36,619 I mean, you know, all because of big ass fans. 618 00:25:37,399 --> 00:25:39,419 So but when we understand these tools, 619 00:25:39,644 --> 00:25:45,565 so James, you know, for for the average, you know, listener here is trying to grow their 620 00:25:45,565 --> 00:25:46,065 business. 621 00:25:48,369 --> 00:25:49,890 Is is your message, hey. 622 00:25:49,890 --> 00:25:56,390 We gotta come out with some kind of, patent interrupt outrageous name for our service or 623 00:25:56,695 --> 00:26:02,855 what what are what are the 3 or 4 techniques you'd employ if I hired you, to to help me grow 624 00:26:02,855 --> 00:26:07,429 my business you know, what would be the 3 or 4 things that you would espouse? 625 00:26:08,130 --> 00:26:13,029 Well, I I would definitely get you to buy the book, Brangel, because Brangel has 14. 626 00:26:13,115 --> 00:26:13,434 Tools. 627 00:26:13,434 --> 00:26:13,674 Okay? 628 00:26:13,674 --> 00:26:15,295 And each one of the tools is powerful. 629 00:26:15,515 --> 00:26:18,714 But so let me so I love saying this. 630 00:26:18,714 --> 00:26:18,954 Okay. 631 00:26:18,954 --> 00:26:21,275 Here's this kid who has almost no money. 632 00:26:21,275 --> 00:26:22,890 He borrowed some money from his dad. 633 00:26:22,890 --> 00:26:27,950 Head, and, became a billionaire, a billionaire with the help of one word. 634 00:26:30,221 --> 00:26:30,421 Holly. 635 00:26:33,294 --> 00:26:34,355 What was the word? 636 00:26:34,494 --> 00:26:38,434 So let me give you another example before I explain that. 637 00:26:38,734 --> 00:26:44,519 What does Billionaire Richard Branson, Madonna, and olive oil have in common. 638 00:26:45,539 --> 00:26:48,684 The word virgin Okay. 639 00:26:48,684 --> 00:26:49,984 Virgin olive oil. 640 00:26:50,044 --> 00:26:53,724 Madonna's like a virgin touch point of the ferry first. 641 00:26:53,724 --> 00:26:54,944 I'm not gonna read out. 642 00:26:55,349 --> 00:26:55,750 Okay. 643 00:26:55,750 --> 00:27:01,109 That Mick him a blockbuster song for and for him, so he borrowed money from his dad, and he 644 00:27:01,109 --> 00:27:03,210 started a magazine for musicians. 645 00:27:03,474 --> 00:27:03,875 Okay? 646 00:27:03,875 --> 00:27:05,414 Music Magazine for musicians. 647 00:27:06,195 --> 00:27:10,375 And then he decided to start a record company, and he called it virgin records. 648 00:27:10,630 --> 00:27:11,029 Okay? 649 00:27:11,029 --> 00:27:11,990 Why virgin records? 650 00:27:11,990 --> 00:27:13,289 Cause it attracts attention. 651 00:27:13,349 --> 00:27:13,669 Woah. 652 00:27:13,669 --> 00:27:14,169 Virgin. 653 00:27:14,630 --> 00:27:15,130 Okay. 654 00:27:15,429 --> 00:27:19,109 And he's, you know, and he ended up getting people like the Rolling Stones and like a lot 655 00:27:19,109 --> 00:27:20,065 of famous people. 656 00:27:20,144 --> 00:27:23,264 Had joined up, and they loved the name Virgin Records. 657 00:27:23,264 --> 00:27:23,664 Okay. 658 00:27:23,664 --> 00:27:23,825 Hey. 659 00:27:23,825 --> 00:27:25,365 I'm part of Virgin Records. 660 00:27:25,424 --> 00:27:28,964 And then now he's got Virgin Airlines and all that stuff, but he bought all these things. 661 00:27:30,130 --> 00:27:33,250 What you wanna do is to me, there are a few things you wanna do. 662 00:27:33,250 --> 00:27:40,095 The first thing you wanna do is the Brinkley is for logical people who wanna sell emotion Okay. 663 00:27:40,154 --> 00:27:46,394 I love Zig Ziegler because Ziegler said, you know, here's the selling is nothing more than a 664 00:27:46,394 --> 00:27:47,694 transference of passion. 665 00:27:48,809 --> 00:27:49,309 Okay. 666 00:27:49,450 --> 00:27:50,890 And to me, that was really powerful. 667 00:27:50,890 --> 00:27:55,369 He said if you're passionate about something, you know, we'll give you tools to sell better, 668 00:27:55,369 --> 00:27:58,805 but you can sell because you're passionate about oh, this is fantastic. 669 00:27:58,865 --> 00:28:00,725 You gotta, you know, okay? 670 00:28:01,984 --> 00:28:05,984 But what so what brain blue is about the transference of passion, and so it starts this 671 00:28:05,984 --> 00:28:06,450 way. 672 00:28:08,130 --> 00:28:12,450 The first thing you do is you come up with a logical description of your product or service. 673 00:28:12,450 --> 00:28:17,095 And so with a lot of salesman, you don't get the opportunity to change the name of your 674 00:28:17,095 --> 00:28:21,894 product, but you do get a chance to change, the describe description of your product. 675 00:28:21,894 --> 00:28:21,974 Mhmm. 676 00:28:21,974 --> 00:28:22,214 Okay? 677 00:28:22,214 --> 00:28:22,535 Yep. 678 00:28:22,535 --> 00:28:23,035 Yep. 679 00:28:23,380 --> 00:28:26,660 And so, you know, I had this rhyme. 680 00:28:26,660 --> 00:28:28,340 Switch your pitch if you wanna get rich. 681 00:28:28,340 --> 00:28:28,840 Okay? 682 00:28:29,380 --> 00:28:31,095 Like the fire of desire in your buyer. 683 00:28:31,095 --> 00:28:31,414 Okay? 684 00:28:31,414 --> 00:28:33,255 So coming up on the rhyme is really good. 685 00:28:33,255 --> 00:28:35,654 And in fact, I have this really good line I wanna share with you. 686 00:28:35,654 --> 00:28:40,429 And that is, If the glove doesn't fit, you have to acquit. 687 00:28:40,429 --> 00:28:40,929 Okay? 688 00:28:41,309 --> 00:28:46,109 That was the OJ Simpson's attorney, Johnny Cochran, getting him off on a murder trial. 689 00:28:46,109 --> 00:28:46,595 Okay? 690 00:28:46,674 --> 00:28:50,674 And the jurors said, well, we knew if the glove doesn't don't fit, you have doesn't fit. 691 00:28:50,674 --> 00:28:53,075 You have to acquit with the glove didn't fit, so we had to acquit. 692 00:28:53,075 --> 00:28:53,575 Okay? 693 00:28:53,634 --> 00:28:58,250 If I was an attorney competing He would have said, if the glove doesn't fit, you have to 694 00:28:58,250 --> 00:28:58,650 acquit. 695 00:28:58,650 --> 00:29:00,809 And OJ pretended the glove didn't fit him. 696 00:29:00,809 --> 00:29:04,750 I would have said, you have to love how he faked the glove. 697 00:29:05,174 --> 00:29:05,894 Come on, guys. 698 00:29:05,894 --> 00:29:07,494 You have to love how he faked the glove. 699 00:29:07,494 --> 00:29:09,914 I'm gonna show him a picture of him trying to glove on. 700 00:29:10,054 --> 00:29:10,775 Come on, hey. 701 00:29:10,775 --> 00:29:12,615 You have to love how he faked the glove. 702 00:29:12,615 --> 00:29:13,755 He's acts or remember. 703 00:29:14,289 --> 00:29:18,069 He you have to love how he Mick the glove, and I would have beat him with rhyme. 704 00:29:18,529 --> 00:29:18,849 Okay? 705 00:29:18,849 --> 00:29:22,069 Cause they would have had 2 rhymes to remember, not one. 706 00:29:22,565 --> 00:29:26,884 But so just rhyme is so the first thing you wanna do is come up with the words that relate 707 00:29:26,884 --> 00:29:28,244 to your product or service. 708 00:29:28,244 --> 00:29:28,644 Okay? 709 00:29:28,644 --> 00:29:29,144 Okay. 710 00:29:29,204 --> 00:29:32,184 I come up with all the different words that relates to your product or service. 711 00:29:32,789 --> 00:29:34,869 And then find words that rhyme with that. 712 00:29:34,869 --> 00:29:35,589 Start there. 713 00:29:35,589 --> 00:29:36,089 Okay? 714 00:29:36,470 --> 00:29:38,169 Rhyme is really powerful. 715 00:29:38,389 --> 00:29:48,144 Then the second thing I would do is I would do, a metaphor or, similarly, you know, complete 716 00:29:48,144 --> 00:29:48,894 this phrase. 717 00:29:49,090 --> 00:29:51,890 My idea or product is just like blank. 718 00:29:51,890 --> 00:29:53,509 And I wanna give you 2 examples. 719 00:29:53,570 --> 00:29:56,210 One is, and be as crazy as possible, start there. 720 00:29:56,210 --> 00:29:56,710 Okay? 721 00:29:57,984 --> 00:30:02,484 You know, brain glue is just like a if you had a naked guy running through your backyard, 722 00:30:02,545 --> 00:30:03,365 would you notice? 723 00:30:04,309 --> 00:30:05,269 That's what Brangou is. 724 00:30:05,269 --> 00:30:07,769 It's like having a naked guy running through in our backyard. 725 00:30:07,910 --> 00:30:09,350 You know, they're gonna stop and go, woah. 726 00:30:09,350 --> 00:30:10,549 What the hell is that? 727 00:30:10,549 --> 00:30:11,049 Okay. 728 00:30:11,350 --> 00:30:12,070 That's what you want. 729 00:30:12,070 --> 00:30:14,085 So you have a star with a crazy idea. 730 00:30:14,644 --> 00:30:18,244 So we had a, you know, one of California's leading, one of America's leading behavioral 731 00:30:18,244 --> 00:30:25,019 management firms, and we use psychology In one of the services we offer, we use psychology to 732 00:30:25,019 --> 00:30:30,404 get people, to tackle something a little bigger out of their comfort a little bigger than they 733 00:30:30,404 --> 00:30:31,625 could tackle on their own. 734 00:30:31,765 --> 00:30:34,744 And so we would talk, and I would have consultants. 735 00:30:34,884 --> 00:30:39,779 We had, like, a psychologist PhDs in psychology and organizational mit, like, 21 employees. 736 00:30:40,240 --> 00:30:43,706 And our people would sit and talk to clients, and you could see their eyes glazing over, 737 00:30:43,706 --> 00:30:43,946 like, we'd apply this psychology thing and read integration. 738 00:30:43,946 --> 00:30:50,134 We do this and need to kinda go like, okay. 739 00:30:50,914 --> 00:30:53,002 And I realized we need a metaphor or analogy. 740 00:30:53,002 --> 00:30:58,910 And one day I'm sitting and I'm think I'm thinking of personal trainers. 741 00:30:59,130 --> 00:31:02,490 A personal trainer can get you to do more push ups than you can do on your own. 742 00:31:02,490 --> 00:31:02,990 Right? 743 00:31:03,289 --> 00:31:03,529 Mhmm. 744 00:31:03,529 --> 00:31:04,250 Come on, Nick. 745 00:31:04,250 --> 00:31:04,910 Come on. 746 00:31:04,910 --> 00:31:05,590 5 more. 747 00:31:05,590 --> 00:31:06,047 4 more. 748 00:31:06,047 --> 00:31:06,805 Come reach and reach me. 749 00:31:06,805 --> 00:31:07,205 Come on. 750 00:31:07,205 --> 00:31:07,464 Come on. 751 00:31:07,464 --> 00:31:07,664 Come on. 752 00:31:07,664 --> 00:31:07,765 Okay. 753 00:31:07,765 --> 00:31:07,845 Good. 754 00:31:07,845 --> 00:31:09,205 Now we're gonna get you to sit up. 755 00:31:09,205 --> 00:31:10,164 Let's do ten set up. 756 00:31:10,164 --> 00:31:10,805 Do I have to? 757 00:31:10,805 --> 00:31:10,965 Yeah. 758 00:31:10,965 --> 00:31:11,125 Yeah. 759 00:31:11,125 --> 00:31:11,285 Yeah. 760 00:31:11,285 --> 00:31:11,684 Come on. 761 00:31:11,684 --> 00:31:15,490 You know, a personal trainer can get you to do more push ups than you can do on your own. 762 00:31:15,569 --> 00:31:18,470 Well, we're like a personal trainer from a psychological standpoint. 763 00:31:18,690 --> 00:31:22,609 We can get your people to tackle a bigger project, a slightly bigger project, and they 764 00:31:22,609 --> 00:31:23,674 get tackle on their own. 765 00:31:23,674 --> 00:31:25,855 As a result, your company will go like crazy. 766 00:31:26,154 --> 00:31:31,595 See how much easier it is to understand what our our service or businesses by using a 767 00:31:31,595 --> 00:31:32,095 metaphor. 768 00:31:32,779 --> 00:31:36,539 So that's why so the first thing is definitely come up with words that relate to your product 769 00:31:36,539 --> 00:31:37,200 to service. 770 00:31:37,419 --> 00:31:40,779 Then the second thing is come up with words that rhyme with those words and to see if you 771 00:31:40,779 --> 00:31:42,079 can create a little pitch. 772 00:31:42,265 --> 00:31:44,045 Switch your pitch if you wanna get rich. 773 00:31:45,144 --> 00:31:48,505 And then the next thing you wanna do is come up with a complete the phrase. 774 00:31:48,505 --> 00:31:55,329 My product or service or idea is just like blank and have as much fun as you want with it. 775 00:31:55,329 --> 00:31:59,009 And the more fun you have with this, remember, if you're gonna make them laugh, it's even 776 00:31:59,009 --> 00:31:59,409 easier. 777 00:31:59,409 --> 00:32:02,424 I Holly this construction company go from 2 to 10,000,000 in sales. 778 00:32:02,424 --> 00:32:05,085 They went they reached 2,000,000 in sales after 10 years. 779 00:32:05,144 --> 00:32:05,644 Uh-huh. 780 00:32:05,865 --> 00:32:09,849 I took them to 10,000,000 in 1 year, and they reached 32,000,000 2 years later. 781 00:32:09,849 --> 00:32:13,849 And it's because they were selling to fire restoration for insurance companies. 782 00:32:13,849 --> 00:32:17,529 We're trying to learn what that is, but it's like any insurance company has a client that 783 00:32:17,529 --> 00:32:18,349 has a fire. 784 00:32:18,515 --> 00:32:22,515 And so we came up with a phrase and said, but just think of us as the fire extinguisher for 785 00:32:22,515 --> 00:32:23,414 insurance companies. 786 00:32:23,875 --> 00:32:24,375 What? 787 00:32:24,755 --> 00:32:25,894 They would start laughing. 788 00:32:26,419 --> 00:32:27,460 But laughers are buyers. 789 00:32:27,460 --> 00:32:29,539 When we got back to the office, the phone was ringing. 790 00:32:29,539 --> 00:32:29,859 Okay. 791 00:32:29,859 --> 00:32:30,679 Fire extinguisher. 792 00:32:30,740 --> 00:32:35,115 I got a fire to put for you guys to put out, and they would laugh And their sales because 793 00:32:35,115 --> 00:32:41,115 they came up with this, a metaphor or analogy, their sales exploded, and they literally went 794 00:32:41,115 --> 00:32:44,014 in 1 year from 2 to 10,000,000 in sales. 795 00:32:44,140 --> 00:32:47,164 Because lafers are buyers, but it also resonated with their with their clients. 796 00:32:47,164 --> 00:32:47,188 Right. 797 00:32:47,188 --> 00:32:47,211 Yeah. 798 00:32:47,211 --> 00:32:48,009 It's we often 799 00:32:53,434 --> 00:32:55,924 you know, with the cursor knowledge, you know, we talk about our product or service in so much 800 00:32:55,924 --> 00:32:55,994 detail, that we confuse the client. 801 00:32:55,994 --> 00:33:06,609 The client or the prospect that has no idea what it is, and they're really looking for 802 00:33:06,609 --> 00:33:09,890 something simple that they can absorb and identify with. 803 00:33:09,890 --> 00:33:15,734 And what you've given us is a really easy way to be able to position, you know, your product 804 00:33:15,734 --> 00:33:19,575 or service in something that's already in their in their brain. 805 00:33:19,575 --> 00:33:22,019 They can because we're all looking for patterns. 806 00:33:22,080 --> 00:33:22,240 Right? 807 00:33:22,240 --> 00:33:25,039 We're all looking to us, you know, which box does this fill in? 808 00:33:25,039 --> 00:33:28,559 If it doesn't fit in a box or it's too confused, I don't know how to file it. 809 00:33:28,559 --> 00:33:29,875 I don't know how to store it. 810 00:33:29,954 --> 00:33:31,154 What does it match with? 811 00:33:31,154 --> 00:33:33,067 And, you know, having that story that 812 00:33:33,067 --> 00:33:33,213 relates it's like is 813 00:33:33,213 --> 00:33:40,029 a very powerful way of creating that and allowing us to absorb that information. 814 00:33:40,809 --> 00:33:41,309 Absolutely. 815 00:33:41,450 --> 00:33:43,529 And then just a couple more things on this. 816 00:33:43,529 --> 00:33:44,029 Okay? 817 00:33:44,490 --> 00:33:48,384 So And when I work with the small business administration, sometimes we'll have 30 or 40 818 00:33:48,384 --> 00:33:50,545 people, sometimes we'll have 3, 4, 500 people. 819 00:33:50,545 --> 00:33:51,045 Okay? 820 00:33:51,424 --> 00:33:55,409 And I ask people these two questions, and we all need to know the answer to this. 821 00:33:55,409 --> 00:33:55,909 Okay? 822 00:33:57,009 --> 00:34:00,789 Without using the word so what are you competing with, or what are the alternatives? 823 00:34:01,994 --> 00:34:07,934 And without using the words quality or price, why should somebody buy from you? 824 00:34:08,930 --> 00:34:11,826 And it's amazing how many people have difficulty answering that question. 825 00:34:11,922 --> 00:34:17,269 Well, that's the backbone of what you're what you're selling. 826 00:34:17,514 --> 00:34:21,514 You know, it's like, why should they buy from you instead of not buy from anybody or do it 827 00:34:21,514 --> 00:34:25,275 themselves, or why should they buy from you instead of buying from the suppliers they have 828 00:34:25,275 --> 00:34:25,820 right now? 829 00:34:26,059 --> 00:34:28,000 You know, can you answer that question? 830 00:34:28,619 --> 00:34:34,724 And another one which kinda helps you with this is who are you who should not buy from you? 831 00:34:35,525 --> 00:34:36,025 Okay. 832 00:34:36,244 --> 00:34:37,684 Not everybody should buy from you. 833 00:34:37,684 --> 00:34:40,025 Not everybody is ideal as a prospect. 834 00:34:40,244 --> 00:34:45,760 So let could you let them know We're really good for this type of of client, but for these 835 00:34:45,760 --> 00:34:47,519 types of businesses, we're not really very good. 836 00:34:47,519 --> 00:34:49,505 Or for these types of consumers, they're not very good. 837 00:34:49,505 --> 00:34:53,264 Because you can probably do it on your own, or or it's probably not interesting for you. 838 00:34:53,264 --> 00:34:56,404 But for these, if you're interested in this, this could be valuable. 839 00:34:56,464 --> 00:35:00,130 I mean, these are powerful questions that help, you know, We don't understand me. 840 00:35:00,130 --> 00:35:01,329 You and I, Mick, are in sales. 841 00:35:01,329 --> 00:35:04,626 We were I'm in marketing, you're marketing, but focusing on sales. 842 00:35:04,626 --> 00:35:14,405 And selling is nothing more than helping somebody to to analyze what are they using like 843 00:35:14,405 --> 00:35:15,045 a doctor? 844 00:35:15,045 --> 00:35:17,545 You know, what's the pro what are you using? 845 00:35:17,710 --> 00:35:19,809 What are the problems you're faced with? 846 00:35:20,670 --> 00:35:23,170 And is that something I can help you with? 847 00:35:23,549 --> 00:35:28,234 And saying, I can't help everybody, your type of business, I can actually help because I, you 848 00:35:28,234 --> 00:35:32,734 know, that makes you much makes the prospect much more receptive to listening to you. 849 00:35:33,034 --> 00:35:35,500 And that's basically how selling has to be. 850 00:35:35,579 --> 00:35:37,840 You know, when you do it that way Yeah. 851 00:35:37,900 --> 00:35:38,539 I agree 852 00:35:38,539 --> 00:35:39,099 with you. 853 00:35:39,099 --> 00:35:45,295 I say to people, you know, to to powerful questions, which are a different articulation 854 00:35:45,514 --> 00:35:52,315 of what you just put forward, James, what problem do you Holly, and who do you solve it 855 00:35:52,315 --> 00:35:52,739 for? 856 00:35:52,820 --> 00:35:57,219 So if you're not clear what what what you're what what it is that you do that's really 857 00:35:57,219 --> 00:36:02,445 niched down, the more specific it is, and the simpler it is to digest, And if you can use 858 00:36:02,445 --> 00:36:04,748 some kind of metaphor or discrete emotional description 859 00:36:04,748 --> 00:36:05,005 that gets an attachment to it, simply they 860 00:36:05,005 --> 00:36:12,079 can absorb that and also tell them this is this is who I Holly. 861 00:36:12,079 --> 00:36:19,894 And, de facto, I I'm excluding these types of people because the more specific you are, the 862 00:36:19,894 --> 00:36:25,735 more it resonates with them and they feel part of, yeah, I identify with the group you've just 863 00:36:25,735 --> 00:36:26,440 talked about. 864 00:36:27,000 --> 00:36:32,119 And and the the most important part of defining who you're ideal for, whose problem you solve 865 00:36:32,119 --> 00:36:33,454 is, whose don't you. 866 00:36:33,775 --> 00:36:38,175 I'm I'm amazed by it because once you start to find you have to define you have to be clear. 867 00:36:38,175 --> 00:36:38,894 So what I'm saying, hey. 868 00:36:38,894 --> 00:36:39,934 I can help most people. 869 00:36:39,934 --> 00:36:42,494 I can't have every business, but I can help most people if you. 870 00:36:42,494 --> 00:36:42,655 No. 871 00:36:42,655 --> 00:36:42,815 No. 872 00:36:42,815 --> 00:36:43,065 No. 873 00:36:43,065 --> 00:36:43,440 Okay? 874 00:36:43,440 --> 00:36:47,699 If you can't define that, they most of the time won't accept you. 875 00:36:47,839 --> 00:36:48,339 Okay? 876 00:36:48,719 --> 00:36:49,929 You you have to be clear. 877 00:36:49,929 --> 00:36:52,315 So It changes how our attitude. 878 00:36:52,375 --> 00:36:53,735 You know, a lot of it is our attitude. 879 00:36:53,735 --> 00:36:54,855 If I walk in and go, Holly? 880 00:36:54,855 --> 00:36:55,894 I'm so glad we're talking. 881 00:36:55,894 --> 00:36:56,695 I ain't gonna leave it. 882 00:36:56,695 --> 00:36:57,175 I love this. 883 00:36:57,175 --> 00:36:58,535 You know, I'm brain blue, you know. 884 00:36:58,535 --> 00:37:00,235 I mean, so part of it is emotions. 885 00:37:00,839 --> 00:37:04,519 But your passion will rise when you're saying we're not like a doctor. 886 00:37:04,519 --> 00:37:05,739 We're not for everyone. 887 00:37:06,039 --> 00:37:06,539 Okay? 888 00:37:06,599 --> 00:37:11,485 But if you've got a, you know, if you're in sales, you wanna learn this stuff because, you 889 00:37:11,485 --> 00:37:13,565 know, you wanna knock the socks off your competitors. 890 00:37:13,565 --> 00:37:17,840 If you're competitive, you wanna just walk away and I won the account. 891 00:37:17,840 --> 00:37:19,780 They they pitched them, but I want it. 892 00:37:20,400 --> 00:37:21,059 You know? 893 00:37:21,840 --> 00:37:22,880 You know, it's 894 00:37:23,199 --> 00:37:24,260 I I like your question. 895 00:37:25,864 --> 00:37:32,284 Wide buy from you, but without using the words quality or price. 896 00:37:32,880 --> 00:37:35,563 Because a lot of companies that I talked to, they'll 897 00:37:35,563 --> 00:37:36,509 say something like, well, we've we've been in business 27 years 898 00:37:42,804 --> 00:37:44,025 and blah blah. 899 00:37:44,085 --> 00:37:44,585 Okay. 900 00:37:44,885 --> 00:37:47,545 But but the hey. 901 00:37:47,605 --> 00:37:52,200 If somebody could be in business, you know, 1 year, if they do an a really exemplary job and 902 00:37:52,200 --> 00:37:52,840 they're the best. 903 00:37:52,840 --> 00:37:53,800 I I want them. 904 00:37:53,800 --> 00:37:55,239 So what is it? 905 00:37:55,239 --> 00:37:58,940 Tell me more about why you existed for 27 years. 906 00:37:59,075 --> 00:38:00,195 What's your mission? 907 00:38:00,195 --> 00:38:01,575 Are you part of the community? 908 00:38:02,195 --> 00:38:05,335 What value do you deliver and turn that into a story? 909 00:38:05,394 --> 00:38:09,940 And the reason why is because you know, my business was handed down, and you got a story 910 00:38:09,940 --> 00:38:10,340 around that. 911 00:38:10,340 --> 00:38:16,164 It makes it much more powerful than, you know, that many years in in in business, everybody 912 00:38:16,164 --> 00:38:16,644 says that. 913 00:38:16,644 --> 00:38:17,625 It sounds right. 914 00:38:17,844 --> 00:38:22,405 And as you say, it doesn't get past the attention's test, the sniff test. 915 00:38:22,405 --> 00:38:26,769 It just washes over you and they're waiting to hear something, and then they hear something 916 00:38:26,769 --> 00:38:30,210 like, you know, and with the most cost competitive, and then you're in on the price 917 00:38:30,210 --> 00:38:30,565 game. 918 00:38:30,724 --> 00:38:33,065 And you don't wanna be competing on price. 919 00:38:33,204 --> 00:38:38,744 Well, and and that's why you need to start occupying your brain with emotional words. 920 00:38:39,239 --> 00:38:40,619 Who loves you? 921 00:38:41,320 --> 00:38:42,599 Not who are your clients. 922 00:38:42,599 --> 00:38:43,719 Who loves you? 923 00:38:43,719 --> 00:38:45,079 And why do they love you? 924 00:38:45,079 --> 00:38:45,480 Okay? 925 00:38:45,480 --> 00:38:48,824 It's one of the things I train people is Read your testimonials. 926 00:38:49,844 --> 00:38:50,824 Read your testimonials. 927 00:38:51,285 --> 00:38:53,625 They're gonna often say stuff that you wouldn't say. 928 00:38:54,005 --> 00:38:54,505 Okay? 929 00:38:55,030 --> 00:38:56,630 Mean, I retest them all this for my book. 930 00:38:56,630 --> 00:38:57,030 It's great. 931 00:38:57,030 --> 00:38:57,269 Thank you. 932 00:38:57,269 --> 00:38:58,789 I'm glad you guys loved the book, by the way. 933 00:38:58,789 --> 00:39:00,789 Have you been any out there who reads it? 934 00:39:00,789 --> 00:39:03,375 But but it's just, you know, I read the testimonials. 935 00:39:03,594 --> 00:39:07,514 The man, I can sell it just by repeating what it says in the testimonials because they're 936 00:39:07,514 --> 00:39:09,135 they're better salesman than I have. 937 00:39:09,355 --> 00:39:09,855 Okay? 938 00:39:10,074 --> 00:39:13,760 But that's what you want is You wanna think of love. 939 00:39:14,380 --> 00:39:16,940 You know, you wanna think of a mo I wanna sell by emotion. 940 00:39:16,940 --> 00:39:18,140 I wanna transfer emotions. 941 00:39:18,140 --> 00:39:21,974 So I wanna think of Who loves my product or service? 942 00:39:22,194 --> 00:39:22,594 Okay. 943 00:39:22,594 --> 00:39:25,175 Why do they love my product or service? 944 00:39:25,315 --> 00:39:28,599 And now what you're doing is you're focusing on the emotion side of the brain. 945 00:39:28,599 --> 00:39:30,780 You are yourself, and now it triggers. 946 00:39:31,000 --> 00:39:32,519 It transfers over to the other side. 947 00:39:32,519 --> 00:39:34,119 We say, man, these guys love it. 948 00:39:34,119 --> 00:39:35,660 Not everybody loves my service. 949 00:39:36,119 --> 00:39:40,755 Our service that we have This isn't right for every company, blah blah blah, but we work for 950 00:39:40,755 --> 00:39:41,494 these guys. 951 00:39:41,795 --> 00:39:42,776 They love this because suddenly we solve the core problem. 952 00:39:42,776 --> 00:39:47,670 They got rid you know, and he started explaining that. 953 00:39:47,670 --> 00:39:50,250 What you're saying, don't use the word quality. 954 00:39:50,389 --> 00:39:51,849 Well, but we have higher quality. 955 00:39:51,989 --> 00:39:52,869 What does that mean? 956 00:39:52,869 --> 00:39:53,269 Tell me. 957 00:39:53,269 --> 00:39:54,215 Explain it to me. 958 00:39:54,855 --> 00:39:55,914 Give me the details. 959 00:39:56,215 --> 00:39:57,515 What part is quality? 960 00:39:57,894 --> 00:39:58,474 You know? 961 00:39:58,695 --> 00:40:02,055 When you start explaining that and defining that, it becomes easier for people to 962 00:40:02,055 --> 00:40:08,039 understand like, oh, you know, why do people end, but the more you can implanting your own 963 00:40:08,039 --> 00:40:12,085 mind and heart, word, emotional words like love, and start with that. 964 00:40:12,324 --> 00:40:14,505 Who loves your product and service? 965 00:40:14,565 --> 00:40:16,585 Why do they love your product and service? 966 00:40:16,804 --> 00:40:19,464 You know, we're selling, shipping services. 967 00:40:19,750 --> 00:40:24,170 Well, we've got these tons of guys, but let me tell you this one guy, Joe Fredericksen. 968 00:40:24,710 --> 00:40:30,394 And, man, he can't believe how much he's making, like, 10% more profit on every product 969 00:40:30,394 --> 00:40:32,155 he sells because he's working with us. 970 00:40:32,155 --> 00:40:35,775 He can't believe how he was overpaying in all his services. 971 00:40:36,155 --> 00:40:40,010 See, Now you can say it because now you're relating to a person and it's emotional. 972 00:40:40,230 --> 00:40:47,355 And that's what you want is the more you can transfer your your logic Mick logical reasons 973 00:40:47,355 --> 00:40:51,835 why people buy to emotional selling, you all sell people more than anyone else. 974 00:40:51,835 --> 00:40:54,630 I mean, if you had somebody you hated, Here's a rep. 975 00:40:54,630 --> 00:40:55,510 I can't stand this guy. 976 00:40:55,510 --> 00:40:58,549 He's got bad breath, and the guy's never got his hair combed or whatever else. 977 00:40:58,549 --> 00:40:59,349 Are they gonna buy for him? 978 00:40:59,349 --> 00:41:00,789 Are you gonna buy from him? 979 00:41:00,789 --> 00:41:01,510 Probably not. 980 00:41:01,510 --> 00:41:03,864 Unless he has something that's urgent that you need. 981 00:41:04,025 --> 00:41:08,344 You're probably on there, but some guy comes in and he tells you jokes and he's fun, but he 982 00:41:08,344 --> 00:41:11,385 also tells you, emotional reason why, man, this is great. 983 00:41:11,385 --> 00:41:12,264 These guys love this. 984 00:41:12,264 --> 00:41:13,164 Look at this. 985 00:41:13,409 --> 00:41:17,250 You know, I know what you were saying, Mick, and one of them that the the first seller is 986 00:41:17,250 --> 00:41:21,489 often the the one that makes the sale, but there are many cases when the first seller is 987 00:41:21,489 --> 00:41:25,605 not one that makes the sale because they plant the seeds and get them thinking, but they 988 00:41:25,605 --> 00:41:28,184 haven't known they didn't know how to close the sale. 989 00:41:28,484 --> 00:41:33,769 So the second guy comes in, or girl, and starts to get him emotionally excited and you go like, 990 00:41:33,864 --> 00:41:39,875 now the first guy told you logically why you should buy Mick second one said, yeah. 991 00:41:39,875 --> 00:41:40,594 This is cool. 992 00:41:40,594 --> 00:41:43,474 And now you're emotionally triggered and you wanna buy from the person. 993 00:41:43,474 --> 00:41:44,035 So, yeah. 994 00:41:44,035 --> 00:41:48,289 James on on that point, and I know you listen to this podcast where I I talked to people 995 00:41:48,289 --> 00:41:53,969 about the concept of time travel travel forward in aspiration to where the client is very 996 00:41:53,969 --> 00:41:57,144 excited and emotionally attached to the outcome. 997 00:41:57,144 --> 00:42:02,105 So I will say to them, as you talked about earlier, you know, what would success look like 998 00:42:02,105 --> 00:42:07,349 if if everything worked perfectly in 2, 3, 4 years' time, what it looked like, and they 999 00:42:07,349 --> 00:42:13,565 infused themselves with all of the the all of the problems fall away They just see excitement 1000 00:42:13,704 --> 00:42:14,445 and opportunity. 1001 00:42:14,505 --> 00:42:20,780 If you can attach yourself to that vision, right, that emotional energy then as you say, 1002 00:42:20,780 --> 00:42:22,619 the logical person is just saying, okay. 1003 00:42:22,619 --> 00:42:26,559 This is all gonna deal with all of these problems, and you're attached to this Nirvana 1004 00:42:26,994 --> 00:42:28,454 of emotional success. 1005 00:42:28,994 --> 00:42:30,275 Who do they wanna talk to? 1006 00:42:30,275 --> 00:42:31,235 They wanna talk to you. 1007 00:42:31,235 --> 00:42:32,355 They believe in you. 1008 00:42:32,355 --> 00:42:32,594 So, 1009 00:42:33,315 --> 00:42:35,155 And it works both on both sizes. 1010 00:42:35,155 --> 00:42:36,375 I love what you're saying. 1011 00:42:36,530 --> 00:42:41,329 So we have to say what a success look like for us, but when we're talking to the prospect, we 1012 00:42:41,329 --> 00:42:43,670 have to say what a success look like for you. 1013 00:42:43,735 --> 00:42:44,934 We gotta trigger that too. 1014 00:42:44,934 --> 00:42:46,215 Like, tell me, what are you looking? 1015 00:42:46,215 --> 00:42:47,675 What do you wish you had? 1016 00:42:47,974 --> 00:42:51,494 You know, and the more we can trigger that in the prospect, you know, the more they're gonna 1017 00:42:51,494 --> 00:42:52,775 go, well, hang on. 1018 00:42:52,775 --> 00:42:57,639 You know, what I if if I had the ideal shipping company or whatever else it was, you know, 1019 00:42:57,639 --> 00:43:00,039 advertising company or whatever else it was, we'd be doing this. 1020 00:43:00,039 --> 00:43:02,039 I'd be making so much money, whatever. 1021 00:43:02,039 --> 00:43:02,699 You know? 1022 00:43:02,885 --> 00:43:08,324 If you can get them saying that as you can see a motion interface, there's a very, very good 1023 00:43:08,324 --> 00:43:10,059 chance you're gonna close that sale. 1024 00:43:10,300 --> 00:43:11,180 That's a great I'm sure 1025 00:43:11,180 --> 00:43:12,880 you asked for to close, by the way. 1026 00:43:13,019 --> 00:43:13,519 Yeah. 1027 00:43:14,539 --> 00:43:15,019 Oh, yeah. 1028 00:43:15,019 --> 00:43:17,099 Always always always ask for the order. 1029 00:43:17,099 --> 00:43:18,719 Ask often and ask again. 1030 00:43:20,094 --> 00:43:22,894 So let's close this out, James. 1031 00:43:22,894 --> 00:43:23,855 It's been fantastic. 1032 00:43:23,855 --> 00:43:29,019 I'm just gonna summarize a few things just to see if I heard you correctly because you 1033 00:43:29,019 --> 00:43:31,199 definitely emotionally connected with me. 1034 00:43:31,339 --> 00:43:35,679 And, I'm sure you did with our sizzlers with your with your energy and your anecdotes. 1035 00:43:37,244 --> 00:43:41,244 So some simple, well, first of all, go get go get James's book, Brain Blue. 1036 00:43:41,244 --> 00:43:41,905 It's fantastic. 1037 00:43:42,525 --> 00:43:48,539 But some things we shared today was think about the words you use around selling your product 1038 00:43:48,539 --> 00:43:49,099 or service. 1039 00:43:49,099 --> 00:43:52,304 That would be the logical articulation of what you do. 1040 00:43:52,545 --> 00:43:58,784 Then make it a little bit more exciting by creating some rhymes that would describe, you 1041 00:43:58,784 --> 00:44:00,405 know, those products and services. 1042 00:44:01,809 --> 00:44:07,489 Thirdly, think of a some kind of story or metaphor, which would then say it's a little 1043 00:44:07,489 --> 00:44:12,934 like and try and identify with something that you think that your audience already has in 1044 00:44:12,934 --> 00:44:15,034 their in their in their minds. 1045 00:44:16,089 --> 00:44:21,289 Fourthly, draw some inspiration by going and ask, talking to your customers, getting some 1046 00:44:21,289 --> 00:44:21,789 testimonials. 1047 00:44:22,170 --> 00:44:27,304 You probably got some on your website, do some voice of the customer interviews, ask them what 1048 00:44:27,304 --> 00:44:30,204 they love, right, and you're gonna get all this ammunition then that enable you to sell with 1049 00:44:33,699 --> 00:44:34,199 emotion. 1050 00:44:34,500 --> 00:44:39,139 So some very, very powerful techniques, and we haven't even covered, I think you got 11 1051 00:44:39,139 --> 00:44:41,639 different techniques in the book, James. 1052 00:44:42,894 --> 00:44:43,375 14. 1053 00:44:43,375 --> 00:44:43,775 14. 1054 00:44:43,775 --> 00:44:44,675 There you go. 1055 00:44:45,055 --> 00:44:46,114 So this was fabulous. 1056 00:44:46,255 --> 00:44:47,934 So how can they get Holly of the book? 1057 00:44:47,934 --> 00:44:50,835 And if they want to, how they can they get hold of you, James? 1058 00:44:51,519 --> 00:44:56,980 Well, the firstly, if you go to Amazon we're on Amazon and other bookstores, Brain Glue. 1059 00:44:57,119 --> 00:44:58,079 So you can do that. 1060 00:44:58,079 --> 00:45:02,525 If you do braingluebook.com, it take you right to the book on Amazon, which is really good. 1061 00:45:02,525 --> 00:45:06,045 And it's got, I mean, we've got good testimonials and stuff, but we also got, like, 1062 00:45:06,045 --> 00:45:10,110 Amazon lets you look at and listen to some part of the books and stuff like that. 1063 00:45:10,269 --> 00:45:13,090 So brain glue book is an easy way to get to the site. 1064 00:45:13,470 --> 00:45:16,769 Also, there's a page called yes brain glue.com. 1065 00:45:16,989 --> 00:45:20,204 If you do yes brain glue.com, It just gives you lots of details. 1066 00:45:20,204 --> 00:45:24,525 But if you just wanna go and check out the book, brainbluebook.com is an easy way to do 1067 00:45:24,525 --> 00:45:25,025 it. 1068 00:45:25,485 --> 00:45:25,985 Fabulous. 1069 00:45:26,204 --> 00:45:26,684 Fabulous. 1070 00:45:26,684 --> 00:45:34,269 Well, James, thank you for distilling, you know, your many, many years of experience and 1071 00:45:34,269 --> 00:45:37,730 and and communicating them powerfully in such a short time on the podcast. 1072 00:45:38,005 --> 00:45:38,644 I know Perfect. 1073 00:45:38,644 --> 00:45:39,045 Thank you 1074 00:45:39,045 --> 00:45:39,364 so much. 1075 00:45:39,364 --> 00:45:43,045 My audience, our sizzlers, who are listening, would have enjoyed it. 1076 00:45:43,045 --> 00:45:43,605 Thank you. 1077 00:45:43,605 --> 00:45:48,874 And, you know, look look forward to your book sales soaring as a result of this interview. 1078 00:45:48,874 --> 00:45:48,970 Thank you. 1079 00:45:48,970 --> 00:45:49,720 Thanks, James. 1080 00:45:56,625 --> 00:45:59,764 And, sadly, we've come to the end of another great show. 1081 00:46:01,430 --> 00:46:07,369 Please, could you go to Apple Podcasts and leave us a review if you enjoyed this show? 1082 00:46:08,230 --> 00:46:17,994 Secondly, If you go to sell the sizzle.net, I've got some fancy artificial intelligence 1083 00:46:19,049 --> 00:46:26,315 that will interrogate all of my episodes and give you any of the answers that you need on 1084 00:46:26,315 --> 00:46:26,714 sales. 1085 00:46:26,714 --> 00:46:28,154 So you have to go to the website. 1086 00:46:28,154 --> 00:46:32,554 You can do it on your phone or on your computer, sell the sizzle.net, and you can see 1087 00:46:32,554 --> 00:46:34,414 just see a search bar at the top. 1088 00:46:34,510 --> 00:46:41,150 If you type something in there like cold call or objection handling, it'll pull out all the 1089 00:46:41,150 --> 00:46:44,974 chapters in the episodes that talk about that specific subject. 1090 00:46:45,914 --> 00:46:47,054 Have fun with that. 1091 00:46:47,114 --> 00:46:50,894 Let me know how you get on, and we'll see you next week.