889: Brain Glue | How to Make Ideas STICK

Unknown Speaker  0:00  
Instead of

Brian Nichols  0:04  
focusing on winning arguments, we're teaching the basic fundamentals of sales and marketing and how we can use them to win in the world of politics, teaching you how to meet people where they're at on the issues they care about. Welcome to the Brian Nichols show. Well, hey there, folks, Brian here on the Brian Nichols show, and thank you for joining us on, of course, another fun film episode. I am, as always, your humble host joining you from our lovely cardio miracle Studios here in sunny Eastern Indiana. The Brian Nichols show is powered by our amazing friends over at amp America folks. Go get the news you need to know without the corporate media bias or fluff. Head to amp america.com we have news articles, opinion pieces, podcasts and more. One more time, amp america.com Also you can go ahead and support our amazing studio sponsor, and that is cardio miracle, which you can go ahead and find at our homepage. Brian Nichols show, forward slat, or Yeah, Brian Nichols show.com forward slash, cardio miracle. Now with that being said, cardio miracle, yes, is the best heart health supplement in the world, bar none. It will help improve your restless nights of sleep. It'll help improve your pump at the gym, while lowering your blood pressure, lowering that resting heart rate, plus a slew of other benefits. You want to learn more stick around. We're going to talk more about cardio miracle later in today's episode, but from the heart to the head, yes, we're going to go ahead and change topics a little bit today, focusing specifically on how we can go up to the ticker and get ideas to stick. We're going to call that brain glue. And how can you use brain glue, not just in the world of sales and marketing and business, but also in the world of sales and marketing, in the world of politics, to join me to discuss all that and more. And I promise, before I introduce him, I swear this is actually his name, James Bond. Welcome to the Brian Nichols show, James, how you doing?

James Bond  1:59  
Hey, Brian, I'm doing great. How are you doing good? Doing good.

Brian Nichols  2:03  
So what do I do? Oh, the pleasure of having mi six join me today,

James Bond  2:08  
because what you're doing is so important, we got to share it.

Brian Nichols  2:12  
James, obviously a tongue in cheek here, right? You're joining us here in the show, not to talk about James Bond, Sean countery Pierce, Brosnan and what golden, golden face, all those golden eye, all those bad guys, right? You're talking about brain glue today. But before we dig into brain glue, James, introduce yourself to the audience. Maybe talk about your, not mi six history, but rather your, your, I guess, your experience in the world of sales, marketing, talking about glue and how it applies to our brain, all that stuff and more. So give us the vote down here.

James Bond  2:41  
So I'm one of America's leading behavioral management specialists. I work with a lot of famous people. Warren Buffett's team brought me in because I'm able to change what people are doing and thinking. And I work with Saul Price, who founded a Price Club in Costco, Jack Jack Canfield, who wrote Chicken Soup for the Soul, I blew his mind with brain glue. In fact, he made me change the title because brain glue focuses on I uncovered 14 tools that stick to the brain and make it easier to persuade. This is one of the things that most people don't realize. Persuasion is one of the most valuable skills you could ever develop. Okay, if you're trying to sell products and services, you definitely need to know how to do this. Okay, if you're trying to win in politics or trying to change people's minds, you definitely have to do this. It's the economy. Stupid, okay, think of I'll talk about that again. It's a trigger word, okay, if he said it's the economy. Would we remember it as much as it's the economy, stupid, it's like, what? What did he just say? You know, you seem like, okay, but so there are a lot of things. And so what you want to do is you want to under so that's emotion. We buy for emotional reasons. And we, you know, we, you know, we support it with logic, but we buy for emotional reasons. You know, in marketing, we say you want people to know, like and trust you. That's throwing marketing. You know, if you don't like a person, are you going to buy from them? Probably not. You certainly won't trust them. Yeah, exactly. Okay. And so that's it. You have your buddy, okay, Joe Lombardi, and he has money talk with iron hawk. He sure does Okay, dude, it clicks together and it stays in the brain. How about this one? Oh, so I'll tell you how I discovered this in a second. But so how about this one? If the glove doesn't fit, you have to acquit. Oh, rip Exactly. So, so he was in the what's his name? Again? Oj, oj, Simpson. Simpson,

Brian Nichols  4:47  
America's favorite running back. Yeah,

James Bond  4:49  
exactly. Well, yeah, exactly. Running back. You can say it a lot of different ways running back was running back, um, and so he So Johnny Cochran, his attorney. Actually this friend that gave him the idea, said, if the glove doesn't fit, you have to acquit. I remember after the trial, two of the jurors were asked, with all that evidence against OJ, how come you found them not guilty? And one of them said, Well, the other one not had an agreement. We knew if the glove don't fit, you must acquit. The gloves didn't fit, we had to acquit. If I was competing, I would have said, You have to love how he fakes the glove. He's an actor. Remember, you have to love how he fakes the glove. Poetry. And so I discovered I'm originally from Montreal, although I've lived in Southern California for like, 37 years. We actually named our middle daughter, LA, Lauren Asia. Okay, so people say, How long you've been in silicon, California? Oh, How old's Lauren again? And I ran an advertising agency in Montreal, and we worked, worked my way up on one major clients, Kraft Foods, Timex, watches, stuff like that. And I had the opportunity to win the anti drug campaign in America with logic, with powerful logical reasons why you should not do drugs. And I lost, and I deserve to lose, because when I saw what beat us, it terrified me, because it was so much better. And it was, you know, a guy holding an egg saying, this is your brain cracking the shell and dropping the egg into a sizzling frying pan. This is your brain on drugs. Any questions, you know. And most of us remember that, you know, remember that it was profound, and it sucks, sucks at a brain. And I realized I deserve to lose. This was infinitely more powerful than anything I knew how to do. But this was emotional selling. I was giving you logical reasons why you shouldn't do drugs. And this was emotion is he wasn't holding your brain. He was holding an egg, you know, but I realized, like, wow, this was profound, and I had no idea how to do emotional selling. And so I, you know, I did some research in the library and stuff like that, but there was nobody that really talks about emotional selling. And so I decided to, I created a passion box right next to my desk. I put a box. I call it a passion box. And every time I saw an ad or heard something, you know, like a quote or something like that that was emotionally powerful, rather than, you know, trying to figure it out, I would just tear it out of a magazine and put it in a box, or write it on a three by five card. I love three by five cars and put it in a box. So I put your brain in drugs and I put it in a box. After about more than a decade, we moved to Southern California, and I met John Gray, and John Gray was telling me he wrote this book that was incredible a man. It was called men, men, women and relationships. And people who read the book says this is the most profound book I've ever read. It's helped my relationship. It's fantastic. And yet almost nobody was buying the book. And he was frustrated, so he came up with this crazy idea, a metaphor, and he changed the titles. And men are from Mars, Women are from Venus. I thought

Brian Nichols  7:48  
I knew that name. Okay, sorry. And he said

James Bond  7:51  
he just slightly tweaked the content so he'd refer to it throughout the book, but it's basically the same book. What do you think happened? He went almost overnight, half a million copies consoles and 1,000,002 million, he went from 20,000 copies of the old book to 50 million, not 50,000 50 million copies of men are from Mars, Women are from Venus, all because he changed the title. And I was like, whoa. So of course, I wrote on my three by five card. And when I got home, I went, Wait a second, you use the metaphor because men aren't really from a different planet, although I think you women out there probably think we are sometimes okay, but we're not really from a different planet. Guess what? We might be actually. But no, men are not from a different planet. But it makes sense, because it's basically saying men are so different than women that men are from Mars and women from Venus. It's almost like we're from different planets. And that resonated with the brain. Then I remember, you know, this is your brain on drugs. Was a metaphor. Also, he was holding an egg. They're probably sitting around a table, and saying, so we need to come up with an ad for how to stop using drugs. So when you use drugs, what happens? Well, it fries your brain. Else can you fry exactly eggs? Let's fry an egg and say, there's your brain. Ah, it makes sizzling sound really loud. So it's emotional, and it became really profound. And so I went like, Oh, have I just figured out how to do emotional selling, or at least one of the main ways that you do emotional selling. So when I got home, I dumped the passion box on my bed, and I discovered that metaphors is one of 14 brain triggers. And it's like, have I just figured out something nobody figured out, and I started applying this first to clients, but this applies to politics. You won't believe how many things that like when you start to understand this, you know, why do they say Biden's build back better, Coca Cola, Best Buy, PayPal, Tiktok. Okay, I said that my youngest daughter, my daughter, my kids are, I've got a son and three daughters, and they're like, my son is 42 and my daughters are 830s except my younger daughter. And I said, you know, Tiktok is a Chinese it's a Chinese platform. And she said, No. It's not. And I said, yeah, check it out. She checks out. Oh, you think it was called the Chinese social media platform? It would be as successful as Tiktok. No, you know Tiktok? I mean, it's just, and so Biden's build back better. Trump has Make America Great Again. Good, good, great again. He kind of took it from, yeah, but, you know, but it works because it resonates. And so when we start to understand the power of some of these tools, it's amazing. So rhyme is really powerful. You know, if the glove doesn't fit, you have to acquit. So back in the days of LBJ Lyndon Johnson, people who are protesting against the war in Vietnam, they have this line. They said, hey, hey, LBJ, how many kids have you killed today? Yep, sticks in the brain. Okay, it sticks in the brain. And so what we want to do is we want to understand if we're trying to persuade someone, we want to use trigger words or something that triggers the brain. I mean, I'll go back to I was thinking of trigger words, and I was, it was the week of dirty. Okay, dirty was my word. Oh, let me tell you about the my book changed first. Okay, yeah, the week of ass was my book. Okay, initial, initially. And it was the guy who started big ass fans. He actually had a big fan company, Carrie Smith, and he decided to, he was trying to explain to people how he had these fans, and they're really big. You can put it in barns. So where you got cows and horses, you're not gonna put air conditioner, you put a fan. But big fans, okay, so, you know, so you don't need lots of fans. And so he was trying to explain, like, to somebody like, these are really big fans. How big Come on, our big ass fans? And the guy starts laughing, and went, Oh, okay, a big ass fan. Okay, yeah, I

Brian Nichols  11:52  
know one of those, exactly.

James Bond  11:53  
And he starts thinking, well, maybe, what if I run an ad and I say, these are big ass fans? And sales exploded. Then he decided to change the name of his company, the big ass fans, and eventually, after 15 years, sold the company for $500 million okay, sales explode. Of course. They didn't just use it for farms barns. They use it for warehouses and things like that. So I originally, that was the week I was coming up with the, you know, I had written a book and I was going to come up with a title, so I decided to use ass in its hit in the title, and I called it a sell more with a big shoot. I gotta remember name. Dump your half ass marketing strategy. That's what it was, okay. But Amazon decided we don't want swear words, and ass is a swear word. Dump your half ass marketing strategy. So I was like, ah. And I got, like, at that point, 80 fans, you know, 80 reviews, reviews, the more reviews you get. Like, over 100 reviews. They help promote it. So I begged them. I, you know, got them on the phone, different people, tech people, and I begged them. I said, You guys are forcing me to change the title. Will you let me change the title and sort of carry the fans over. And I said, Yes, fine. So me like an idiot, I'm trying to sell emotional selling. And I came up with a logical title. The title I came up with sell more with the right brain marketing strategy. So I got to Jack Canfield, we snuck one of my books in, because he reviews lots of books. And I have a friend that snuck one of my books in, and he got me on the phone, he gave me reviews and video reviews and everything else. I mean, he's a billion he sold over a billion dollars worth of chicken soup for his soul, which is, by the way, a metaphor. Okay, you open up, you don't get chicken soup. You know, again, drink the book. But it's just he became massively wealthy because of it. It's one of the most successful books of all time, a series of books. And he said to me, I love your book. I'm giving copies to everybody on my team, everybody who works for me. I'm requiring that they not just read it, but use it. I said, Oh, wow, you know, he said, but I'm really pissed off at you. And I said, Well, I'm sorry. Why? He said, Well, I started reading your book, and I couldn't put the damn thing down. I have all these books to read and review, and I couldn't put your damn book down. So I'm like, I apologize. I'm really sorry. Can I use that quote? You know, he said, on one condition, you got to change the title of the damn book. I said, What? He says, the whole book's about brain glue. You're you're teaching us to sell emotionally, and you have a damn logical title. You got to change the title. So you're teaching us, you know, it's emotional, and so I have to change the title. I said, Do I have to? He said, Yes. He's giving me fantastic reviews and video reviews and everything else. But he was right. I mean, I'm trying to, you know, we, you know, most people who are in business and even in politics, a lot of people in politics are logical. You know, we're problem solvers, and problem solving is logical. You have to look at that and go, Okay, that's the problem. I wonder if we do this, we can solve it, whatever else, okay, you know, we have bad economy. We can solve it, okay, whatever else. Some people are stupid. I'm not going to get into that. But, you know, stupid ideas that are not law. Call, by the way, like a Kamala who's taking what? What happened in, you know, countries that have failed, what's it called, breaking the rules? Exactly. Yeah, it collapsed. They were, they were the fourth largest economy in the world, okay, the fourth largest economy in the world, Venezuela. And then they decided to start controlling the price of food and other things, and suddenly an economy collapsed, and they virtually went practically bankrupt from the fourth largest economy. But logic, I mean, that's the logic, okay, but so I realized that logical people have to learn emotional selling, because we buy for emotional reasons. And so there's so many things that are there's something called chiasmus. Okay, so chiasmus works this way. It's starts this way and then ends this way. It flips, okay, all for one and one for all. Okay, presidents. John F Kennedy, ask not what your country can do for you. Ask what you can do for your country? Okay? He also said, mankind must put an end to war, or war will put an end to mankind. I

Brian Nichols  16:07  
was thinking of the one that we must go to the moon, not because it's easy, but because it's hard.

James Bond  16:12  
Yeah, there you go. The flip. You know, that's like,

Brian Nichols  16:14  
I'm picking up what you're putting down. All right? I don't know, burgers.

James Bond  16:17  
Okay? They don't have as much money as McDonald's and Burger King and Burger King and everything else. And yes, they're doing well, they're family owned, but in and out, in and out also means sex for a lot of people. By the way, I remember driving down the street and, you know, they opened up a small location, and so I look at my wife and I go in and out, burgers in and out. But of course, we went in and checked and if you have good products, which they have good products, then you're going to come back. But they didn't, you know, that's one of the things in marketing, is people who don't have a lot of money, which is most of us don't, I mean, I do now, but most of us who don't have a lot of money. Brain glue helps you sell like crazy, but it also helps politicians when you're trying to sell stuff, okay? Because the more you can understand how rhyme works. I mean, think about this with OJ. He was they were going to throw him in jail. They had so much evidence against him, and then this rhyme got him out of jail. And that's how powerful it is, because logic, here's this, here's this, here's evidence, evidence. Oh, come on, you know. I mean, it's just look at Biden decides he's going to stay and now he's decided he's out, but he decided he's going to stay in. So what do they say? The first thing he said was, he's in it to win it. Okay, they're trying to do something that sticks to the brain. You know, by the way, they stole that line from Shark Tank. By the way, Shark Tank, how about that for a name? Okay, I was in the hospital recently for, I was telling you for heart bypass surgery. Not fun, by the way, everybody out there. But I'm telling, I'm telling this nurse this story, okay? And I said, so this mom and son, living in Utah, loves Shark Tank, and so she started pushing her son, and said, We got to come up with a product and, you know, make, you know, get somebody to manufacture it for us and start selling it so we can get on Shark Tank. Because they love Shark Tank, the idea, you know, the idea. And so it took about a month, and she was constipated. And so the doctor told her, you know, when you sit on the toilet, if you raise your if you raise your feet, you got it? Okay, I know where you're going. Okay, if you raise your feet six to eight inches off the ground, it changes the shape of your body. You go to the bathroom much easier. So she goes, Oh, wow. And that's a great idea. Maybe that should be she tried it, and it works. She said, that's the product we should have. And so they created this little, you know, rounds, uh, stool that goes behind the toilet. So if you get friend, a friend, sitting at the toilet, and stand on the stool, on the stool, but you know, you just slide it out, you put your feet on it. There you are. Okay, you've got, you're on the stool. And it was, it was called, we always start with the logic. It was called the toilet stool. But that doesn't really work. The toilet stool, I'm

Brian Nichols  18:58  
telling you, sounds, it sounds a little messy there. James sounds a little messy, exactly. So

James Bond  19:03  
they're going toilet. What's another word for toilet? Potty? Kind of squatting, Squatty Potty? Let's call it the Squatty Potty. Okay? They have no business experience, and they generated $100 million of sales, okay?

Brian Nichols  19:18  
And by the way, we all, we all remember the Squatty Potty commercials with the unicorn and the the ice cream 100%

James Bond  19:26  
Yeah, exactly. But they had the money to pay for the advertising. Remember, it didn't start. They started making money before they had the ads. And then they said, Oh, well, let's spend some money on advertising. And it went out from there. Okay, but the point is, I'm telling the nurse the story about the squatty potty, because I'm talking about brain glute. And she goes, You know what? It's interesting. You should say that, because I knew long before that they made the product all about this idea of raising your feet and everything else. But when I saw the product, squatty potty, I love the name so much I ended up buying it, even though I knew I could, you know. Can put my foot on anything because it stuck to their brain. It's, she loves the name Squatty Potty so much she ended up buying it. And that's how powerful brainle is. So how would you like to come up with a product name that's that's how you like to invest a product that's so amazing that it's just, it's incredible, but your biggest enemy steals it from you, comes up with a better name, and they make a fortune while you starve to death. Wouldn't that be fun? Come on, that would be fun. Wouldn't it not well

Brian Nichols  20:30  
and James, if I may, so I'll hop on my soapbox here for a second. So this is exactly why this show exists, by the way, because now mind you, we're not going into the brain glue, but rather in the audience for the Brian Nichols show. We are politics. We are business owners, entrepreneurs, but this show started out as a libertarian podcast. Now I myself. I identify as a small l libertarian meaning that I am not a big L meaning I am a libertarian by party name, but rather by policy, by principle. And when I talk to libertarians, the reoccurring theme genes, we got some pretty good ideas. We got great solutions. But the problem, and this is across the board, is that we just can't seem to figure out how to get people to look at our ideas and say, Oh, look at that. They got a solution to the problem that we're all facing right now. And what happens is libertarians jump into a conversation saying, Well, check this out. Look at the solution. How great it is. And what they do is they start going through the facts, the features, the benefits, all the stuff that unfortunately, at the end of the day, your average person really doesn't care about. Because, to your point, you raised earlier, and by the way, I'm glad you said this, because we've said that many a time here in the show, and you're just driving the point home. People do not make buying decisions based on facts and logic and reason. They make buying decisions based on emotion, and then they they use the facts, the logic, the reason to to reaffirm, oh yeah, I made the right choice. So I say all that because this is a reoccurring theme, not just in business, but in the world of politics, specifically to you, my audience, who I've heard you over the past eight years we've been doing this show, this has consistently been one of the main issues that we struggle with. Whether we're running for local office or we're running for president, we still seem to have an issue of getting people to actually care. So I say that, James, let's let's focus on the world of politics. And let's talk about emotional language. You mentioned, I wrote a few of them down here. It's the economy. Stupid. You mentioned, build back better for Biden. You mentioned Trump's make America great again. There's emotional language. There's brain glue being leveraged against us all the time. So how can and let's just look at, we'll say libertarians, I guess, in this conversation. But it could be across the board like, what are some of the emotional tools for being successful and making ideas sticky? How about that that we can actually start to implement today that puts us in a better position when we're talking and facing against folks who are leveraging brain glue right now.

James Bond  23:21  
So let me give you two examples. One is chiasmus and one is anchoring. Okay, these are two powerful examples. So chiasmus, I said, like All for one and one for all. Malcolm X wanted people to understand for him back then that it was tough being a black person in America. So what he said was, we didn't land on Plymouth Rock. The Rock landed on us, and it goes away. And people liked him, because he would say things that people go, Whoa. You know, he said, When you stand for nothing, you'll fall for anything. These are powerful things. Okay? So I, I am not against the right to bear arms. I just want to say that, but I love brain glue, so I love the fact that they use this same idea, okay, uh, chiasm flip. The right to bear arms is almost as crazy as the right to arm bears.

Brian Nichols  24:12  
Okay? Rob Williams, exactly. I

James Bond  24:15  
mean, that's a classic. It's just really so then we have anchoring, okay? And anchoring is, um, so, head and shoulders, knees and toes, eyes, ears, mouth and nose. So if I'm coming up on that standard of shampoo, it affects head and shoulders, why don't I steal the name and call it head and shoulders? Okay, that's anchoring, okay. Where he takes updated exists either twisted slightly. There's a or uses the way it is. There's this guy, Bobby. Sorry, gotta get his name here, Bobby Flay, and he's, he's chef, yep, okay, and so he was trying to come up with a name, and he used anchoring,

Brian Nichols  24:54  
is it beat Bobby Flay? Is that the show you're talking about? Because that's the show.

James Bond  24:58  
But his original show. Was called Boy Meets grill. That's

Brian Nichols  25:02  
right, that's right. Boy meets girl,

James Bond  25:05  
he said, grill, what grill sounds like? Girl, what else goes with grill? Girl, boy meets girl. Oh, there we go. Boy Meets grill. Okay, so President Reagan. This is not a pro or anti Reagan, okay, but Reagan was president around just after the Vietnam War. So people really anti Vietnam War and anti anything that has to do with war. And so he needed to create a missile defense system. Excuse me, that's what his guys said. We need to spend some money on a missile defense system so we can start to knock missiles out when they're firing, if they're firing at us in America. But if we call it the missile defense system, then people are going to really fight us. Well, back then, guess what? Movie was popular, Star Wars.

Brian Nichols  25:49  
Oh, you beat me to it. I was going to start pulling out all my little action figures.

James Bond  25:53  
Star Wars just launched. Had become popular, and everybody loves Star Wars. So we decided to call it the Star Wars missile defense system. And suddenly, instead of all these people fighting against it, how you do this war thing and everything else, instead people went, Oh, wow, cool. Star Wars missile defense system. And almost everybody was pro the thing because he anchored it. Okay, so here's another anchor. You can't hug a child with nuclear arms. It's illogical, and yet, because it goes together, you know, you can't hug a child with nuclear arms. You know, it's like you hug a child with your arms, but nuclear arms, you know, the word arms, and they related it that way. So we want to do is, we want to understand that some you know, there are certain ways that you can trigger the brain where the brain becomes much more responsive. I'll go back to it's the economy, stupid. So I so let me give you the story about the creating a product, but somebody else steals it from you, gets a better name. Okay, so post cereals was competing against Kellogg's, and so the head of post cereals invented this product that you put in your toaster, and it's like a little cake. You put in your toaster, when it comes up, it's nice and warm, and you got a little jelly inside it, and everything else. Decided to call it country squares. And three months before he launched it. It's an idiot. Three months before he launched it, he bragged to the media, we have this new product called country squares. It's going to pop out on his toaster and everything else. So the head of Kellogg's said, Hey, guys, guys, look at this. We need to figure out how to invent this thing. We got to make that same thing. Okay, okay. We got just a couple of months to do the thing, and we need a better name. And he was thinking about it, he says, well, it pops out of the toaster, so pop, pop. And back then it was Andy Warhol was famous. It was a pop artist. So that's anchoring where you take something that already is in the mind of everybody. So he said, let's call it pop stars. Okay, he launched it one week before country squares launched. Sales exploded. They sold out. He actually ran apology ads, full page apology ads and newspapers and major magazines, saying, I'm really sorry we ran out of product, but just hold on for a couple of days, and we're gonna have more product in there. Nobody bought country squares and Pop Tarts became they sold last year, 3 billion pop stars. That's it. Three, yeah, that's it. That's all country squares lasted for 90 days. They tried, they tried to try, and they ended up stopping to sell it because they couldn't make money.

Brian Nichols  28:31  
But which, by the way, by the way, same product, right? Same, exact same.

James Bond  28:36  
I saw. I saw an article recently, and it says the guy didn't invented Pop Tarts just died. I said, Oh, that's odd, because the guy invented Pop Tarts was the head of post cereals. I'm reading it. It says, yeah, he's head of post cereals. But it doesn't, isn't talking about the fact that they don't make pop stars. Wow. I mean, it's just we want to do is we want to understand these little triggers. I mean, we remember when we're kids. So, um, Jack and Jill went up the hill. Think of how many, how long ago it was that last time you heard it, and you had a six year brain like glue, you know? I remember, I mean, I'm old, so might have been 5060, years ago that I heard it, you know, and then I still reminded me of my deathbed. They could say, Hey, James, Jack and Joe went up the hill. It sticks to the brain. Things stick to the brain, most of these things, so that, you know, it resonates and it just stays in the brain. And it's amazing how the brain is designed in such a way that we remember certain things. So if you can use rhyme, or if you can use one of the other tools, or if you can anchor, which means, take a something that already exists and in people's minds, and then use it or twist it slightly, then it becomes easier to remember. And there's another one too. There's this thing we have to remember that if you logic, okay, numbers are logical. If you throw too many numbers at people, then. They tend to not buy or remember things. Okay, so if I said Americans discard 2.5 million plastic bottles every hour, boy doesn't have fasotic a lot 2.5 million plastic bottles every hour. What if I told you that's enough to reach the moon every three weeks,

Brian Nichols  30:17  
because otherwise 2.5 million bottles of water. I mean, go, imagine $2 million Good luck, right? Like, you can't really conceptualize that, but I can imagine a bunch of water bottles, end to end, going indefinitely out into the sky, going up to the moon. Like you can, you can at least put a picture to that

James Bond  30:37  
Exactly, and that's what you want to remember, is that, you know, if you say so, I am anti this in politics. Okay? I say this line. I just want to say the line, right? Okay, do you stop the US government from stealing your money and giving it to their friends? So I live in Southern California now.

Brian Nichols  30:55  
I'm sorry. I

James Bond  30:57  
know. What can I say anyway, but, and I remember on NPR, which I call national anyway, nevermind national people say it.

Brian Nichols  31:08  
Friendly audience here, national propaganda

James Bond  31:10  
radio, okay, there we go. But, but they were saying this thing, which really blew my mind. And they were talking about how Los Angeles was given $100 million $100 million to build low income housing. And after 10 This is they're saying as a report. And after 10 years, guess how many low income houses they built? Probably like, what, negative four zero. So where'd all the money go? Consultants? What? They got $100 million and it went to consultants, but they didn't build anything. But they said they're getting it for, you know, for low income housing. It's like, what? What are you talking about? They're building this, this train. I mean, this is, I shouldn't say, high speed rail, yeah, the high speed rail. You know how much it cost, a lot. They said it cost $35 billion they're already at 135 billion, and they're not even a quarter of the way building the damn thing. And nobody wants it. Nobody wants it. So how about this one? We gave 100 not 100 million. Okay, 100 million was to Los Angeles. We gave $100 billion to Ukraine. And literally, within 200 I think, no, initially, 100 Oh, initially, yeah, sorry, I

Brian Nichols  32:25  
forgot about the extra 100 million. Yeah, I'm

James Bond  32:27  
talking about the very first number they gave was $100 million okay, $100 billion not 100 million. 100 billion dollars, billion. How much is a billion? It's 1000 million dollars. Okay, how about if you gave it a million dollars to 1000 Americans. I love that. But they so they gave $100 billion to Ukraine, and then within a week of giving the money, they said, you know, the only this, the government said, this. The only problem is, half that money is unaccounted for. That's it. Just half. So 500 billion so 100 billion dollars. So $50 billion is gone. You know, many people you can give $50 billion and give 150 you know, how would you like to have $15,000 given to a million Americans?

Brian Nichols  33:12  
Not bad.

James Bond  33:13  
That's how much money it is. It's like, you know, and then they do $1.3 trillion let's go into that one, right? You can give 10 million Americans, $15,000 Hey guys. Well, who wants a $15,000 Oh, never mind. They stole it and gave it to their friends instead. You know, it's just when you start to understand perspective, and that's one of the things that people don't understand. When you throw too many statistics and perspective in a lot of people, it turns off the emotion centers of the brain, where people buy. Man, I go, I remember, I was working with this finance company, and they were talking to this guy who's famous. I can't say who it was, but he was really a famous musician, and they're saying, you know, we have this financing that we think is really good, and you make, like, about 12% interest on it, and it's very secure, and everything else, which is a lot of money and all that. And he, I looked at his him, and he had like, glassy eyes. He was like, oh, okay, you know, I mean, he just couldn't relate, because he's a musician, which is emotional anyway. So I said, I went over, and I said, which was true. John Lennon, before he died, invested in this, and this was one of the things that helped him be able to transfer most of the money he made to his family and his kids and all that stuff. As soon as I said that, he went, John Lennon did it. I wanted to, you know, bam, I wanted to. And that's why we got to understand, like emotion, how emotion works. I mean, I love, I work with with Warren Buffett's team. They brought me in because I'm a behavioral management specialist. And Warren Buffett has great lines that he uses that are definitely brain glue. And he said, only when the tide goes out do you discover who's been swimming naked, sugar, by the way, naked. Okay, what's he basically saying? Only when times get tough Do you realize who's capable and competent, right? But if he said that. You go, oh, yeah, yeah, right, but you wouldn't remember it because it goes in one arrow, yes, logic. But by saying only when the tide goes out, you discover who's been swimming naked. The brain goes, Huh, what? Oh, wow. Oh, I get what he's saying, Yeah, okay, you know. And we can relate to it on many levels. And that's why the power of metaphors is really powerful. That's why, you know Jack Canfield, who I work with. I mean, who I, who he I shared the other book and everything else. I mean, he made so much money from this. And it's interesting. Jack Canfield had this interesting line. He was explaining to me that he did Chicken Soup for the Soul. The book sold 100 million copies, and then the other Chicken Soup for the Soul book sold another 400 million copies of 500 million. 100 million copies that time. And then he came out with 60 other books that are best sellers. And of course, people are standing in line to promote him. He had lots of monies you can promote himself, and he became very successful. But he's telling me, you know, there are a lot of I didn't originally the book title was going to be called 101 stories that motivate you. But he went, that's just a logical thing. That's not really, you know, that's not really going to get people wanting to buy the book. And he said, about a month later, as he's thinking, about over a month he came, he woke up, and he went, chicken soup. Oh, wow. Chicken soup makes you feel better. My book is like chicken soup. Why don't I call it chicken soup for the spirit? Okay? And he goes, Okay, it doesn't really work, but it's kind of close again. It's alliteration, chicken soup. Well, you know, first so u, p, s, o, u, l, okay. I was went for a sleepless weekend, uh, sleepless nights, and then I went, Wait, soup soul. Why don't I call it Chicken Soup for the Soul and the rest, as they say, it's history. Okay, use two brain glue tools. One was a metaphor, because it wasn't really chicken soup. And then for the soul soup. Soul, so it's kind of alliteration. It sort of works together. But once he put those two together, he said it became massively successful. I want to say this, I didn't invent brain glue. I invented the term brain glue, but brain glue has been around since people have been trying to persuade other people you just have to learn the tools. So he emotionally came up with the name Chicken Soup for the Soul. But he realized, as he's talking to me reading the book, he said, there are so many of my other books that I could use those tools also. And I didn't. I just had logical titles, you know? And he said, Yeah, I definitely could have had even higher sales, but also more relating to people, if I can use those types of tools. And that's, you know, most of us are logical, and if you're logical out there, you have to learn emotion, because once you start learning emotion, which is rhyme is a good example, you're going to start. Two things are going to happen. The first one is, you're going to start recognizing, oh, wow, Coca Cola uses it Best Buy uses it yellow. You start recognizing blockbusters out there that use it. And there's tons of blockbusters that like Famous Amos cookies. You know, he came up with the name famous image. If he said Amos is chocolate chip cookies. Would you have bought as many of his people? His famous name is no it sticks to the brain. It goes back to that woman who said, the nurse who said, I love the name Squatty Potty. And that's why I ended up buying the product. Even though I already have something like that. I love the names I bought it. There's something about brain glue tools that sticks in a brain and affect how we make decisions when we start to understand that I had this guy. This is this meant for politics and for, you know, selling stuff, if you're trying to sell stuff and everything else, this guy's telling me I got it. I finally got two dates with the girl of my dreams using your stuff. I said, it wasn't really made fun. He said, No, but it works. I told her a joke. She started laughing. I started doing this, and, you know, applying some of the tools. I had a rhyme. She gave me her name. I said, Randy is an aunt. Is Andy. Randy loves candy. Her name was Randy. He's and she starts laughing. And I said, Can we I came up with a rhyme for how to date. I forgot his rhyme was, but he said, Get a rhyme for a date, you know? And she said, Yes, okay, fine, you know. And he said, on my second date with her now, and it's really great, but I didn't realize that it's really powerful, you know, using these tools. Now, let me give you this one tool that's really for it changed my life, okay? And it's called simple reflexive questions. And it works this way, isn't it doesn't it shouldn't. Or simple reflexive shouldn't it? Or simple reflexive questions that you add to the end in a sentences, aren't they? And when you do that, it actually one of the most powerful tools of human interaction. Is something called a litter is called reintegration, which is the brain's need for completion. So if you hear a question, you want to answer it, don't you? And so when somebody asks you a question, you kind of, I talk to audiences. I work with a small business administration, so I have, like, you know, three, four or 500 people or business owners, and I'll ask them a question, I'll teach them the power of simple, reflexive questions. And I'll say, okay, so if I keep. Asking you questions, you're going to keep answering it right then most of them stop. I said you might have stopped, but you're still nodding your head inside, aren't you? And they go, yeah, yeah. Okay, fine. Because you can't, you know, because when somebody asks you, talks to you. Let me give you an example of how this works. When somebody talks you, but they ask you a question at the end of the statement, it wakes you up and you respond. You become more responsive. So I have this friend and I, and we wanted to play like some football, throw football around and I and so I said, it's a beautiful day well, so I said, it's a beautiful day, like you want to play football. But I said to Joe, hey, Joe, it's a beautiful day, isn't it? And he goes, Yeah, and my ears heard, why is it? What's wrong? Said, No, nothing. Is it? No, What? What? He said, It's not a big thing. What my girlfriend is like? We're having a fight right now? Oh, wow. What's going on? I got to talk with him about his issue. I would not have been able to talk with his issue. If I said, it's a beautiful day, let's go outside and play football, he would have said, Yeah, okay, fine, let's go out. But I said, it's a beautiful day, isn't it? And suddenly he stopped and he went, okay. It had no it had no relationship to whether it was a beautiful day or not. Because I asked him the question, he stopped and went, Okay, so I had this, had these three guys who are partners of a construction company. After 10 years, he had $2 million of sales. That's not bad, right? Haha. I took him to 10 million in one year. My flying brain go, and it's 32 million years later. But I was sitting and talking to these, talking to them, and I was talking to this one guy, and this one guy. And this is, well, simple, reflexive questions were stuck in my brain. Okay, so I'm kind of used to it. It changed my relationship with my family and everything else, because I, instead of just talking and solving problems and stuff, I would have these questions. So I'm sitting and talking to this guy. His name is Brian, like you. And I said, Hey, Brian, you know,

I started explaining the product that they have, that we had, that I thought would help them grow their business. And I said, so it sounds really good, doesn't it? He goes, Yeah, does that mean yes, or does that mean maybe there's something going on? So he said, man. I said, Well, what's wrong? No, no, it's okay. Go ahead, continue with the presentation. Oh no. What's wrong? What's up, you know, come on, Brian, what's up? He goes, Well, it sounds fabulous, and we can definitely use it, but I don't think we have enough time in a day in the week. And I said, Come on, it's two hours a week. You guys could be in the bathroom for two hours a week. He started laughing, and he said, no, okay, fine. And from that point forward, he said, Yes, I ended up buying it. I took them to from two to 10 million in sales in one year, and then 32,000,003 years later by applying brain group. But the point is, is, for all of us, it's really important. One of the most important things we can learn is simple, reflexive questions, isn't it? Doesn't it shouldn't, don't you agree? Because when you ask that, I mean, you're an interviewer, so that works. Okay? So you're always asking questions. But we, when we're talking to people, if we're trying to pitch to a sales pitch, we want to talk all the bullet points and everything that's really great about it before we ask them for feedback. Show up and throw up exactly. You got it exactly. But that's not what. That's not the most effective way. The most effective way is give them a little bit ask for feedback. Give them a little bit ask for feedback, even if it's wired into you. And when you say, you know, when you start throwing simple reflexive questions at them while you're going through a presentation, you catch objections when they come up. So if I said, you know, we're talking about elections, or whatever else it is, and you're talking to people, you know, if they come up, if you say something and they get an objection, often people won't tell you, Well, I don't agree with that. You're not going to stop. Sometimes it will. Some people will, but many people will go, Okay, I don't agree with that, but go ahead and let them continue talking. The longer you go talking without addressing the objection, the harder it is to address the objection. In fact, many people often even forget what their objection is, but they remember there's something they don't like, and that's why, the earlier you can catch it, the more powerful it is, and it works with kids. I have. I have a son and three daughters, and my middle daughter, we gave her initials, la Los Angeles. We gave her a lot, Lauren, Asia, AJ, so I was sitting and talking with her when she was 21 and I said, Hey Lauren. I mean, she was the quiet one. My oldest daughter was a type A. And so I said, Hey, Lauren, how's it going? And she said, it's not bad. I said, and I was practicing super flexible, simple, reflexive questions. I said, Well, what's wrong? And then she said to me, you're a consultant. You've been a consultant all your life, and so you every time I would say something, you would cut me off and then start trying to solve my problem. Do you really guilty? By the way, that's me. Welcome to the club. Okay. She says, Do you realize what you. Doing you're basically saying to me, I'm stupid and daddy's smart, so listen to Daddy instead of letting me solve the problem. I said, No, I didn't mean it that way. She said, also, you never you know when I talk, and this is a girl versus guy thing too, a lot. She said, when I talk, you'll stop me and try to solve my problem, instead of just shutting up and listening and you don't know a lot of Welcome to the club, I know, but it's just, but it is very common with guys that we want to learn how to be much more interactive with our family members, for sure, but also with friends and with prospects and whatever else we're talking to, so we can catch them early on, but also so we can be interactive and not just be, you know, throwing our content at them. I might be smart, and I figured something out, and everything else, too bad, that's, you know, you throw it at people, and it goes in one another, the other that's why, when we use these types of tools, it makes us much more reactionary, much more interactive. And we can catch people early on, and then when you catch people early, you interact with people early on. And you know, most of us don't like being told what to do, what really you're gonna run your shoulders nuts. I love it with communism, okay, we have, I had kids in college. I would, because I would because I would do sometimes at some of the universities, I go in and teach them selling. And I said, so some of you kids like communism, right? So let me understand this. I want to make sure I understand this. This is a brain rule, by the way. Okay, we're relating this. I said, I'm guessing you don't like your parents telling you what to do. Raise your hands if you don't like your parents telling you what to do. Okay? And almost everybody would do that, I would say, okay, but you want the government to tell you what to do. Let me see if I understand. I want to make sure I understand this. Now you don't want your parents to tell you what to do, but you want the government to tell you what those some pluses out there who are in the government. You want them telling you what to do, right, how to live your life. Come on. Are you nuts? That's what communism is. You know, capitalism is where we tell them what to do. They don't tell us what to do. And that's really how it's supposed to be. You know, they're supposed to be public servants. I think they have a lot of these people in government have forgotten that, but just but again, here's a metaphor. You know, finding something, I had a friend. I have a friend, Joseph, who's narrow minded. So I wanted to tell him, Joseph, this is using a bring glue tool. Okay, Joseph, stop being so narrow minded. If I said that, he basically said, shut up. Mind your own business, or whatever else. Okay, you get or swear at me, okay. But I went, Okay, let me use a bring glue tool. So I wanted to be open minded. What else works when it's open, an umbrella, a parachute, a book. You can buy a book, but if you never open it, you're not going to benefit from it. Okay? So I said, Okay, let me do parachute. So I said, Hey Joseph. Instead of telling him, hey, Joseph, you gotta be more open minded. I said, Hey, Joseph, your mind, your brain, is like a parachute. It works better when it's open. You went, Okay, well, what do you mean? What do you think? You know, and I got into a conversation with him, so instead of him fighting me, well, I get what you're saying. Okay, what do you mean? You know, he became much more receptive. And so that's why, when we understand some of these tools, I'm telling you, persuasion is one of the most valuable tools we can ever have, because if you find something, if you learn something, if you discover something, or if you're trying to sell something, you know, or if you're trying to pick up a you know, have a date with the girl of your dreams, like I did. You know, you want to learn how to say speak in such a way that, you know, it just opens their mind where they become much more receptive to us. And when they do that, it's, it's mind blowing. How much this works. You know, tell them a joke or tell them a rhyme. You know, I always say I'd rather wake up and peep and pee and wake up. Okay? And that's cosmic.

Brian Nichols  48:57  
So, James, I think so we are getting to the end of the show here, and I want to just drive a point home that you just brought up here, the Brian Nichols show. 2018 2017 technically, I was thinking of the name for the show, and I was like the Brian Nichols show that just, you know, people will know it's me, facts, logic, reason, and I'll tell you what, for the past eight years, I've seriously considered renaming the show, and after our conversation today, I'm even more seriously considering renaming it, not because I want to go through and change all of my logos and change all of my branding, but rather because I want it to stick and like we've been doing great, we've been growing leaps and bounds. We have a brand new sponsorship that we've been working with, amp America. We've been reaching 10s of 1000s of new folks, but I know that there are things that I can do better. I know that there are things that the libertarian movement can do better. There are things that businesses can do better. And it really comes down to, I think, taking, I mean, from from our standpoint, taking a step back and realizing much to what you articulated today, beyond the brain glue, just an acknowledgement that we don't have all the answers. And. Is something I've had to get better at over, you know, over the years, is that you go into thinking like, Oh, I gotta figure it out, especially when you're in your 20s and stuff. And you know, you're you're young, you're dumb, and you know it all, but like, as I've grown as I've had my daughter, as I've started a family. You know, here I am today. I look back to the show I created, and while I love this show, I love the guests I have I love my audience, but I also know that just the Brian Nichols show isn't compelling. It's not getting new people to go through their Apple podcast feed and say, Oh, what's that? But there, I'm sure I could sit down with you at some point and we could brainstorm some fun, possible different names, like I have Brian's briefing that's now a part of my show, and even though it's not a rhyme, I'm trying to use the, you know, the alliterative approach like Peter Parker or or Bruce Banner, let's do Brian's briefing and just elephant in the room, folks, those Brian's briefings episodes, they are some of the most watched and downloaded episodes, because I think they kind of know what they're getting, but that's for Me, not even enough. I want to continue going forward. So I say that for myself, and I look at folks in the audience, and I look at folks in the world of politics and in the world of business, and I just, I implore you, much like I am doing myself in this episode, is to take a step back and realize that while we have in our our world, we think we have the best solutions, the best answers, the people's problems. It really doesn't matter if they're not paying attention, right? If people aren't tuning in to the radio station that you're broadcasting on, then you're just broadcasting to white noise, right? You go into the car and you turn the little knob and go two o'clock news today. My channel, right? Like, once you get it lined up and you're like, I can hear that. I can hear it. Now I think what happens is, too often we're stuck in the noise. So I say all that James for today's episode, big takeaways, right? Emotional language, rhyming. I mean, you mentioned the fit the glove fits you must acquit. We talk about the emotion. It's the economy, stupid. We talk about, this is your brain. This is your brain on drugs, leveraging metaphors. We talked about, what? When is it too much? Yeah, sorry, that is my last question for you. When is it too much? When are we in danger of using too much emotional language. When does the emotional language the metaphors? Is there a point where that actually ends up hurting us versus helping us in our trying to get people to pay attention or be aware?

James Bond  52:33  
I don't think so, but I want to say, just let me answer this with your changing your name. I don't think you should change your name. I think you should just put a slogan,

Unknown Speaker  52:40  
okay, hit me up.

James Bond  52:43  
There was like, Morton Salt, when it rains, it pours. So they kept the name Morton Salt, but they have a cool thing. They have a girl, they have rain coming down, everything else talking about it flows easily. And so you can come and nothing sucks, like an Electrolux, okay, but I think you can keep the name because you've so many people love you and know you and everything else, but put it, give yourself a slogan that really works and that can resonate in a way as powerfully as having a different name

Brian Nichols  53:11  
just you're getting the wheels turning there, James, you

James Bond  53:15  
can have lots of fun with and I give you Some, a whole bunch of examples, but, yeah, negative emotion. So you can use a negative or positive emotion, depending on what you're trying to do. Okay, so competitors to wonder bread. Wonder Bread dominated the industry, and they said, the whiter your bread, the quicker your hand. And they came up with a slogan, and suddenly piss everybody else, and they stopped buying Wonder Bread. Wonder Bread has it, sort of fixer bread and everything else. But the point is, no, I think people, you know, people want to be affected from an emotional standpoint. And, you know, I mean, I just, there's so many ways, Smells Like Teen Spirit. Remember that song. I love that song. He was Kurt Cobain. Was fabulous. It Smells Like Teen Spirit. You remember the name of the song? I can't remember all the names of the other songs, but I want to remember, you know, why? Because he's got a, he's got a, you know, sensory elevation. I call it, you know, it's like, plop, plop, Fizz, vizzle. What a relief it is for Office. Saucer, you know, it sounds or blue emu, it works fast and you won't stink. Okay, you know what? Who I was watching. I was sitting here and was just playing next to me, and I turned I said, What did he just say? You know? So it's just, I think, from an emotional standpoint, you can have lots of fun from an emotional standpoint, and people have lots of fun from an emotional standpoint too. I went through one where I was just throwing jokes at people, telling them rhymes and everything else, and they never, you know they're waiting for more. So here, let me

Brian Nichols  54:52  
show this. So I don't usually do this. I don't cross streams, usually. But here we'll peek behind the curtain for the day job, folks. So this is something that I. Worked with my team to put in place. Now, James, you tell me, thumbs up, thumbs down. How's that for creating emotion?

James Bond  55:08  
That's awesome.

Brian Nichols  55:09  
So for the audio listener, this says creating contact centers that don't suck, right? It hits an emotion. Now, by the way, just to give you guys a peek behind the curtain, our old slogan used to be creating the contact center of tomorrow, which sounds nice, but everybody, everybody has called into a contact center and had an experience that sucked, right? And you can relate to that, and that's exactly why we changed this to creating contact centers that don't suck, because it's instantly reframing your approach to a contact center, saying, not saying, like, oh, I need to buy a contact center. But rather, we need to make sure our contact center doesn't suck. And that has been just an absolutely amazing change in our go to market and just see the reaction. So something as simple as that, right, like it literally could just flip the switch,

James Bond  56:04  
yep, and that's because suck is a trigger word. And trigger words, it goes back to, it's the economy, stupid. It's like what, you know. So I love saying, uh, dirty. Would you call your product dirty? How about movies, dirty, dancing dirty? Harry. I mean, who would cause that? But because it has that trigger word like you have suck, you know? It's, it sucks. It's, there's something about trigger words that wake up the brain, where I go, Well, you know, and that's what we want, is we want to wake up the brain, because we're competing against so many messages or products or services that there are so many out there that we want to stand out from the crowd. And these will help. All

Brian Nichols  56:42  
right, James, I can't believe we're already an hour. So with that, we're gonna go ahead and have to put an end of the conversation, which, by the way, just elephant in the room. I feel this is part one of several part conversation. You and I are more likely to continue on behind the scenes, maybe even have you on again the show sometime soon, because I forget. Oh, goodness. I feel bad, because the guy I had in the show, his book is, this is the tip of the iceberg, and he calls it iceberg selling So, tip of the iceberg, and a whole bunch below it. I said this before. I think this is iceberg podcasting. That was just the tip of the iceberg for us, and a lot more below the surface. So with that being said, James, we obviously want the audience to be able to have a call to action today. So number one, go buy brain glue, which is available over on Amazon, and we'll make sure we include all those links in the show notes. But any, any final calls to action, or any words of advice, James, beyond just the plethora of things you've been able to give the audience today, but any like real big key takeaways?

James Bond  57:38  
So I think there are two of them. Okay, the first one is come up with a metaphor. It's just my product or services or my idea is just like blank and be as crazy as possible. You can have lots of fun. There's a guy who came up with electric razor, and he calls it the lawn mower, okay, who calls an electric razor the lawnmower, and it took off like gangbusters. And he changed the name of his company to manscapes. So your landscape of man was a lawnmower. I don't want to get too much into it, but, but my product or idea or service, whatever else it is, is just like and have fun with it. Get as crazy as possible. That's the first one. Also think of the words, the logical words that you would use, and what are words that rhyme with them. And you know, once you get words that rhyme with them, you know, I say, switch your pitch if you want to get rich, you know. And I said, you know, brengu shows you how to light the fire of desire in your buyer.

Brian Nichols  58:33  
The riches are in the niches you can have exactly.

James Bond  58:37  
And you know, those things work, and we forget that. You know, even politicians use these things, and they understand that. It's because it sticks to the brain, it resonates more, it triggers the emotion sides of the brain. And because of that, you get better response. And that's what you want. You want be you want to stand out from a crowd. You want your message to stand up for a crowd. You want your product or service to stand up for a crowd. And yeah, and these are ways to do it.

Brian Nichols  59:01  
James Bond, this has been an amazing conversation. I've learned oodles. I know the audience has learned oodles as well. So to my lovely audience, please, from today's conversation, I'm going to ask you to go into the show notes. First of all, I know usually I don't give you guys homework, but this is your homework today. Go to the show notes. Click brain glue. Buy a copy. Get it, you know, sent to your home. Get it on your Kindle. However you like to consume your content. Please support James and this amazing book, because, in turn, he's going to help you do better, whether it's trying to sell more product, or trying to grow your business, or trying to convince your lefty friend that, guys, there is a different way of thinking. And why won't you just listen to these great ideas? Oh, it's because we're not using the like right language. We're not meeting people where they're at on the issues they care about. And let me add this in the language that they will most understand. So I think from today's conversation, there is so much that you need to unpack. So again, please go ahead support James. And go ahead and let him know you heard him on the Brian Nichols show. I know our guests love to hear that, so we'll make sure we include James's contact info there in the show notes. This has just been a master class, James. Thank you so so much. And I guess with that being said, where can folks go ahead continue the conversation with you, on social media, Twitter, Facebook, Instagram, any of those different websites or LinkedIn. What's best

James Bond  20:00:20  
on LinkedIn. LinkedIn is the easiest way to do this. I interact with people all the time on LinkedIn.

Brian Nichols  20:00:24  
Perfect. All right. Link, we'll include that in the show notes. I know it's easier for the audio listener. They're like, I'm driving down the road with my kids in the back of the car. I can't write this down. Link, no worries. And by the way, folks, I just want you to know this is like, easily one of my favorite conversations we've had here on the Brian Nichols show. I usually save that part to after we hang up the show, but I just need you guys to know this episode is probably one of, if not the most impactful episodes from a changing people's perspectives to actually selling our ideas than any episode of The Brian Nichols show. Because we've talked about how to meet people where they're at. We've talked about how to go through and, you know, dig into your discovery questions. We've talked about empathy. We've talked about all the stuff that goes into selling. But what it comes down to is actually getting the conversations to start right. How do you get those at bats? And it starts with being top of mind, meeting people where they're at, on the issues they care about, but again, in the languages and in the the emotion that they understand, that they react to. So there again. There's so much we can learn from this episode. So please go ahead give today's episode of share when you do tag yours truly at B Nichols liberty, Twitter, Facebook, Instagram, and then for the actual show itself, you can find us on YouTube, uh, Apple podcast Spotify. Wherever is you consume your your podcast or your video content. We have both, um, so just make sure you hit that subscribe button, hit that little notification bell, and of course, head down below into the comments. What did you learn today? I know I learned a lot, so I want to hear what your thoughts are. And also folks, if you'd be so kind, support the amazing folks who support us, and that's our sponsors, because they're the ones who keep these lights on. So cardio miracle, for example, they are some of our amazing sponsors. We have our good friends at amp America, plus our good friends over at the expat money Summit. 2024 all those links can be found in the show notes. James, this has been a great conversation. Any final words for the audience as you wrap things up, thank

James Bond  20:02:17  
you so much for having me, Brian. And yeah, just remember, life is short, so have fun. That's the most important thing. Have fun. Remember, I have somebody that had a teacher that said Life sucks, and then you die. And I'm like, No, this is life right now. This is not practice life. So just have fun

Brian Nichols  20:02:34  
here. Here. James Bond has been an absolute pleasure, folks. Thank you for joining us. And with that being said, Brian Nichols signing off for James Bond from bring glue, we'll talk to you next time bye.

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