[00:00:00] Dave: What does Richard Branson, Madonna, and olive oil have in common?
[00:00:04] Dave:Virgin That's James Bond, A.K.A the marketing message secret agent. James is the author of Brain Glue, a book on how to make your ideas sticky in the minds of your audience.
[00:00:16] Dave: And that's what today's episode is all about. How to package your ideas and content so you stand out and become memorable in your industry.
[00:00:23] Dave: In this episode, we'll learn how to package your content into metaphors to help your audience remember your ideas.
[00:00:30] Dave: Discovered that metaphors is one of 14 brain triggers at the heart of emotional selling.
[00:00:35] Dave: How to use trigger words to wake up the brain and grab attention.
[00:00:38] Dave: Jack Canfield, wrote Chicken Soup for the Soul, he didn't realize he was actually using a trigger.
[00:00:43] Dave: People will go like. Chicken Soup for the Soul, what a name for a book, what's that,
[00:00:46] Dave: you know? Huh! And it wakes up the brain. And how to use visual keys to become more memorable and increase virality.
[00:00:53] Dave: said she has a big birthmark over her left, lip. And she begged her mom, please take me to the doctor and get it removed. [00:01:00] And she said, I am so glad my mom didn't get it removed because I believe I became a supermodel because of that beauty mark.
[00:01:06] Dave: So let's learn all about how to make our brand stand out and stay in our audience's brain together on this episode of Brand Science.
[00:01:14]
[00:01:14] Dave: I originally had an advertising agency in Montreal. I'm from, I'm, I've lived in Southern California for 37 years. We actually named our middle daughter Lauren Asia L. A. So we'd remember how long we've been here. Oh, is it Lauren again, you know? So, um, but, uh, I work my way up. I work with, I work my way up as a, with an advertising agency and one major clients like Kraft Foods, Timex watches, Avon [00:02:00] Cosmetics was lots of fun.
[00:02:01] Dave: Uh, Seagrams, which is funny 'cause I don't drink, but I won Seagrams. We had, you know, Christmas time, we get all here's 50 bottles of different types of booze. Oh great. And then you say, okay, you can have them by the way, say okay. You know, have a lot of friends. Um, but, um. I, I had the opportunity to win the anti drug campaign in America with powerful, logical reasons why you should not do drugs.
[00:02:24] Dave: And I was raised, you were probably raised, most of us were raised this way in school and stuff, is when you want to sell something or explain something, have logical reasons why you should not do something or shouldn't do something. And so I had powerful, logical reasons why you should not do drugs. And I lost, and I lost for good reason, the campaign.
[00:02:43] Dave: And how I lost, what I lost it to was a guy holding an egg saying, this is your brain, and cracking a shell and dropping the egg into a sizzling frying pan, pointing to it and saying, this is your brain on drugs, any questions? When I saw the ad, two things happened. One is, I [00:03:00] recognize this was infinitely more powerful than anything I knew how to do, you know, than my ad and the ads that we were doing, but second is it scared the heck out of me.
[00:03:08] Dave: I mean, I. This is emotional selling, not logical. There's no logic in this. It's an egg. It's not a brain, you know? And yet it was profoundly more powerful than what I knew how to, how to do. And I realized they don't teach emotional selling. This is emotional selling and they don't teach emotional selling in school.
[00:03:26] Dave: When I was young, um, I met, uh, I went through a program with Zig Ziglar. And Zig Ziglar had a fabulous line, because in the beginning I kind of hated selling, and I learned how to, I had to learn how to love selling, I love it now, and I teach a lot of people how to do it. But Zig Ziglar had a great line, he said, nothing, selling is nothing more than a transference of passion, okay?
[00:03:48] Dave: If your passion, let's say you saw a movie you love, I saw Hidden Figures about the three black women who worked at NASA, okay, I love that movie. You don't have to teach me how to sell, you know, just people can [00:04:00] feel the passion when I start talking about, ah, this is so great and everything else. And yet I was trained to sell with logic when selling is nothing more than a transference of passion.
[00:04:09] Dave: If I get passionate about something, you know, I have a product or something else. You know, I get passionate about it. And then I was trained to sort of be, come up with the logical reasons, you know, you know, reasons, you know, and benefits and all that stuff of why you should sell. And so. This is your brain on drugs scared me, but also the scientists in me came out and said, like, how can I be an advertising or marketing in life, not know how to do emotional selling because emotionally, you know, it started, I started to understand between that and Zig Ziglar's line about, you know, selling is nothing more than a transference of passion that you've got to have a passionate way to do this.
[00:04:48] Dave: And so I, right next to my computer, I put a box and I call it the passion box. And every time I saw an ad or heard something that's emotionally powerful, not logical necessarily, but [00:05:00] emotionally powerful, I decided to either write it on a three by five card and put that in a box, I love three by five cards.
[00:05:06] Dave: You can carry them everywhere you go. Or I just tear it out of the magazine and put it in the box. In fact, my wife hated going to Docker's offices with me. In doctor's offices, you usually have magazines you don't normally see. And I'm going through, like, Vogue magazine and stuff. I don't subscribe to Vogue, you know?
[00:05:21] Dave: And I'm going through and I'm going like, Oh, wow! And she goes, Do not tear it out of the magazine! And I'm going like, No! Look at this! I gotta put it in a magazine! And then she sits far away like, I do not know that guy. And I say, Tear it out of the magazine. After about ten years of putting just tons of, uh, um, ads, but also comments inside the boxes, I heard things like, uh, Famous phrases from famous people.
[00:05:44] Dave: I mean, I'm old enough to remember John F. Kennedy, President John F. Kennedy saying, ask not what your country can do for you. Ask what you can do for your country. And I'm like, it almost feels like there's some kind of process or pattern in there. I don't know what it is, but I got to put it in my passion [00:06:00] box and I put it in the box.
[00:06:00] Dave: Okay. After about 10 years, we had moved to Southern California and I met John Gray, an author. John Gray was telling me about this incredible book he wrote called Men, Women, and Relationships. And he was telling me that most people who read it, he was trying to get me to read it too, but he was, but he explained this.
[00:06:19] Dave: He said, most people who read it loved it. They said it was one of the best, if not the best relationship book they've ever read. And yet very few people bought it. And so he was in one of his webinars. Uh, where he was trying to sell the book. And he said something and all the women started laughing like crazy.
[00:06:39] Dave: And all the men would look at the women and go like, What's so funny that he just said? You know? And so, he said, See, there's some things that women find funny, and some things that men find something funny, and some that all, we all find funny. So one of the women hauls out, It's almost like men are from a different planet!
[00:06:54] Dave: What planet do you think men are from? And he goes, I guess men are from Mars. And [00:07:00] everybody started laughing. It's funny. So when he got home, he's going like, okay, men are from Mars. Where would women be from? Venus, Venus is the God of love. What if I changed the title of the book? The men are from Mars, women are from Venus, and then do references throughout the book, but still, you know, it's the same basic book.
[00:07:17] Dave: What do you think happened? He's telling me almost overnight, half a million copies got sold. He went from a few thousand to half a million because of the change of title to a million to 2 million. I know Steve Harrison who helped him with marketing. And in my book, I say he sold 10 million copies. And Steve says, no, you're wrong.
[00:07:35] Dave: I said, Steve, I talked to John and I, you know, I've done research. He said, no, no, no. You have to understand we're over 50 million books sold. We've gone from 20, 000 to 50 million books just because they changed the title. You know, I mean like, wow. And so when I got home, I had the book, I was gonna put the book in my passion box and I said, wait a second, men aren't really from a different planet.
[00:07:59] Dave: I mean, [00:08:00] I think a lot of women think we are, I can relate. Okay. Women are from a different planet too. But anyway, that's another story. But no, but we're not really from a different planet. It's a metaphor. You know, cause it's, it's like men are so different. It's almost like they're from a different planet.
[00:08:14] Dave: So they say men are, men are from Mars and we're from Venus. What they're basically saying is no, men are very different from women. And I suddenly realized it's a metaphor, our metaphors, the secret to emotional selling, or at least one of the secrets. And I suddenly realized. This is your brain on drugs is also a metaphor because that's he wasn't holding a brain.
[00:08:33] Dave: He was holding an egg. He put an egg into a frying pan and said, there's your brain, you know? And so I suddenly went like, I got to dump my passion box in my bed and see if, if, uh, metaphors is the secret to emotional selling. I discovered that metaphors is one of 14 brain triggers at the heart of emotional selling.
[00:08:54] Dave: I thought my brain was going to explode. Have I just figured out something that nobody else knows? That nobody else knows how to [00:09:00] do? You know, which it turns out it is, because that's why I've got thousands of marketers now who are using brain glue and applying it to their business, including Jack Canfield, who wrote Chicken Soup for the Soul.
[00:09:11] Dave: Jack Canfield, he sold 500, he sold 100 million Chicken Soup for the Soul books And 400 million other chicken soup books, chicken soup for the teenage soul, chicken soup for the cancer survivor soul, he sold 500 million books! There aren't that many people in America! You know what I mean? I mean, in North America, he may not even sell that many, but 500 million books he sold!
[00:09:32] Dave: So he doesn't need me telling him what to do, which is also always really cool, by the way, to getting a famous person saying, Oh, I love your book. This is so great. I'm buying, I'm getting copies for everybody in my company and I'm forcing them not only to read it, but to apply it. And I'm going, he says, I am so pissed off at you.
[00:09:49] Dave: And I'm like, why? He says, because I picked up your book. I just started looking at it. I couldn't put the damn thing down. So it's all, you know, I'm so sorry. Can I use that as a quote? You know, and he said on one [00:10:00] condition. So here's the thing. Okay. My book has had three titles. The first title was, uh, I, so, um, I'll talk about, uh, trigger words.
[00:10:11] Dave: Okay. So ass is a trigger word. And I was reading about and learning about, um, uh, Carrie Smith who created a big ass fans. So when he added the name ass to this, you had fans that would be used in, um, uh, in like in a farm and a barn, you know, and in a barn, you're not going to put air conditioning, he's got horses and cows, you put a fan.
[00:10:33] Dave: And so he, he bought this company from, uh, he was making some pretty good money in manufacturing, so he bought this fan company from a friend. And so he was running an ad and he said, um, you know, he was trying to describe these are big fans. These are, he finally said, these are big ass fans. And a friend started laughing, went, Oh, no, they're really big.
[00:10:53] Dave: Okay. And he said, wait a second. What if I do my ads, big ass fans. He did that in his ads that want to [00:11:00] buy a big ass fan and sales exploded. And he went, maybe I should change the name of the company to big ass fans. Wow. And so he changed the name of the company and sales exploded. He started selling it to warehouses and just all kinds of other companies.
[00:11:14] Dave: In fact, he says, uh, you know, as he talks about it, that, uh, he was making so much money, he decided, why don't I start selling other products too? He started selling other products and he realized it's distracting him from focusing just on the big ass fans. He focused, he went back to focusing just on big ass fans.
[00:11:33] Dave: And eventually after 15 years, he sold the company. A lot of people, if you're successful, you hope to sell the company and make a few bucks. Right. He sold it and got 500 million for his company. So I went, okay. So ass is a good word. So why don't I say, you know, I came up with the term, the title for the book, dump your half ass marketing strategy.
[00:11:52] Dave: That was my ass week. Okay. So it's ass, dump your half ass marketing strategy. So I started advertising on Amazon. Amazon [00:12:00] is going, suddenly going through this whole clean up thing and they don't like a swear word. And ass is a swear word as far as they were concerned. So they said, we're going to cancel all your advertising.
[00:12:08] Dave: You can't run advertising for that book. And I'm like, oh, that's not fair. So I actually got them. I said, could I change the title? And will you, cause I had lots of reviews and you want to keep the reviews. Cause the more reviews you have on Amazon, the more you sell books. Amazon helps you sell books if you have lots of reviews.
[00:12:25] Dave: So they said, okay, we'll let you change it once. And that's it. So I changed it. I'm a logical person. So I changed it to sell more with a right brain marketing strategy, which is very left brain. It's very logical. That's not a mark. That's not. You know, so when I got to Jack Canfield, he, the book was called Sell More with the Right Brain Marketing Strategy.
[00:12:44] Dave: He said, I'm giving it to everybody. We have to do this. And I said, Oh, wow. Can I use your quotes? He said, on one condition, you got to change the title of the book. I'm like, what? He said, you're teaching us emotional selling. You got a logical title. What the hell is that all about? [00:13:00] You know, it's got to be emotional selling.
[00:13:02] Dave: You know, your whole book is about brain glue. You got a title like brain glue and I'll give you all the quotes I'll give me he's got he gave me videos and everything. He loves loves loves this book. In fact, he has over 60 other besides Chicken soup for his soul. He has over 60 other Best selling books, but a lot of the books.
[00:13:19] Dave: They're all fabulous. He's very very smart, but a lot of them are because he's Jack Canfield. So people immediately look at him. And of course he's got lots of money to market, you know, but he said, I, there's so many of my books that I could have used brain glue in it. In fact, he said, my book was originally going to be called, um, 101 motivational stories that will change your life.
[00:13:42] Dave: That's kind of logical and stuff, and it was bothering him because it's so emotional, such emotional stories, and it's a logical title, right? Like, I can roll with it. He said, uh, for, uh, for about a month he was struggling, and one day he woke up, and he said, Oh, you know, chicken soup makes you feel good when you [00:14:00] don't feel good often.
[00:14:02] Dave: And so my book makes you feel good, so why don't I call it Chicken Soup for the Spirit? He said, it still bothered me because it didn't actually work perfectly, but it was close. Chicken Soup for the Spirit. He said after about a weekend of sleepless nights, he realized, why don't I use alliteration, repetition of sound?
[00:14:17] Dave: He didn't know he was using that, but that's a brain glue tool, okay? S O U P, soup, S O U L, soul. Chicken Soup for the Soul sounds better than Chicken Soup for the Spirit. And that's how he came up with the name Chicken Soup for the Soul. And so he started to realize, like, wow, I can apply this name and then suddenly it'll affect people emotionally.
[00:14:37] Dave: It's really powerful. Sorry, that was a long answer. Absolutely.[00:15:00]
[00:15:22] Dave: It's patterns, and we don't, so there are all kinds of, so if I said Jack and Jill went up the hill, okay, and I bet everybody is saying that right now is listening, okay, because it's wired into our brain, even though we might not have heard it for like 10, 20, for me, 50, 60 years ago, I'm old, okay, but I mean, and yet it's, I still remember it.
[00:15:41] Dave: Why do I remember it? Because rhyme is one of those things that sticks in a brain like glue. And so, I start to realize it's a pattern. So, metaphor, we've got that, okay? Um, there's trigger words. Uh, I'll give you a whole bunch of them. So, here, let me give you a trigger phrase, [00:16:00] okay? It uses a trigger. Trigger word.
[00:16:01] Dave: Okay. Um, I work with, um, I'm one of America's leading behavioral management specialists. I've worked with the who's who of American business. So, um, Warren Buffett on his way to becoming the world's richest man used me. Okay. His team used me and Warren Buffett loves these types of tools. Okay. So he said, um, uh, only when the tide goes out, do you discover who's been swimming naked?
[00:16:25] Dave: What he's basically saying is only when times get tough, do you realize who's competent and who's not competent? Right. But if he says that you go, okay, cause it's logic. But he's using a trigger word, naked. But he's creating a visual for us. Only when the tide goes out, do you discover who's been swimming naked.
[00:16:40] Dave: It's like, whoa. Okay. It stops you in your tracks. Okay. I have this guy who's, uh, David Baer, B A E R. And he and his partner. Uh, train people who have advertising companies, uh, who do internet advertising and stuff like that, how to become more successful. And so I was talking to him and I said, [00:17:00] Oh, I got the perfect name for your company because nobody can remember the name of his company.
[00:17:04] Dave: I said, it's, you should call it bare naked advertising. His partner goes, yeah, that's a perfect name. And he's going like, I don't know if I want naked next to my name. You know, David, you gotta do this. It's going to stick to the brain. So there's. So these guys created, um, a natural juice. Okay. And they're competing with, um, Odwalla, which is owned by Coca Cola.
[00:17:30] Dave: So they got lots of money to spend on advertising. Okay. And distribution and everything else. So these guys said, well, what would be a good name for our, our, it's all natural, no preservatives or anything else, but why don't we call it naked juice? But they were kind of embarrassed that they were using the word naked.
[00:17:45] Dave: So they had to kind of small on the, on the label and sales did pretty well. So then they had a graphic artist who came, they hired them to fix up their labels and create, create a uniform look with all the labels. Cause when you're starting a company often, you know, they don't always look uniform [00:18:00] and everything else.
[00:18:01] Dave: And, uh, the graphic artist said to them, we got to make the name naked big. And they said, are you sure? He said, yeah, yeah, I think it's going to really work well. They created a new label with naked, naked, and then it says, you know, it's the, it's the, uh, juice and sales exploded. Naked juice passed on wall and it become the biggest natural juice in America.
[00:18:24] Dave: You know, I mean, and, um,[00:19:00]
[00:19:01] Dave: That's right, I mean, just think of it, now it doesn't have to be this, it doesn't always have to be this, because brain patterns aren't just trigger words, okay? But trigger words work well. You know, I love to say, um, um, What does Richard Branson, Madonna, and olive oil have in common? Virgin! Virgin Virgin Olive Oil, like a virgin, touched for the very first time on The Terrible Singer, sorry about that, and virgin.
[00:19:28] Dave: So, Richard Branson, you know, he dropped out of high school, he never actually finished high school, and he borrowed money from his dad to start a magazine for, uh, musicians. And it became so successful, he decided to start a record company, so he's thinking, What would be the name of a good record company?
[00:19:43] Dave: You know, something that really stands up. Cause I don't have a lot of, as much money as some of the big record companies. And he came up with the name Virgin, Virgin Records. And he started winning people like the Rolling Stones and others. And he became like monster of success. And eventually, you know, now we know he has Virgin Airlines, Virgin Galactic.
[00:19:59] Dave: I was [00:20:00] talking to this woman in Texas and she said, we've got Virgin hotels all over Texas. I didn't know that cause I've never been in Texas, you know, there's a Virgin, uh, uh, cruise ships. You know, I mean, he's got all these different companies. Cause he started trademarking the name cause he recognized the name Virgin really works.
[00:20:15] Dave: So, so these are trigger words. And it's just one of several of 14 brain triggers. Okay. I'll just give you one more. Um, so let me give you an example of, uh, uh, some other, uh, brain triggers. Okay. Uh, besides, I mean, besides trigger words. So, um, there was a mom and her son who watched Shark Tank and they loved Shark Tank and they go, Hey, that's a really cool idea.
[00:20:42] Dave: It would be fun to, instead of just being an employee, you know, they have no business experience, but they're going, it would really be cool to invent the product and be successful enough. So we get on Shark Tank and they'll make us millionaires. So they're thinking, okay, so let's see if we can come up with a product.
[00:20:55] Dave: You know, we've got some money, so we can hire a manufacturer to manufacture some of the samples for us, [00:21:00] whatever it is. So it took about a month and the mom was constipated, had a constipation problem, and the doctor told her, you know, when you're on the toilet, if you can raise your feet six to eight inches off the floor while you're on the toilet, it changes the shape of your body and makes it easier to go to the bathroom.
[00:21:17] Dave: I don't want to get too much into that, but okay. And it worked. It was really well. And she went like, that should be the product we have, you know, a toilet stool, you know, we'll make it so that it's wrapped around the toilet. So people don't notice it if you have friends going to the bathroom, but whenever you need it, you just slide it out from your by your feet and you got your feet up on the thing.
[00:21:38] Dave: They went on. This is fantastic. So we have to call it a name. Okay. Brand. Okay. We have to call it a name that's going to register with people. So what do we want to call it? We can call it the toilet stool, but I don't like the name toilet. My wife says, I should have called it the stool stool, but I don't think that works.
[00:21:55] Dave: I just get away. Okay. My words is funny. But she's [00:22:00] thinking, I don't like the name toilet. So what's another name for toilet? Cause you always think with, with brain glue, you always want to think logical first, if you're a logical person. So they went toilet stool. Okay. That's the first name. That's not the one we're going to use, but we're going to start there.
[00:22:13] Dave: That's the basis. So what's another word for toilet? Potty. You're kind of squatting when you're on it. Squatty potty, let's call it the squatty potty. Sales exploded. They couldn't believe how fast sales went. They finally even made it onto Shark Tank and they had like almost every investor wanting to invest in it because it triggers the brain.
[00:22:33] Dave: It seems subtle until you realize how much money they made over a hundred million dollars in just a few years with no business experience. With no business experience. So let's pretend you're starting a glue company. Okay, I'll show you how to go through a brain glue process So you're starting a glue company and it's really cool glue And so you want to do a metaphor you start with a metaphor first So or it's [00:23:00] just like, you know, it's just like an elephant or it's just like something really big Okay, so that's one tool of brain glue, which is metaphor.
[00:23:06] Dave: What's it like? Okay, and Then you want to do alliteration, alliteration or rhyme, okay? Alliteration is a good one. The repetition of sounds like Coca Cola, Best Buy, PayPal, TikTok, you know, you think it's a coincidence that they, all these massive brands use alliteration? Oh, it's not a, you know, they're smart.
[00:23:25] Dave: They understand it. Many of them have read the book, by the way. Uh, but so, so glue, what's a, what word rhymes with glue that maybe is like a big animal, gorilla? Oh, that's cool! Gorilla Glue! You know, Gorilla Glue comes with gorillas inside it, right? Not! You know? But it's Gorilla Glue. So I have a friend that is really into it.
[00:23:48] Dave: Two friends that are really into construction. They said, you know, JB Weld is infinitely more powerful than Gorilla Glue. But if you ever go to Home Depot or Lowe's or whatever, Guess what dominates? You got a whole [00:24:00] column of Gorilla Glue and all the different formats. And then for, uh, uh, you know, for, uh, um, the other one, there's just like two or three samples and that's it.
[00:24:10] Dave: J. B. Weld. Because Gorilla Glue dominates. It sticks to the brain. You know, so when you take something, pardon?[00:25:00]
[00:25:28] Dave: It needs to stand out of the brain. And the reason is because, you know, This is for people, this is for everyone, but this is for people who don't have a lot of money. So you're competing against some big companies sometimes. Okay. Maybe a lot of big companies. So let's say, and here's a great example. There are lots of great examples, but so let's say you, you're really good.
[00:25:47] Dave: You can make hamburgers better than McDonald's and Burger King and all that stuff. I think we can make really much better hamburgers than them, but we were competing against companies that spend like hundreds of millions of dollars. If you take a look and combine all the money they spend on advertising, [00:26:00] how are you going to compete with McDonald's?
[00:26:02] Dave: So you're a family who says, you know what? We can make these burgers. People love our burgers and we can compete with McDonald's and Burger King and Wendy's and all that stuff. So let's, uh, get a, uh, let's, let's get a restaurant. Let's open a restaurant near McDonald's. Okay. But we don't have enough money to have an indoor restaurant.
[00:26:20] Dave: So we've got to make it like a drive thru. And so, uh, we want to come up with a name that's really going to stand out from the crowd. There's a tool that's called Chiasmus. I'll talk about that in a second. It's flip. Okay. It's all for one and one for all, you know, it's like a flip. Ask not what your country can do for you.
[00:26:35] Dave: Ask what you can do for your country. That's another brain glue tool. It's very powerful. So they use that and they said, uh, we need to come up with a really cool name. Why don't we come up with In N Out Burgers? Now, in and out to a lot of people means sex, by the way, okay? Just to go there also, okay? I remember, yeah, I remember driving past the thing, you know, on our way to McDonald's and we're going, Oh, In N Out Burgers.
[00:26:59] Dave: [00:27:00] In N Out Burgers? What the heck's that? Then we went through and checked it out. You have to have a good product, okay? But there are tons of people out there that have really awesome products and services, but struggle. When you use Brain Glue, suddenly it becomes radically easier to become massively successful.
[00:27:15] Dave: They started with virtually no money, enough money to open up a small little drive thru restaurant. That was it, okay? But they became a blockbuster of success competing with McDonald's and Burger King and everything. They're moving across America now and they're still family owned, okay? Because they figured out, you know, they figured out that we need to find a way to wake up the brain.
[00:27:35] Dave: I'll give you an example of how this works, okay? So I have a TV next to my computer and I usually don't have it on, but I had it on this one day and it was an ad for a blue emu, which is a anti arthritis cream. Okay. You put it on like your joints. And so, you know, it helps you if you get pain in your joints and stuff like that.
[00:27:55] Dave: I could care less about, and you know, blue emu, but they had, um, [00:28:00] uh, a famous baseball player. I forget who from, you know, he was in the, anyway, famous baseball player, an ex baseball player who was talking, doing the ad and he said, blue emu. And I'm not even listening, paying attention. He says, blue emu, it works fast and you won't stink.
[00:28:16] Dave: What did he just say? Wait a second. He just woke up my brain. What? It works fast and you won't stink? What did he say? And then he goes through the, you know, he's, I'm watching the ad in detail, and then he says it again at the end of the thing, but I'm watching the ad from that point forward. It works fast and you won't stink because he woke up my brain.
[00:28:34] Dave: And that's what we have to remember is we talk to somebody and their brain is asleep. If you tell them a joke that wakes them up, by the way, that's one way to wake up the brain. You don't have to use a joke. You have to remember that when we're talking to somebody, or when we're trying to sell something, or if we're running an ad for somebody, if it's on Facebook or wherever else it is, YouTube or whatever else, most people are going to pass over it, pass, pass, pass, pass, you know?
[00:28:57] Dave: It's like, to me, it's like, that's what I call brain gloop. [00:29:00] It's like driving down the street past all the homes or apartments that are down the street from your house. You don't look at them every day and go, Oh, look at that house! Oh, look at that house! Oh, look at that! You don't. You're like, I'm just driving down the street, but one day you drive down the street and two houses down There's flames coming out of the guy's window.
[00:29:18] Dave: You're gonna go. Huh? What does he know his house is on fire? Should I call 911? Is my house gonna burn down? I mean, there's certain things that wake up the brain and that's what you want to do with brain glues You want to wake up the brain? I remember just, uh, I'll give you two quick examples of this.
[00:29:32] Dave: Okay. But I remember I was in a bookstore, physical, physical example, and an online example. Okay. So I remember I was at a bookstore. I was looking at books, book, book, book, men are from Mars, women from Venus, book, book, men are from Mars, women from Venus, what the heck's that? Picked that up, started looking at it.
[00:29:47] Dave: I loved it. And I went, Oh, this is really cool. And I bought it because in a store you want people to pick up your product, right? How about a woman who has spent zero on social media advertising and has more than 5 million [00:30:00] fans? Okay? How does she have 5 million fans and she spent nothing on advertising when all the rest of us spent a fortune on social media advertising, right?
[00:30:08] Dave: I mean, she spent nothing. So she's a stay at home mom and she wanted to create a Facebook page. And so she's thinking, I should create a page that relates to me. So let me see. Mommy needs time to herself. Mommy needs a rest. Anyone who's a mommy out there knows what this is all about. Then she goes, I know what mommy needs!
[00:30:26] Dave: Mommy needs vodka! So she created a page, Mommy Needs Vodka. So I remember, a friend of mine must be one of her fans, and sort of put, you know, passed one of her posts to me like on my Facebook page, and I'm looking at it, and I go, oh, that's a really funny post, okay. It's by Mommy Needs Vodka? What? Of course, what do I do?
[00:30:45] Dave: Click on the link. Took me to her page, I looked at the post and I liked her post and I became a fan, one of over 5 million fans. In the beginning she wasn't selling anything, she was just sad to see this page, but eventually she realized, I got so many fans, why don't I start selling stuff to [00:31:00] them? And so she sells.
[00:31:01] Dave: But yeah, it's just, because it wakes up the brain, and then you realize, like, Oh, whoa, wait a second, you know? So yeah.
[00:31:41] Dave: Right?[00:32:00]
[00:32:17] Dave: Absolutely! So I'll give you some. But I just, I mean, I love, people say, well, you're going to copy a competitor. Um, uh, Pepsi didn't copy Coke. Coke opened up and built it and put our stuff in all these other stores. Pepsi tried to get, but everyone said, no, we're using Coke, we're not using Pepsi. So Pepsi started buying franchises.
[00:32:41] Dave: Okay, they have a totally different way they became successful than coke, but so you're talking about visual Yeah, just huh. So here's how Marilyn Monroe became famous. Okay, a lot of people don't know this. So Brain glue focuses on something called read integration, which is a brain's need for a [00:33:00] completion Okay, you know I was I walk into the living room and I said, hey Pam, you know my wife Pam He said hey Pam, is this any good?
[00:33:06] Dave: She's watching a TV show. He said no, it's stupid I said, well, why are you watching it? I want to see how it turns out You You know, it's like the brain need for a completion. That's why, you know, if we hear a rhyme, you know, it sticks because it's, oh, it completes. Okay. So, um, uh, her name was, uh, Norma Jean Mortenson.
[00:33:25] Dave: Okay. And she's a model. She's a model and she's starting on her career and her agent said, People don't like the name Norma Jean. I think you should change it to Marilyn. And she goes, okay, Marilyn, I can relate to that. And her mom's maiden name was Monroe, Marilyn Monroe. So she went, okay, without realizing it was metaphor, alliteration, or repetition of sound, she liked it.
[00:33:47] Dave: You know, why often we like something, we don't realize why we like it. But the reason we like it is because it's a pattern that works in the brain. Marilyn Monroe, like Chevy Chase, you know, get a certain name that sticks in the brain. So Marilyn Monroe, so she said, okay, I like [00:34:00] that. You know, Marilyn Monroe.
[00:34:02] Dave: She loved, um, Jean Harlow, who was a famous actress back in the day. And Jean Harlow had platinum blonde hair. So she lived in Southern California. Um, Marilyn Monroe did. So she went to the same hairdresser as Jean Harlow and said, could you please darken my hair, lighten my hair and make it the same color as Jean Harlow's?
[00:34:19] Dave: And they said, yes. So now her name is Marilyn Monroe and she is pretty good looking with platinum blonde hair. One day she's looking at photographs of Jean Harlow and she goes, Wait a second, in some, oh, sorry, Marilyn also has a beauty mark on her left cheek and she covered it up with makeup, okay? So she's, you know, cause she wanted to look like, nice and, and uh, you know, um, you know, balanced on both sides.
[00:34:46] Dave: So she looks, uh, so, um, She's looking at photographs of Jean Harlow, and she goes, Wait a second! And she suddenly realizes, Jean Harlow, in some photographs, has a beauty mark on her cheek, and in [00:35:00] some photographs, it's on her chin. And she goes, I bet she doesn't even have a beauty mark! I bet she's putting a dot on her face to attract attention to herself!
[00:35:08] Dave: So Marilyn, instead of covering up the beauty mark, she darkened the beauty mark on her face and about that time, she became massively successful. She was starting to become successful, but it helped. And she believed that it really helped her a lot. So there's Cindy Crawford. Cindy Crawford is the first supermodel.
[00:35:23] Dave: Okay. And in her biography, along the same lines, Cindy Crawford said she has a beauty mark, a big birthmark over her left, uh, uh, lip. And she begged her mom, please take me to the doctor and get it removed. And she said, I am so glad my mom didn't get it removed because I believe I became a supermodel because of that beauty mark.
[00:35:45] Dave: Okay. And so,
[00:35:59] Dave: Jean [00:36:00] Harlow. Well,[00:37:00]
[00:37:09] Dave: let me give you an advertising, uh, an advertiser who used this tool, okay? David Ogilvie in the early days of advertising became, uh, was very important. Ogilvie Mather and all that stuff, okay? And so, he's doing an ad for Hathaway Shirts. This uses this tool, okay? He's using an ad for Hathaway Shirts. He didn't put a dot on the guy's face, by the way, okay?
[00:37:28] Dave: He was better. But, um, and Hathaway, to show you how he became so successful that eventually Warren Buffett bought it. That's why his company's called Berkshire Hathaway. He bought Hathaway Shirts, okay? Okay. So it became a blockbuster. But in the early days when they were just starting it, so David Ogilvie was doing the advertising.
[00:37:45] Dave: So if you're doing an ad for a guy in a shirt, what do you do? You have a good looking guy with a nice shirt, a nice pair of pants, maybe in a nice background. It looks like every other shirt ad, right? So David Ogilvie said, he realized that I got to make it stand out [00:38:00] somehow. So how do you make it stand out?
[00:38:02] Dave: It's asymmetry, but that's what the dot is. We like symmetric symmetry. Okay. My wife hates it when some guy has a lazy eye, says you can cover half his face. He looks like one guy, cover the other half. He looks like a totally different person. You know, it's asymmetry drives her nuts, but it works in advertising.
[00:38:17] Dave: So David Ogilvie put up an eye patch on the guy. And the headline said the man in the hathaway shirt never explained why the guy has an eyepatch by the way And he did this in all his ads for hathaway shirts every every hathaway shirt ad has a guy with an eyepatch Okay, like a like a pirate But he recognized if I put an eyepatch on the guy you're gonna flip through magazine guy an eyepatch What's that all about?
[00:38:39] Dave: You'll read the headline man in a hathaway shirt. Okay Hathaway shirt, you know, you might you probably read more trying to figure out why do you day? Why does he have a an eyepatch it never explains it but he recognized I'm competing against all these other shirt companies. How do I stand out from the crowd?
[00:38:55] Dave: Why don't I put an eyepatch on the guy? You know, we have, uh, what's his name, uh, the [00:39:00] boxer, who, uh, bit, uh, the guy's ear, um, yeah, right, exactly, you know, he's got a tattoo on half of his face. We have the guy, I forget his name, who's in the Aquaman movies, okay? And he's got, part of his eyebrow has a blank space there.
[00:39:18] Dave: And actually, if you look at early pictures of him, I don't know if he's doing it on purpose, he has no blank space on his eyebrow. But now, if you take a look at him, He's got a blank, a blank space on part of his eyebrow, you know, and you look at him you go, and I talk about it's funny because I talk about it to people, people know who he is, I forget, uh, Momoa, okay?
[00:39:41] Dave: Jason Momoa, okay? And so I said, uh, Jason Momoa has a blank space on his eyebrow, and like everybody goes, oh yeah, I've seen it, but they never thought about it. It's subtle, and yet he stands out from the crowd because he's got this blank space on his eyebrow, you know? So the concept of asymmetry, you don't have to just use asymmetry, [00:40:00] but, you know, asymmetry works in lots of different ways.
[00:40:03] Dave:You know, it actually works in the humor too, because you say, um, you know, you can say a line that people are used to and you tweak the ending and suddenly people go, whoa, you know? You know? So like, uh, sorry.[00:41:00]
[00:41:02] Dave: Yeah, exactly. You want viral. You want to be as viral as possible because you usually don't have the millions of dollars that your competitors have the big companies. But so, uh, so, so, yeah, it's just, it's, it's so important to, uh, let me give you an example. How would you like somebody to steal your idea?
[00:41:21] Dave: And make a fortune while you struggle. Wouldn't that be fun? Yeah, lovely. Okay. So, so here's a, so, um, um, post cereals competes with Kellogg's cereals. Okay. And the head of post cereals said, we got, let's invent the product. That's totally different from cereal that, so, you know, Kellogg will compete with Kellogg's and make a fortune and all that stuff, uh, because it's just something they don't have.
[00:41:48] Dave: So it comes up with this cake that has jam inside it. Strawberry, blueberry, raspberry jam. And it's really cool. It fits in your toaster. So you put it in a toaster and when it comes out, it's a nice [00:42:00] warm cake. Decided to call it country squares. So three months before he launched it, first mistake, don't do not promote it before too far before you launch it.
[00:42:10] Dave: Three months before he launched it, he bragged about this new product. We have country squares. He started showing the product, uh, to media and the media started promoting it. Okay. You're talking about this new product is coming out from post. And so the head of Kellogg's sees this and goes, Oh, that's fantastic.
[00:42:26] Dave: What a great product. Guys, guys, come here. I want everybody, we need to figure out how to make that product. Okay. So internally in house, they figured out how to make the product. Okay. Within three months, then he said, we need to come up with a really strong name. So it uses two brain glue tools. Okay. One is, uh, Elevation you pick a sound like plop plop fizz fizz.
[00:42:45] Dave: Oh, what a relief it is You know sounds and all that stuff smells like teen spirit. You know that song I I love he's so odd He was so awesome. What a shame he passed away. But anyway, so it pops out of the toaster Why don't we call it pop something and back there so that uses [00:43:00] sense elevation, which is a sound pop and then back then What's his name?
[00:43:05] Dave: Uh, Andy Warhol was a famous, um, pop artist and he was like famous for all kinds of things and he was all over the media pop, so people knew a pop art, which is anchoring where you take something that exists and slightly tweak it to your, you know, to, to have your pitch or your product name. So he said, why don't we call it pop tarts?
[00:43:26] Dave: They launched it one week before, uh, post launch their country squares, of course, right? Sales exploded and I mean exploded so much that they ran out of product. They couldn't believe how people are buying tons of it. He ran apologies in newspapers saying, we're so sorry we ran out of Pop Tarts, but hang on in just a few days, you're going to have more Pop Tarts available.
[00:43:47] Dave: Nobody bought country squares and Pop Tarts exploded, became the biggest selling product that Kellogg's ever had within six months. Post stop selling, uh, country squares.[00:44:00]
[00:44:19] Dave: I just read an article. I just read an article. They said they sold 3 billion this year. 3 billion Pop-Tarts this year. Okay. I be like, okay. And yet post does not sell it anymore, and they invented it.[00:45:00]
[00:45:45] Dave: Okay. So, and it doesn't just have to be products because a lot of people do it with their, you know, with, uh, with slogans and things like that. You know, it works with humor. I'd rather have a bottle in front of me than a frontal lo boto. Okay, I'm old enough to remember. [00:46:00] I'm old enough to relate to this.
[00:46:01] Dave: I'd rather wake up and pee than pee and wake up. Okay? You know, don't sweat the petty things or pet the sweaty things. So it does work with humor too, okay? Just by the way, I have a ton of Mae West ones. How about this one? A hard man is good to find. That's Mae West. Okay, but so the first thing you want to do is I think this is the funnest one is you start with a metaphor.
[00:46:21] Dave: And let me give you an example of a metaphor, okay? So Paul Tran invented an electric razor to shave man's private areas. Okay, I don't want to get too much into it, but, okay? I never bought it. If I bought it, I wouldn't share it with my buddies. Let's start there, okay? Okay? But, you know, to shave your private areas.
[00:46:38] Dave: So he wanted to come up with a name that would let people know what the product does, but would not offend people. So he's thinking about it. What's it like? It's like, what's it like? It's like a lawnmower. Why don't I call it the lawnmower? He actually, he has hundreds of millions of dollars in sales selling the lawnmower.
[00:46:55] Dave: So much so that he changed the name of his company to Manscaped. We're going to landscape a [00:47:00] man with a lawnmower. Okay. So let's pretend for a second. I remember being in, I don't know, Bed Bath Beyond with my wife or something like that, and I saw the lawnmower with an arrow on a big poster with an arrow pointing to their electric razor.
[00:47:12] Dave: And I'm going like, What? The lawnmower? I started reading the text. Okay, it got me reading the text. I went, okay, so let's pretend I bought one for a second. Okay, and I call my buddy Joe. Okay. Hey, Joe, guess what I just, guess what I just bought? What? The lawnmower. Oh, you have to mow your lawn? No, no, no. It's to shave man's private areas.
[00:47:31] Dave: Oh, he started laughing. He called his girlfriend. Hey, Betty, come here. You gotta hear this. James just bought the lawnmower. Why? Does he have to mow his lawn? No, it's to shave man's private areas. And suddenly it starts, It's Viral. It goes viral. It doesn't have to go viral. We have two goals. Our first goal is to grab attention.
[00:47:47] Dave: Okay? Create awareness. But the second goal, if we can, is to go viral. Because we don't have the money that McDonald's has to spend like 10 million on advertising in Southern California or wherever else. Okay? Or in [00:48:00] Pennsylvania or wherever. But so We want a name that resonates enough that it grabs attention and, or a phrase.
[00:48:07] Dave: Because it doesn't have to be a name. Morton Salt, a hundred years ago, came up with a metaphor, okay? They go, salt, you know, back then salt would clump. So, they were the first ones that came up with the salt that actually pours nicely, pours smoothly. So when it pours nicely, So what else pours nicely? Rain pours.
[00:48:30] Dave: You get caught in a rain thing, it pours. Oh, why don't we say when it rains, it pours and have a girl, a little girl holding an umbrella. And that's their slogan. Okay. Morton Salt, when it rains, it pours. It's a metaphor because it's not really pouring, but it sticks to the brain so much that a hundred years after they launched it, it still dominates the salt industry.
[00:48:50] Dave: Okay. So start with a metaphor and an easy way to do this complete the phrase. It, my product or idea is just like blank, you know, [00:49:00] I like, I like that phrase, uh, that, uh, uh, Warren Buffett used, uh, you know, when you, um, um, uh, both, uh, only when the tide goes out, do you discover who's been swimming naked. So I like saying the phrase, you know, brain glue is like.
[00:49:15] Dave: Having a naked man run through your backyard, you know, you go, what grabs your attention? Okay, so anyway, but so you start with a metaphor and be as crazy as possible. Like he did the lawnmower, whoever thought he'd come up with a name, lawnmower for this thing. And yet it's sold like crazy. So come up with the craziest name you can.
[00:49:33] Dave: Second is find the words. That relates to your product, you know, logical product, and then see if you can come up with alliteration or repetition of sound. So go glue, uh, gorilla glue. Okay. You know, uh, you know, crazy glue. Well, it doesn't work, but that's crazy. It's a different word. Okay. But so, so the first thing is come up with a metaphor.
[00:49:54] Dave: The second one is try alliteration. Write down all the words. that relate to your product and [00:50:00] see if you can have rhyming words or alliterative words. Okay. And the third one is rhyme. I love, uh, I say for Brain Glue, it's a switch your pitch if you want to get rich or, uh, and I've decided I want it to be a little more sophisticated.
[00:50:15] Dave: So I said, what does it do? It builds passion. Uh, so what, what are some other words for passion? Desire. Oh, uh, um, it lights the fire of, Brain Glue lights the fire of desire in your buyer. Resin. I see how that works. And so you take these three ones, which is a metaphor alliteration, which is a repetition of sound and rhyme and take the keywords that relate to your product.
[00:50:39] Dave: I mean, squatty potty, you know, I mean, she came up with what are different ways to say, uh, toilet potty. Okay. What rhymes with potty? You know, And then she started realizing, well, what do I do? I'm squatting, squatty potty. And it came up with the name squatty potty and sales exploded. And so that's what, you know, when you take just these three alone, there's more, I've got 14 of these tools.
[00:50:58] Dave: Okay. But you just take these three alone as [00:51:00] a starting point. It becomes easy for you to come up with, you know, come up with a name that resonates, you know, like David, David bear, I was saying a bear naked advertising. You know, I mean, it's just, you want a name that resonates because people are trying to remember.
[00:51:14] Dave: I mean, First people look up my book, you know, it used to be called, uh, sell more with the right brain marketing strategy, which is a logical title. Nobody can remember the name. And I'm like, that's a good name because it describes what we're talking about, you know, right? Brain marketing, you know, people go, what is right?
[00:51:30] Dave: Brain marketing? I don't get it. You know, but once it became brain glue, people went, oh, they remember it. And by the way, I'm tortured because my name is James Bond, James. I bond, but you look up James Bond. You're still not going to find my book. Cause you got to go through all the James Bond stuff. Okay.
[00:51:45] Dave: Tell me about it. So yeah,[00:52:00][00:53:00]
[00:53:20] Dave: well, and, and I want to say it's called brain glue, but it's really focusing on brain triggers. I've discovered brain. I mean, I'm one of America's leading behavioral management specialists. And I'm always fascinated by things that are triggers. Well, these triggers are wired into everybody's brain. So all I'm doing is I'm showing you here's a trigger.
[00:53:37] Dave: Here's examples of it. Here's humor that uses it. Here's product names that use it. Okay. Now let's get you to use it. And it goes through that. But it's triggers that are wired into the brain. We can't change it. We all have the wire. Jack and Jill went up the hill. You know what I mean? It sticks into us.
[00:53:53] Dave: And so I'm showing you the triggers. When people go through the triggers, they go like, Oh, I, I, I know, I never [00:54:00] realized how many, you know, like I'll do alliteration. I never realized how many, Products use alliteration. Coca Cola, Best Buy, PayPal, TikTok, Lululemon, you know what I mean? It's just, you think it's a coincidence?
[00:54:12] Dave: No, it's not a coincidence. They understand a brain trigger. So I show you brain, actual brain triggers. I didn't invent brain glue, I want to say this. I invented the term brain glue. But brain glue has been around since people understood how to, what the triggers are in people's brains. We don't always, Jack Canfield, wrote Chicken Soup for the Soul, he didn't realize he was actually using a trigger.
[00:54:31] Dave:It works. Two triggers actually, but he's using triggers and because they use the triggers that people will go like. You know, Chicken Soup for the Soul, what a name for a book, what's that, you know? Huh! And it wakes up the brain.[00:55:00][00:56:00]
[00:56:03] Dave: Well, absolutely, and that's, you know, there's so much that gets thrown at us, and is always getting thrown at us as far as knowledge and information is concerned, but the brain is designed, it's actually designed for certain things to stick. Okay. And all I'm doing is teaching. I'm showing you, here's this thing that sticks.
[00:56:21] Dave: And people, first, the first thing they go is like, Oh yeah, that's true. I, I never even thought of that, but yeah, I never even thought of it. That works. And then it's like, okay, let's see if you can apply this and not trying to apply this to yours, but you're right. You have to start with logic because we're logical people.
[00:56:37] Dave: So start with logic and put down, you know, uh, you know, the toilet stool, you know, describe what it is that you're trying to promote. Okay, and then from that standpoint, you can relate it to a brain glue tool and and brain glue works with persuasion, too I have a friend. I have all kinds of examples of this one.
[00:56:57] Dave: I have a friend who has a closed mind I'm trying to [00:57:00] get teach him to have a an open more open mind So if I said having a more open mind, his name is Joseph. He just told me I was shut up, you know So I said, okay, let me come up with a metaphor. Okay, so open what works better when it's open an umbrella a parachute A book, you know, you can buy a book, but if you don't open it, you're never going to get the benefit from it.
[00:57:20] Dave: So why don't I say parachute? So I said, Hey, Joseph, your brain is like a parachute. Your mind is like a parachute. It works better when it's open. And he went, Okay, okay. He was much more receptive to it, okay, because of that. So they work in lots of different ways because it's just, it triggers the brain and you know, gets you to accept something that's already wired into the brain.
[00:57:45] Dave: That's what the, sorry, go ahead.[00:58:00]
[00:58:19] Dave: Well, you're hitting the nail on the head because why do we want people to know, like, and trust us? Because it triggers emotion. If you don't like somebody, that's emotion. Okay. If I can't stand somebody, they're not going to buy it. Or I'm not going to buy from them. Hey, this fantastic product. I'll go away.
[00:58:32] Dave: Screw you. You know, you know, just so we understand that. We want people to know, like, know is, is, is fine. It's more logical, but like, and trust, you know, are emotional. If you don't trust a person, it doesn't matter what they're offering. You're probably not going to buy from that. Okay. And so it's emotion, emotional selling.
[00:58:53] Dave: But the problem is that we don't, first, that shouldn't be the only thing you have. So you want to have a good name too. People love Jack Canfield, [00:59:00] but they love Chicken Soup for the Soul. They like him and they like the book. Okay. Okay. You can't depend on just one. And so we need to understand that, uh, you know, yes, we want people to know, like, and trust us if we're advertising, we're creating a brand, you know, often they don't get an opportunity to look, well, they might, because they buy it from Kellogg's or a post or whatever, they might buy it from McDonald's and they like McDonald's or they hate McDonald's.
[00:59:21] Dave: Okay. And so like, I know a lot of people that hate McDonald's eating the bread, the egg, you know, eating the, uh, hamburgers, but they love egg McMuffin or they love the coffees or whatever else. Okay. Cause McDonald's understands that they can break their There are people that love the egg McMuffin and will never eat anything else at McDonald's.
[00:59:39] Dave: There are some people that eat everything at McDonald's. Okay. But they understand that these are totally different markets. And so for us, we have to understand that, uh, you know, and it's interesting that it works that, um, Egg McMuffin is a name that resonates with the brain because it's muck everything, you know?
[00:59:54] Dave: Um, but yeah, just, we want them to know, like, and trust us, but we often don't have the opportunity for them to [01:00:00] know us. Especially if you're, if you're a famous Coca Cola or a big company or something like that, people are going to, Apple, people love Apple. They stand in line where there's a new product, even if there's almost no changes to it, they're still standing in line because they're passionate about it.
[01:00:12] Dave: Harley Davidson. You know, I mean, how many companies have people putting their tats, the name of your company is a tattoo on their arm, okay, or in their back? Okay, that's, that's passion. Okay. That's because people are passionate about it. But we usually, and for most of the people I'm talking to, you don't have the money that somebody like that has or the time it takes to suddenly build a passionate audience.
[01:00:32] Dave: So you want to find a trigger that will get you there faster. And that's what, you know, this gets you there faster. It gets you to wake up the brain and people go, Oh, that's kind of cool. You know, I mean, people don't think of things like Apple computers. Apple is competing against control data, international business machines, and Apple.
[01:00:49] Dave: Apple, you know, all the other ones are computer names, and this is an Apple, you know? It's got the beautiful logo with a bite taken out of it eventually, but Apple for a [01:01:00] computer? Because he's trying to say It's, it's something you'll be able to use at home. You can take it out of the fridge, the Apple, my computer, you can take it out of your desk and you got, you know, and he's trying to make us feel like it's more natural.
[01:01:11] Dave: It's not business control and all that stuff. And so the name Apple is profound. It's different from every other computer name. Who are you? And then eventually came out with colors, you know, every computer was gray. So guess what Steve Jobs did when he came back to Apple? You know, he made them red and green and purple and blue and all that stuff.
[01:01:31] Dave: And you can look inside there, partially inside it. He recognized being different, you know, and Steve Jobs, I mean, you know, he was born before, uh, Ringo came up, but I mean, but he understood the power of it. He understood the, you know, I mean, when he was marketing the, um, What do you call it? The first computer, it was like a major computer.
[01:01:52] Dave: He wanted it talking, because he wanted it to sound like, uh, you know, the Macintosh. He wanted to make it sound like it's a robot. You know, he didn't have a [01:02:00] robot yet, but the computer's gonna say, I didn't know this was a full thing it said. But he lifts it up and the computer says, Um, I'm so glad I got out of that bag.
[01:02:11] Dave: Welcome! Or something. You know, it's like, pull off the bag, you know. And people started laughing because he recognized, I need to give them something they haven't seen before. And it's a computer talking. It's a big fight if you ever see the bios of a computer talking. Steve Jobs and all that stuff. And he was fighting, it's got to talk.
[01:02:28] Dave: And they said, we don't know how to figure out how to make it talk. I don't care, but you're going to make it talk. I want it talking when I, when I'm introducing the Macintosh on the, on the stage and he did, and it resonated, it ended up being a little more expensive than everybody thought, but, but he understood the concept as he did.
[01:02:43] Dave: He's changed our world. Look at our phones that we, you know, I'm supposed to be an expert in marketing. And I remember when Steve Jobs came up with a camera in the phone and I said, Who needs a camera and a phone? You see my phone, I'm like, you know what I mean? All of us, we just live on the camera.[01:03:00][01:04:00]
[01:04:54] Dave: Well, I can't tell you how many people have become millionaires because they're playing brain glue. Okay? And that's just really [01:05:00] including me, by the way. I remember I told my wife, American Express just charged our credit card 1, 000 and she said, well, shut it down. I said, wait a second. We just made nine, 10, 11, 000.
[01:05:09] Dave: I'm going to call you right back. So I figured I would, but I, once you realize how much money we're making off it, she said, spend more, you know? So my wife is great, but anyway, but the point is we don't have a lot of money. I'm assuming most people do not have a lot of money. So if you're launching a product.
[01:05:23] Dave: Take the I'll go back to Squatty Potty. They had like virtually no money. They had a few thousand bucks they put together. They found a manufacturer, but they came up with the name. And then the sales It was easiest pie to sell. OK? The Squatty Potty People go, what the heck's that? It's like my Looking at the book, uh, you know, Men are from Mars, Women are from Venus, like, what's that?
[01:05:44] Dave: So they see Squatty Potty advertising, they go, what the heck's that? And then you start reading it, which is what you want. They start reading, go, oh, interesting. Oh, you raise your feet and it actually helps you, uh, go to the bathroom. I never thought of that. And they start selling like crazy. It's amazing how many friends I have that bought the Squatty Potty.
[01:05:58] Dave: I start talking about it, go, yeah, [01:06:00] we have one. Oh, okay. I don't have one, but my, you know, but, but the point is. I'm assuming you don't have money or a lot of money, okay? It doesn't take much money to build a blockbuster of a product. People do it over and over and over again when you use a brain trigger.
[01:06:18] Dave: But you've got to use a brain trigger because if you don't use a brain trigger, if you just use logic, you're not going to sell. It's just, you know, you're going to, if you, maybe you'll sell but it's going to take a lot of work. Okay, and so I heard somebody saying McDonald's. It's all McDonald had a farm.
[01:06:31] Dave: Everybody knew that so the name McDonald's really resonated You know, I mean, I'm not sure if that worked or didn't work, but it's amazing It's I'm amazed how often it seems subtle Gorilla Glue. Would you think that would become a monster of success? Yeah, they made so much money. They couldn't believe it Gorilla Glue people think well It's like Coca Cola.
[01:06:49] Dave: Well, they started rich. Coca Cola started with no money, you know? I mean, these, they became blockbusters. And so what I'm saying is here's a secret that they're not telling you [01:07:00] of how they became blockbusters. And you know, you want to distribute it or whatever else, but we can distribute online and everything else, that's fine.
[01:07:07] Dave: But if you come up with a name. I love, uh, uh, Eve Ensler created a play that was off Broadway, became a blockbuster, and the play was, um, and she knew she didn't have a lot of money, okay, but she came up with a name for the play that got everybody's attention. And it's about women's, you know, what women have to go through, the hardships women have to go through in life.
[01:07:29] Dave: And she decided to call it the Vagina Monologues. You think that became successful? A blockbuster because of the name! If she called it, Hard Times Women Have to Go Through, you think it would be as successful as a vagina monologue? No! The HBO is doing a special on vagina monologues now, okay? I I mean, it's because she realized, I don't have a lot of money, but I've got a really great idea for her.
[01:07:49] Dave: It's a great play, but you got a really great product, and I want to use whatever it takes. to explode sales so that people are going to start buying it like crazy or coming for her through her play. And so [01:08:00] she came up with the name, Vagina Monologues, and it just rocked. And so it's just, you know, and just by the way, if I can give one last example on this.
[01:08:09] Dave: So I'm from Montreal. I live in Southern California. But I'm from Montreal, Canada, and in Canada, as a young kid, I remember Regina, Saskatchewan. Everyone would go like, whoa, you know what that sounds like, right? So Regina, a few years ago, came up with a sales pitch. And they wanted to come up, you know, because it's a boost to tourism.
[01:08:32] Dave: So, so, uh, if you were doing advertising for them, what would you come up with? So they come up with a pitch that was so resonant that even, uh, Mick Jagger of the Rolling Stones and Madonna at their concerts laughed while they shared it with their audience. Okay. So, um, in fact, before I tell you what they came up with, um, they, uh, two, uh, about a year and a half ago, maybe two years ago, the city, the city of Regina.
[01:08:59] Dave: [01:09:00] Apologize. They said we're going to stop promoting this because we didn't realize it was going to offend so many people. Ha ha, as they tripled their sales. Okay, what would you come up with as a slogan? How about this? Regina, it rhymes with fun. Okay. Regina, it rhymes with fun. They have t shirts and mugs.
[01:09:17] Dave: People have bumper stickers on their car. Regina, it rhymes with fun, you know, it's just, it's hilarious, but it grabs attention and it literally about tripled their tourism with that crazy slogan, but it's just, you know, because they recognize we don't have a lot of money. We're a tiny town, Regina, but we're gonna, you know, let's come up with a slogan that will people remember.
[01:09:39] Dave: What do people think of when they think of Regina? Do you really want to know?[01:10:00][01:11:00]
[01:11:23] Dave: Absolutely. And it's just, It just resonates. I have this guy who's, um, I'm helping because I do, uh, for workshops for a small business administration and he created a nonprofit cause he wants to give back and he helps, uh, kids. Young kids who go to jail to actually develop a career. So they, okay. And so one of the things he's doing, he was just telling me about this is he's getting to making candles and some other things, but candles is the main thing in jail and, uh, they're making it and then we're going to sell it and make enough money that we can afford to help other kids become, uh, you know, You know, [01:12:00] learn a career and they had, she has people like companies like, uh, uh, you know, car company, um, uh, Volkswagen is one of the companies that sponsors them and other ones, but they wanted to come up with this idea with candles.
[01:12:12] Dave: So I said. I gave him, we started thinking of candle, what rhymes with candle. And then I said, I came up with this slogan, which he's going for it, candle ism that stops vandalism. And he said, huh? He said, let me try it on some of my, uh, some of the people that want to help us sponsor us. He said, he called me back and he's like.
[01:12:32] Dave: Hey, they are laughing and they said, yeah, I got to give you some money for this. They're laughing and giving me money just because I said, we're going to call it candlelism to that stops vandalism. And they said they love that. Okay. You know, it's just, yeah. When you realize that, you know, it's just, uh, you know, once you start to understand the tools and start applying it, and the good news is you don't have to invent like a thousand gazillion things.
[01:12:57] Dave: Usually for your business, it's one, like the big [01:13:00] ass fans, that guy, okay? He did it once and he walked away with 500 million dollars. How much are you guys walking away with, okay? Guys and gals. I mean, no, it's just, you know, it's just, once it resonates, two things happen. One is you start making a lot more money than you ever expected, but two is you have fun.
[01:13:16] Dave: You know what I mean? This is, I saw this guy in a t shirt that said, life sucks and then you die. And I'm like, no, life has got to be fun. I mean, to an extent. You know, for him, he's helping all these people, like candle ism that stops vandalism. It's like, okay, and he said, I said candle ism. So you make, it's clear you're talking about candle, you know, don't make it a one word.
[01:13:37] Dave: And so he just sent me that. But yeah, he said like, he said they're laughing while they're wanting to invest. This is really great. I can't believe I'm getting people laughing. Candle ism that stops vandalism. It's like, they thought that's hilarious. It's hilarious. He said, one guy, he said, he said it to three major investors.
[01:13:56] Dave: He said, one guy stopped and said, Hey, he tells his wife, Hey, [01:14:00] guess what? He's got candle ism that stops vandalism. What do you think? And it goes back to, like I said about the lawnmower, you know, you want, you know, you want to create something that is, uh, you know, is via goes viral. That, you know, people, it resonates with them again.
[01:14:14] Dave:No, like a trust. You want them to know you like you and trust you. Well, if you have a cool name, they're going to like you. Squatty potty. I mean, I mean, whoever thought of that?[01:15:00]
[01:15:10] Dave: Yeah, that's terrific. Switch your pitch if you want to get rich.
[01:15:23] Dave: So the book's available on Amazon and bookstores, but Amazon is a good place to do it. But you can actually get a free, uh, free excerpt from the book if you go to minibrainglue. com, M I N I, brain glue. And you can actually get a free excerpt and it gives you some information on it. I think people are, you know, falling in love with it.
[01:15:40] Dave: It focuses on metaphors, but also it gives you some interesting ways that it gets applied. So many brain blue. Oh,
[01:15:53] Dave: Dave, thank you for having me. I think you're, you know, your show rocks. And this is this podcast is very important. You know, not just [01:16:00] I got to be on it, which is awesome. But, but I just, you know, people got to listen to some of the other podcasts you have. I know you don't have that many yet. You're just starting out in some ways, right?
[01:16:10] Dave: You're very good and you're like torturing us because you're telling us you got to do this and this and I'm going to ask you tough questions and stuff, which you do, but you're doing it because you care about the audience. And to me, that's, you know, that's the best.
[01:16:52] Dave: Thank you. Thank you for having me.
