On today's episode of Gathering the Kings. More than 90% of buying decisions are emotionally triggered. You could have logic, but emotion is critical. You need to stand out using a brain trigger. And when you use a brain trigger, you wanna mentally trigger the brain. Johnny caught got O. J. Simpson off from an all of certain guilty verdict in a murder trial. How? If the glove don't fit, you must acquit a murder trial. You know, 2 of the jurors were asked, with all that evidence against OJ.
Why'd you find them not guilty? And the 2 there were 2 jurors, and they one of them said, well, the other was nodding her head. Well, we knew if the gloves don't fit, you must have quit. The gloves didn't fit, so we had to acquit. You are listening to Gathering the Kings with Chaz Wolfe, featuring Fellow 7, 8, and even 9 figure business owners who have real battle scars from business and life but have prevailed as the king that they are designed to be.
We welcome high performing entrepreneurs to the stage in order to reveal the reel of the reel. On what it takes to build a successful business today. We dissect the good and bad decisions they've made along the way Chaz give a true and accurate picture assess and how you too can get there. Through this dialogue, you will learn the value of growing your network and surrounding yourself with power players and keys like today's guest. Grab your pen and notebook because we're about to dive in.
What's up, everybody? I'm Chaz Wolfe. Gathering the king's podcast. I'm your host, We are back here today with another king on the stage. My man, James. I bond. My man. James Bob. Hey, Chaz. How's it going? How you doing? I'm so glad that you're here. You know, we were just kinda, goofing around with your name a little bit. Hey. Make sure sure you say the middle initial because if you're gonna Google my man over here, I want you to find the right James Bond.
So James, I appreciate you being here. Tell us what kind of business that you got here. So I'm one of America's leading behavioral management specialists, and this is actually blowing people's minds. I actually work. I ran, marketing a behavioral management firm one of Southern California's leading ones for more than 13 years.
Wolfe had some of the world's most famous people who work with Warren Buffett's team when He started buying his own businesses, and he wanted to just change the mental capabilities of the key people there. I work with just like a ton of some of the world's largest companies and stuff like that. So it was really lots of fun. Wow. I'm also also of a book called BrainGlue, which is blowing people's minds. It's one of the most powerful persuasion books ever written.
And this is not me saying this is what people are reading and they're going like, oh my god. I can't put the thing down. You know, is if you're serious about boosting the solid power of your ads, email, social media posts, and personal presentations, and you don't know how to do this or you don't even check this out, you know, you're missing something is critical. And I have this, like, Jack Canfield. I actually got a quote from him video, which is really great.
Jack canceled a road chicken soup for the soul. He sold 500,000,000 books. 500,000,000. A 100,000,000 chicken soup or so. Soul and 400,000,000 of the chicken soup for the T. E. Soul of chicken soup for the cancer survivor sold and all that stuff. Wow. 500,000,000 books to make a buck a book. That's not bad. Yeah. And he doesn't he doesn't need me telling him what to do.
He was blown away, and he's forcing everybody in his company you know, his advertising people, his book writing people, his book publishing, his cover p for his public speaking p. He's got, like, all these different people and all these different layers, and he's using this. Right. Be and he said he couldn't even put the thing down. He actually got mad at me. He said, I couldn't put the damn thing down. It's like, you know, I'm I have so many books to read. I'm looking at this and like, oh, wow.
And I'm starting to take notes on it. Yeah. That's because they're so powerful. So which is exciting for me. That's amazing. Happened by accident. I uncovered this. Yeah? Yeah. So that's, you know, brain flu. Well, James, I I gotta tell you because first off, I love I love the brain. I love behavior. We were actually just kinda talking about some behavior a few minutes ago before we hit the record button around the lottery and such, but it it why brain glue?
Because as soon as you said brain glue, people's minds are being blown. I'm like, oh, no. Glue's not working. No. I'm just kidding. But it in all seriousness, why bring glue? What's what's the what's the baseline here? Jack and Jill went up the hill. Okay. How long ago was the last time you heard that? Okay? For me, I go, like, 10, 20, maybe 50 years ago from his over 50 years ago, and yet we remember it like it was yesterday. Because it sticks to the brain like glue.
There are certain I discovered 14 brain triggers that boost the cellular power of your message by sticking to the brain. You know, if the gloves don't and this is it works to sell products. It works to sell books. It works to sell speeches. It works to sell social media. They have this lady, this woman, you know, how much money do people spend on social media advertising, okay, How about if you spend 0 and have 5,000,000 fans? She spent 0 and has 5,000,000 fans, and I I explained it.
So, you know, she's a, stay at home mom, you know, with her kid, and she wanted to create a Facebook page. So she's thinking, okay, mommy. Mommy needs to sign to herself. Mommy needs on a rest. I know what mommy needs. Mommy needs vodka. Drew Paige's mommy needs vodka. I remember I'm looking you know, Facebook, something on Facebook, and I go, oh, here's a cute little com, you know, it's a funny post. And then I see it's by Mommy Mees vodka. Yeah. Clicked on that. What's the heck's that?
Clicked on that. Came to our page. You know, lots of cool stuff. I became a fan. Right. You know, how much money do we spend on marketing and advertising. How much work do we do to try to persuade people? And they don't seem to get it. You know? And so it's brain triggers. Brain triggers is like the I I have this metaphor for brain triggers I just came up with. Okay? So I was thinking so I told these pea these women, this joke, okay, this weekend, actually. And I said, so I know religious.
So I thought I'd do a religious kind of joke. And I said, so little girl comes up to her mommy and says, Mommy, Daddy since we came from Hapes, but you say we came from Adam and Eve. Honey, Daddy's talking about his family. I'm talking about my family. Okay? Sorry. I realized Chaz. And a lot of people laugh at that, and they were laughing, but I realized this thing. Okay? There's a trigger somehow in there. Chaz made them laugh.
Yeah. But if I told them to joke a second time, they're not gonna laugh, or maybe they'll laugh just, you know, it'd be nice to But it's already worked, and it doesn't work again. And so as I'm thinking through this process, I go, okay. Cause I want a a metaphor, which is powerful metaphors are are a powerful way to use, brain glue. I'll give you examples. Matter from Mars. You know, men aren't really from Mars. Right.
But when he changed the title of his book, it went from 20,000 copies to get this. 50,000,000 copies sold. Not 50,050,000,501,000 just by changing the title. Yeah. Okay? And so I realized, metaphors, you know, Jack Canfield wrote chicken soup for the soul. It's, you know, it's not chicken soup. You don't open it up and get a chicken soup. It's a book. Right. Okay? But it's really powerful. So here's the metaphor that works for me that helps people understand how powerful brain glue is.
So you're at home and you get in your car and you're driving down the street. You know, you see all these houses. You've seen them every day because you're just driving down the street. Then you notice one of the neighbors has flames coming out of his window. Woah. Hold on a second. What? There's a trigger that stopped, you know, you're not you're not even noticing it.
And it's suddenly something's there and you Is that, you know, if you see a guy who's trying to break into one of your neighbor's houses, you're driving down the street. Right. What? You know, but so flames out of the window. We need flames out of the window in our marketing. And the the reason is because we're so bombarded with information and ads and You see people walking down the street with their their phones. Okay?
Yep. I mean, they're not even, you know, people are you're talking to people. You think they're listening You think people are listening, but they're not. They're thinking of, oh, wow. Did I forget to lock the door? Did I forget to turn off the stove? Did I you know, is my did I just lose a major client? Am I going through a divorce? You know what I mean? Yeah. They look like you're listening. Oh, yeah. Oh, yeah. Oh, shoot. Well, that's a good a good idea. I don't think we wanna do it right now.
And you think, well, I tried to persuade them, but they didn't. Just because you don't have flames coming out of your window. Yeah. You need to have a way to trigger the attention so that it grabbed it so that suddenly they go, oh, wow. And think about this. I'll give you a bunch of tools. I'll give you a bunch of examples. Okay? Sounds good. Pop Tarp. Squatty potty, big ass fans. Famous Amos. Okay? I mean, they were just how about this one? The wider your bread, the quicker you're dead.
The enemies of the enemies of wonder bread came up with this to try to and they almost bankrupted wonder bread. Okay? Yeah. I mean, it just there are so many of them. It's just blowing people's minds when they realize Chaz there's also phrases, like ask not what your country can do for you, ask what you can do for your country. Well, that's you know, it's something called Chiasmas. Okay. It's one of the tools.
Yeah. It's he president John F Kennedy said if you if mankind must put an end to war, war will put an end to mankind Right. Okay. Malcolm X said, we didn't land on Plymouth Rock. The rock landed on us. Isn't is that more powerful than if you said, oh, you have no idea how hard it is being a black person in America. Yeah. Now, you know, Yeah. You know, Wolfe, you also said when you if you stand for nothing, you'll fall for anything. Yeah. And by saying it that way, it the the brain has patterns.
There are certain patterns that it has. That's right. One of the pattern memory. So if somebody says something to you over and over and over again, you're gonna remember it. You know, McDonald's Chaz an Coke and all that stuff. Okay? But there are but we don't usually don't have the money that a McDonald's or a Coca Cola has. Right. And we still wanna market.
And so what we wanna do is we wanna trigger a brain trigger, a pattern that's inside the brain that sticks to the brains Chaz I go like, woah. And I'll give you a perfect example. So let's say you're starting in you're in the West Coast. I'm in the West Coast, and you're starting a hamburger place. And so what are you competing with? McDonald's, Burger King, Wendy's. Okay. I mean, Carl's doing I mean, your your competing is huge.
Yeah. Huge companies spend tens of 1,000,000, if not 100 of 1,000,000 of dollars in advertising. How do you compete? Why did you come up with a really cool name? How about In and Out Burgers? In and out, well, you know, for most of us, we remembered in and out means sex. Okay. So we start there. But in and out also uses chiasmus, which is a Okay? Right. In and out. And so when you're driving blind, you go, okay. In and out burgers, what the heck is that?
Of course, it's a drive through and stuff Right. So it makes from that standpoint, but I I was towards this the other day. We're driving down the street and we're, you know, in and out, there's a massive pile of cars waiting to go through in and out burger. They almost always have that. Why? And and they spend how much do they spend? Almost 0 in advertising. Don't have to spend money on advertising.
They put a big sign up on a major street that says in and out burgers, and suddenly people stop and go like, oh, oh, that's interesting. Let's check that out. They check it out. They like it. Of course, you have to have good product. But if that's good product service, you could still starve to death. Yeah. That's right. No. I mean, that's Most are. Pardon? Most are. Exactly. And that's that's the problem.
My business is that We have so many people out there have a fabulous product or a fabulous service, and yet you're struggling. You don't need to struggle. And here's a great example. Okay? So pop tarts. We know pop tarts. Right? Yep. But pop tarts was invented by post serials, even though pop tarts is owned by Kellogg. Post serials wanted to is competing with Kellogg's, and so they wanted to come up with I mean, think about this for a second before I tell the story.
How would you like to invent something and some competitor beats you so much that nobody buys your product so much that you have to go out of business and they're making getting rich about it. Okay? That's Pop Tarts. Okay? So post serials was competing with Kelloggs, you know, and and they have with different serials and stuff like that. And so they came up with this idea of having a pop tart, having a you know, a a little cake type thing with jelly inside it.
You put inside a toaster, and they came up with a name, and they called it Country Squares. And about a month and a half before they launched it, they started bragging. We're coming up with this new product that's gonna change everything. You put it in a toaster and up comes this beautiful thing, and we call it country squares. So the CEO of Kellogg's looked at it because he knew a lot more about brain glue, even though he didn't call it brain bags in, and he said, okay.
What are we gonna call it? First, we wanna call it pop. It should have the word pop because it pops out of the toaster. And back then, Andy Worhell was famous, who was a pop artist. So he said pop art. Oh, everybody knows the word pop art. Why don't we call it pop tarts? This is how famous they became. Okay. And how successful? He ran out of product. They they didn't make enough. They couldn't believe how many people are buying the product.
And so they actually ran full page ads, like the New York Times and stuff saying, we apologize. We've run on a product because so many people love it, but it will be shut coming back soon. Nobody bought country squares. They waited for pop cards to become available again. Wow. And then when it became available, then pop cards, you know, it's exploded. And what happened is it exploded so much that post ends up dropping the product that they invented.
Wow. What's the what's what's the takeaway here, James? Because, I mean, you're talking about brain glue, and, obviously, it's the name. But what the the listener right now, they're, you know, running their business, big, medium, small. We've got them all listening. What's the takeaway here? I gotta go rename my business or know that's not what you're saying, but what is the takeaway here that I can use practically today? So there are three levels. Okay?
The first one is the name of your product service or business. The second one is how you describe it. And the third one is how you present Okay? And I'll I'll give you some examples. So I Chaz these 3 guys who built a construction company, 3 partners. After 10 years, they had 2,000,000 in sales. Okay? That's not bad. 2,000,000 of sales. Not bad. In one year, I took them to 10,000,000. By the way, they rasped me. They said, hey, bond, it was supposed to be 12,000,000. My comment was shut up.
Okay. So you bought each other brand new, the biggest BMW you can get, okay, Chaz gifts for reaching 10,000,000 in sales. It went from 2 to 10. 2 years later, they reached 32,000,000 in sales. Wow. So how did I take a company that's already existed and they finally reached 2,000,000 of sales and go to 10 and then 32,000,000 in sales with almost no work, by the way. So I I pulled out a I I pulled out a whiteboard. They were really funny because they said we don't need a we don't use whiteboard.
So when your finish was working with us, I was working with them for, like, 9 weeks. And I said, when when you're finished working with us, you could take the whiteboard. Well, actually, the next week I showed up and the whiteboard was filled. He said, I worked with subcontractors And it's amazing. Ice they make promises all the time, and we never write it down, but they started making promises. The guys are sitting around the table. I told pull out the whiteboard because it was there.
And I started writing down what their promises was and their promises were. Guess what happened? They started searching for pens and paper so they could write down their own promises. Right. Okay? Yeah. You know, and it should so you you have to leave the whiteboard. That's all you got. But but the point was I wrote I said, let's take a make a shopping list of all the different types of clients you go after. And, yeah, it took them an hour. You know, who else? Who else?
They've been in business for 10 years. Who else, you know, one other types of clients. Okay? And then I said, let's play a game. Let's get you to pick one client, one type of client you're gonna go after, and you're gonna say no to everybody else. And they said, we noise that works a game. Let's just play it this way. Yeah. Under this list, they came up with fire restoration for insurance companies. I don't know about construction. So I had to say, well, what's Chaz?
They said, well, it's fire it's insurance companies whenever they have a client that has a fire, we go in and the first thing we check is the frame. If the frame is damaged, you're gonna tear down the whole building. If it's not damaged, and you have to set it up in such a way that it, you know, it's not gonna catch fire again and all that stuff. And so, okay. So you wanna go out for fire restoration for insurance companies.
So when you're pitching it, we won't get you to change the name, but when you're pitching it, why don't we call it? It should have the word fire in it because they're thinking of fire. Right? Fire extinguisher. We'll call you guys the fire extinguisher for insurance companies. Okay? And we'll get the website firex.com to make it easy for you, and then we'll make that forward to your website. Page on your website. And they went, oh, wow.
And so I went with them on, like, the first two, presentations to prospects And one of the things that happen is they would lap prospect if it lapsed it. We say, just think of us as your fire extinguisher. And they every time you have a client Chaz a fire. Call us in Wolfe. What are your fire extinguisher? They started laughing, but they started buying. And he started remembering. Exactly. They it's stuck to the brain. They went in a fire. That guy's gonna fire.
Oh, I gotta call my fire extinguisher. You know? Right. It clicks right away, and it's really, really powerful. I'll give you another example. So there's a mom and her son in Utah, and the mom is sitting on a toilet. Okay. Sorry to give you this one, but here we go. Mom's sitting on a toilet. And she realizes that it helps the body to go to the bathroom if you can raise your feet like about 6 inches. Right. So there should be a little stool.
And so maybe we can start a business and get, you know, manufacturing company to manufacture it for us. And we'll why don't we call it? We could call it the toilet school, but that doesn't really work. But what is it, Wolfe it? What's another word for toilet? Potty. Okay. And then yep. Kinda squat. Squatty potty. Let's call it the squatty pony, okay, which is rhyme. Yep. And then let's get a unicorn, in the ad to to have unicorn icebergs. Crooping. That's exactly rainbows. That's right.
That's right. And then feeding it to kids. I mean, it's like, okay. Okay. But it was they had fun with it. But squatty potty, they generated over a $100,000,000. By the way, they Chaz the money to pay for advertising. Okay. A lot of people don't they had the money to pay for advertising because people are buying it off the shelf. They come in there. They couldn't believe they were selling it first online and through Amazon and all that stuff.
And they were selling tons of it, and then they had money. When you have money, now you can spend it on things like advertising and stuff. Right. Okay? But I'm assuming we don't have money to start with, or we have little and you wanna spend as little as possible, but explode your sales. Yeah. My wife always says, because she had the idea too, but she never launched it. And she was she said, we should maybe we should call it the stooled stool. I said, I don't think that works, Pam.
Stooled stool. But squatty potty is fun. It's funny. It's memorable. It displays what the product is. And sales ex 100 how many people who are on this call today, you know, have a $100,000,000 after 2 years with no business experience Right? Okay. Yeah. All into the name. So so what are the ingredients of Blitt brain glue then? I mean, if you're talking about it's the name of your business.
Okay. Well, if you can't rename your business, like in the example, give you rename the service or rename a catchphrase that allows people to remember you. What are the ingredients when I'm thinking about naming this thing? Whatever I'm name you're trying to name. So I have 14. I'll take you through just a few of them just so I won't figure it here to throw all four g in them because check out the book. You can go to Amazon. Just check out the book. It shows you all fourteen. There you go.
But it's it's things like so here's one. So let me give you a perfect example of this. Okay? With something that's free tools. So I like to say that metaphors are really powerful. Men are from Mars. Men are from Venus. Men aren't really from Mars. All your ladies out there. We're not really from Mars. Okay. But, you know, things like that. So the TV show shark tank isn't really about a tank full of sharks. Okay. I mean, it might feel like it if you're on the show. Yeah. Rocky Road ice cream.
Okay. Rocky Road ice cream. When you open it up, it doesn't have rocks inside it. Guess what? Good news. There's no rocks inside Rocky Road ice cream. It's chocolate ice cream with nuts and marshmallows, but the sales explorer. Rocky Road started help dryer's ice cream become massively successful. And they were a small company. They had barely any money, but they kinda stole the name from somebody else, but they had came up with the name Rocky Road ice cream.
Which is chocolate with, nuts and marshmallows. So why did they call it Rocky rodent? It was started during the great depression. That's important because it's the 3rd tool I wanna say. So the first one is they use the metaphor Rocky Road. It's bumpy like a Rocky Road. That's kinda fun. The second one is it uses alliteration, Rocky Road, the repetition of sounds, and I start realizing how many blockbuster product use alliteration Yeah. In their name. Wolfe. Coca Cola, PayPal, Best Buy, TikTok.
Think of TikTok. What if they call it the Chinese social media platform? It'll be as successful as TikTok. Now TikTok, it's cool. Being that we don't care where it's from. It's a lesson. Okay? They so alliteration is a powerful tool also since that Chaz helped Rocky Rhode ice cream. The third tool they used was humor. The great depression was called, we're all on a rocky road, and this is what people said. It's it's a real rocky road, the great depression that we're on.
So their their comment was we're on a Rocky road anyway. We might as well have Rocky road ice cream. And people kinda laugh. And by taking these 3 tools and putting them together, suddenly, it made people go like, you know, Rocky Rocky Road ice cream. You know, the first time they saw it. What does Rocky Road? And they started checking it up. And that's the first thing we want is we wanna grab their attention. Again, it's a flaming window. Okay? Your neighbor's window Chaz flames.
You wanna grab their attention first. And then you want them to study it understand it. And you wanna make sure and this is something that's profound. It's so profound. It's just blown my mind. You wanna make sure that it explains why they should buy your product or at least what your product or service is. K. Okay? And so I wanna give you a perfect example of something that everybody thinks is successful, and it's a failure. Okay? Got milk. Isn't got milk an amazing campaign?
Here's an article from Business Week magazine. Okay? It was from, about a decade ago. It says got milked after a $385,000,000 campaign. Sales still continued to decline. Wolfe. Why does god milk? Now my daughters have a poster for milk mustache. You know, I've got the book. I've got milk book and a milk mustache book. I mean, I love the stuff Yeah. But if why do people not drink milk?
So if somebody has lactose intolerance, okay, when you drink it and you start feeling sick, I don't have lactose intolerance, but I kind of, like, hear people having it, so I don't drink a lot of milk anymore, okay, because in case so if somebody has lactose intolerance, and they say, got milk. You might love the ad, but you're not gonna buy the product. Right. Okay. Where a Swati potty explains what the product is. Yeah. You know, You know, I mean, Shark Tank explains what the product is.
You know what I mean? You're gonna watch this show, and it's gonna be scary because they're attacking the person. It's not really happening, but we kind of imagine it happens. And so you take tools like this, Pete, that's why I have Jack Hanfield. Jack Hanfield, he doesn't need me telling him anything. And he said he was pissed off at me because I couldn't put down the damn book.
He's forcing everybody in his company to read it and use it, not just read it and use it because it helps people use it. Yeah. Why? Because he said so I wrote a book, a 101 motivational stories that would change your life. And that could have been the title of the book. He was thinking a 101 motivational stories that would change your life. Really profound stories. But it bothered him because it's just a it's a left brain title. It's a logical title, not an emotional title. Okay?
Doesn't trigger emotion. And so he's he's thinking and it drove him nuts for a a couple of weeks that he's going like, I that's such an ordinary title. How many people have that title? And then he woke up one day and he said chicken soup. Chicken soup makes you feel better. This book makes you feel better. So I should call it chicken soup for the spirit. You know, helps your spirit. Yeah. But it bothered him. He was telling me for a few days.
He was thinking spirit doesn't really work, but s o u p s o u l. It's alliteration soup, soul. Sol sounds better. Check a soup for the soul. Once he said it to himself, his his brain renewed. This is it. Why? Wow. This is it. And then suddenly, he went I kinda call it chicken soup for a soul. And I had to tell people what chicken soup for a soul was. He's so It worked. 500,000,000 books. Yeah. Okay?
Wolfe, with a guy like this, you know, and he said he's realized how many other books he's written that he could he should have used bring blue type stuff into title. Right. Okay. Right. Yeah. Throughout success strategies, which is massively famous, and it has success strategies. So it's, so it's kind of a literative, but still he said I could have made this much more powerful, you know, and it's just it's just it helped him realize you know, we often use and I didn't invent brain glue.
I discovered it. I invented the term brain glue. Okay? But people look at it and they go like like I said, Jack and Zill went up the you know? That's right. Hill's a fetch a pill of water. Jack's all done. I mean, how could I remember this? It was like 4 or 50 years ago Chaz I heard it, but it sticks to the brain. And when we understand what sticks to the brain, it's just it's becomes profound. Now let me give you a quick example of a metaphor. Okay?
That just in a certain line, I didn't ask me a question. Yeah. Yeah. No. Go for it. Go for it. You're giving you're giving great value. Paul Tran invented an electric razor for man's private areas. Okay? I don't wanna get into that too much, but I okay. And so he thinks I don't wanna offend people but I want them to understand what this does. So he's thinking of it. And he said, well, what's it like? And that's one of the things I talk about is think of an analogy or metaphor. What's it like?
We assume it's kinda like a lawn mower. Oh, Wolfe. Why don't I call my products a lawn mower? The lawn mower shaver. You know, people are gonna laugh. And by the way, he called this company Manscaped. You know, we're gonna landscape a man with a lawn mower. Okay? Yep. Coming, you're not laughing on that one. And so what happens and by the way, laughers are buyers. Okay? Let's start there.
So what happens is, you know, if I have one, I don't, but if I have one, you know, I'm not gonna share it with any other guys. Let's start there. Okay? But I'm gonna share the story. I'm gonna say you wouldn't believe what I just bought I put some lawnmower in a lawnmower lawnmower lot. No. It's a shame. Like Yeah. You know, it's like, what? And it gets people laughing, but it ways what the product is. Yeah. I love that. It's just percent. He's so over a $100,000,000.
He had major huge companies coming and said, we wanna buy you. He said, you're not offering me enough. Because he's realizing this thing, people love they love the product, but how many people have a product people love, but nobody buys it. Right. You know? Yeah. And here, people are loving product and buying and sharing with friends. I guess what I just bought. That's right.
And that's what we want is we want people to we want the flames to come out of our wind because people are driving down the street. They see your ad and everybody else's ad. They see your product and everybody else's product. They see your message and everybody else's message, and you need to put a a flame coming out of your window. And that's what Bringle is. It's the trigger. If there are certain triggers, we know that exist. I was actually I I got interviewed.
They wanted to share this with one of the world's largest neuroscientists groups, okay, NPNHub. And they they would and they were like, all taking notes. So you guys have neuroscientists. You don't know this? You can realize all these triggers. You know? Right. I mean, it's like, if you're gonna create a a play on Broadway, okay, and about women's rights. What would you name it? Women's rights? Nobody's gonna show up for that. Why'd you name it? The vagina monologues. Okay. What's it called?
Yeah. No trigger words. You know, the the the product naked, juice. Okay? Yeah. Was competing with Adwala, which is owned by Coca Cola. You think Coca Cola has a few bucks to spend for marketing, just especially if they're competing you. Yep. Ottawa dominated the juice industry. And I think it was really good juice, but they came up with the name, trigger word, Naked Naked Juice Yeah.
And actually, first, they hit they hit it because they were embarrassed, but then they decided, let's make it really big. They went back and they redesigned it with the word naked, huge. Yep. And sales exploded shot past on Wolfe, and they're the dominant or or one of the dominant. They might be the dominant Chaz juice that's out there naked juice. I mean, naked says what their product is, which is natural. Okay? Yep. But it says that if it says natural, how many times do you see that?
Yep. But naked juice? It's like What? Hey, Kings and Queens. Jazz Wolf. I wanna talk to you about something that's super important to me. We put a lot of time and effort. We, meaning myself and my team, into this podcast, into the content that goes out every single day. And if you have been getting any sort of value or insight from this, we want it to be able to reach other business owners too.
So we would love if you would like, comment, share, leave a review, post, share again, all of the things. On social media, on all the different platforms, or even on the podcast mediums of Apple and Spotify. We would love to be able to get our content into more hands more entrepreneurs so they can grow their business as quick as possible. Together, we are building a community of like minded entrepreneurs who are committed to growing their businesses to new heights. So Let's do this.
Let's help each other. Let's help each other grow. There's obviously several components here that you're given to us. It's all it's all really great value. Appreciate you sharing all that. You've given a lot of product examples, which I think are great. And we have people that are listening to have a lot of services too. Bring it home for us. Maybe, you know, there's a contractor listening or maybe there's, a person that does marketing services, you know, as as human services.
And so Is this is this a a a way for them to name the next offering that they have? Is this part of how to build an offer in your mind? Yes. So we're the naked construction company. Right. So you can't do that. And if in what? Like, here's the problem. Everybody's think about this a second line. So just like the car driving down the street. Okay? Are you the only prospect? Are you the only alternative that the prospect has? Probably not. Or do they hear pitches all the time? Right. Yeah. Okay?
If they hear pitches all the time, which most of them, the if you invented something new, maybe that's different, but you know, but the lawnmower, well, I guess never mind. But but the point is you have to stand out. You have to be that flame coming out of a window. Yeah. Okay? Otherwise, they're not gonna notice you. You don't notice your neighbors anymore. That's right. It's because you're driving past, I think, because you're going somewhere else or the work or somewhere else. Okay?
And you need to stand out and you need to stand out using a brain trigger. And when you use a brain trigger, you know, don't you don't have to start your product on fire. But, I mean, you wanna mentally trigger the brain. And since all what I talk about is natural triggers Chaz we have. Johnny Cochran got O. J. Simpson offering an all of certain guilty in a murder trial. How if the glove don't fit, you must have quit.
I remember, and he plus the OJ pretending, you know, exaggerating how the murder's glove didn't fit. The murder trial. You know, 2 of the jurors were asked with all that evidence against OJ. Why'd you find him not guilty? And the 2 there were 2 jurors, and they one of them said, well, the other was nodding their head. Well, we knew if the gloves don't fit, you must have quit. The gloves didn't fit, so we had to equip. That's how powerful this is. Right. I mean, it's so powerful.
When you learn Chaz that's what people are going through this. When you learn this and realize what this is, And I've got an audiobook, so people don't wanna read it. You can go through the audiobook too. I mean, it's blowing, and it's not me talking to Johnny United. He's my and he's a fabulous member. I don't know if that's his real name, but, anyway, but, you know, but I remember it.
But I just you you want to Chaz you start reading the book, you start going, oh, so, like, I start going through alliteration, you know, Coca Cola PayPal, Ben, Best Buy, TikTok, And then you start going, oh, I never even realized Chaz. Yeah. That all these guys use alliteration. That's interesting. Yeah. But rhyme How many attorneys go to trial and use rhyme? How many people go on a presentation and use rhyme? Right. Here. I describe my product. Okay?
You need to switch your pitch if you wanna get rich. Right. Okay? I wanna show you how to light the fire of desire in your buyer. Wow. Yeah. Exactly. I went to, chat GPT and asked it for some ones because I wanted to get one. I had to go through, like, hundreds of them, but I finally got 1. Why brain glue? Because plain glue doesn't stick to the brain. Yeah. Exactly. Okay. I would just we have to understand that these are wired into us.
And if you're marketing, you wanna use these because when you use these, your sales explode. Yeah. You know, because it becomes easy first easier to remember. And then e and then not do they remember it, not only do they remember it, but they start thinking about your product and service. Right. Because remember, they're busy. They're thinking of them. I'm getting a divorce, and I just win a client. How are we gonna service them? Did I just lose a client?
Yeah. Did I, you know, you know, is is it raining outside? Did I car did I close the windows on my car? I mean, they're thinking of you're talking to them, and they're going blah blah blah blah blah. And it's just they're not even hearing it. I just I remember this blue emu is is arthritis cream that you put on like your joints stuff if you have pain in his shoulder or whatever else. And so I'm watching. They have Johnny Bench, in case they're they have money.
So they have Johnny Bench who is a famous baseball player who's retired. He's in the hall of fame probably. And they have Johnny Bench talking. He's talking about Belima, and I'm, like, doing something else while I the TV's on And then he says, blue emu, it works fast and you won't stink. It works fast, and you won't see it. Now I'm listening. It's in a commercial. What did he just say? Yeah. No. No. He put it on his hand.
He never really told you to explain it, but he's saying, you works fast and you won't stink. And it's like, he's got my attention. You know? And it's just amazing. It's amazing. Here's a powerful one. How did Marilyn Monro become famous? I'm gonna share something. I think nobody realizes, as I explained it, they're gonna, oh, wow. I noticed Chaz. I never even thought of that. Okay? So Marilyn Monroe, she was originally Norma Jean.
I figured her word I figured her last name was, but her her manager said, Maryland is a better name than Norma G. So she goes, okay. And I think it's gonna stepfather's name Monroe. So she went Marilyn Monroe, which is the literation. Okay? Right. Then she back then early early in the movie industry was Jean Harlow, who is a massively famous, and they loved her. And she loved Jean Harlow. And Jean Harlow had platinum blonde hair.
So Maryland went to the actual hairdresser that Jean Harlow went to, on a regular basis and had her hair colored the same color. So now she looks really good. But, you know, Maryland has a beauty mark, a birthmark on her cheek, on her left cheek, and she covered up with makeup. So one day, she's looking at pictures of Jean Harlow, and then she notices something. Jean Harlow has a beauty mark and sometimes it's on her cheek and sometimes it's on her chin.
And then Maryland goes, I bet she doesn't even have a beauty mark. I bet she's putting a daughter or face to bring attention to herself. Yes. Okay. Cindy Crawford did this. Okay? She also explained it. She became a supermodel, and she went out. And so instead of hiding it, the beauty mark, She darkened the beauty mark with, like, eyeliner or something. And suddenly she be and she believes that that was one of the main reasons why she became super famous.
And by the way, you see pictures of, Madonna. Sometimes her beauty mark is on the left side and sometimes on the right side of over her under her her nose. But, Awesome. Cindy Crawford, when she was young, she had well, she she had a beauty mark. She has a birthmark over one of her She's a supermodel. She's massively famous and successful in everything else. And she's bae. She was she was saying how she begged her mom. Can you please get this removed? Her mom wouldn't get it removed.
And she says, right now, she says, I am so happy my mom never got it removed. I believe it's part of why I became a supermodel. Oh, yeah. Really? Yeah. What made me think of this originally and start researching this was there's a famous advertiser named I'll I'll think of his name in a second. Now it's driving me nuts. And he was, like, in the early days of the advertising business, he was really, like, really famous, and he was doing ads for Hathaway shirts. Jamal Ogleby? Pardon? Ogleby?
Yes. David Ogleby. Thank you. There you go. David Ogleby. David Ogleby, Ogleby, was doing as for Hathaway shirts. Now just before I tell you how what happened, His ads were so successful that it they became so rich that Warren Buffett bought it. That's why his company is called Berkshire Hathaway because Hathaway is the Hathaway church that he bought. Okay? But they were a small, a small company that made shirts. So if you're doing a a a full page ad for a shirt, what would you do?
You have a good looking guy with a shirt and one of the nice shirts, nice pants, shoes, and a nice background. Right? But you see that all the time. So what did he do? He put an eye patch on the guy. This is asymmetry. Okay. We like symmetry. My Wolfe, it drives her nuts, and some guy's a lazy eye and she goes, ah, this guy's driving me next. He cover half says he looks like one person. The cover of the area has or how he looks like another place.
Doesn't bother me as much, but it bothers my wife. Sure. E symmetry. Okay? Well, so he recognized Everybody looks to say every head looks the same. So he called it the man with the Hathaway shirt, and he had a guy with an eye patch. So people were realthed. The man what's this guy Chaz an eye patch. Okay. It's a cool shirt, man. It has the waist shirt, and they read it. He never explained why the guy has an iPad. Right. He came a blockbuster of success. Why?
Cause he's got a flaming wind remember, you're going to pass all these ads and they all look the same. It's only one of them has an eye patch. Yeah. Okay? Like Marilyn rose the beauty mark and attracts an attention. And I'm not saying all of the ones that have beauty marks, all these guys out there that you put, I mean, thoughts on your face. Put an x on your face and see what happens. You know? And by the way, There's the guys.
I I forget what his name is, but one of the superheroes that's in the water all the time. Oh, yeah. Yeah. It that's the movie came out of mine. Aquaman. Yeah. Yeah. Ackerman. And he's got look at his eyebrow. One of his eyebrows is missing part of the hair right there. And when you look at it, you go, okay. And you always notice it even though you don't realize that's why he's famous. That's what one of the things that is nothing that makes him stand out from everybody else.
Yeah. And so when we understand these tools, we can use it to become the flame that's standing out of the window Right. Out of the window. And I'll go back to this lady with mommy needs vodka. What does mommy need? Mommy needs vodka or anything else? But it it grabs your attention, and she spends 0 on advertising. Right. How many people out there spend a fortune on social media advertising Do you have 5,000,000 fans?
She has 5,000,000 fans, and she's been 00 when you learn these tools you suddenly you don't have to spend any more money and suddenly your sales explode. I mean, explode. It's amazing. And that's that's why, you know, it's just it's so much fun. My people are sharing with me like, hey. I did this and look at this. My sales doubled. Right. Just by changing the ad, I'm a candle maker, and so we called it stinky candles. I did what didn't really work. Oh, yeah.
Other ones, I'm not gonna say what it is because she's just launching it right now, but she tried she did a test run, and people were standing in line to buy her product, her candles, And it's like, what? You know, it's what? You know, and it's because when you understand brain triggers, you start using it. You start applying it either in the name of your My book used to be called sell more with the right brain marketing strategy. Okay?
Left brain title for a guy who's selling right brain marketing. Right. Jack Cantrell tortured me He said, the whole book in about brain glue, what's the hell is this thing? Sell more of the right brain marketing strategy. You're teaching us how to do right brain selling, our emotional selling, and you've got a logical title. Right. I'll give you all the quotes you want. I'll tell you, because I love this. I'm sharing with all my people, but you have to change it title. You wanna use my quotes?
Change the title. It's called brain blue. I'm like, do I have to? Cause on Amazon, you lose all your, you know, your reviews. You have to get because I'm once you pass a hunger reviews, I, you know, Amazon helps you a lot more. Right. But, no, he was right. And it's just I have friends that said, I couldn't remember the name of your book because it was such a long title. Even though I love the book. Right. You know, and I'm so glad you changed this headline.
Like I'm telling people, go to brain glue, and they remember it. And it becomes really, really powerful. And it's just I'll invite everybody. Go to brain glue, page.com, the page, and you'll get to see Chaz that Jack Hanfield's quote and some of the other ones, And I didn't you know, I I mean, it's just it's exciting to share this because once people do realize this, they go like, you have You're describing so your podcast is awesome. Your Chaz Wolfe, which is already, brain gloo.
It's it's sticks. Okay? You're in a chat. You know? It's awesome. You're appreciate that. Yeah. You also talk about the good, the bad, and the ugly. Right. The good, the bad, and the ugly uses brain glue. It's powerful. The good and the bad. So it's a it's a chiasmus, which is a flip, and the ugly, which is, a trigger word. Using ugly, it's like vagina monologues. Right. So good to ban the ugly. I mean, tell me tell me some of the other movies that the same guy made. I forget what his name is.
Leon Sergio Leoni. Okay? Who was famous. They made Clint East with famous and everything else. People remembered a good and bad and ugly, like, they can't erase it from their brain. But the other titles you know, for for a few bullets. I forget what it is. I can't even remember it. I love those movies. Right. But the good You wake me up in the middle of the night. They're good. The bad and the ugly. I remember it.
And it's because when you understand the patterns of the brain, you start applying it, and it become it sticks Yeah. It's it's explains coming out of the window. You know, it it works. It's just it's lots of fun. Well, you you have brought, I mean, you talk about fun, like, this It's a hydrant of of information. I'm excited that you're as excited as you are because this is really powerful stuff. And you've done an amazing job here. I just wanna plug plug the book here.
Obviously, I'll be getting it, but I wanna make sure that the listeners know, like, there's plenty more other than what you've shared, which is just an an incredible thought even in itself. But I can't even dissect any of that because it's just, like, incredible value. You just backed it up like a dump truck and gave it to us. And so I'm so thankful. But I I wanna end by asking this question because you've obviously been doing this for a long time.
You understand, you know, this principle is flaming window to a very deep level. And so my question that I usually end the show with is what would you whisper to your younger self? And so I guess in this same lane, what would you share with the younger James or maybe the younger entrepreneur listening right now about brain glue? What what did you what do you know now deeply that you wish you would have known 20, 30, 50, how many years ago? That logic logic doesn't sell as much as emotion.
And then we need to marry the 2 together. I'm a logical person. A lot of people out there, if you're technical, if you're good and you have a good business, you're probably a technical person. You've figured out technically how this thing Right. Or offered a service that's really technical. Yeah. We're we're logical people, but selling is about emotion.
There are 2 famous people Harvard professor and then a Nobel Prize, Nobel Prize winning psychologists Chaz both talk of Daniel's I forget what their names are, but anyway, actually have it here somewhere. Anyway, whenever it is, these two guys have discovered that more than 90% of buying decisions are emotionally triggered. You could have logic, but emotion is critical. In marketing, we hear it a lot. No like trust. Right. That's a trigger, but you don't wanna rely on that.
If you're running an ad, they can't know, like, and trust you. Maybe don't trust you because they know you. But if they don't, Chaz can't be the only thing you depend on. And so what you wanna do is you wanna understand that people are motivated from an emotional standpoint. I remember I went to early on, Zig Ziegler, and he changed my life a live conference. So he's dead now, but he was a live workshop. I went with him and his, my, me and my wife.
And he said, you don't have to teach somebody how to sell. We all know how to sell. It's it's transference of passion. Right. Okay? And so, like, kids know how to sell, hey, mom. Hey, dad. Grab this ball. You're in a store. No. Please. No. Please. No. Please. Chaz I hold it? You know, okay. Fine. Hold it. Then you're at the conveyor belt, and here's this ball going, you're looking. Okay. How much is the ball?
You know, when you have a movie, you so I love the hidden figures, the movie with the the black women and the nah NASA and everything. I love that movie. You don't have to teach me how to sell it because I have so much passion that's embroiled in it that I know how to sell it. I say, oh, you gotta see this movie. It's a grand you can't shut me up. Okay? Because I love it so much. It's easy.
But the problem is that once we start trying to market or sell, are we turn off that emotion side and go to the logic side. Right. And that's what I realized. I'm good at logic because I'm problem solver, you know, was a consultant for tons of companies and people and all this stuff. Right. To solve their problem. Yeah. Okay? Exactly. Glad to be good at problem. I'm good at problem solving. But that doesn't work with selling a persuasion because people buy for emotional reasons. Yeah. Okay?
And when we understand that some of the tools or the tools of bra brain trigger tools so you understand how to trigger emotion. It becomes fun. Jack Cantrell is telling me if I was selling the book, a 101, you know, motivational stories that changed your life, I wouldn't have had as much passion as chicken soup or salt. Hey. You gotta buy chicken soup or salt. He became more passionate. Think about the guy with the with this lawn mower. How much fun is that to sell your product?
You know, I work with a paint company and they were talking about paint is boring. And I said, you're crazy. You guys paint. They start telling me how paint works, and paint on airplanes has to be thinner because of the immense weight of the paint. To a plane that it can't, the the the color can't fade even though it's way up there high up. So it's got the the sun's rays. So you have a a plane that lands, and the paint is peeling, and the the color is coming off the paint.
You're not gonna feel really comfortable getting onto that airplane. Nope. And so we buy for emotional reasons. And that's where I needed to discover for myself because I'm a passionate person, but I'm logical. Sure. I love music. I would music change my life. I would listen to all this stuff, and my parents couldn't tell me what to listen to back then.
We love the Beatles, but we and when I love all these other things, it, you know, and I would listen to what I wanted to listen to, and it's it was passionate. Wow. This is great. You know? And that to me, that's the key. If you wanna marry what you're selling, start with logic. Okay? But now you wanna marry it with passion Yeah. And with emotion. When you marry with emotion. I mean, big ass fans, you know, Carrie Smith. He had a big fan company. He he bought this.
He had made some money in his business. So he bought this fan company. He was calling it. They were huge fans. So he didn't know what to call it. One day, he was trying to they they put it in farm in barns. Right? You're not gonna put an air conditioning unit barns. You put a big fan in a barn. And he said, come, do you guys get this big ass fans? And he said, why don't I put it in an ad? If sales exploded, he went, maybe I should change the name of the company to big ass fans, He did.
He actually put a donkey. The logo is a donkey with butt sticks that in his fay his head turns towards you and his big ass fans. But he's he sold he sold this company. He started with virtually nothing, and he sold this company after 15 years for $500,000,000. Wow. I mean, how many people after 15 years are you're lucky if you can get anything? Yeah. Okay. You're trying to survive, and he's not survive. He couldn't believe how easy it was to sell the product.
But sell the and sell, you know, he started getting distracted at offering other products, and he realized, what am I doing? Stop screwing around with that. I'm the big ass fan company. That's all I'm gonna sell. He stops selling everything except the fans and sales absolutely exploded because it we're so overwhelmed. That's the problem is all of us are so overwhelmed. Your prospects are overwhelmed.
You have to understand Chaz, you know, and they're they're listening to podcast or listening into a TV show or listening to a radio. So they're on then then they see ads and then somebody tells them about something and they see it on their t shirts. I mean, it's we're bombarded, and then they see it on her phone because they're always on her phone. You know, we're bombarded, and you need to like the fire inside your like the fire of desire in your buyer. Like the fire in that window.
That's right. They're driving by. They go, what? What? What is that? What did he say? I love that you, gave that depiction of you, in the house and and you turn their turn your head towards that comment, from that from that advertisement. I I you are, obviously, a wealth of knowledge. I'm gonna I'm gonna encourage the listener to to get the book again and I think that they would be silly not to just because you've given us so much in such such a short period of time. And it's fun.
I guarantee it's fun. This is not People read this and they can't put it down because I've got jokes in it because Brandon uses chokes. Exactly. Yeah. You got you gotta use your own madness. Which I which I love. It's like it's like you're in the in the matrix. I've done that many times with buyers over the years. It's like, if you peel back and they're like, wait a second. You're doing this to me, like, literally right now. Yeah. I know. So I appreciate that. Where can we find the book?
Where can we just connect with you if if we're just interested in in following you, following maybe your content? If it even if it's outside the book, tell us where to get the book, where to follow you. So BrainBlue page is the best way to go because it goes to text you through in the book, text you through me and all that stuff. Perfect. But BrainBlue page is the best way to go. It shows you the awards. It's won it's won lots of awards. It has, you know, Jack Hanfield's video of him talking.
You talk further 2 minutes, but Love it. I I was blown away. I mean, you know, I thought the book was good, but when you had famous people who were saying, oh, this blew my mind. I even shot a look. I was like, I'm forcing everybody in my company to get this thing. It's like, oh, thank you. Can I use that? Yeah. Yes. If you change the name. Thank you. So, yeah, how dare you? You're torturing us by changing everything from from to emotional selling, and you got a logical title. Exactly.
And what a what a what a great friend at this point, I'm sure, just to call you out on your stuff, you know, that you were that you were behind the eight ball on your on your own techniques. And so just really appreciate your time. I I'm I appreciate you giving the the page there. We'll put that in the show notes. You have been a, like I said, a a fire hydrant of information, and I cannot wait go get into the book, because these things matter.
I think that there's a lot of people listening today that I'm sure resonate with with sales the way that I do. I've been in sales a long, long time, but I never wanted to be that, you know, icky, salesy person. I wanted to to be true and and authentic and and to help people. And so I think actually what you've given to us is a way to be able to just see it a little different.
It doesn't mean that we have to be slimy or or you know, say things that aren't true because that's how I think a lot of people see the flaming windows as something that just aren't true. But what you've actually done here today, I said, no. No. Like, just put a put a name on it Chaz does make sense. That is true, but that also grabs the attention. So I appreciate, the just authenticity in Chaz. And maybe just just a good good character, good nature that you have that has built this product.
So thank you for being here. We wish you nothing but the absolute best and all that you have done, and we'll do this year. Thanks for being You too, Jess. Thank you. Thank you for listening to Gathering the Kings today. I hope that you were able to pull out a few nuggets to go apply into your business right away. More importantly, though, I hope that you're realizing that it takes more to be successful than just being by yourself doing it all on your own, carrying the way all by yourself.
What I have realized, not only in my own journey from multiple businesses and multiple different industries, and now interviewing over 2 or 300 other very successful 7, 8, and 9 figure business owners is that it's tough to do it alone. And so gathering the Kings exists to bring together successful entrepreneurs. In fact, we are putting together 1000 kings, specifically who are grateful, but not done.
We're intentionally assembling kings who fight tooth and nail for their business, family, and communities, and here's what we believe Chaz in the pursuit of excellence in those areas, that it ignites within us the responsibility to govern power and forge a lasting legacy. So if that relates and and resonates with you, and you know that you need people around you, sharp, qualified other very successful business owners. I want you to go to gatheringthekings.com.
Want you to take a look at what we're doing and see if it makes sense for you to be part of our pursuit to 1000 kings. Talk soon.