Brain Glue

Brain Glue is a marketing book about making ideas memorable so they stay with a prospective customer. It is written for anyone who wants stronger ads, emails, social media posts and one-on-one presentations. Its central claim is that people buy for emotional reasons, yet most marketing leaves out emotional selling. Author James I. Bond teaches a method that works on the right side of the audience's brain to make a message sticky and persuasive.

The approach comes from workshops Bond ran at the US Small Business Administration, which sold out. It shows how marketers turn ordinary products into hits, often at little or no cost. To illustrate, the book points to two very different examples that share the same underlying technique: the courtroom line "If the glove don't fit you must acquit" and the product name "Squatty Potty."

The book was previously published as Sell More With A Right-Brain Marketing Strategy.