#19 The Science of Course Naming: Emotional Triggers That Sell with James I. Bond, Author of Brain Glue

The Art of Online Course Creation

What’s in a name? Everything—if you want your course to stand out in a crowded market. In this episode, Shannon sits down with James I. Bond, author of the groundbreaking book Brain Glue, to uncover the secrets behind creating course names that captivate and convert.

James brings decades of expertise in emotional selling and marketing, sharing the science-backed techniques behind why some names stick like glue—and why others don’t. From bestsellers like Men Are From Mars, Women Are From Venus to quirky products like Squatty Potty, James unpacks the strategies that make these names unforgettable.

Whether you’re brainstorming your very first course or rethinking your branding, this episode is packed with insights that will transform the way you think about naming.

Here’s What to Listen For:

• The surprising reason logical names fail—and what to do instead.
• A three-step process for coming up with names that resonate and sell.
• The "Brain Triggers" that create emotional connections in your audience’s mind.
• Fascinating stories behind some of the most iconic names in business (and what you can learn from them).
• How to balance SEO with emotional appeal for online course names.

About James I. Bond

James I. Bond is a behavioral management specialist and the author of Brain Glue, a Publishers Weekly finalist for Best Book of the Year. His career spans running a top advertising agency in Montreal to consulting with Fortune 500 companies in Southern California. Through Brain Glue, James demystifies the emotional triggers that drive decision-making and teaches entrepreneurs how to make their brands unforgettable.

Learn more about James’ work and explore Brain Glue at YesBrainGlue.com.

Resources and Links

• Learn More About James I. Bond: YesBrainGlue.com
• Order the Book: Brain Glue is available now on Amazon.
• Connect with Shannon Boyer: Explore Shannon’s services and book your free discovery call at ShannonLBoyer.com/Services.

Ready to Name Your Course Like a Pro?

Discover the art and science of course naming in this must-listen episode. Get inspired by James I. Bond’s stories, actionable tips, and creative insights that will he

Get started on your own course creation journey or learn how to make your existing course even better at The "Your Best Course" Build Lab, my interactive and supportive online community.

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