YOUR SECRET WEAPONMusic
Why is sound the only sensation that excites the feelings?
Even melody without words has feeling.
But this is not the case for color or smell or taste.
—ARISTOTLE, PROBLEMATA, BOOK XIX.27
Viral video is about making an emotional connection. Everything in this book is aiming for that positive, active emotional response that gets people clicking on the “share” button.
After all is said and done, after you’ve found something true, made sure you’re not wasting our time, taken what you’ve got all the way to unforgettable, and showed us moments of humanity, there’s one more secret weapon in your arsenal: music.
Music is a direct line to emotion.
Evolutionary psychologist Steven Pinker, writing in his book How the Mind Works ...
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