HYPE STRATEGY #7
FIND A VOID AND FILL IT
People are constantly giving out signals as to what they lack. They long for completeness, whether the illusion of it or the reality, and if it has to come from another person, that person has tremendous power over them.
On the evening before April Fool’s Day 1848, 14-year-old Maggie Fox and her 11-year-old sister Kate knocked at the door of their neighbor’s home in the farm town of Hydesville, New York. The two girls seemed to be filled with both fear and excitement in equal measure. They told their neighbor they wanted her to see something that they had been experiencing with increasing regularity but that no one outside their household knew about. Curious, she followed them back to ...
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