Chapter 13. How to Thrill Your Audience into Buying


"Without music to decorate it, time is just a bunch of boring production deadlines or dates by which bills must be paid."

 --Frank Zappa, rock and roller

"I can't tell you, but I can play it for you."

 --Epiphone Guitar Company, musical instrument manufacturer

"Those who danced were thought to be quite insane by those who could not hear the music."

 --Angela Monet, painter Claude Monet's wife

"We don't like their music, and guitar music is on the way out."

 --Decca Records' reason for rejecting the Beatles

How to Thrill Your Audience into Buying

Food for Your Ears

Scientists at the Montreal Neurological Institute have studied hundreds of brain scans, and have come up with an amazing discovery that I want to tell you about.

The music we enjoy most, they've found, switches on the higher thinking centers of our main brain, the central cortex. The moment the good stuff starts to play we immediately think better, feel better, and work better. As Neurological Institute psychologist Robert Zatorre describes it, music triggers the "ancient circuitry, the motivation and reward system of the human mind."

This circuitry is wired in the limbic system somewhere at the center of the brain, where it rules our most basic drives, including the need for food, sex, pleasure—and music.

That's right; your brain considers the urge for music as necessary as your urge to eat, to have sex, and to seek pleasure.

For human beings music is food. It's universal ...

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