You Wanna Piece Of Me? First You Gotta Get by BROCA.

The geek in me loves this post, on literary agent Rachelle Gardner's blog, written by marketer and author Jim Rubart:

You Must Shock BROCA

The idea here is the Broca area of the brain is what makes the difference between a person (such as an agent/editor) tuning out because they've heard your idea a million times, or tuning in and remembering you.