Here's a snippet:
The ones that do it for me really do it. They work every time. They have distinctive language and imagery that roll through my brain on a predictable and effective path, making me weak in the knees, getting me wound up. I can recognize the people who share them because they use certain key words or phrases. We can spot each other across a crowded room. It takes only a shiver at the right moment or a certain knowing look in the eye.
You can read the whole thing here.