Have you ever watched a movie and felt so connected with a character that you experienced similar emotions?

Or saw someone on the street eating a sandwich and instantly craved the same item -- even though you ate lunch just an hour earlier?

These reactions are the result of mirror neurons.

Discovered by Italian scientist Giacomo Rizzolatti and his research team in 1992, mirror neurons are triggered in our brains whether we perform or just observe certain actions.

Essentially, when we see someone do something -- whether it's crying over a heart-wrenching break-up on the big screen or taking a bite out of a Big Mac -- we carry out those same actions in our minds.

What makes mirror neurons so powerful in copywriting and marketing is they're also activated when you simply read about an action or behavior.

Here's proof ...

Yawn.

Do you feel that tickly sensation in the back of your throat? How about your clenched teeth as your jaw tugs down just below your ears?

Is your body begging you to open your mouth and stop the strain?

Go ahead ... let out your yawn.

This example is used by Martin Lindstrom in his book, "Buyology: Truth and Lies About Why We Buy" to demonstrate how you can initiate action by using written words.

Lindstrom cites a UCLA study in which volunteers' brains were scanned using fMRI (functional magnetic resonance imaging) while they read phrases describing actions such as "biting the peach" and "grasping the pen." After reading the words, they then watched people perform the same actions.

Identical regions of the volunteers' brains lit up whether they read the actions or watched them on video.

Now you can understand why including command statements and telling stories in your marketing materials are such effective ways to prompt prospects to take your desired action.

Many successful retailers understand the mirror neuron phenomenon. Why do you think so many product displays (especially in malls) incorporate mannequins?

As Lindstrom states, they make it easy for us to mimic behavior.

For example, if you walk by a clothing store and you catch a glimpse of a slim and sexy mannequin dressed in the latest fall fashions, your brain tells you -- subconsciously -- you'd look the same way if you were wearing that outfit.

So you're more likely to go inside and look for that shirt and pair of pants you didn't need just 10 seconds earlier.

Mirror neurons are so powerful they can override rational behavior.

If your marketing materials don't include text explaining your customers' experiences using your services, then you're missing out on a major opportunity.

You must give your prospects a chance to imagine your services in action.

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© Trey Ryder

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