Motivating Buyers is All in Your head

Have you ever cried when you watched a movie? Had to turn on the lights when a horror scene got too scary? Yelled at the TV because someone did something incredibly stupid? Or cringed in embarrassment while watching someone make a fool of themselves?

Why do we do that? Nothing bad is happening to us. We’re not in danger. And yet, we can get so immersed in someone else’s experience that we feel as though we’re living it right along with them.

That response comes from mirror neurons deep in the brain.

Mirror neurons are a type of brain cell that responds both when we do something AND when we watch someone else do the same thing.

Watching an action and performing an action elicit the same types of response!

It’s why some people gag when they see a YouTuber eat something disgusting. It’s why almost all of us feel pain and compassion when we see someone else suffering.

And it’s also why people buy things when they watch a video of someone else using a product.

Try it out.

Here’s a nice picture of a thermos on a pure white background:

It’s clean. It provides information about what the product looks like. But it’s not very engaging.

Now watch this clip of me using the the same thermos:

What did you experience?

If you’re like most people, you probably noticed a subtle feeling of being part of the action. You got an idea of what it felt like to twist off the lid, pour the coffee, and sip it. If you’re particularly empathetic, you might have even tasted the coffee.

Mirror neurons are fascinating and powerful little cells. I experience their power every time I see someone eating mushrooms. I don’t like mushrooms. I KNOW I don’t like mushrooms. But darn it, every time I see someone on a cooking show waxing poetic about their mushroom creation, I want to run out and make it myself. In fact, every couple years, I invariably try to recreate a delicious looking mushroom dish. I still don’t like mushrooms. But it doesn’t matter. I CONVINCE myself I’m going to like them because I watched someone ELSE enjoying them.

If mirror neurons can get me to spend time and money making food I know I’m not going to like, think about how much easier it will make the sales of a product your customers are already looking for!

Post a video on your website or listing of yourself or someone ELSE using your product, and watch your sales start to shift.