“The Mirror Neuron was discovered in Parma Italy in 1989. It was originally called the “monkey see, monkey do” neuron. It is basically the reason why sometimes we can feel what other people feel — discomfort for instance. Let me ask you to do something, John, and your listeners as well. Just close your eyes and imagine that you are back in grade school and you are sitting in your desk looking at the large blackboard at the front of the room. Now imagine your teacher reaching up, and instead of writing on the board, she takes her long fingernails and scratches all four nails firmly against the board, slowly from top to bottom.

Now, did you feel uncomfortable?

What’s amazing about it is you didn’t even hear the sound but I was activating your Mirror Neurons, you still had that feeling. This is the concept of Mirror Neurons. Now, through research, this is being used in the world of marketing.”

From “Why We Really Buy” on the Duct Tape Marketing Podcast with Martin Lindstrom

I’m not sure the great direct response copywriters out there have any idea that there exists something called a “Mirror Neuron” but, once again, in application the direct marketers are way ahead of academics and the corporate world.  Any copywriter worth his salt knows that evoking a high emotional or physical response is good marketing.

I enjoyed this interview, but you can just sense the chasm between academics and the world of direct marketing when you listen to this one.  Still, I learned a lot about ‘Buyology.’

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