Why Stories Stick
The Copywriter Column #206
Have you ever watched someone bite into a lemon and felt your own face pucker up? Or cringed when you saw someone take a nasty fall? Or have your palms sweat while watching this documentary?
It's not just you being empathetic—it's actually your brain cells getting in on the action, and it’s what makes great marketing work.
Why you feel what others feel
Back in the '90s, some clever Italian researchers discovered something wild: certain brain cells fire both when you do something AND when you just watch someone else do it.
They named them mirror neurons, and they're essentially your brain's way of test-driving someone else's experience.
Think of them as your brain's empathy engine. They're why you tear up during that emotional movie scene even though nothing sad is happening in your actual life. They're why yawns spread through a room like wildfire.
Your brain isn't just observing these experiences—it's literally recreating them inside your head.
Your brain on stories
Here's where it gets juicy: stories are like rocket fuel for these mirror neurons.
When you're absorbed in a good story, your brain doesn't know the difference between reading about an experience and actually having it.
That's exactly why my palms sweat when watching Free Solo, or why your stomach might growl when someone describes a delicious meal in mouth-watering detail.
For us marketers, this is a good thing.
Because when your audience engages with your story, they're not just reading words or processing information—their brains are essentially experiencing the same thing.
So what does this mean when you sit down to craft your next marketing campaign?
Everything, actually.
When your marketing features characters your audience can relate to, their mirror neurons light up like a Christmas tree. They're not just observing someone like them—they're neurologically stepping into that person's shoes.
When your story shows someone struggling with a problem (the same one your audience has) and then finding sweet relief through your solution, guess what? Your audience gets a little hit of that relief too.
All those emotions? The joy, relief, or sense of accomplishment your character experiences in your story isn't just described—it's neurologically transmitted to your audience.
Maybe now you can see why testimonials and case studies pack such a punch.
They're not just "social proof"—they're neurological test drives. Your prospect's brain is literally trying on the experience of being your happy customer.
The power is real, use it wisely
Like Uncle Ben said: “With great power comes great responsibility.”
In other words, there's a fine line between using this neurological insight to connect and using it to manipulate.
Manipulation is when you deliberately trigger mirror neurons with experiences that have nothing to do with what customers will actually get. It's neurological bait-and-switch, and it makes people feel duped (because they were).
Authentic connection is when you use storytelling to give people an accurate preview of what they'll experience with your product or service. Their mirror neurons are simulating something real, something you can actually deliver on.
So how do you use this brain science for good, not evil?
Here's my shortlist:
Use real people in real situations your audience will nod along to ("been there, done that!")
Don't shy away from showing the struggle (that's the "before" that makes your "after" shine)
Show genuine emotional payoffs that match what customers actually experience
Get sensory with your language—make people feel, taste, and touch your story
Keep it focused on one person's journey to avoid neural overload
When you harness mirror neurons ethically, you're not manipulating people—you're helping them preview an experience they'll actually have.
When done well (and right), the most effective marketing efforts aren’t about tricking people into wanting something useless. They’re about helping people recognize what they truly need and letting them experience it first through story.
Use that insight responsibly.
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