“Mirroring” in marketing

By Ari Vivekanandarajah / September 17, 2021
Mirroring in digital marketing

As human beings, we connect easily with those we relate to. The technique of mirroring refers to the replicating of the physical and verbal behaviours of those we’re communicating with. 

This technique builds understanding and empathy between communicators. In other words, it makes connecting with others easier.  

Mirror neurons or the set of cells in our brains that trigger mirroring activate as a response to the actions of people we often interact with. 

You may have observed mirroring happen automatically in personal relationships, such as imitating a certain speech pattern from a friend or adopting a behavioural pattern of a spouse. This practice is marked by using similar manners of communication expressions or gestures when interacting with others. 

There is more than one way to mirror someone’s communication style. 

Body-language mirroring copies the way your listener carries themselves. If they are sitting in a chair and leaning back, for instance, you can mirror it by sitting the same way. 

When mirroring the voice, you are imitating the volume, speed, and tone of their speech.

Mirroring the style is another aspect of this technique. In sales and marketing specifically, this means being attentive to what your client or your listener is more interested in. Do they prefer to talk about numbers and statistics? Or are they more detail-oriented? Accordingly, you can alter what you express to speak what they like to hear. 

Gesture-mirroring refers to the imitation of certain gestures your listener uses to express assent or comprehension such as nodding or shoulder shrugging. 

Mirroring in marketing

The mirror technique which is adopted in sales and marketing is the connection that is nurtured to build better customer relationships and deliver personalised content, products, or services. 

This method will make you and your brand approachable, readable and your messages more coherent. 

Building immediate connection

Mirroring may not break tension immediately when you start a conversation but it certainly can ease the client into speaking more openly with you. By altering your voice of delivery to match theirs, you will build familiarity with the client. 

Generally, we find it impossible to dislike someone who communicates in a similar manner to us. So from the first interaction, you can set off by making a good impression and creating a positive brand image. 

Influence consumer behaviour

Through mirroring, what you address is the subconscious of your client by giving them the impression that you are like them and presenting them a relatable persona to immediately relate to. 

Consumers tend to reject brands that are too aggressive or pushy when it comes to sales. As someone who communicates in a manner that is familiar to them, you can change this by making the consumer more lenient to converse with you. 

When you establish customer satisfaction with approachable speech, it increases your chance of a successful transaction. 

Providing personalised content 

You don’t have to limit mirroring to direct communication with just your clients. You can also use this method in your digital communications, catering to individual preferences and personality types in your target audience by understanding their unique needs. 

This may come across as challenging in digital content delivery where customers are targeted as groups or categories. The trick to providing them with content that aligns with their preferences and personalities is to gather adequate data about individual consumer behaviour. 

You can collect valuable data about your consumers by asking for their information or by monitoring their preferences and interests when communicating with them. For instance, tactics such as social media monitoring, subscription data analysis, or in-store traffic monitoring are some of the easiest data collection methods. 


>