The carpenter effect, affectionately known as #Nachmacher, reveals a fascinating facet of our social behavior: We humans are masters of imitation. This phenomenon is based on so-called mirror neurons, which build a bridge between observation and personal action. Simply put, when we see someone perform an action, the same nerve cells become active in our brain as if we were doing the action ourselves.

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This tendency to imitate is evident in many everyday situations. Perhaps you've already noticed how you unconsciously mirror the posture of the person you're talking to, or how a yawn can travel across a room as soon as it starts with a person. These small, often unconscious, reflections are examples of the Carpenter effect in action.

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But how can this effect be used in digital marketing? This is where two powerful tools come into play: the #Kopfkino and the direct call to action, also known as #CTA. By helping your customers imagine themselves in action with your product, you activate those mirror neurons even before they get their hands on the product. A classic example of this is User-Generated Content (UGC). Customers see other customers using a product and immediately feel the impulse to try it out for themselves. Unboxing videos have also proven to be extremely effective, as they give potential customers the feeling that they would unpack the product themselves.

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It is also exciting that certain words and phrases that describe movement or body parts can activate specific regions in the brain. Phrases like “Take the first step” or “Take control of your luck” aren't just metaphorically powerful — they motivate action on a deeper, neurological level.

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In essence, the carpenter effect allows your customers to “experience” the functionality and emotional value of a product even before they physically own it. As a result, products are no longer seen just as objects, but as personal experiences and solutions. So use these insights to bring your marketing strategies to life: Let your customers dream, introduce themselves and ultimately act.