Typecasting

BOY, WE ALL HATED TYPECASTING when I was a budding actor. We wanted to be recognized for our talent, not how we looked or sounded or dressed. But we rarely escaped typecasting’s grip in school, and it was inescapable when I pursued acting as a career. How you looked and moved and sounded was critical in 98% of the auditions, even down to hair color and height. At commercial auditions, you could gauge your chances of getting the job based on how close your looks were to the sketches on the storyboards.
        Now, though, as I view things from a business and persuasion perspective, typecasting makes perfect sense. We are all — ALL — hardwired to make snap judgments about someone from a single glance. Occasionally, we get surprised (sometimes pleasantly, sometimes not). Mostly, though, we make a decision about someone and then stand by our assessment, unless there’s a dramatic occurrence that forces us to change our opinion.
        So think about that. You’re about to make a presentation or sales call, or you’re about to go ahead with that press release or marketing campaign — and the people you want to reach or influence are going to decide whether they’ll accept you and/or your pitch in the first second. That’s right, one second. All that effort, and they may summarily dismiss you before you even open your mouth.
        Yikes! Unfair, right? That’s what we felt in acting school. But that IS the reality.

So what do you do?

First, ask yourself how YOU are being typecast. Are you coming across as a Salesman, a Vendor, or someone with something to pitch — OR as a partner, an advisor, or someone who can help them achieve something? If you’re not sure, then it’s highly likely you’re in the Salesman/Vendor/“Me” category.
        And if you are in that category, a new suit or fancier words in your press release won’t help you. If you’re new to The YouBlog, read about The You-Me Principle and go through the 10 “Exercises” listed in the right column.
        If you’ve been following The YouBlog for a while, but — oops — find you’re not yet squarely in the Partner/Adviser/“You” column, go back and read The Presentation Quick Guide and The Cocktail Napkin Presentation. The ideas in those posts go far beyond just presentations.
        And even if you are squarely among the Partner/Advisor set, it’s still very helpful to think about how you are being perceived. Look at the first 15 seconds of your presentation or pitch and see if there is anything that smacks of “Me”. If there is, take it out. You don’t want to give your audience or prospects any reason to move you toward the Just-A-Vendor category.