Altercasting As A Persuasion Technique
You know that moment when someone describes you in a way that’s just a little too flattering? “Oh, Martin, you’re such an expert at persuasion!” (Why, thank you, I try.) Or maybe someone calls you “the voice of reason” in a team meeting, and suddenly, you feel obliged to live up to that title. Congratulations! You’ve just been altercast.
Altercasting is a subtle but powerful persuasion technique where you assign a role to someone—whether they asked for it or not—and they feel compelled to behave accordingly. It’s like telling a toddler they’re your best helper before handing them a mop. They weren’t planning to clean, but now they feel like they have a reputation to uphold. (If only this worked on my kids when they were younger.)
There are two types of altercasting: manded and tact. Let’s break them down, so you can start using them to your advantage in negotiations, influence, and possibly convincing your significant other to make you a cup of tea.
Manded Altercasting: Just Tell Them Who They Are
Manded altercasting is when you explicitly assign a role to someone. It’s direct, like handing someone a script and expecting them to read their lines. For example:
“As a forward-thinking leader, I know you’ll appreciate this innovative approach.” (Congratulations, they’re now a forward-thinking leader.)
“Since you’re the expert on this, I’d love to get your view.” (They weren’t planning on being the expert today, but now they have to rise to the occasion.)
This works brilliantly in negotiation. If you tell a supplier, “I know you’re the kind of partner who always looks for win-win solutions,” they’d feel a bit awkward responding with, “Actually, no, I prefer zero-sum bloodbaths.” You’ve framed them into the role of the cooperative, rational negotiator.
2. Tact Altercasting: Show, Don’t Tell
Tact altercasting is the more subtle, Jedi-like version. Instead of telling someone outright who they are, you behave in a way that implies the role they should adopt.
If you act incredibly reasonably and collaborative in a negotiation, your counterpart will feel a pull to reciprocate and match your behaviour.
If you treat someone as though they are a trusted, valued partner, they’re more likely to start acting like one.
I once worked with an irascible Factory General Manager who was notoriously difficult. Instead of battling them head-on, I started treating them as if they were the most flexible, customer-focused stakeholder I’d ever worked with. “I really appreciate how you’re always open to finding solutions,” I said with an entirely straight face. Lo and behold, over time, they actually started behaving that way. Was it magic? No. Just tact altercasting at work.
Why does this matter in negotiation (and for humans in general)?
Altercasting is incredibly useful because people generally want to align their actions with the way they are perceived. We hate so-called “cognitive dissonance”. If someone tells us we’re fair, reasonable, or innovative, we’d rather live up to that than prove them wrong.
So next time you’re negotiating, persuading, or just trying to get someone to take out the bins, try a little altercasting. Just make sure you pick a role they want to play. Telling someone, “You’ve always been so generous” when they’re being tight-fisted might just get you an eye-roll. But frame it right, and you’ll be surprised at how often people step into the role you set for them.
Until next time—keep influencing ethically and remember, you’re all incredibly insightful readers. (See what I did there?)
