Who Will You Be Today?

As a kid, I dressed up for Halloween in everything from superhero costumes to professional hockey and football player outfits. I was not into the scary or gory-type costumes. As an adult, my wife and I have attended more than our fair share of costume parties. It turns out there is some psychological research about the costumes you choose. It's quite "scary"- sounding (couldn't resist). It's called Enclothed Cognition. Enclothed cognition is a psychological phenomenon describing how the clothes we wear can systematically influence our thoughts, feelings and behaviors.

In a blog for a publication called The National, they suggest:

"The costume you pick can reflect aspirations or suppressed traits: e.g., choosing a "superhero" costume may reflect a wish to feel empowered, strong, influential; choosing a "scary" or unconventional costume might reflect a desire to push norms."

Okay, where is Schmidt going with this? A valid question. As media sellers, you're not only selling airtime or ad units — you're selling transformation (for your clients) and identity (for yourself). Use the Halloween costume metaphor to elevate your mindset and your pitch. Here are four ways to do just that, not just today, but every day.

Dress in the persona of your future self — Just like an adult picks a costume that reflects a desired identity (strong, fun, creative, bold), you should choose the kind of media salesperson you want to be. Do you want to be known as: the strategist who advises brands on story-driven campaigns; the connector who brings creative energy and insight; the trusted consultant who guides budgets toward outcomes? Assume that persona. In your daily work, act, talk and sell as if you already are that person. Over time, you'll align your results, relationships and habits toward it.

Frame every client presentation like a costume moment — On Halloween, the costume sets the stage for a night of different behavior: you play the part, you act accordingly. Similarly, when you meet a brand, invite them to "put on" the campaign persona with you. What do they want their brand to become in this market? Help them visualize that transformation. Make your media inventory the "costume" that enables them to step into that role. For example: "Here's how, with this strategy, your brand becomes the bold innovator in the category," rather than "Here's how you buy impressions."

Connect with the emotional driver behind the decision — As with adults dressing up for nostalgia, play and identity, your clients are also responding to deeper motivations: desire to be seen differently, to break out from the pack, to reconnect with their origins, to innovate. Ask: "What do you want your audience to feel? What transformation are you seeking?" Then link your media solution not just to metrics, but to that identity shift. The richer the emotional story, the more compelling your sale is.

Embrace the temporary "costume" to build a permanent self — Halloween is one night, but the psychological effect of dressing the part can last. In the same way, each sales interaction is a chance to "try on" the next version of yourself. Over time, that becomes who you are. By consciously choosing your persona in each call/presentation, you build the neural pathway (as research on "enclothed cognition" suggests) to become that person.

Think of yourself as wearing the costume of your future self — bold, trusted, strategic. Clearly, I didn't make it to the ranks of the NHL or NFL, but I'd like to think I've been somewhat of a superhero for my clients when it comes to building their belief and their businesses. Help your client do the same with their brand by framing your media strategy as the outfit that enables them to step into their ideal identity. When your sale is less about "buying space" and more about "becoming the brand you want to be," your value proposition deepens. Dress up that persona. Live it. Sell it.

Happy Halloween!

Think Big, Make Big Things Happen!

Jeff Schmidt is the SVP of Professional Development. You can reach him at Jeff.Schmidt@rab.com. You can all so connect with him on X and LinkedIn