In business, it’s always important to be clear, concise, and direct in your communication in order to get your point across—right? Well, not always. In fact, some of the most effective marketing campaigns use what are called “masking messages.” Masking messages are essentially messages that are veiled or disguised in some way. They’re not always easy to spot, but they can be very effective in getting people to take notice of your product or service.
Masking messages can take many different forms, but they all share one common goal: to get people to think about your product or service in a new and unique way. If you’re looking for some inspiration for your next marketing campaign, here are seven types of masking messages that you can use:
1. The Reverse Masking Message
The reverse masking message is when you state the opposite of what you really want people to believe. For example, a company might say that their product is “not for everyone” in order to make it seem exclusive and desirable. Or a politician might say that they “don’t have all the answers” in order to appear more relatable and human. The key with this type of masking message is to be careful not to overdo it—if you state the opposite of what you really mean too often, people will eventually catch on.
2. The Curiously Ambiguous Masking Message
This type of masking message is designed to be deliberately vague so that people will have to think about it more deeply in order to understand its meaning. For example, a company might say that their product is “like nothing you’ve ever seen before” in order to make people curious about what it actually is. Or a politician might say that they have a “vision for the future” without elaborating on what that vision actually entails. The key with this type of masking message is to make sure that there is actually a hidden meaning behind your words—if there isn’t, people will see right through it.
3. The roundabout Masking Message
The roundabout masking message is when you take a longer route to get to your point so that people will pay closer attention to what you’re saying. For example, instead of just saying that your product is “cheap,” you might try saying something like “our prices are very budget-friendly without compromising on quality.” Or, instead of just saying that someone is “lazy,” you might try saying something like “they don’t like working hard and prefer to take the easy way out.” The key with this type of masking message is not to beat around the bush too much—if you do, people will tune out before you even get to your point.
4. The Misleading Masking Message
The misleading masking message is when you give people false information so that they will pay attention to the true message that you’re trying to communicate. For example, a company might say that their product is “the best thing since sliced bread” when it’s actually just an average product. Or a politician might say that their opponent is “in bed with special interests” when there’s no evidence to support this claim. The key with this type of masking message is not to tell an outright lie—if you do, people will quickly see through it and it will backfire on you.
5. The Understated Masking Message
The understated masking message is when you downplay your own importance or achievements so that people will realize how great they actually are. For example, a company might say that their product is “not perfect but good enough” in order to make people think that it must be pretty darn good if they’re willing to admit that it’s not perfect. Or a politician might say that they are “just an average person who wants what’s best for the country” in order lobbed at them as an attack by their opponents. The key with this type of masking message is not sound too self-deprecating—if you do, people will think that you’re being sincere and they’ll write you off as being unqualified for the job.
6/7. The Compliment Sandwich/Disguised Compliment Masking Messages
These two types of masking messages are similar but with one key difference: with the compliment sandwich masking message, the compliments are genuine while with the disguised compliment masking message, the compliments are insincere. An example of a compliment sandwich masking message would be if somebody says, “I know I can be critical but I really appreciate all the hard work you put into this project,” while an examples of disguised compliment would be if somebody says “That outfit looks amazing… did somebody die?” Both types of these messages can be effective but should be used sparingly so as not come across as being manipulative.
Masking messages can be a useful tool in your marketing arsenal but should be used sparingly and carefully so as not seem manipulative or insincere. With great power comes great responsibility! Which type(s) of these masking messages do you think would work best for your business? Try out a few and see which ones resonate most with your target audience. As always, happy marketing!