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How To Use Ulterior Messaging To Sell
Published about 1 year ago • 3 min read
Issue #75
Doreen demonstrates the menu using the medium of modern dance
Ulterior Motives
Sales is about driving action. If your messaging does not connect both logically and emotionally, nobody will feel like they have to do anything and...you lose the prospect.
Ulterior messaging is the art of speaking to both reason and emotion.
It is how you close the gap between interest and commitment. It is not just what you say, it is how you get your message into your prospect's head and heart.
If only it was this easy...
Why Ulterior Messaging Works
People do not buy based on logic alone. They justify decisions with logic, but emotions drive them.
Antonio Damasio’s research revealed that emotional processing is essential to decision-making. If your pitch focuses only on features, you will bore your audience.
But when you pair logic with emotional relevance, your message becomes unforgettable.
Nike is a perfect example.
This is Nike, why does she need trainers when she has wings?
Their overt message focuses on high-performance gear. Their covert message tells you that wearing Nike makes you part of a community of winners.
This is ulterior messaging in action, and it is why their campaigns inspire action rather than indifference.
The Two Layers of Ulterior Messaging
Overt messaging appeals to logic with data and measurable benefits. Covert messaging aligns with identity, ambition, or fears. Together, they create a powerful influence.
For example:
Overt: “Our platform reduces processing time by 30%.” Covert: “Imagine being the leader who brought this game changing efficiency to your team.”
When combined, the covert amplifies and supports the overt.
The overt message is the username, and the covert message is the password to gain access.
Prospects do not just see the benefit. They feel its impact on their role and future.
You need both in order to get into their thought processes.
How to Make Ulterior Messaging Work
Make It Personal
Tailor your message to resonate with the individual. Understand their role, challenges, and goals. Do not just sell a product. Show how it enhances their life.
Instead of saying, “This software streamlines operations,” say, “This software streamlines operations and positions you as the leader driving innovation.”
The logic earns attention. The emotion earns trust.
Prove It with Stories
Numbers validate. Stories persuade. Real examples ground your covert messaging in reality. Imagine telling a client:
“A customer like you improved efficiency by 25%. Now their team focuses on strategic growth, not busywork.”
That story does not just show what is possible. It shows how your prospect’s life could change.
A case study puts ideas into prospect's heads
Create a Vision of Success
Help your prospect picture the payoff. Do not just list benefits. Paint the scenario. Say:
“Imagine presenting these results at the next board meeting. The confidence and recognition you will earn will make a real difference.”
When they see themselves in that future, they will act to make it real.
Build Authentic Urgency
Avoid clichéd pressure tactics. Tie urgency to their priorities instead. Say:
“We are already working with your competitors. If you want to lead in this market, now is the time to act.”
This urgency is not about your deadlines. It is about their opportunity.
This is what business urgency looks like
What You Must Avoid
Ulterior messaging is powerful, but misuse can backfire. Do not manipulate. Misleading covert messages erode trust. Always align them with genuine value. Do not overload emotion. Back every claim with hard facts. Misreading the prospect’s priorities can alienate them. Adapt based on their cues.
Put It Into Action
Research deeply. Know your prospect’s goals, fears, and aspirations. For every logical point, craft an emotional amplifier.
Start with one prospect and adjust based on their responses. Close with clarity. Ensure your call to action connects overt and covert messages.
For example: “You have seen how we can improve efficiency by 30%. Imagine leading a team that is now free to innovate. Let us schedule a pilot to validate these results.”
Why You Need This Now
The market is crowded with competitors offering the same data and features. What sets you apart is your ability to connect deeply with decision-makers.
Connection makes you stand out, not being an Elk on a paddle board
Ulterior messaging does not just sell products. It builds relationships, trust, and loyalty.
Do not just inform. Inspire. Your sales depend on it.
When you are telling your stories, use templates that business people use, not Hollywood. You can read more about this here.
It's a previous blog about narrative structure in sales storytelling.
Join 1,850+ professionals and transform your B2B sales results. Learn to sell the way big companies buy. Get insights delivered every Sunday - read in minutes, use forever.
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