This is a colloquial way of expressing how you want something done after someone has already attempted to do it the wrong way. Here -LIKE is used instead of -LY: A: Here's the email you told me to write. B: Thanks, but it's too nice. A: You told me to make it direct... B: I meant rude-like. (=rudely direct). In your example, I could see a woman asking her husband for a massage. He starts grabbing and pulling and she winces: A: Ouch! That hurts! B: I thought you wanted a proper massage. A: I meant gentle-like. (=proper, but gently proper)