Selling Without the Sleaze: The Authentic Approach to Promotional Emails
Photo by Glenn Carstens-Peters on Unsplash
Sleazy sales tactics are out.
Ethical, value-aligned selling that feels as natural as breathing is in!
In this article, we're going to go over the authentic, feel-good marketing tactics to sell your products in a way that steers clear of reactive, fear-based sales conversations.
As business owners, we're here to sell. It's not a secret, and we don't need to be ashamed of it.
Unfortunately, in the recent past, online entrepreneurs have resorted to sleezy, grimy marketing tactics that are giving a major ick.
I'm talking about things like:
Fake pricing on online courses to make audiences believe the content is of a higher value
High-pressure tactics that lead customers to make decisions that aren't best for them
Fake urgency timers that restart every time you refresh the page (I despise these).
Aggressive upselling right after a purchase before the customer has time to use, or receive, what they bought
Adding unexpected charges during checkout that weren't mentioned on the sales page
Using manipulative or emotional language to meet your marketing goals (example: "If you don't buy our online course, your business will fail"
Putting fake testimonials in your sales messaging
Witholding important information like refund policy and subscription terms.
I could go on, but I think you have a solid understanding of the concept at this point.
Unethical marketing is using unethical persuasion to sell more products. In 2025, customers are smarter than ever. They see write through these grimy sales tactics for what they really are: garbage.
Your ideal client wants to buy from you. They don't need to be scammed into it.
In today's blog, we are going over how to create messaging that genuine and in-alignment with your brand.
Let's get going!!
Understanding Authentic Sales Communication
Authentic sales communication leads to trust, and trust leads to conversions. A creator I follow who is the Queen Extraordinary of authentic sales communication is Kar Brulhart. The way she lets people into her life, and shares her background, her views, and her messy experiences draw the right people while repelling the wrong ones. This is exactly what sales communication is meant to do!
The most important part of your sales communication is to speak honestly about who you are, what you believe, how your product/service has helped someone (or could help in the future). Effective sales begins with authenticity.
The Role of Personal Authenticity in Email Marketing
As an email copywriter and strategist, I could not pass up an opportunity to discuss how personal authenticity places a role in your email marketing.
Millions and millions of emails are sent every day. Most of them are sales-y with no personal connection attempted. Imagine how powerful it would be if you could send your email list copy that talks about who you are, your failures and successes, and what sets you apart from the crowd.
Authentic marketing over emails looks like sharing stories that resonate, educate, shift a perspective, or persuade. In email marketing, it's highly encouraged to be personal. You're a real human sending a message to another real human. Make it sound like you by integrating phrases you use in real life. Read guides for inspiration that have been written by expert communicators who value honesty over profits.
The most important part of the email marketing process? Not losing who you are to make sales. Remember, your subscribers signed up for your list for a reason. They want to get you, the real you, not a manufactured, fake version of you.
Integrating Brand Narratives into Promotional Emails
Incorporating your brand narrative into your promotional emails is a fantastic way to expose your email list to your values while still selling your product or services.
Here are three ways to do it better:
1. Tell a story
Instead of leading your emails with "Buy now!", start your emails with a story about a time you helped someone solve a problem, or how you struggled with a problem and how your offer was the solution.
2. Make the reader the hero of the email
"Buy our product now" isn't compelling. More compelling calls to action are:
"Give her a birthday gift she'll appreciate for the rest of her life."
"You can be the reason that hungry children eat a meal this week."
"Make genuine connections that take you and your clients to the next level."
Frame your call to action around your reader, making them the hero by writing about what they'll be able to do, thanks to the purchase of your products or services.
3. Close with a natural next step
Frame the call to action as the natural next step in the sales journey for potential clients or customers.
A CTA that asks readers to purchase your $4000 course is a hard sell, and not a very effective marketing technique.
The goal of email marketing isn't to do all the heavy lifting for your business. The purpose of your email is to get readers to take the next step.
An example of a next step would be, "join us in writing the next chapter."
When you lead with narrative, reader-centered copy in your email marketing, you shift the focus from selling something to inviting someone to be a part of the larger story.
That kind of writing builds authentic connections through ethical persuasion.
Build Real Relationships with Your Audience
Each subscriber on your email list is a real person, with real challenges, and real emotions.
Encourage customer engagement by asking your subscribers to respond to your emails.
Ask your subscribers to respond in one or two sentences to a question that is easy to answer.
Here's an example, "I'd love to help you out with your sales framework. Hit reply and tell me your biggest challenge."
Setting Realistic Customer Expectations
One of the worst, unethical marketing strategies is selling a product like it's a magic pill.
I've seen so many online business owners offer false promises in their sales messages, promising immediate results or a crap ton of money.
If you want to engage in soulful marketing, you've got to be honest about the transformation your product or service provides.
If you have some extraordinary transformation stories, share them proudly while acknowledging that the results are not typical.
Your audience will appreciate your honesty when you present them with an honest view of what the outcome will be from purchasing your product or service.
You're also more likely to get clients and customers because your audience will be more inclined to believe what you say.
Long Term Benefits of Authentic Email Marketing
Value-based, audience-centered, narrative-driven email marketing produces results that go beyond higher clicks and conversions.
When you avoid sleazy sales tactics in favor of emotional connections and authentic marketing, you can expect:
Brand credibility. People will come to trust your brand because you promise real, attainable outcomes. You'll stand out in crowded inboxes because of your respectable selling practices
Increased customer retention. You'll recruit lifetime customers by leading with honesty. Customers who trust you are customers who will buy from you again and again because they know you're not in it only for the money.
Deeper relationships. By selling authentically every single time, you'll build deep relationships with your customers because they'll see you as a person, not just a brand selling.
Better audience insights. Your perfect clients will respond to authentic, story-driven email marketing. Over time, the responses and engagement will help you learn what truly matters to your email list. You can use this data to create segmentation and stronger email campaigns, leading to more money.
Email Authenticity Audit
Use the checklist below on your last email or email marketing campaign to audit for honest marketing tactics.
Tone & Voice
Is the tone of my email consistent with my brand values?
Does this email sound like it was written by a real person?
Purpose & Transparency
Is it clear why you're sending the email?
Is your ask (donation, RSVP, purchase, etc) framed with integrity, not pressure?
Value to the Reader
Does this email provide the reader with value, whether informational, educational, or entertainment?
Would the reader feel this email was worth reading even if they didn't take action?
Storytelling & Connection
Does my email include emotional touchpoints to make the reader feel something?
Does the email connect the reader to a bigger purpose or community?
Call to Action
Is the call to action clear, not pushy?
Does your CTA feel like the natural next step in the sales process?
Conclusion & Next Steps
If you want to be known in the online community as an authentic business owner who puts people over profit, ethical, value-aligned selling in your email marketing is a must.
Want to learn how to write powerful email newsletters your audience devours? Check out this post.
Open rates lagging lately? Read about ethical ways to boost your open rates here.
If you're looking for an ethical but persuasive email copywriter, I'm your gal. Check out my services page to learn more about my email sequences, strategy calls, and refinement service-all framed around your brand values, always written with integrity.
