If you glance at the photo above and think, "What a lovely, harmless gent here to help," then this article might not be for you. And you could be right. But I'm writing this for the other half—the ones who never answer calls (even if they recognize the number), who forward unsolicited emails straight to the Government of Canada's spam reporting address, and who, upon seeing that photo, instinctively put their headphones in to avoid any unexpected chit-chat. Not that I have any personal experience with such behavior. cough

Let’s be honest: most people don’t want to be “sold.” Especially in 2025, when AI can write a pitch faster than you can blink and every other brand sounds like they’ve swallowed a thesaurus.

So what do you do when your audience can smell a sales tactic from three scrolls away?

You don’t push. You attract. You build trust before you ever ask for attention.

Here are some tips for founders keen on attracting people that actually want to engage with them:

1. Don’t fake connection

People can tell when a brand is trying too hard to be relatable. Scripted emails and contrived, performative tones don’t build trust, they erode it. Most customers don’t want to be “converted.” They want to feel understood. And that only happens when brands lead with honesty and genuine interest, not tactics.

That doesn’t mean being overly polished or distant. It means showing up consistently, communicating clearly, and offering something of real value, even when you’re not actively trying to sell.

The move: Be useful. Be sincere. Share ideas your audience genuinely cares about. Trust is built over time, and it starts with real conversation, not performance.

2. Show, don’t sell (and definitely don’t shout)

The most compelling content right now? It’s lo-fi, honest, and unpolished. Think founders talking about what went wrong, not glossy montages of what went right.

People are tired of brand voices that sound like AI-generated charisma. If you’re shouting about being “authentic,” you’re probably missing the mark.

The move: Take people behind the curtain. Let them in on what you’re working through. The right ones will stick around.

3. Earn attention — don’t hijack it

Grabbing attention is easy. Keeping it? That takes trust.

In an era of infinite content, the stuff people return to is the stuff that respects their time. It’s consistent. Thoughtful. And it gives before it asks.

The move: Share value with no strings attached. The best-selling brands often don’t sound like they’re selling at all.

4. Get Comfortable Being the Odd One Out

If you’re blending in, you’re missing out. The secret sauce? Being a little strange. Lean into what makes your brand different, and watch how it catches people’s eye. Quirky is the new cool.

The move: Stop trying to be everything to everyone. Double down on your brand's unique quirks, whether it's a weird product feature, a bold color choice, or an offbeat tone of voice. Experiment with the unexpected and see what resonates. Make your weirdness part of your brand’s DNA, and stick with it.

5. Embrace the slow burn

You don’t need to go viral to win. You just need to matter — to the right people, consistently, over time.

That kind of connection doesn’t come from chasing trends. It comes from showing up, staying curious, and being relentlessly useful and true to your values.

The move: Think relationship, not campaign. The long game is where the loyalty is.

Final Thought

So how do you sell to people who hate being sold to?

You don’t.

You connect.

You build something real and show up where the right people are, and invite them in.

Yes, it’s slower. Yes, it’s harder to measure. But it works. Especially if you’re trying to reach people who instinctively recoil from the hard sell (emphatically raises hand).

And if your copy still sounds like a used car ad with a foghorn, maybe it’s time to upgrade to something a little less “come on down.” Revisit your “why”, pick apart your values, and assess.

Slayfully yours,

Ais

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