Anti-Sleaze Marketing And Why Honesty Beats Manipulation Every Time
How to Build Trust and Convert Clients Without the Gross Tactics
There are dirty tactics in the marketing world that too many people are still using and I'm done staying quiet about it.
As a copywriter and brand photographer, I've seen it all. I've had clients ask me to write copy using tactics that made me cringe. I've watched friends and family get manipulated into buying decisions they regretted. And this year, I finally put my foot down and said enough is enough.
Today I'm breaking down what anti-sleaze marketing actually means, why it matters more than ever and how you can sell authentically without feeling like you need a shower afterward.
The Trust Recession is Real
Here's the reality we're living in right now: We are in a trust recession.
Building trust with your audience isn't just more important than ever, it's also more difficult than ever. People need more touchpoints to really see who you are and to recognize your values before they're willing to purchase from you.
And when you use sleazy tactics, you break that trust instantly. It takes forever to build trust but only a second to destroy it.
The Two Biggest Offenders in Sleazy Marketing
After working with clients, marketing my own business and helping others market theirs, I've noticed two major tactics that make my anti-sleaze radar go off every single time.
False Urgency and Scarcity
Using urgency and scarcity in copywriting can be a great psychological tool when it's legitimate. If your program doors are actually closing, if your offer really is only open for a limited time or if you genuinely only have a certain number of spots available, GO FOR IT!
But here's where it gets gross in my opinion: some people use these tactics when they're not legitimate at all.
They say the doors are closing when they'll actually reopen next week. They claim there are only 5 spots left when there’s no limit at all. They create fake deadlines to pressure people into buying.
And audiences are smart, they can tell when something feels off. These false urgency tactics might work once but they destroy your credibility and break trust with your audience for the long term, even forever.
Pain Point Poking
The second major offender is pain point poking. Yes, humans are psychologically wired to be more averse to fear and negativity. These tactics work when used properly but they can manipulate people into making buying decisions that aren't actually right for them.
We see this all the time in marketing with messages like:
If you're not doing this, you're doing it wrong.
If you don't hire me, you'll never succeed.
You're failing because you haven't invested in my program yet.
That's manipulative and it makes your audience feel terrible about themselves. You're not building connection, you're using their insecurities against them.
The Anti-Sleaze Alternative
So what's the better way?
Instead of making your audience feel bad about where they're at, meet them where they are. Acknowledge their pain and struggles but don't sit in that negative energy.
Show them you understand what they're going through because you've either experienced it yourself or you've helped clients through it. Make them feel seen instead of making them feel shame.
Then paint the picture of the positive outcome. Show them the transformation that comes from working with you without manipulating them into thinking they're doomed without you.
When you do this, you build genuine trust and connection, and that's what leads to sustainable sales and long-term client relationships.
Find Your Anti-Sleaze Marketing Approach
It's important to get really clear on your values and who you are so you can find a way to market and sell that feels natural and good to you.
When you're selling in a way that feels aligned with your values, your audience picks up on that. They're smart and they can tell when you're faking it or using tactics that don't feel genuine to you.
Anti-sleaze marketing is one of my core values. In the way I show up for my clients, I make sure I'm being honest, showing up with integrity and being my true self. I also encourage my clients to do the same.
When I have clients who want to use false urgency, that's a no-go for me. I won't write that for you. That's a line I've drawn and I attract the right people because of it.
Your Strategy Needs to Feel Like You
Not every marketing strategy is going to work for every business owner. Some people can put more pressure in their copy because it aligns with who they are and what their audience responds to.
The key is knowing yourself, knowing your audience and doing a gut check to make sure what you're doing is actually aligned with you.
Don't just take what other people are saying and assume it's going to work perfectly for you. Other people might have different values, a different way of speaking and a different audience. There are so many nuances.
Find what works for you - that's what makes it sustainable, that's what makes it work and that's what makes it possible to build trust and connection with your audience.
Going into 2026 and beyond, building genuine connection is going to be the most important thing when it comes to selling and marketing.
What You Can Do Right Now
As business owners and as consumers, keep an eye out for these sleazy tactics. Notice the false urgency and the pain point poking so you can make better buying decisions as a consumer and empower your audiences to make better buying decisions when they're buying from you.
When you use integrity, honesty and authenticity in your business, when you're marketing and when you're selling, you build something that lasts. You build something that feels good for you in the long term and feels good for your audience too.
Not to mention:
Your marketing becomes sustainable because it doesn't drain you
Your client relationships are built on trust instead of manipulation
Your reputation grows as someone who does business the right way
Your audience becomes loyal advocates instead of one-time buyers
Key Takeaways
Here's what you need to remember about anti-sleaze marketing:
False urgency and scarcity break trust when they're not legitimate
Pain point poking should acknowledge struggles without manipulating vulnerability
Get clear on your values so you can market in a way that feels natural to you
Your audience is smart and they can tell when something feels off
Building genuine connection beats manipulation every single time
This is something that matters deeply to me. It's something I'm noticing more and more in the marketing world. And the more we call it out, the better we make the industry for everyone.
Want to Hear More About This?
This blog just scratches the surface of anti-sleaze marketing and why it matters so much. If you want to hear the full conversation with all my real-time thoughts and unfiltered opinions, head over to The Unfiltered Tea with Evie podcast.
Listen to Episode 2: Anti-Sleaze Marketing
In the episode, I dive deeper into my personal experiences with these tactics, share more examples and talk about why this matters so much for the future of marketing.
And if something in this resonated with you or if you've experienced sleazy marketing tactics yourself, I'd love to hear your story. DM me on Instagram at @evietavaresbranding and let's chat about it.
Let's connect:
Instagram: @evietavaresbranding
Explore more of my Website: evietavaresbranding.ca
Thanks for being here and for caring about doing business the right way.
— Evie