Brands Should Tone Down on Being Salesy, and Focus on Forming a Connection

In the world of branding, sales is a marathon, not a sprint. Too many brands rush into selling before they've established any trust, and that rush can be really off-putting, honestly. People aren’t simply looking for products or services—they're looking for relationships. And just like any other relationship, sales require time and trust to grow. If your audience doesn’t trust you, they won’t buy from you. That’s why it’s crucial to tone down the sales pitch and focus on building a genuine connection instead.

Why is Connection So Important?

At the core of any successful brand is a relationship. When you're constantly pushing for the sale, without first forming a bond with your audience, you're essentially skipping the most important step. Think about it: would you rather buy from someone you don’t trust? Probably not. And even if you do, that decision won’t be made lightly, and your loyalty won’t last long.

Sales can’t happen in a vacuum. To make a sale, the audience has to know you, like you, and trust you. That’s the order of operations. Without trust, no amount of clever marketing or aggressive sales tactics will be enough to close the deal. When you focus on building a relationship with your audience, you give them the opportunity to understand who you are, what you stand for, and why you’re the right choice for them. When trust is in place, the sale becomes less about convincing them and more about fulfilling a need they’ve already recognized in you.

It’s a Long Game

The real work in sales begins long before the transaction happens. It’s about nurturing a relationship that’s rooted in value, understanding, and genuine interaction. Think of it as warming up to your audience—let them get to know you, like your personality, and trust your approach.

When you prioritize connection over the quick sale, your audience begins to see you not just as a brand, but as a trusted partner. They come to understand your values and align with your personality. They know you’re someone who brings value, someone who they can rely on, and someone who genuinely cares about their needs. And when it comes time to offer a solution, they’re not just looking at a product or service; they’re looking at you.

Trust is Built Over Time

Trust doesn’t happen overnight, and it certainly doesn’t happen in a single transaction. That’s why it’s critical to be patient and focus on the long game. Every interaction, every piece of content, and every message you send should be designed with one goal in mind: to build that trust. Yes, the sales will come, but they’ll come because your audience believes in you and trusts that you have their best interests at heart.

Trust is the currency for sales, if you really think about it. Without trust, sales would be really difficult and frustrating, but with great brand storytelling you can get your audience to trust you.

Find the Right Balance

Now, this doesn’t mean you should abandon sales altogether. Selling is a necessary part of any business, and it’s an integral part of your growth. However, don't be in a rush. Slow down. Forming a connection first should be your priority. Let the relationship flourish and give your audience time to see the value you bring.

If they see your personality, if they see that you’re a fun, approachable, and authentic brand, they’ll be more likely to engage. More importantly, they’ll trust you. And when that trust is established, the decision to buy becomes almost effortless. At that point, it’s not about making them “buy”; it’s about fulfilling a need they’ve already recognized in you. It’s a win-win.

The Bottom Line: Tone Down the Sales, Focus on the Connection

Sales is not an instant result—it’s the fruit of a relationship cultivated over time. When you focus on forming genuine connections with your audience, you create an environment where sales happen naturally. Your brand becomes a trusted ally, someone who understands their needs, and someone they’re willing to buy from. So, rather than pushing for the quick sale, take the time to warm up to your audience, build trust, and watch the sales follow suit.

The key takeaway here is simple: prioritize connection, and the sales will come. The relationship you build with your audience will always be more powerful than any hard sell you could make.

At the end of the day, sales is key to earning revenue, and should be taken seriously. However, I propose a better way to earn good revenue and sustain it - build a Human Brand. A Human Brand will make your audience/customers screaming: "Take all my money!" Don't you want that?