If Your Emails Were a Person,
They’d Be the One Everyone Avoids at a Party
Let’s cut the polite crap:
Most brand emails are either screaming “Look at me!” like a desperate influencer—or fear-mongering like a tabloid headline on bath salts.
Neither builds loyalty. Neither earns trust. Neither makes sales the way you should be making them.
This page isn’t just here to roast your strategy (though I will).
There are two common paths most businesses take with email:
- Brand-First Marketing – The self-obsessed “look at us” approach that tries to impress... and ends up ignored.
- Fear-Based Marketing – The manipulative guilt-trip that works—but leaves your audience drained, and your brand hollow.
Then there’s a third path most marketers completely overlook:
✨ Presence-Based Marketing – The calm, confident, truth-telling strategy that earns trust, builds belief, and moves people—without hype or fear. It’s the ultimate flex because it’s rooted in reality, not reaction.
This page is your crash course in all three.
We’re gonna tear down the BS approaches, show you why they fail, and hand you a presence-based marketing mindset that actually converts—without turning your brand into a sideshow.
Let’s fix your emails.
Brand-First Marketing: The Narcissist of the Inbox
Brand-first marketing is that loud guy at the party who only talks about himself—and wonders why nobody’s listening.
It’s the email that says:
- “We just launched our new summer collection!”
- “Our CEO was featured in Forbes!”
- “Here’s our story...”
Cool. And?
Nobody cares.
Your audience isn’t sitting around waiting to hear about your milestones. They want to know what’s in it for them. And most brand-first emails forget that entirely.
👎 Example 1:Retail Launch
Subject Line: “Our New Store Is Finally Open!”
Body:
We’re thrilled to announce the grand opening of our newest location in downtown LA. After months of hard work and planning, we’re excited to bring our vision to life. Come celebrate with us this Saturday.
Why it sucks: It's all “we,” “our,” “us.” The customer is just an afterthought.
👎 Example 2: B2B Software
Subject Line: “Introducing Our Latest Product Update”
Body:
We’re proud to announce Version 4.2 of our platform, featuring enhanced backend scalability, redesigned admin controls, and improved UI/UX workflows. This marks a major milestone in our journey to revolutionize the SaaS industry.
Why it sucks: Again, it’s a brand flex. Your customer doesn’t care about your “journey.” They care about how this update saves them time, money, or headaches.
👎 Example 3: Personal Brand / Coach
Subject Line: “How I Built a 6-Figure Business in 6 Months”
Body:
Six months ago, I was struggling to find clients. Today, I’m running a six-figure business working just 3 hours a day. I launched my own signature framework, landed 3 speaking gigs, and built a killer team. If I can do it, so can you.
Why it sucks:
It pretends to be helpful, but it’s really just a flex. It’s dripping with “me, me, me,” and throws in a weak motivational line as a disguise. No value, no takeaway—just humblebragging in a hoodie.
What This Boils Down To:
Brand-first emails are selfish. They put the business on a pedestal and expect applause.
But great email marketing isn’t about you—it’s about them.
Why These Emails Fail:
- They puts the brand on center stage instead of the customer.
- They talk at people instead of with them.
- They assume people care just because you do. (They don’t.)
What You Should Do Instead:
Flip the script. Make the reader the hero. Speak to their desires, their problems, their outcomes.
🔁 Fixed Version of Example 1:
Subject Line: “Free Coffee + 20% Off This Saturday (If You’re In LA)”
Body:
This Saturday, you get free coffee, exclusive discounts, and early access to new gear—if you stop by our new LA spot. It’s our way of saying thanks for being part of the crew.
See the difference? Same announcement, but now it’s about them, not you.
🔁 Fixed Version of Example 2:
Subject Line: “Manage Your Team 2x Faster Starting Today”
Body:
Our latest update makes your admin dashboard way easier to use. You’ll spend less time clicking around—and more time actually managing your team. Here’s what’s new and how to use it (with a 2-minute video walkthrough).
Now the reader is the hero. The brand is the guide.
🔁 Fixed Version of Example 3:
Subject Line: “Still Struggling to Get Clients? Try This.”
Body:
I spent 3 months spinning my wheels—posting nonstop, tweaking my offer, second-guessing everything.
Nothing worked… until I stopped trying to sell and started doing this one thing:
I asked 5 people in my audience what they were stuck on—and built my next offer around that.
One week later, I closed 3 clients.
Here’s how I did it (step-by-step), and how you can too—without running ads or changing your niche.
👉 [Link to the breakdown]
Why this works:
- Starts with a shared struggle, not a flex.
- The story is real, but it’s not about them—it’s a bridge to you.
- It gives value immediately, not just motivation fluff.
This is how you shift from "Look at me!" to "Let me help you."
It builds trust. It creates momentum.
And yeah—it actually sells.
Next up: Fear-Based Marketing. Let’s talk about the dark side of results-driven copy.
Fear-Based Marketing:
Powerful, Profitable... and Eventually Toxic
Here’s the uncomfortable truth:
Fear works.
It sells like crazy. It grabs attention. It kicks logic in the teeth and makes people act.
That’s why it’s the go-to move for a ton of copywriters:
- “Last chance before prices go up!”
- “If you’re not doing this, you’re already losing money.”
- “Don’t get left behind...”
Fear is one of the strongest emotional triggers in the game.
But if you lean on it too much, you train your audience to make decisions from anxiety—not trust.
And that’s how your brand becomes forgettable, annoying, or even toxic.
Let’s look at a couple common examples—and how to fix them without losing that edge.
👎 Example 1: Classic Scarcity Panic
Subject Line: “Only 2 Spots Left – Don’t Miss Out”
Body:
You’ve waited too long already. There are only 2 coaching spots left before doors close—and once they’re gone, they’re gone. This is your last chance to finally change your business. Don’t be the one who missed out (again).
What’s wrong with it?
It’s pure pressure. No real reason to trust, no value upfront. It assumes the reader is sitting around full of shame and just waiting to be bullied into action.
🔁 Fix for Example 1:
Subject Line: “Not For Everyone – But Might Be For You”
Body:
I’ve got room to work closely with 2 more business owners this month.
If you’ve been struggling with inconsistent sales and want actual support—not another course—you might be a fit.
Here’s what the program looks like, and how to know if it’s right for you.
👉 [Link]
Why this works:
- Still urgent, but it respects the reader.
- It invites, instead of threatens.
- It makes the spot feel earned, not just scarce.
👎 Example 2: Doom and Gloom
Subject Line: “Your Open Rates Are Dying”
Body:
Every day you wait, your list gets colder. Your emails are being buried. You’re losing sales, trust, and visibility—and if you don’t fix it now, your business could flatline.
What’s wrong with it?
It goes hard on fear without offering clarity or a path forward. The tone feels desperate. You’re basically saying, “You suck, and you’re screwed.”
🔁 Fix for Example 2:
Subject Line: “Cold List? Here’s How to Warm It Back Up”
Body:
If your emails are getting ghosted, you’re not alone.
A cold list doesn’t mean game over—it just means it’s time to re-engage the right way.
I just published a 3-step reactivation plan that gets results in 7 days (without sending cringey “Just checking in” emails).
👉 Grab it here
Why this works:
- Acknowledges the problem, but leads with possibility.
- No fear-punch to the gut—just a confident solution.
- It feels empowering instead of panic-inducing.
Bottom line:
Yes, fear sells. It’s easy. It’s fast.
But if that’s all you use, you turn your list into a bunch of anxious fence-sitters who don’t trust you—they just flinch when you email.
Next, let’s talk about the final boss: Presence-Based Marketing.
This is where trust lives. And where your brand becomes unshakable.
Presence-Based Marketing:
The Quiet Strategy That Builds Unshakable Brands
If fear-based marketing is yelling “ACT NOW OR ELSE,”
and brand-first marketing is screaming “LOOK AT ME!”—
presence-based marketing is calm, clear, and deeply felt.
It’s not about hype.
It’s not about pressure.
It’s not about flexing your wins or stoking anxiety.
It’s about meeting your audience where they are, giving them something real, and making them believe in themselves (and you) without even trying.
It’s rooted in clarity, value, and trust.
This is the kind of marketing that doesn’t get deleted. It gets saved.
It’s the kind of message someone reads and thinks:
“Damn. That’s exactly what I needed to hear.”
Let me show you what it looks like.
✅ Example 1: Product-Based Brand (Ecom, DTC)
Subject Line: “The Planter That Outlasts Your Plants”
Body:
You’ve probably bought a cheap planter before. One that faded, cracked, or got weird stains after one season.
This isn’t that.
Ours is built to live outdoors for years, no matter the weather. Rain, snow, sun—it doesn’t care.
That’s the kind of peace of mind your patio deserves.
👉 Check it out
Why it works:
- It speaks to a shared experience and pain point without yelling.
- It leads with reassurance and calm authority.
- It’s not about the brand—it’s about how the customer feels owning the product.
✅ Example 2: Service Business / Consultant
Subject Line: “You Don’t Need More Tools. You Need Less Noise.”
Body:
Most business owners think the next app or tactic will fix everything.
But more noise just buries the signal.
What actually works? A simple, clear email system that builds connection. That’s what I help clients create.
If you’re done chasing shiny objects, I’d love to show you how to strip it back—and scale anyway.
👉 Let’s talk
Why it works:
- It's grounded. No pitch-slapping. No fake urgency.
- It positions you as someone who understands their real problem.
- It’s confidence, not hype.
✅ Example 3: Creator / Personal Brand
Subject Line: “Here’s What I Wish Someone Told Me 1 Year Ago”
Body:
One year ago, I was doing everything right—and still burning out.
What changed? I stopped chasing followers and started focusing on serving the 100 people who were already paying attention.
That shift didn’t just grow my audience. It grew my business.
I wrote a short post about how you can do this too. It’s not flashy, but it works.
👉 [Link to post]
Why it works:
- It’s real. Reflective. Vulnerable—but with a purpose.
- It gives value and inspiration without sounding like a guru.
- It leads the reader to trust their own next step, not just yours.
Presence-based marketing is the opposite of manipulation.
It’s showing up consistently, clearly, and authentically—so people lean in instead of tuning out.
They don’t just buy from you.
They believe you.
They share you.
They remember you.
Your Email Strategy Is Either Repelling or Resonating. There’s No In-Between.
Most businesses treat email like it’s a checkbox.
Blast a discount. Announce a product. Remind people you exist.
And then wonder why their open rates tank, their clicks flatline, and their list goes cold.
Here’s the truth:
Your subscribers aren’t dumb—and they’re not waiting to be manipulated.
They’re craving something real.
If you keep showing up with brand-first fluff or fear-first pressure, your emails will keep getting ignored—or worse, unsubscribed.
But if you learn how to use presence...
If you treat your emails like a conversation, not a pitch...
If you stop chasing attention and start earning trust—
You don’t just get better metrics.
You build a community that actually gives a damn.
And that’s when the game changes.
Ready to Make Your Emails Actually Work?
If you're tired of guessing and want a strategy that actually fits your business, I’ll build one for you.
One that sells without screaming.
Connects without chasing.
And finally turns email into the revenue driver it’s supposed to be.
👉 Let’s build your strategy ← Click here to reach out