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"SEO is dead. Funnels are dead. Email is dead." ☠️

Sound familiar? It’s the same tired narrative, recycled every few months like bad reality TV. But here’s one I’m not mad about—bro marketing might actually be dying. And I’m definitely not shedding any tears over it.

Bro marketing, with its empty promises and overblown results, has had a long run. You know the drill:

• “Only 3 spots left!” (even when there’s unlimited capacity)
• “Book 10 clients in 10 days with this proven system!” (without mentioning that the “system” involves selling your soul)
• “If you don’t invest now, you’ll be stuck where you are forever.” (Forever? Really?)

These tactics worked back when consumers didn’t know better. But today, people aren’t falling for that garbage. They’re fact-checking, shopping around, and looking for brands that align with their values.

👋🏻 Welcome to issue 45 of straight-to-the-point insights on messaging strategy & copywriting. (New around here? Join us!)

Why fear-based tactics are losing their grip

It's pretty simple. It’s manipulative, transactional, and people are over it. Potential clients—whether they’re Gen Z, Millennials, or Gen X—see through the smoke and mirrors.

Burned by hype-filled promises, Millennials are leading the shift toward purpose-driven purchasing. They’re looking for brands that align with their values—sustainability, inclusivity, and authenticity. And Gen X? More skeptical and often more practical, they want clear value without the fluff.

People are choosing brands that lead with values and trust, not fear and manipulation.
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What your ideal clients expect

Purpose, not pressure. (And isn’t that more aligned with your values anyway?)

Your potential clients, especially those drawn to impact-driven brands, want more than catchy taglines or slick funnels. They expect businesses to reflect their values, operate with integrity, and deliver friction-free, personalized experiences. And they trust brands that walk the talk—not just post a trendy mission statement.

Take Ghost, for example. This open-source publishing platform was built with independent creators in mind. They’ve stayed true to their mission by keeping the platform ad-free and giving creators full control over their content. When you lead with values like that, you don’t need gimmicks to earn trust.

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That’s the sweet spot for purpose-driven businesses. Purpose and profit don’t have to be at odds. Brands that build trust through alignment with customer values create loyal, values-aligned clients who stick around for the long haul.

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3 ways to ditch fear and build trust

You don’t need pressure tactics to build a thriving brand. You need trust. Here’s how to spot (and stop) fear-based messaging. And what to do instead.

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❌ Skip the shame-based pain poking.

Bro marketing loves to hammer pain points until they’re bone dry. That’s manipulative, not motivating. But ignoring pain altogether isn’t the answer either. Pain is real. And ignoring it doesn’t do your clients any favors. The key is to evoke emotions without exploiting them.

Acknowledge where your clients are now, but don’t stop there. Show them what’s possible. Frame your offer around the transformation they’ll experience, not just the frustration they’re trying to escape. And then connect the dots to show them how they get from before to after.

Take Headspace for example.

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❌ Skip the fake urgency and scarcity.

Your audience is too smart for countdown clocks and “Only 2 left!” gimmicks. (Unless there actually is a time and seat limit.) If you’re going to create urgency, make it real.

That means leading with the value they’ll miss out on, not the pressure to buy. People feel urgency when they see how your offer solves their exact problem.

And my favorite? The “We extended the deadline because you asked!” message… after a sales page crashed or no one hit “buy.” That kind of backpedaling makes people question everything else you said.

Instead, earn urgency by showing them you understand what they need—and how you help them get there.

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❌ Skip the overhyped promises.

Be transparent and value-driven. Bro marketing thrives on hype and half-truths. “Guaranteed results in 30 days or your money back!”

Instead, acknowledge concerns without using them to manipulate. Show the ‘why’ behind your decisions. Replace “This is your last chance to lock in this price” with “Here’s why I’m offering this special rate right now.”

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That exactly what I did on the sales page for my Brand Story Bootcamp launch:

Time for a trust check

Take a look at your messaging. Is it building real trust—or leaning on fear to get clicks? That difference could be costing you the kind of clients who stick around and actually get your values.

If you’re ready for messaging that connects (without the pressure tactics), let’s talk. Because impact and revenue aren’t mutually exclusive. With the right strategy, you can have both.

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Resource Roundup

🗓️ Join me and Adriana Tica on April 10th for some real talk about LinkedIn. We'll break down how to build a presence that actually supports your business—without falling into the trap of chasing algorithm dopamine.

💪🏻If you missed it, I had way too much coming up with my LinkedIn Bro Marketing Bingo edition. You're not going to want to miss the comments on this one.

🤔 Curious how visible you are in AI search? You may want to check out this visibility calculator.

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Until next time,

Stacy

When you're ready, here's how I can help:

1. ​​Copy audit​: Get a fresh set of eyes (mine 🙃) on your copy to see what’s working and what’s not. Walk away specific, actionable, easy to implement fixes.
2. ​1:1 strategy session​: It’s like therapy for your brand. Get expert guidance on positioning, messaging, and conversion-focused copy.

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