Let’s talk about a word that makes so many business owners flinch: selling. If you’re already cringing, you’re not alone. But today, we’re going to flip the script on how to sell through email without being salesy—and yep, it’s totally possible.

This post is inspired by Episode 6 of the Branding Your Business podcast, where we dig into how to make email marketing feel human, helpful, and way less awkward. You don’t need to be pushy or use cringey tactics. You just need to lead with service, storytelling, and a little strategy.

1. Reframe Sales as Service

First things first: sales isn’t about pushing—it’s about helping.

When you reframe sales as service, you start to see it as offering solutions, not shouting offers. Your business exists because someone has a problem and you love solving it. So when someone reads your email and thinks, “Wait, this could really help me”—that’s not sleazy, that’s service.

So let’s ditch the pressure and step into the role of a guide, not a salesperson.

2. Tell a Story, Not a Pitch

The most natural way to sell through email without being salesy? Tell a story.

People connect with stories. They remember them. They feel seen in them. So instead of listing out your service features, share a transformation.

Here’s a simple storytelling formula you can try:

• Set the scene: What’s the context or moment that sparked the problem?

• Describe the challenge: What was the person struggling with?

• Show your role: How did you or your service help them overcome it?

For example: A furniture restoration business could tell the story of Claire, who inherited her grandma’s armoire and wanted to make it fit her modern home. The email walks through the transformation—from dusty vintage to cherished centerpiece—and ends with a soft CTA: “Does this sound like you? Click here to learn more.”

Way more memorable than, “Now offering 20% off armoire makeovers!”

3. Use Soft, Story-Aligned CTAs

Hard sales language (“BUY NOW!”) often triggers resistance. But soft CTAs? They invite curiosity.

Try phrases like:

• “Want to learn how this could work for you?”

• “Does this sound like your story?”

• “Click here to explore more options”

And here’s where Flodesk shines: when someone clicks a button in your email, you can automatically segment them into a list of people interested in that service. So not only are you being kind and conversational—you’re also getting super smart about your strategy.

4. Create a Story Series (Then Test + Tweak)

Want to take this a step further? Try sending a series of story-based emails, each one spotlighting a different client story or transformation. This keeps your list engaged and gives you insight into what resonates.

With Flodesk, you can:

• Track which stories people open and click

• Use those metrics to shape future content

• Build segmented lists based on interest

It’s basically your version of A/B testing—only with more heart and better stories.

Let’s Wrap This Up

Here’s a quick recap of how to sell through email without being salesy:

1. Reframe sales as service

2. Tell a story that spotlights transformation

3. Use soft CTAs that feel conversational

4. Segment and test using Flodesk’s tools

And just like that, you’re marketing with meaning—not just pushing products.

Your Homework (Because I’m That Kind of Coach 😉)

Think of one story—either your own or from someone you’ve helped. Write a quick email about it. Add a soft call to action. Then schedule it to go out this week.

You’re not just selling. You’re sharing. You’re serving. You’re storytelling.

And honestly? Your audience is going to love it.