Consumers want to feel as though your marketing is honest and informative.
Focus on connecting the brand with an emotion. The New York Times does this for their ads. They place advertisements next to articles that evoke emotions the advertiser wants to be linked to their brand. It results in a 40% higher click-through rate.
Consumers are more likely to purchase from a brand they have an emotional connection with.
So by building that connection early on, you reduce the need for a hard sell later on.