Most people don’t start a business, or support one, just to sell something.

They do it because they believe in the value of what they offer.

They want to meet a real need, bring something good into the world, and help others experience meaningful change.

In fact, Gallup’s 2023 State of the Global Workplace shows that up to 70% of employees say their sense of purpose is defined by their work. And that number rises among purpose driven entrepreneurs and younger generations. 

That’s why so many purpose-driven founders, marketers, and sales leaders wrestle with how to talk about what they do.

They want to share stories, encouragement, and useful insights—and they want people to take action.

For many values-led entrepreneurs, the real tension isn’t sales, it’s preserving trust while offering a clear next step.

That tension came up recently in response to one of my emails. 

A subscriber reached out after one of my emails and asked: 

Can I share encouragement, talk about results, and still invite people to take action, without it feeling manipulative?

At first, it might seem like a basic marketing question. 

But beneath it? There’s a deeper concern that shows up again and again among purpose-driven leaders:

How do I share the truth, offer something meaningful, and invite people in—without crossing a line?

It’s a question worth evaluating.

Because if you’ve ever hesitated before hitting publish, worried that your message might come off pushy, salesy, or performative, you're not alone.

Influence vs. Integrity: Where’s the Line?

The answer isn’t always clear on paper. 

But in practice, the difference between a clear, helpful next step and a manipulative push often shows up in three words: trust, truth, and intention.

When a CTA (call to action) offers authentic value, it builds trust.

When a CTA creates manipulative pressure, it erodes it.

The tricky part? The erosion of trust happens over time as it subtly creeps in through familiar phrases, friendly voices, and "just trying to help" energy.

But the result is the same: resistance, hesitation, and a gut-level question: why am I being asked to make this decision so quickly?

Trust tension creates skepticism that prevents belief in a brand's claims, integrity, or reliability. 

Let’s look at what that tension can sound like.

CTAs That Stir Up Trust Tension (and Why It Matters)

These examples might be familiar. They show up in emails, social posts, and landing pages, often from well-meaning marketers and leaders.

But good intent doesn't undo the negative results that are created.

When CTAs Cross the Line:

• "No, I don't want to save money." 
• (When declining a discount offer)
  
• "This offer is only available for 24 hours. After that, the door closes for good."
• (The timer resets every time you visit the page, or the "offer" is perpetually available.)
  
• "If you're serious about changing your life, you’ll invest now." 
• (Framing hesitation as failure; using shame to push a sale instead of honoring timing, budget, or discernment.)
  
• "No excuses. No more playing small. It’s time to go all in."
• (Leveraging intensity and identity language to push urgency; often making someone feel spiritually or emotionally inadequate if they don't act.)
  
• "Claim Your Free Gift!" 
• (Requiring signing up for a subscription that auto-renews at a high price, with cancellation hidden deep in settings.)
  
• "Only 3 items left!" 
• (Claims scarcity when inventory is actually plentiful. Creates false urgency to push action.)
  

What These CTAs Really Communicate

They override the listener's free will by circumventing their independent decision-making.

They use urgency, shame, or spiritual pressure to compel a yes.

And most of all, they center control over authentic value.

Contrast that with calls to action that build trust, create breathing room, and invite real connection.

When CTAs Build Trust:

• "If this message resonates, here’s a next step to consider." 
• (Gives the reader free will to decide. It's invitational, not instructional.)
• "No pressure—just an invitation to explore." 
• (Acknowledges the offer without implying urgency or consequence.)
• "If you're navigating this in your own life, you're not alone. Here's something that helped me." 
• (Shares from experience, not authority. Offers a helpful path, not a prescription.)
• "Pray about it. Sit with it. And if you're led to take action, here's where to start."
• (Leaves room for discernment. Honors timing and spiritual guidance.)
• "Whether you're ready now or later, here's a resource you can return to when the time is right." 
• (Keeps the door open. Communicates that trust isn't conditional on a yes.)

These don’t just sound different. They feel different.

Because they reflect alignment, care, and integrity, not fear-based persuasion.

The Research Backs This Up

It’s not just spiritual. It’s psychological.

Here’s what the data says about manipulative CTAs (often categorized as "dark patterns"):

• 83% of consumers report feeling manipulated or harmed by deceptive design patterns—including fake urgency, misleading claims, or pressured upsells. (UNSW)
  
• 75% are less likely to buy from a brand once they discover it used manipulative tactics. (Better Business Bureau)
  
• 65% would stop buying from a brand if it advertised next to misinformation or used emotionally exploitative language. (Integral Ad Science)
  
• Consumers aged 18–40 are more likely to disengage from emotionally manipulative messaging and report lower brand trust when they perceive guilt-based or high-pressure language. (Deloitte's Global Gen Z and Millennial Survey)

Why does this matter?

Because trust tension doesn’t just cost a sale.

It clouds the message.
It calls the brand’s motives into question.
And it leaves your audience second-guessing whether future offers are worth their time or their trust.

When someone feels emotionally manipulated, they may disengage quietly. 

But what often lingers is doubt, not just about the offer, but about the person or business behind it.

And for values-aligned entrepreneurs, that ripple effect matters far more than a conversion rate.

Because your goal isn’t just a yes.

It’s to show up with consistency, integrity, and care, so you connect with your customers and build long-lasting relationships that keep coming back for more.

So... Should You Include a CTA?

Absolutely.

In fact, not offering a next step can create confusion and disengagement.

People crave clarity. Direction. Even if they choose not to act.

In life, business, and marketing, calls to action are invitations to participate. To grow. To take ownership. 

Even Jesus said, "Follow me." “Come and See.” “Take up your mat and walk.” “Do you want to be well?”

Every CTA He used was specific, inviting, and respected the person’s free will to choose.

He didn’t overexplain, overpromise, or pressure. He offered truth and left room for a natural response when the time was right.

But here’s the difference:

Healthy CTAs lead with trust.

Manipulative ones lean on fear.

One builds relationships.
The other weaponizes emotions.

When we lead with Joyful Communications that are trustworthy, aligned, and integrity-filled, our calls to action reflect the same.

They give people the freedom to act, not the fear of missing out.

Questions to Help You Audit Your CTAs

Not every call to action needs rewriting. 

But a quick gut-check can reveal whether your message builds trust—or unintentionally chips away at it.

Before you hit publish, ask yourself:

• Am I making a promise I can confidently stand behind—or one that pressures someone to act?
• Does this call to action give the reader room to pause, reflect, or say no without fear of missing out?
• Would someone feel respected and safe, even if they don’t take the next step?
• Is the language invitational—or does it use fake urgency, shame, or guilt to get a response?
• Does this reflect how I want to build trust: with patience, honesty, and genuine care?

If you're unsure, the no-strings-attached Joyful Communications Filter GPT-App can help.

It’s a free tool designed to help you spot the subtle language shifts that build trust—or break it—before your communications ever go out.

The Choice Is Yours: Build Trust or Tear It Down

If you've ever second-guessed how your message might land, that’s not insecurity—it’s discernment.

That pause matters.
It’s how trust is built—through consistency, authenticity, and offering true value, not just what you think your audience needs.

Because the goal isn’t to convince someone to say yes.
It’s to make space for a real, unpressured decision and long-lasting relationships.

Every word you share is a chance to reflect that.