Soft sell

In advertising, a soft sell is an advertisement or campaign that uses a more subtle, casual, or friendly sales message.

This approach is the opposite of a hard sell.

Theorists have examined the value of repetition for soft sell versus hard sell messages, in order to determine their relative efficacy.

Frank Kardes and others have concluded that a soft sell, with an implied conclusion rather than an overt hard sell, can often be more persuasive.

[1] Soft sell is also less likely to be irritating to consumers[citation needed].