I give you value, and in return you give me your attention and possibly your money when I'm plugging Brownlow's Patented Health Tonic. It should be a clear exchange too. No falsity or deceit on my part. The key is having a real interest in the reader interest. If providing value is just another marketing strategy, your words or your tone will eventually let you down.
Real interest shines through and is rewarded.
I review most of our 22 weekly newsletters before they go out.