When a client might not be a good fit

H.K. writes:

What do you do if after talking to a client, you find out they aren't the right fit... either their business morally doesn't align with you, there are red flags, or you aren't as interested? My gut is telling me this might happen with a future call with a potential client. Not sure why, but I hate writing those emails that we aren't a good fit. It seems like a slap in the face somehow!