As content marketers we believe there are plenty of, sometimes unexpected, opportunities to be clever about copy and content.

We’re talking about your newsletter popup, your contact page or your FAQs tab. Why should the nitty-gritty content stuff be boring as bricks? Why not use it as an opportunity to make people smile, or draw them into your brand ethos.

Here are a couple of fantastic examples of brands that have great copy on their newsletter signup forms. Since these kinds of popups can sometimes be rather annoying, if the content is interesting or unexpected it can really add to the goodwill of your brand – and hopefully get people to sign up to your newsletter!

Reformation

Reformation makes killer clothes that don’t kill the environment. Their tone is clever, tongue-in-cheek and quirky. And it works. They take the unsexy out of ethical and make it oh-so covetable with simple advice that recognises we might not be able to change the world in one fell swoop but rather gives interesting and useful advice on how to make small changes and differences – all aimed at fashionistas.

Their email popup reads:

We’re on the email. 

We noticed you noticing us and we’d like to send you some emails about our limited edition new collections, sales and other Ref stuff. No pressure. 

Now who wouldn’t wanted to be notified about notices like these?

Greatist

Greatist promotes a liberated approach to healthy living, propagating that there is not a single solution to being fit and healthy, but rather that the solution is whatever you are able to stick with. Their newsletter popup invites you to subscribe to “real facts and doable steps for your happiest life”… because it is good for you.

And their content doesn’t disappoint. Check it out, it’s good for you 🙂

Sweetgreen 

Sweetgreen is all about inspiring healthier communities by changing systems and perceptions around food.

When a foodie website invites you to “never miss a beet”, you’re guaranteed quality content with a wonderfully playful undertone.

The Skimm 

Designed with the busy individual in mind, the Daily Skimm is an email newsletter that brings you the day’s news, broken down and contextualised into digestible pieces, essentially helping to make you (sound) smarter.

We love their newsletter invite because who can resist an invitation to “try waking up together”, especially if it is going to make it easier for you to be smarter?

By simply being smart, funny or different with your call to action you can potentially attract more signups than you would have with a bland “signup to our newsletter”. Of course, the signup promise needs to be backed up with equally good newsletter content but a sharp hook can certainly help to catch more fish.