VERSUS Locks Their Email Copywriter Out of the Room!

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It's the only explanation I can think of for the following email optin process.  I've been following the Tour de California this week and so naturally I end up on www.Versus.com to keep on top of the latest.

I can't help myself, I look for the place where I can sign up for something.  Here's what I found.

Now, I don't really see an opportunity here to sign up for something but there are two opportunities.  Being a curious chap I click on the word EMAIL and the phrase FIRE IT UP!

Tell me quick.  What do you expect to see when you click on these two spots?  Me, I had no idea.  I had to click just to find out.  No email copywriter worth his weight in salt would use curiosity as the main method to induce sign ups.

Here's what I'm presented with when I click on either link.

OK, this is the part where I know for sure the email copywriter was absent in the process.

What am I signing up for?  What will I get?  I simply know I'm about to join a movement.  I've gone from FIRE IT UP to Join the Movement.

So I think I'll pass till Versus can explain the WHY behind the join.

Keep this in mind when you are writing your email copy.  At the time of sign up or optin tell people WHY they should join.  Nothing helps conversions like a good benefit or two.