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“Legal” Doesn’t Mean “Boring”


Ostracized to the bottom of emails, disclaimers are usually a drag (read: lacking personality, painfully straightforward). But the good news is often forgotten—copywriters aren’t at the mercy of a legal team’s go-to phrases 100% of the time. Take Pure Citizen for example.

After I signed up for their email, which delivers deals from socially conscious producers, I was instructed to check out my inbox and confirm my address. Something really stood out here. The “Did you receive this email by accident? Click here and delete us from your life forever” message was noticeably absent.

Pure Citizen found a great opportunity in this lowly and oft forgotten copy. No matter how smart the brand, this block is reliably untouched by creativity. Even Twitter, a brand based around conversation, hasn’t taken advantage of this valuable real estate as a communication tool.

When creating messaging for disclaimers, you have at least two choices:

  1. Stay the Same: Concede that your brand has possibly started to irritate your readers and give them an out.
  2. Be Different: Show your audience how you’ve actually benefited them, not bombarded them, and then invite them to join you.

Before you assume that common practice is the best practice, keep your eyes open for opportunity. There are always touch points with consumers that the mainstream hasn’t yet tapped into.