Newsletter in about us – why?

I have in my hand a very weird project.

My company (ecommerce luxury men clothes) is thinking to re design our About Us but keeping the same copy, the typical copy content you can find in almost every single website, BUT at the same time they literally want:

OBJECTIVES:

b) It leads more people to sign up to our newsletter (currently there is a sign up form at the bottom)

Ok I can add a new "write your email here" etc on the middle, top or in a pop up. However my question is why someone who goes to read the about us page will feel tempted to sign up for our newsletter? (I don't have any product there)

Does anyone can help understand why someone could feel tempted to sign up in the about us page?

Thanks