Wildfarmed banging menu copy

This might be the only bit of menu copy we've ever added to our swipe file. But man, is it good.

What we absolutely love about this is the open-armed approach to customers that are much earlier in their awareness journey.

Think about where most brands put their explainer content like this. The FAQ. The blog. A "learn more" link that lives at the bottom of the about page.

And that's great. But it's easy to miss for customers that find themselves thinking "huh, what?".

Without meaning to, you're saying: the people we're really talking to already know this. If you don't, we might not be for you.

In other words, you're accidentally turning people away.

WildFarmed do the opposite and we absolutely love it.

They take that customer thought of "huh, what?!" and put it in the biggest font possible and make it a navigation item.

It's like they're saying: There's no shame in not knowing everything. Everyone starts somewhere. Come join us and we'll show you everything you need to know.

And here's the super clever bit.

Using your copy to make customers feel more knowledgeable and clued up is massive. Studies show that brands that teach customers new things or open their eyes experience much better customer loyalty and word of mouth. (Because we like to feel smart and to tell people things we've learned.)

So Wildfarmed aren't just widening their customer base. They're helping customers to advocate for them and spread the word.

Really, really smart stuff.

Here's how you can nick this: what's the "Help! What's regen?" for your brand? What's the question your ideal new customer is too nervous to ask? What language makes your category feel a bit niche or closed off? And is there a way to add a page or a journey or adapt your voice to speak to these customers too?

Because, like we always say, Byron Sharp's research on how brands grow tells us reach beats depth, every time. The brands that grow fastest are the ones that make the most people feel welcome, not the ones that speak most precisely to a narrow audience.