How Calm turned a "vitamin" into a "pain killer" (and made $300M)
- Matthew Lerner
- Jun 19, 2023
- 1 min read
We all know pain can be a huge motivator in purchasing, but what do you do when your prospects aren't feeling the pain? Check out how Calm solved this by turning a vitamin (nice-to-have) into a pain killer (must-have), and earned $300M/yr. Here are 4 ways their landing page manipulates our psychology: 1. Questions: They use questions rather than statements, because questions demand our attention and make us think.
2. Altruistic. Notice, they never mention their own product. Instead they focus on how customers might feel. We feel these emotions more strongly as we read them on the page.
3. Specific: They're meticulously specific, using prospects exact words, never generalizations or hyperbole. Look at this screenshot: For most people, "stress" and "anxiety" basically mean the same thing, but they list both options, because some of us think we have stress, and some of us think we have anxiety.
4. Persistent: They keep asking about the problems to make them salient in our minds. I went through 12 screens before they finally asked for my email address.
Simple Next Step If your product is a vitamin and you need to light a 🔥 to motivate prospects:
Call out their struggles (not your product)
Be hyper-specific
Use their exact words
Ask, don't tell – questions make us think
I hope that's helpful!
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It’s fascinating how Calm shifted from being a 'nice-to-have' to a 'must-have' by addressing real pain points in mental health—brilliant strategy. It’s similar to how mic B12 injections have gone from being seen as just a boost to something people turn to for real results. The mic B12 injections before and after outcomes show noticeable improvements in energy and focus, especially when stress and burnout are high.
Calm’s journey from being seen as just a wellness “vitamin” to an essential “pain killer” highlights how meeting real needs drives success. Their growth shows the impact of addressing mental health seriously. In Medical Spa Mission, TX, this mindset inspires local wellness providers to focus on meaningful care that truly helps clients.
How Calm transformed a simple vitamin into a widely popular pain killer, generating $300M, showcasing the power of branding and market demand. What is a Good Faith Exam is a thorough medical evaluation that ensures healthcare providers establish a valid doctor-patient relationship before prescribing treatments, maintaining safe and legally compliant care standards.
The use of consensus approaches produces mediocre results, despite the fact that it is attractive to adopt "best practices." Among the geometry dash online ideas that you have, which ones originated from your unique observations about your customers?