People don’t buy products…

… they buy a better version of themselves.

Loved this line from a copywriting tip in a growth.design case study that examined Calm’s Referral Strategy.

The biggest takeaway for me from this case was when writing copy, there is only one question to ask yourself: Would I say this to a friend?

Because as the case study explains one should try to sell users on the features of a product, instead tell them how the product actually improves their life.

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