Nobody Cares About Your Tech Stack

Thursday, 7:35 p.m.
September 10, 2026

It doesn’t matter what tech stack you build on because none of ‘em guarantee results.

Despite SaaS companies and dev agencies claiming their platform or method is "10x better," the tech is rarely the reason why.

For example, WordPress powers ~40% of the Internet’s websites but just how many are successfully earning $1 MRR or more? Does anyone know? No?

Just like my ex always said: “It’s not about how big you are, it’s how you use the damn thing that makes me happy.”

In other words:

Your tech stack is completely invisible to the buyer. What they actually experience—and what actually converts—is matching intent with right messaging and choosing a position that feels so damn right.

At least, that’s what I intend to reveal to you in this letter.

But first, I have to break your heart.

Sorry darling, you’re not a snowflake

I don’t know whether it was your AI that said otherwise or you just have a very supportive mom, but, there’s nothing unique about your business.

Right now, there are hundreds of businesses selling the exact same thing you do. Some have been around for decades. Others have spent hundreds of thousands of dollars testing ad campaigns, building high-converting websites, and conquering the top spots of Google’s search results.

Yet here you are, struggling to decide between Squarespace and Webflow when not a single buyer knows nor cares about that.

Let me put this bluntly:

Your buyer is always right selfish

Which means:

Stop getting hung up on your tech stack.

Instead, focus on your selfish buyer, who only cares about the following three things when they land on your landing page:

1. "What’s in this for me right now?" (Intent)

2. "Do you actually get my exact problem?" (Message)

3. "Why should I buy from you and not the guy just like you?" (Position)

We should probably look at each more closely, eh?

But before we do, I want to point out that the list above is often how a buyer runs through their own decision tree.

When you're working on your business, understanding intent comes first. You can't decide where you stand until you know what buyers show up wanting and which competitors they're comparing you to.

Once you know that, you can pick your position, and your position tells you what your message needs to say. I’ll go into that more in a future letter, click here to subscribe so you don’t miss that.

Intent = "What’s in this for me right now?"

Intent isn't what you want to sell them; it's anticipating a person’s specific, emotional state the moment they arrive.

Basically, when a visitor lands on your site, they didn't come to appreciate your brand story or admire the Apple-inspired glassy CTA buttons. They clicked because they have an immediate itch—a frustration to solve, a desire to satisfy, or a threat to avoid.

In fact, if they’ve already clicked to consider your business, they arrived hoping that you have the potential to solve their problem.

So, do you?

• If you offer a quick fix for back pain, does your headline immediately promise relief, or does it brag about your 15 years of clinical research?

• If you offer fractional CFO services, do you promise to find where the business is leaking cash this month, or do you blabber about "holistic ledger optimization"?

• If you sell fleet tracking hardware, do you promise to cut fuel waste and driver overtime, or do you highlight "telematics-driven IoT integration"?

• If you offer B2B lead generation, do you promise booked meetings with qualified decision-makers, or do you parade your "synergistic outbound multi-channel engine"?

• If you sell commercial roofing, do you promise to fix the leak before the next rainstorm damages inventory, or do you lecture on "patented elastomeric membrane durability"?

I could go on and on but matching intent doesn’t start and stop at the headline, my friend. It needs to be infused throughout your entire landing page and messaging, which we’ll get to shortly.

And matching intent isn’t just guessing what people want (or asking your AI)—it’s digging into real data to find out what they’re actually craving.

Here’s a few ways you can do that.

If You’re a New Business (Zero Data, Zero Traffic):

• Steal intent from review mining: Go to 1-star and 3-star reviews of your biggest competitors on G2, Capterra, Amazon, or Google. Look for the exact phrasing people use when they complain about getting burned. The exact words they write in anger are the exact words that define their intent.

• Lurk where they vent: Search Reddit, niche forums, or industry Facebook groups for "How do I...", "Why is X so hard...", or "Alternative to [Competitor]". Build your copy directly out of their unedited complaints.

If You’re an Established Business (Sitting on Data):

• Mine your sales calls & support tickets: Stop reading vanity metrics and start listening to Gong calls or support tickets. Look for the phrase: "I’m reaching out because..." Everything following that phrase is pure intent.

• Analyze internal search bars & cancel reasons: What terms are people typing into your site search? Why are churned users leaving? If 40% of churned users say "Too complex to set up," your intent focus for new traffic needs to be zero-friction deployment.

If You’re Hoping to Capture Search Intent:

Invest a little in an SEO tool like Ahrefs or SEMrush and:

• Look past volume and target modifier keywords: Nobody searching "accounting software" is ready to buy—they're just browsing. But someone searching "accounting software with daily bank sync under $50" has extreme, high-converting intent. Use tools like Ahrefs or Keyword Planner to filter for transactional modifiers like best for [niche], alternative to [competitor], pricing, or how to fix [specific error].

• Steal their query for your exact H1: If Google tells you 500 people a month search "fleet tracking to prevent side jobs," that search phrase shouldn't just be buried in a blog post—it should literally be your hero headline on a dedicated landing page.

Or—just hire me to figure this out for you.

No? Okay…

Let’s move on to your message.

Message: "Do you actually get my exact problem?"

Now that you’ve caught someone’s attention, your messaging has to prove you understand their experience better than they do.

And the best messaging does three things:

1. Mirror their internal dialogue: Use the exact words you found during your intent research. If they call their current solution a "clunky headache," use those exact words—don't sanitize it into "suboptimal operational workflow."

2. Detail the agitation: Don't just list a problem; describe what that problem feels like on a random Tuesday afternoon. When a buyer reads copy that accurately describes their daily frustration, they automatically assume you are the solution.

3. Strip out the corporate fluff: Cut the passive voice and the feature lists. In fact, forget about your history and company story. State the transformation plainly: From [Current Frustration] to [Desired Outcome]. Yup, it’s honestly that simple.

I’m not gonna lie, AI can spit infinite words for you. It costs $20 a month to have access to a machine that’ll create usable and generic, sounds-like-everyone-else messaging.

And, if you’ve figured out intent and followed my tips before, you won’t ever need another copywriter.

You got this. You’re a snowflake, remember?

But what about your positioning? Do you proclaim to be the best at doggie when, actually, your buyer prefers missionary?

Guess what? Now you know why I quoted my ex before. I always picked the wrong position. I’ll teach you where I went wrong, professionally, of course.

Position: "Why should I buy from you and not the guy just like you?"

Positioning—or should I say, lack of it—is where most businesses fail. They think positioning means shouting "We’re #1!" and slapping that all over their headlines, taglines, and ads.

Folks, the 2010s are over. The #1 game is dead.

Positioning is simply making a bet and taking a stance on one thing that makes you the undeniable choice for a specific buyer.

It also means being completely unappealing to everyone else. Which is fine, because if you’re a smart business owner, you’ll hedge your bets across multiple landing pages. Should I go deeper on that topic on a future letter? You decide. Click here and subscribe (I’ll know you voted for a deep dive into this topic).

Anyway…

When you pick the wrong position, you’re basically giving a buyer missionary when they explicitly showed up asking for doggy. You're offering a 12-month enterprise contract to a founder who just needs a 5-minute fix.

Here’s how you fix your position without spending $150K on a rebranding agency:

• Draw a line in the sand: Say who you are not for. Selfish buyers respect honesty. If you aren't for enterprise teams, say it out loud. You will gain trust with lean operators who hate enterprise bloat (at least, I sure do).

• Stop competing on features; compete on trade-offs: Your giant competitor has 500 features and a $10M tech stack, but they’re slow, expensive, and require six onboarding calls. Your position? We do one thing, it takes 3 minutes to set up, and you’ll never have to talk to a salesperson.

• Own a specific enemy: Are you fighting complex software? Slow agency turnaround? Hidden fees? Pick the thing your target market hates most about your industry and position yourself as the direct antidote.

Want more examples?

Book a 1-on-1 call with me and I’ll brainstorm better ideas relevant to you.

Final Thoughts

Hey there, snowflake.

Thanks for reading today’s letter.

I know we’re living in a world where AI is replacing everything.

But, I’m pretty sure a prompt like:

I sell {X} now make me a website and strategy to help me sell $10 million+ within the year.

…doesn’t exist, yet.

If it does, I would happily pay $10,000 for it. Seriously, shoot me an email with the prompt and guides. Although, I’d rather give you 10% to 30% of all profit in perpetuity if that’s real.

Anyone? Hello? No, eh?

I didn’t think so.

If you’ve read all this, you now know there’s no escaping the fundamentals. And I’m here to help, that is, if you’re still into hiring humans.

If not, subscribe for more letters that reveal how a copywriter thinks to sell stuff online (heck, maybe I’ll have a few AI prompts to share that 10X sales).

Here’s to your success in business (and life),

The human behind
HX Copywriting

p.s. I can’t emphasize enough that your tech stack is meaningless. Your business can make money on WordPress, Webflow, Squarespace, Next.js, Duda, and whatever. If there’s no intent (or interest) well, you ain’t gonna sell shit. But if there is intent (and interest), well, now you’re playing the game. And then design, branding, and messaging truly matter.