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growthperclickHacker Playbooks.

Before · Launch · Think

Sell the outcome, never the stack

Nobody buys React, a model, or a dashboard. They buy the bingo cards, the appointments, the headshots, the first customers. Copy is the product's true UI.

Technical positioning invites comparison on features. Outcome positioning invites a purchase. It also makes ads and SEO possible.

How to run it

  1. 01Rewrite the homepage without any technology words. If it collapses, you do not have an offer yet.
  2. 02Name the buyer in the headline.
  3. 03Use their before/after, not your architecture.
  4. 04Test price next to the outcome; features go below.

In the wild

Patio11 sold bingo cards to teachers, not 'a PDF generator in .NET'. HeadshotPro sells portraits. ShipFast sells a launch, not a repo.

Used by · 6

Marc Lou

@marc_louvion

Picks & shovels · X-native

Picks-and-shovels for indie hackers and a weekly shipping cadence

Danny Postma

@dannypostmaa

Paid acquisition · wave rider

Turning a generative-image wave into a paid-ads machine with a crisp outcome

Patrick McKenzie

@patio11

SEO + copy · charge more

SEO, copy, and charging more — the Kalzumeus school of software marketing

Noah Kagan

@noahkagan

Validation · email

Talking to humans, tiny price tests, and email as a weapon

Justin Welsh

@thejustinwelsh

Content system · LinkedIn

Turning a personal content system into a one-person media company

Sahil Lavingia

@shl

Creator rails · simplicity

Building in public, simplicity as positioning, creators as the niche