Say this, not that · 02 Positioning and messaging

Heard the left-hand line from a colleague, an old deck or the live site? Say the right-hand line.

Not this	Why	Say this
"The world's most advanced social media management and intelligence tool"	The ASA reads an unqualified superlative as a comparison with every competitor (D2)	The one sentence
"Every like becomes a named lead" / "the name, role and company behind every like" / "send leads to your CRM"	RED: our reading of LinkedIn's developer terms (D1 open) names lead creation and CRM enrichment among prohibited uses	"See who's engaging with your posts, and reply from one place." "Know who to talk to first."
"Maktura names it, and tells you what to say next"	Untrue, and engager naming is RED	"Holly brings you the day's best stories and ideas from your own meetings."
"Nothing publishes without your approval" as an absolute	Approvals are configured by the customer	"You decide what needs approval. We recommend a person approves every LinkedIn post."
"No add-ons" / "everything included" / "everything in it"	Not true flat: extra company page connections may carry a charge (AMBER: never volunteer; if asked, "let me confirm that for you in writing")	"One licence per person, and the software is all in."
"£69 locked" / "locked for life" / "closes 30 October" / "early bird £89.99" / "£79/£149/£299"	Wrong terms	"The rate you come in at is the rate you keep for as long as you stay subscribed."
"Official platform APIs only. Maktura never scrapes."	Not verified for every supplier	"Publishing runs through LinkedIn's own connection: we don't ask for your password and we don't hold one. On the engagement side, I'll get you a written answer from our legal team rather than paraphrase it, because your compliance people will want it exactly right."
"Six platforms"	AMBER until D13	"LinkedIn first; ask us about other platforms."
"Holly explains everything it did"	AMBER until D10	"Every action is logged."
"Replaces your marketing team"; "undetectable"; "beats the algorithm"	Banned	"Holly takes the routine work off the people who already have the judgement."
"Voice match 96" / "61 live features" / any count	A model scoring itself is not evidence; counts are RED	"Judge the draft yourself: is it something you'd post?"
"For professional services firms" / "Sanity not vanity" / "Moneyball for professional services"	Retired; the first breaks the all-sectors rule	"For businesses that win work through their people."
"The algorithm rewards the incumbent" / the old engager-list close	Fear framing; engager naming	"Silence does not hold your place." The first-call offer: "Thirty minutes. We'll show you Holly drafting for someone in your role, on a demo workspace, and you can judge it for yourself."