The approved lines bank

P = public and partner-safe; S = sales conversations only.

Live site lines (P): "Stay visible, in your own voice." (title) / "Being busy shouldn't make you invisible." (headline) / "From idea to pipeline." (sign-off lockup only, never a pitch alone) / "Everyone else starts with the same tools. Maktura starts with you." / "The biggest untapped marketing asset in most businesses is the people already in it." / "Silence does not hold your place. It hands it to whoever is still posting." / "And yes, there's AI under the hood. We've just spent a long time teaching it to sound like you."

Holly lines (P):

• "Holly does the work. You keep the judgement." (the Holly headline)
• "Tell Holly what you want. It does the rest, and checks with you first." ("Asks" and "checks" hold at Observe, Suggest and Auto-draft; never about anyone on Auto-publish)
• "Sounds like you. Asks before it acts." (same caveat; add "Explains what it did." only after D10; until then you may add "Every action is logged.")
• "You decide what Holly can do on its own." (the trust ladder in one line)
• "We recommend a person approves every LinkedIn post." (a recommendation, not a product guarantee)

Story and argument lines:

• "Mandates do not survive a busy Tuesday. Systems do." (P)
• "The damage doesn't show up when you stop. It shows up three months later, and by then you've decided it's the market." (P)
• "This is revenue you could be generating and are currently throwing away." (S; never "already generating")
• "We are the customer. It is used every working day inside the recruitment business one of the founders owns." (S)
• "The name means nothing, by the way. An AI came up with it and the domain was free." (S, optional)
• "Everybody has the writing now. The difference is that the second one is you, and the first one has no idea who read it, or whether it broke your policy." (S, against "we'll just use ChatGPT")
• "No marketing platform can honestly prove revenue, and we won't pretend to." (S, a concession)
• "You're getting a better rate because you're using it early and helping shape it. There will be rough edges, and you'll have a direct line to the team." (S)

New lines (pack lead, October 2026; all P except where marked):

• "Visible every week, in your own voice, inside your rules." (roof)
• "LinkedIn added a button for reporting AI slop. The answer isn't less AI. It's more you."
• "Your people already know what to say. Maktura gets it out of their heads and onto LinkedIn, in their words."
• "You're not being asked to write. You're being asked to decide."
• "Compliance stops being the reason nobody posts and becomes the reason they can."
• "Your policy, checked on every post before it goes out."
• "Start at Suggest. Move up when Holly has earned it."
• "See who's engaging with your posts, and reply from one place." / "Know who to talk to first." (the GREEN engagement wording)
• "Monday stops being 'why haven't you posted?' and becomes 'who replied to you last week?'" (S)
• "One licence per person, and the software is all in."
• "Founding rates close on 31 December, or when the band fills." (the only deadline wording)