Course 03 · Lesson 11 of 11
Never say
| Never say | Why | Say instead |
|---|---|---|
| "Other tools count engagement. Maktura names it, and tells you what to say next." / "a suggested next line" / "a call list every morning" / "who have you rung?" / "tells you by name who engaged" | Retired; untrue or RED (D1) | "It shows you who engaged and gives you one place to reply." / "Know who to talk to first." |
| "Every like becomes a named lead" / "the name, role and company behind every like" / "by the next morning" / "your engager list" / engagers into a CRM / competitors' engagement / engagement to find candidates | RED (D1) | "See who's engaging with your posts, and reply from one place." |
| "Official APIs only" / "Maktura never scrapes" / what LinkedIn's rules stop anyone doing | Unverified; not ours to say | The approved spoken answer (item 7.7) |
| "Nothing ever publishes without approval" / "nothing goes out that anyone would regret" / "already checked against your policy" | Approvals are set by the customer; the rules check is a second pair of eyes, not a compliance sign-off | "You choose what needs signing off... we recommend a person approves every LinkedIn post." |
| The employer safety net / "you're on your own" off the platform; "Holly reminds people to post" | Not built; not confirmed | "Maktura covers what's posted through Maktura." / "Team oversight shows anything stalled." |
| "Replaces your marketing team" / "undetectable" / "beats the algorithm" | Banned or unprovable | "Per-person voices and checks before posting reduce generic output." |
| "Holly explains everything it did" / "Every action is logged and explained"; "the world's most advanced social media management and intelligence tool" | AMBER (D10); superlative (D2) | "Every action is logged."; the one sentence |
| "Revenue you're already generating" / "Maktura made you £x" / any ROI or attribution | RED | "Revenue you could be generating and are currently throwing away"; concede (item 8.3) |
| Any date; six platforms as live; Watch alert multipliers | RED; AMBER (D13, D12) | "Not today, it's planned"; "LinkedIn first; ask us about other platforms"; Watch without figures |
| "Twenty minutes on your own LinkedIn" / "I'll show you your own engager list" | Retired closes | The first-call offer |
| "You can buy it on the site" / "£50 each" for company pages | Checkout unconfirmed (D29); wrong price, and company pages unconfirmed | "When you're ready, we'll set you up and take payment at sign-up." / "Let me confirm that for you in writing." |
| "Most firms find..." / "what we hear from most firms" | No customers yet | Research with its source, or the buyer's words |
| "Locked", "for life", "no add-ons", "closes 30 October", old price ladders, "61 live features", "Sanity not vanity", "Moneyball", "for professional services firms"; any certification, "enterprise grade security", SLA | Retired; RED | The price passage wording; "I'll get you our data processing terms and the current position in writing from our team." (Sellers never send the legal pack; John sends it once Karl confirms the wording, D27.) |
| "Don't fall behind", "your competitors are already...", the fixed-pot speech | Banned fear framing | The alternatives frame |
Progress is saved in this browser only.