74 frictions in ten blocks. Diagnose, don't recite. A pitch that names somebody's friction back to them in their own words is worth ten that list features. Items are numbered by block (item 7.2 is Block 7, item 2).
The finder#
Start here, not at item 1.1.
| What you hear, or who you're with |
Start with these items |
| "Nothing", or posting when someone remembers |
2.2, 2.3, then Block 1 |
| Pasting from ChatGPT |
3.1, 3.2, 10.7, 7.4 |
| A ghostwriter or agency |
6.4, 6.5, 6.6, 4.2 |
| A scheduler for the company page |
4.2, 6.2, 5.1 |
| A tool that asks staff to reshare |
4.1, 4.2, 3.5 |
| Owner or managing director |
4.1, 2.3, 4.5, 9.4 |
| Marketing or BD lead |
4.6, 6.1, 8.2, 10.2 |
| Compliance, COLP or risk |
7.2, 3.3, 7.3, 10.3 |
| Agency or freelancer with clients |
6.9, 6.5, 1.8 |
| Individual fee earner or consultant |
1.1, 1.3, 3.1, 10.1 |
How to read the items#
Show is the area of the product, from Dom's 15 October document: Know, Write, Publish, Review, Engagement, Measure, Teams; "talk only" means nothing to show. Holly drives news, voices, drafting, calendar, campaigns and reports (confirmed by Alex). Any item marked TEST FIRST needs its Holly instruction run on today's build before a demo, with the manual route ready. Where a Say line starts "Worked illustration:", say the full line aloud first: "Worked illustration, and I'm labelling it as exactly that, because I'm not going to pretend this is a forecast." Never put a real client's name or material in the brackets. Some engagement screens still say "leads", "hot leads" or "named leads". If one shows: "That's an old label; read it as people who engaged with your posts." Never repeat the word.
Block 1. The blank page#
| Item and friction |
Show |
Say |
| 1.1 "I don't know what to post about." |
Know, morning list |
"Every morning, a shortlist of the day's best stories, each a tap from a draft." |
| 1.2 "It takes me an hour to write a decent post." |
Write |
"The first draft already exists, in your style. You edit; you don't write." |
| 1.3 "I'm better talking than writing." |
Write, voice interview. No dictation or voice input exists; don't promise it |
"Five minutes of talking builds your voice. Your job becomes judgement." |
| 1.4 "By the time I've written it, the moment's gone." |
Write from a story |
"The story and the draft arrive the same morning." |
| 1.5 "I've got nothing interesting to say." |
Know, ideas from your meetings (TEST FIRST; internal meetings only in a demo; transcripts can be deleted any time: say so) |
"You read every idea before anything goes anywhere, and you decide what's confidential." |
| 1.6 "Everything I write sounds like a press release." |
Write, voices and moods |
"The voice is built from how you actually write, not a template of your job title." |
| 1.7 "I start, then I read it back, then I bin it." |
Write, mark-up |
"The draft isn't yours to defend. Mark it up and every note is applied in one go." |
| 1.8 "I never hear about a client's news until it's old." |
Know, Watch (TEST FIRST). Never quote alert figures or multipliers (D12). Watch covers news about named subjects, not anyone's LinkedIn activity |
"Name the clients, competitors or regulators you care about, and see what moved today, with a simple risk level and a 30-day trend." |
Block 2. Consistency, and the collapse#
| Item and friction |
Show |
Say |
| 2.1 "I post in bursts, then I stop." |
Publish, calendar; bulk import |
"The queue survives the busy Tuesday because it was built on a quiet Monday." |
| 2.2 "Work got busy and posting was the first thing to go." The sentence the whole product exists to answer |
Publish, calendar (TEST FIRST) |
"It keeps working when you're busy." |
| 2.3 "We went quiet for six months and the enquiries dried up." The strongest argument in the pitch: slow down for it |
Measure, home page |
(Slowly, then pause) "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." |
| 2.4 "Every time I restart, I'm starting from scratch." |
Measure, best-time map |
"Buffer's study of about two million posts, their own data, found the biggest gain comes from going from one post a week to two to five." |
| 2.5 "I was on holiday for two weeks and it all went dead." |
Review, approval for particular people (TEST FIRST) |
"Approve before you go, or let a colleague hold approval while you're away." |
| 2.6 "It's not a priority until it's an emergency." |
Publish, campaigns |
"Roughly five per cent of buyers are in the market at any one time, on the LinkedIn B2B Institute's estimate. The rest remember who stayed visible." |
| 2.7 "I'll start properly in January." Never turn this into a pressure line |
Write, a first draft in their voice |
"With the drafting and planning done for you, there's nothing big to start." |
Block 3. Voice and credibility#
| Item and friction |
Show |
Say |
| 3.1 "AI posts don't sound like me." Usually correct: agree |
Write, voices and learning controls (TEST FIRST) |
"I'd rather you posted nothing than posted something that sounds like everyone else. That's why the voice is built from your writing, and why we recommend you approve every post." |
| 3.2 "Everyone's feed is full of AI slop now." |
Write, mark-up; Review, rules check |
"Since 30 July LinkedIn members can report posts that 'seem like AI slop'; press reports of LinkedIn's figures say flagged posts see roughly 40% fewer views. Per-person voices and checks before posting reduce generic output." Never claim "undetectable" or "beats the algorithm" |
| 3.3 "I'm worried I'll say something stupid in public." |
Review, rules check and approvals queue (TEST FIRST) |
"You choose what needs signing off, and anything that needs signing off waits until it is. We recommend a person approves every LinkedIn post." |
| 3.4 "I hate being on camera." |
Talk only. Maktura does not generate images either (use your own, or Canva) |
"Maktura doesn't make video today. It's planned, and I won't give you a date." Then Alex's point: he hates it too and does it anyway |
| 3.5 "I don't want to sound like I'm selling." |
Write |
"You never have to ask anyone for anything. Alex has never once posted asking for business." |
| 3.6 "I don't want to be an influencer." |
Write |
"Nobody's asking you to perform. Just to be findable by people who need what you know." |
| 3.7 "My competitors will see what I'm doing." |
Talk only |
"They can already see it, and they're not the ones buying. The buyers can't, because you're not there." |
Block 4. The team problem#
| Item and friction |
Show |
Say |
| 4.1 "I told the team to post more and it lasted a fortnight." Ask it directly |
Publish, team calendar by person (TEST FIRST) |
"Mandates don't survive a busy Tuesday. Systems do." |
| 4.2 "Only I post. Everyone else's network is dead." |
Publish, colleagues connecting by link (no password shared) |
"Your firm has twenty networks. It uses one." |
| 4.3 "My people bill, they don't write." Cost their time only at their own charge-out rate (Commercial answers) |
Review, approvals queue (TEST FIRST) |
"They're not asked to write. They approve it, change a line, or turn it down." |
| 4.4 "If my senior partner and my researcher both use AI, they'll sound identical." |
Write, one voice per person |
"We found this ourselves in early testing: voices set up at firm level came out too alike. So every person has their own." |
| 4.5 "Everything runs through me." Never discuss anyone's own exit plans, ours included |
Talk only |
"Is this a business you'd ever want to sell?" |
| 4.6 "I have no idea who on my team is actually doing it." |
Teams, team oversight; Measure, results by person (TEST FIRST) |
"Monday stops being 'why haven't you posted?' and becomes 'what got a reaction last week, and have you replied?'" |
| 4.7 "Our message is inconsistent across the team." |
Write, moods and templates; Publish, campaigns |
"One direction, everyone in their own voice." |
| 4.8 "My best people leave and take their audience with them." |
Teams, roles and ownership handover |
"A firm can't own a person's network. What stays is the system: templates, campaigns, rules and the approvals record." |
| 4.9 "New joiners take a year to be visible." |
Write, voice interview (TEST FIRST) |
"A five-minute interview gives them a voice on day one." |
Block 5. The invisible audience#
Rule (read first)
Our reading of LinkedIn's developer terms (API version 2026-09; research, not legal advice; D1 open): member data, including reactions and comments, must not be used to identify prospects or talent for hire, for lead creation or to enrich a CRM, and must not be exported. Never present that reading to a customer as "LinkedIn's rules". Maktura's data route is unconfirmed and with Karl Foster. Until D1 clears: say only "See who's engaging with your posts, and reply from one place." and "Know who to talk to first." Show only the comment inbox, with names not readable on the shared window, or skip the step. Never show engagers' names from a colleague's profile until Karl confirms (D1). Never connect or log into a prospect's LinkedIn account in a demo. Never describe warmth or any engager in writing as leads, prospects or candidates. Never go beyond "that's a question for our legal team" on tracking who engages with other people's or competitors' posts. Only Karl gives written assurances about data. Law firms acting for the public: SRA Code 8.9 bars unsolicited approaches to members of the public, so never suggest following up individuals who engaged.
| Item and friction |
Show |
Say |
| 5.1 "I got fourteen likes. I've no idea who they were." |
Engagement, comment inbox only (or skip) |
"See who's engaging with your posts, and reply from one place." |
| 5.2 "There's no way to tell which engagement matters." |
Talk only until Karl confirms (D1) |
"Know who to talk to first." |
| 5.3 "Comments sit there and I never reply in time." |
Engagement, comment inbox (TEST FIRST) |
"One place to read and reply. Maktura never replies or engages for you." |
| 5.4 "I don't know what to do when someone engages." |
Talk only. Maktura does not tell you what to say next |
"Maktura shows you who engaged and gives you one place to reply. What you say next is yours." |
| 5.5 "Social never produces anything, so we've written it off." |
Measure, results by post (skip the audience view: AMBER until D1) |
"Measure whether the right kind of people respond, and whether you replied." |
| 5.6 "Half my engagement is people trying to sell to me." |
Engagement, comment inbox |
"Maktura shows who engaged and how often; deciding who's worth a reply is still yours." |
| 5.7 "The people who engage are never the decision maker." |
Measure, audience by role, in aggregate only (AMBER until D1: skip if any name shows) |
"Sometimes true. Audience by role shows, in aggregate, who your posts reach." Promise nothing about named individuals |
| 5.8 "I don't know who's seen us." |
Measure, performance |
"A plain-English verdict on each recent post." |
| Item and friction |
Show |
Say |
| 6.1 "I've got logins for so many pieces of software and I don't use half of them." Near word for word our only usable testimonial (a freelance marketer on the pilot): "...This replaces the lot." |
Measure, results by person, on screen (reports, PDFs and share links AMBER until D1) |
"The software is all in: every feature and Holly in every seat." Never "no add-ons" flat. Don't volunteer company pages (publishing to them isn't confirmed by Dom); if asked: "Let me confirm that for you in writing." Once confirmed, exactly: "the first licence includes one company page connection; every other company page connection is £50 a month in total." Never "£50 each" |
| 6.2 "To do half of this I'd need three tools." |
Holly across Know, Write and Publish |
"Worked illustration: the tools a team typically pays for run £300 to £1,000 a month across several logins; schedulers £75 to £190 per user a month." |
| 6.3 "We tried a posting tool and it died." |
Know, morning list |
"Posting tools die because someone still has to invent every post. We take the inventing away." |
| 6.4 "I pay an agency and I don't know what I get." Never knock their agency |
Measure, plain-English verdicts |
"Worked illustration: retainers run £3,000 to £15,000 a month; a ghostwriter about £1,800 a month for three posts a week, for one person. Maktura is for the whole team." |
| 6.5 "The agency takes three weeks to turn anything round." |
Review, client sign-off by link (TEST FIRST) |
"The story and the draft arrive the same morning, and a client can sign off from a link without logging in." |
| 6.6 "I was going to hire someone to do our marketing." Never say Maktura replaces a person or a team |
Talk only |
"Worked illustration, for scale, not as a swap: twelve licences at £69 (if Spark is the band open today) are £828 a month, £9,936 a year, against a marketing hire of about £40,000. If you do hire, they get the whole team's voices to work with." |
| 6.7 "We bought the enterprise tool and use one feature of it." |
Talk only |
"Keep it if it earns its place. What does it do for the people outside marketing?" |
| 6.8 "Nobody here has time to learn another system." |
Holly; passwordless sign-in (TEST FIRST) |
"You don't learn it. You tell Holly what you want." |
| 6.9 "I run several clients' accounts and it's chaos." No agency price exists; no white labelling or reselling |
Teams, workspace per client; Review, client sign-off by link (TEST FIRST) |
"A workspace and a voice for each client, and the client signs off from a link without logging in." On price: "Talk to a human and we'll build something around the way you actually work." |
Block 7. Governance and risk#
GREEN governance features only; no regulator templates or evidence packs, and no monitoring of what staff post elsewhere.
| Item and friction |
Show |
Say |
| 7.1 "Our people post from personal accounts and we can't see any of it." |
Teams, team oversight |
"Maktura covers what your people post through Maktura. It doesn't watch their personal accounts, and we wouldn't want it to." |
| 7.2 "Compliance is the reason nobody here posts." The whole pitch to a regulated buyer: lead with it, not features |
Review, compliance oversight (TEST FIRST). The rules check is "a second pair of eyes, not a compliance sign-off". A regulated firm uploads its policy only after the data processing terms are in place |
"Compliance becomes the reason you can post." |
| 7.3 "If something goes wrong I can't prove who approved it." |
Teams, activity log |
"Multi-stage approvals, notes on the lines, and a record of who did what. Every action is logged." |
| 7.4 "Someone will post something off message." |
Review, rules check with one-click rewrite (TEST FIRST) |
"Your rules check every post before it goes out. You choose what needs signing off, and anything that needs signing off waits until it is." |
| 7.5 "We don't even have a social media policy." Don't offer to write one: Maktura doesn't generate policies |
Review, compliance oversight |
"Once you have a policy, you upload it and it becomes rules. If there isn't one yet, that's the conversation to have before the software one." |
| 7.6 "Will our data train your model?" Full answer: Objection handbook, objection 13, wording pending D27; log it for Karl Foster. Never say "no cross-customer learning" or "anonymised". If asked the model: "It runs on Anthropic's Claude." Don't lead with it (D23) |
Write, learning controls |
"You control what it learns from: pause learning, or mark any post 'don't learn from this'. On how the AI provider handles data, I'll get you a written answer rather than paraphrase it." |
| 7.7 "Where does the engagement information come from?" Log it for Karl Foster; never give a written assurance yourself |
Talk only |
This wording only, until D1 clears: "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." |
| 7.8 "Our staff will think they're being monitored." |
Review, each person's own record |
"What's recorded is what goes through Maktura and who approved it. Each person sees their own record, and nothing outside Maktura is watched." |
Block 8. Proof and attribution#
The product promises least here. Concede early; overreaching kills deals in month three.
| Item and friction |
Show |
Say |
| 8.1 "Impressions are a vanity metric." |
Measure, performance |
(Alex's line) "I don't judge a post by impressions. I judge it by the quality of the messages and conversations it produces." |
| 8.2 "The board wants revenue. I've got engagement charts." Scheduled reports are AMBER until D1 |
Measure, results by person, on screen |
"One suggestion, as advice rather than data: add 'How did you hear about us?' to your enquiry form. People will tell you things no tracking picks up." |
| 8.3 "I can't prove any of this produces revenue." Concede it; that buys more credibility than any answer |
Talk only |
"No marketing platform proves revenue, and anyone who tells you theirs does is selling you something. Maktura shows what's posted, by whom, and how it lands; whether that becomes a fee is a line your own systems draw." |
| 8.4 "I don't know which of my content actually works." |
Publish, test what works (TEST FIRST) |
"Change one thing, run both, and see which wins." |
| 8.5 "Every marketing report is written to make marketing look good." |
Measure, verdict on each recent post |
"A plain-English verdict on every recent post, including the ones that didn't land. Hard to dress up." |
Block 9. The buying process itself#
| Item and friction |
Show |
Say |
| 9.1 "I'd need to get IT to look at it." Sellers never send the legal pack; John Cooper sends it once Karl confirms the wording (D27). No certification is held; anything written on data or security comes from Karl |
Settings, data rights tools |
"I'll get you our data processing terms and the current position in writing from our team, so IT has them before they ask." |
| 9.2 "Send me something and I'll look at it." |
Talk only |
The first-call offer (see the universal close). Don't send a deck |
| 9.3 "I'll need to talk to my business partner." |
Talk only |
"Who else needs to be comfortable before you'd roll this out? Could they join the next call?" If not, give them the relay sentence |
| 9.4 "We're in the middle of something. Come back in six months." Book a dated follow-up tied to their event. Never invent urgency |
Talk only |
"Two things set the price and neither of them is me. Founding rates close on 31 December, or when the band fills. If six months is right for you, that's fine; you'd come in at whatever the price is then." |
| 9.5 "Can we have a free trial?" Any trial, unpaid pilot or proof of concept is for Alex or John Cooper only; a paid, scoped law firm pilot is theirs to raise (D17) |
The first-call offer |
"No, there's no free trial. When you're ready, we'll set you up and take payment at sign-up, and you start on a rolling monthly basis. What I can do is thirty minutes showing you Holly drafting for someone in your role, so you can judge it first." |
| 9.6 "Is it finished? We don't want to be guinea pigs." |
Talk only |
The honesty passage below, word for word |
Block 10. Holly and the work itself#
| Item and friction |
Show |
Say |
| 10.1 "I don't have time to even open the tool." |
Holly's cards on screen |
"You don't operate it; you tell Holly. Your part is to approve it, change it, or turn it down." |
| 10.2 "I don't know what to ask for." |
Holly |
"Start from the morning list and ask in plain words. We'll give you ten starter instructions." (Holly playbook.) |
| 10.3 "I need it to just do it, but I'm scared it'll say something stupid." Four levels per person (Observe, Suggest, Auto-draft, Auto-publish), reversible. Defaults confirmed by Alex (D8): Suggest for everyone; Observe for regulated firms (law, financial services, accountancy, and any firm that asks). If they choose otherwise, explain our recommendation, record it, never refuse |
Holly, autonomy setting per person (TEST FIRST) |
"You decide what Holly can do on its own, and we recommend a person approves every LinkedIn post. Holly earns more room as you see it get things right." |
| 10.4 "It'll just be another AI that sounds like everyone else." Holly identifies itself as AI inside Maktura, where drafts show "Holly, in {name}'s voice". Whether published posts show anything is undecided (D9): promise no disclosure feature |
Write, a draft labelled "Holly, in {name}'s voice" |
"Holly writes in each person's own voice, and you can tell it exactly what to keep." |
| 10.5 "I'll set it up, then forget it exists." Never show the daily digest (its heading says "New hot leads"). Holly raises platform faults with our team; it does not nudge users |
Teams, team oversight (TEST FIRST) |
"The morning list arrives without opening the tool, and team oversight shows anything stalled." |
| 10.6 "What if it does something I didn't ask for?" Not "Holly explains what it did" (D10) |
Teams, activity log; autonomy setting |
"You can turn anyone's autonomy down any time, approvals hold what needs them, and every action is logged." |
| 10.7 "Isn't this just ChatGPT with a logo?" |
Holly, several jobs from one instruction (TEST FIRST) |
"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." |
