The short forms, word for word

The 30-second version (about 80 words)#

"In most businesses one or two people post on LinkedIn and everyone else goes quiet. Not because they're lazy. They've nothing to say today, no time, it doesn't sound like them, and nobody's sure what's allowed. Maktura sorts that. It learns how each person writes, checks your rules before anything goes out, and an assistant called Holly finds the story, drafts the post and checks with you before it goes. Can I show you Holly drafting for someone in your role?"

The 2-minute version#

Open with something true about their world, not our history. Say the source aloud.

"Can I start with something from LinkedIn's own research? Roughly five per cent of buyers are in the market at any one time, on the LinkedIn B2B Institute's estimate. The rest aren't buying yet, but they're forming a view of who they'll ring when they are. Does that match what you see?"

(Pause. Let them answer.)

"Have you ever told the team to post more? ... In our own business it lasted a fortnight. Not because the team didn't care. You can't ask busy people to invent something from nothing every day on top of the day job. Mandates don't survive a busy Tuesday. Systems do.

And the cost hides. Nothing breaks when the posting stops. The damage shows up three months later, and by then you've decided it's the market.

That's the bit we fixed. Everyone gets drafts that sound like them, because they're built from their own writing. Your rules get checked before anything goes out. And there's an assistant, Holly. You say 'three posts on this week's news', it writes them, you tweak them and say yes, and it schedules them. You decide how much it does on its own, and we recommend a person approves every LinkedIn post.

Holly does the work. You keep the judgement.

The best way to judge it isn't a deck. Thirty minutes. We'll show you Holly drafting for someone in your role, on a demo workspace, and you can judge it for yourself. Does that make sense as a next step?"

The 5-minute version (Dunford's eight steps, for a group or a considered buyer)#

1. Insight (45 seconds).

"Two things changed on LinkedIn this year. Posts now cost nothing to generate, so feeds sound the same. Since the summer you can report a post that 'seems like AI slop', and the press reported LinkedIn's figures as flagged posts getting about forty per cent fewer views; LinkedIn says using AI to tidy your own words is fine. So the advantage goes to firms where lots of people post, in their own voices, consistently, with a person checking what goes out."

2. Alternatives (45 seconds; ask, don't tell).

"There are about five ways firms handle this. Nothing, or posting when someone remembers. People pasting from ChatGPT. A ghostwriter or agency for one or two senior people. A scheduler for the company page. Or a tool that asks staff to reshare the company's posts. Which is closest to you today? What's it costing you, in time or in what isn't happening?"

Listen. Their answer points you to the finder.

3. The perfect world (30 seconds). Ask: "If this were working, what would it look like?" Offer: everyone client-facing visible every week, sounding like themselves, a person signing off what goes out, and minutes a week, not hours.

4. Introduction (20 seconds). The one sentence, then: "We built it because we needed it: it's used every working day inside the recruitment business one of our founders owns."

5. Differentiated value (90 seconds, then show it).

"Three things are different. First, everyone gets their own voice, built from their posts, something they've written, or a five-minute chat, so your senior partner and your newest associate don't sound the same. Second, your rules travel with every post. Give us your policy, it becomes a set of checks, and anything that breaks them is flagged before it goes, with a one-click fix. You choose who needs sign-off, and clients can sign off from a link. Third, Holly. You tell it what you want, it puts the drafts and the schedule in front of you, and you change them or say yes. You decide how much it does on its own, person by person. We recommend starting with it suggesting and a person approving."

Then demo, Holly first (Discovery and demo).

6. Proof (30 seconds, honest).

"Honest answer: we're opening to our first customers now, so I won't pretend to have a list of logos. It's used every working day inside a recruitment business one of our founders owns. And the method is real: Alex, who founded the business, built roughly thirty thousand followers without ever asking for business. He writes his own posts, so that proves the method, not the software."

7. Objections (30 seconds, one accusation audit).

"You're probably thinking this will post generic stuff under your name and embarrass you with clients. That's the right worry. It's why voices are built per person, why your rules are checked before anything goes out, and why we recommend a person approves every LinkedIn post. What else would need to be true for you to be comfortable?"

8. The ask (15 seconds).

"My recommendation: thirty minutes. We'll show you Holly drafting for someone in your role, on a demo workspace, and you can judge it for yourself. Does that make sense?"

Other short forms#

The inbound call (someone has been to the website and rings or books in):

"Thanks for getting in touch. Before I show you anything, what made you look today? ... Okay. In one line: Maktura gets everyone in your business visible on LinkedIn, in their own voice, inside your rules, with an assistant called Holly doing the heavy lifting. When you're ready, we'll set you up and take payment at sign-up. But if it helps first: thirty minutes, we'll show you Holly drafting for someone in your role, on a demo workspace, and you can judge it for yourself. Would that be useful?"

About 61% of business buyers prefer to buy without a rep (Gartner survey, 2024 to 2025): offer help, never insist on a call.

At an event (tell, don't sell):

"We built a platform that gets whole teams posting on LinkedIn in their own voices, inside the firm's rules, because we couldn't get our own team to do it. How does your lot get on with LinkedIn?"

Never demo at a dinner. Where the host has a no-selling rule, keep it: ask for nothing, and follow up only with people who said yes to hearing from us.

To hand someone who has to relay it to a partner or boss:

"It gets everyone in the business posting on LinkedIn in their own voice, inside our rules, with an assistant doing the heavy lifting, and we stay in control of what goes out."

For a referrer or partner to say about us:

"You said [their words]. Full disclosure, Maktura pays me if you sign up, but it gets whole teams posting on LinkedIn in their own voices, with the firm's rules checked before anything goes out. Want an introduction?"

Use the Partner and affiliate playbook's script; never this one without the disclosure. No commission figures (D19).