The common spine

Identical in every segment.

Say (the one sentence)

"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."

Swap "your business" for the buyer's words ("your consultants", "your partners"). Never say "for professional services firms"; never use a superlative about Maktura. Tell the 40-second story from the Pitch in the third person. Alex's own figures (roughly 30,000 followers, 500,000 to 1,000,000 impressions a week, three to five inbound leads a week) must be re-confirmed before print and prove the method, never the product.

Proof everyone can use. No paying customers or external references yet; never imply otherwise. You can say it is used every working day inside the recruitment business one of the founders owns (always disclose that), Alex's results show the method works, and "You'd be among the first, which is why the rate is what it is."

Say (up-front contract, opens every first call)

"Thanks for the time. Can I suggest how we use it? I'll ask a few questions about how your people show up on LinkedIn today. If it's useful, we'll book a time to show you Holly at work. At the end you tell me whether it's worth another conversation, and 'no' is a perfectly good answer. Anything you'd add?"

Say (demo offer, word for word): "Thirty minutes. We'll show you Holly drafting for someone in your role, on a demo workspace, and you can judge it for yourself."

Demo rules#

• Until Dom provides a fictional demo workspace, only Alex or John run demos, on an internal workspace with consenting colleagues' profiles, never real client data. Until D3 is decided, an NDA is signed before any demo unless John waives it in writing at booking. If you are not cleared, you book the demo; you do not run it.
• The prospect's own voice: only with consent given on the call, built from posts they paste in, marked test-first. Never build anyone's voice before the call (consent wording pending Karl, D27).
• TEST FIRST: every Holly prompt here except "Write me three posts on the new IR35 changes" goes beyond the confirmed examples. If Holly does not do it: "That's a rough edge. Here's the same thing done by hand."
• After every demo, reset: delete the prospect's voice, pasted text, client names and scheduled posts; disconnect any prospect connection.

Trust ladder and rules check#

Say

"You decide what Holly can do on its own. We recommend Suggest for most teams, and Observe for regulated firms. Moving up is your choice, per person, and you can move back."

Defaults: Suggest for everyone; Observe for law, financial services, accountancy and any firm that asks (D8). Describe each level as "designed to"; whether Auto-publish is live at launch is open. A customer may choose any level: recommend, record, never refuse.

Say (rules check)

"It flags lines against the rules you write. It's a second pair of eyes before your approver sees the post, not a compliance sign-off, and it won't catch everything."

Never say a post is "already checked against your policy". A regulated firm uploads its own policy only after the data processing terms are in place; until then, use the sample policy.

The engagement rule#

The most important rule in the pack. Until D1 clears:

• Say: "See who's engaging with your posts, and reply from one place." "Know who to talk to first." Show the comment inbox only, names not readable on the shared window. Never connect to a prospect's LinkedIn.
• Never describe warmth or engagers as leads, prospects or candidates. If a screen says "leads", say "people who engaged with your posts".
• Never say: "every like becomes a named lead"; "by the next morning"; "the name, role and company behind every like"; exporting engagers or pushing them to a CRM; tracking who engages with other people's or competitors' posts; "official APIs only" or "Maktura never scrapes"; anything suggesting engagement finds candidates.
• AMBER until D1: PDF reports, share links, scheduled report emails, the daily digest (its heading says "New hot leads"; never show it), Slack messages, campaign exports and the audience view. Show results on screen only.

Say (where engagement data comes from), exactly

"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."

Say (a CRM), exactly: "CRM connections aren't something we're offering at launch; tell me which one you use and I'll note it."

Price facts#

Check which band is open before every call. Full wording is in Commercial answers.

• One open band for every buyer in every sector; no separate law, consultancy or regulated price (D30 pending). "One licence per person." "The software is all in: every feature and Holly in every seat." Never "no add-ons" flat.
• Company pages (AMBER until Dom confirms): "the first licence includes one company page connection; every other company page connection is £50 a month in total." Never "£50 each". Do not volunteer it.
• "The rate you come in at is the rate you keep for as long as you stay subscribed. If you come off and come back, you come back at whatever the price is then."
• Seats added later get the account's band, then: "This is here for teams that grow, not for holding a place in the queue: if an account takes a single seat and then comes back much later wanting two hundred, we will price the new seats at whichever band is open then. If your team is genuinely growing, you will never come across this."
• "Founding rates close on 31 December, or when the band fills." Seats remaining only from live billing data. "Nothing rolls over without a conversation." (Volunteer to recruitment buyers.)
• Discounts: "No, and I'd rather tell you that straight than pretend to go and ask." Never issue a code.
• Contract (pending D18), full wording every time: "You start on a rolling monthly basis. To keep your founding rate long term you'll move onto a twelve-month agreement when the initial period ends; the exact initial period is in the terms you sign." No annual discount on founding bands; the 20% annual discount is Standard only.
• No free trial; any trial, pilot or proof of concept is for Alex or John only. "When you're ready, we'll set you up and take payment at sign-up." (Not "buy it on the site" until John confirms checkout.) UK only.
• Recommendation, pending D15: any order over 20 seats in the first band, crossing a band, or over about 50 seats in a later band goes to John before you quote.
• Value comparisons open with: "Worked illustration, and I'm labelling it as exactly that, because I'm not going to pretend this is a forecast." Prefer the buyer's own numbers.

Say (honesty passage, every early customer)

"I'll be straight with you about where we are. This is an early release. You're getting a better rate because you're using it early and helping shape it. There will be rough edges. When you hit one, you've got a direct line to the team that built it."

Close every call with a buyer action: "Does it make sense to [ideal next step]?" and, if not, "What's a good next step then?"

Events and outreach. Tell, don't sell: where an event or network has a no-selling rule, do not pitch, quote prices or book demos, openly or by steering. Our own outreach (PECR, research not legal advice): emails and LinkedIn messages to sole traders and some partnerships need consent or a soft opt-in; limited companies and LLPs do not, but identify yourself, offer an opt-out and honour it. Fines reach £17.5 million or 4% of global turnover. No bought or scraped lists (D20).

Say ("we already pay for a big social suite")

"Keep what earns its place. Those suites are built around scheduling and approving company content. What we add is each person posting in their own voice, inside your rules, with Holly doing the routine work and governance in every seat."

Quotable evidence (source said aloud)#

• LinkedIn "seems like AI slop" button (30 July 2026): over a million members used it in about three weeks; flagged content sees roughly 40% fewer views (press reports). LinkedIn says refining your own words with AI is fine.
• Edelman and LinkedIn 2025 (about 2,000 respondents; LinkedIn co-funded, direction only): 79% of decision-makers more likely to back a vendor in a tender that publishes good expert content consistently.
• "Roughly 5% of buyers are in market at any one time, on the LinkedIn B2B Institute's estimate" (illustrative).
• DSMN8, 2026 (vendor data; also a competitor, never name in marketing copy): about 6.5% of employees share on LinkedIn across 19,727 companies; 8.8% in staffing and recruiting, 8.5% in consulting; personal posts earned about 9.2 times the engagement of reshared corporate content (517,000 posts).
• Buffer, about 2 million posts: going from one post a week to two to five gives the biggest gain per account (vendor data). About 61% of B2B buyers prefer a rep-free buying experience (Gartner).
• SRA small firms technology report (June 2025): 76% found technology through colleagues or competitors; only 21% adopted after a provider approached them. SRA warning notices: firms should assess social media risk and consider a policy; solicitors remain accountable for AI output (August 2026).

Never say, in any segment#

The retired hook; "tells you what to say next"; "Sanity not vanity"; any superlative; any launch, go-live, delivery or roadmap date; any customer, prospect, partner or CRM partner name; "nothing ever publishes without approval"; "replaces your marketing team" or any job; "undetectable" or "beats the algorithm"; any certification, penetration test, SLA or "enterprise grade security"; "compliant" about any post; any count of features, models or sources; revenue attribution; "locked" or "for life"; a mobile app, voice input, image generation, email or blog writing, other languages, white labelling; video without both halves ("not available today, planned"); automated likes, comments, connection requests or messages; "Holly explains what it did" (say "every action is logged"); Watch alert multipliers or exact figures; customer experience we do not have ("most firms find"). If asked, the AI runs on Anthropic's Claude; do not lead with it (D23).