Card 8: A human ghostwriter or agency · 09 Battlecards

Their pitch: real craft, a named human, strategy and campaigns.
Our edge: the whole team, every week, each in their own voice.
Ask: "How many of your people does the agency or ghostwriter cover?"
Where they win: strategy, campaigns, video, editorial judgement, a named human accountable. For one leader's flagship content, a great ghostwriter is hard to beat.
Where we win (GREEN): the whole team, every week; ideas from news and meetings and a draft in minutes; results per person in the app; and the agency can use it too, with workspaces per client and client sign-off by link.
Value illustration (introduce it exactly like this):

Say

"Worked illustration, and I'm labelling it as exactly that, because I'm not going to pretend this is a forecast. A ghostwriter at about £1,800 a month covers three posts a week for one person. Ten Maktura licences at [the open band] are [monthly figure] a month, [annual figure] a year."

(Commercial answers 2.2; at Spark, £690 and £8,280. Confirm the open band with John that day.) - Landmines: the coverage question, then "How long from an idea to a published post?" "Who in the team knows what's coming out under their name next week?" - If they say: - "We use an agency." Say: "Keep them for campaigns and the brand. We're for the twenty people the agency was never going to write for." - "Our ghostwriter knows my voice better." Say: "For you, they might, and I wouldn't ask you to drop them. What about the rest of the team?" - "We were going to hire a marketer instead." Say: "Then that person runs Maktura for the whole firm. It doesn't replace the role: it means one person can keep the whole team visible." - Never say: "Replaces your marketing team" or "replaces your agency"; "Stop hiring"; any claim that Maktura makes you £x. - Switch story: an add, not a switch: offer the agency workspaces per client and client sign-off (agency pricing is "talk to a human", no figures). For the client's people, the standard switch kit. - Reference: ghostwriter about £1,800 a month for three posts a week for one person; agency retainers £3,000 to £15,000 a month (commercial model v6, 7 Oct 2026, illustrations only).