Messaging guide

Two notes up front.

Affiliates: this page is the "how to say it" companion to About the product. Your audience trusts you, not us; how you frame Borker decides whether they sign up.

Journalists or anyone digging for background: skim About Borker below and stop there. The rest of the page is affiliate-specific.

About Borker

Borker is an AI content engine that learns a brand's voice and keeps a founder's social presence alive on X, LinkedIn, Farcaster, and Paragraph. It writes the posts, the human approves them, Borker publishes. It is not another scheduler.

Built by Jephthah Mbah (program lead, based in Abuja, Nigeria) and Sven (co-founder). Bootstrapped: no outside funding, pricing set by what customers pay for.

Plans: four tiers. BYOK ($9/mo, bring your own Anthropic key), Starter ($19/mo, 100 generations included), Pro ($59/mo, 500 generations included), Lifetime ($149 once, BYOK). Full breakdown in About the product.

Press contact: sven@borker.xyz

The one-line pitch

Use this when you have one sentence to land it:

Borker is the AI content engine that learns a brand's voice and keeps a founder's social presence alive (across X, LinkedIn, Farcaster, and Paragraph) while they keep building.

Shorter variants, by context:

• DM / reply: "It's an AI content engine that learns your voice and posts in it. Approval pipeline, no rogue tweets."
• Tweet / cast: "Borker writes your social posts in your actual voice. You approve, it ships."
• Podcast intro: "It's the tool I use to stay consistent on X without spending two hours on every post."

The narrative that converts

Affiliates who close pitch in three beats, not a feature list.

The pain. Your prospect already lives this. Name it back:

• The Drafts Graveyard. Dozens of unfinished posts. "I'll polish this later" was three months ago.
• The Ghosting. The last post was the funding announcement, and that was forever ago.
• The AI Cringe. "Excited to announce…" Every other AI tool sounds the same. Delete, delete, delete.
• The Time Trap. Two hours for one decent post, and the queue keeps growing.

The shift. "Schedulers are commodities. Borker generates the post itself, in your actual voice." This is the single most important sentence in any conversation. Most prospects assume Borker is "another Buffer." It isn't.

Borker pulls from five generation sources, not one: daily slots backed by topic pools, news-reactive posts from RSS feeds the user picked, auto-redistribution from their own blog posts (Paragraph), on-demand prompts in the Command Center, and AI-designed multi-phase campaigns for launches.

The proof. Be the demo. "I post with it. Here's what it shipped this week." Your free BYOK account exists specifically so you can pull this card.

Audience-by-audience angles

The three buyer types pay for different things. Pick the one your prospect actually is.

Solo founders & indie hackers

• Lead with time. "You're choosing between shipping and posting. Stop choosing."
• The competition isn't another tool. It's silence. Most founders have given up on social.
• The hook is the voice profile. They've been burned by generic AI before; promise something that sounds like them.
• BYOK ($9/mo) is the right plan for almost all of them; they already have Anthropic accounts.

Small marketing teams

• Lead with output, not time. "Triple your post volume without hiring."
• The approval pipeline is the killer feature for this audience. Nothing posts without sign-off, so the founder or CMO doesn't have to babysit.
• Routing matters as soon as they have more than one account. A company X and a founder X both connected? Routing rules send announcements to the company handle and thought leadership to the founder, automatically. Set up once; every future draft routes itself.
• Cross-platform consistency: one voice across X, LinkedIn, Farcaster, Paragraph.
• Recommend Pro ($59/mo). 500 generations covers a real content cadence.

Creator-led brands

• Lead with voice fidelity. "It will sound like you, not like a tool."
• The dual-channel angle: short-form (X / Farcaster) auto-redistributed from long-form (Paragraph). One blog post fans out into a week of social.
• Topic pools plus RSS-reactive posts keep them on-topic even when they're heads-down shipping.
• Pro or Lifetime, depending on cash preference.

Channel approaches

What works on each surface, plus where the rules at Expectations & rules bite. Sample copy lives in the asset pack; this is the strategy.

Objection handling

The hard questions, with the answers that work.

"Isn't this just another AI writer?"

No. Three things make Borker different:

1. Voice profile from your actual site and samples. It doesn't sound like ChatGPT-default because it isn't ChatGPT.
2. Approval pipeline. Drafts go to Review. You approve, it ships. Nothing posts without you.
3. Five generation sources, not one. Topic pools, RSS-reactive posts, Paragraph redistribution, on-demand prompts, and AI-designed multi-phase campaigns. A blank-page AI tool can't touch this.

"Do I need an Anthropic API key?"

It depends on the plan. This is the question you'll get asked most. Get the answer crisp:

• Starter ($19/mo) or Pro ($59/mo): No key required. AI is included, capped at 100 or 500 generations per month. Recommend these to anyone who'll flinch at API setup.
• BYOK ($9/mo) or Lifetime ($149 once): Yes, key required. Costs the user roughly $1–10/month direct to Anthropic. Unlimited generations. Best for anyone already running Claude or comfortable with one extra setup step.

If they ask "what's the catch with BYOK?", the honest answer is: no hidden cost. The only friction is the one-time setup of an Anthropic key, walked through at Configuration: API keys. We don't mark up Anthropic's pricing.

"Is the content actually good?"

Two facts that close this:

• It reads the user's website and sample posts during onboarding to build a voice profile. First drafts are tuned to them, not a default tone.
• Nothing posts without approval. Bad output dies in Review, not on their feed.

Bonus move: send them a draft Borker wrote for you, in your voice. That usually ends the conversation.

"Will it post for me on day one?"

No, and that's intentional. Day one is onboarding: brand voice, schedule, topics, channels. Once that's done, daily generation kicks in and drafts land in the Review pipeline. The first approved post can ship same-day if they want.

"How is this different from Buffer or Hootsuite?"

One sentence: "Those queue what you write. Borker writes what you queue."

If they push: Buffer is a scheduler. It assumes you already have the post. Borker assumes you don't, and starts from the brand instead.

"What about launches? Can it handle a coordinated campaign?"

Yes. Campaigns are a first-class feature. The user briefs Borker on a launch ("new feature, two weeks, X and LinkedIn"), Borker designs a multi-phase plan (teaser, launch week, sustain), generates the drafts across the phases, and the user approves and schedules them. It's the part of the product schedulers genuinely can't replicate, and the easiest "wow" moment to show on a call.

"Why should I trust a bootstrapped tool over a funded one?"

Lead with the buyer benefit: roadmap and pricing stability. No outside investors means features ship in the order paying customers ask for, not in the order an investor's growth chart needs. Pricing isn't going to triple at the next round, because there is no next round. (Affiliates also get direct founder access via Telegram. That doesn't matter to a buyer, but it matters to you.)

Claims to avoid

A reputation costs years to build and one bad post to break. Hard lines:

• Don't promise income from Borker. It's a tool, not a business model. Promising your audience they'll "make $5k/month" with it is grounds for removal from the program.
• Don't claim it auto-posts without approval. It doesn't. The human gate is a feature, not a limitation. Sell it as such.
• Don't fake screenshots, fabricate testimonials, or invent stats. If you didn't generate it, screenshot it, or measure it, don't show it.
• Don't position the AI as "fully autonomous" or "set it and forget it." That's the AI-cringe trap. Borker assists; the human ships.
• Don't quote unverified numbers. No "increased engagement by 300%" unless that's your own measured number. Your own anecdote beats a fake metric every time.

The do's and don'ts at Expectations & rules are the formal version of this. Re-read them when you're tempted to push a line.

Disclosure boilerplate

Paste-ready. Pick by channel. The general rule from Expectations & rules is "disclose the relationship". The wording below covers the common cases.

• Generic (X reply, Telegram, comment): "Disclosure: I'm a Borker affiliate. Link below."
• FTC-stricter (TikTok, YouTube, sponsored content): "#ad. I earn a commission if you sign up via this link. I only recommend tools I use."
• Long-form (blog post, newsletter): "Borker is a tool I use and recommend. The link below is an affiliate link, meaning I earn a small commission if you subscribe, at no extra cost to you."

If your platform requires specific language (TikTok's branded content toggle, YouTube's paid promotion disclosure), use that on top of these.

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• Questions you'll be asked: FAQ.
• Ready to start: How to join.