Baking Bread

About a week ago, I tried baking some dinner rolls and it turned out great from the oven. But lo and behold, it's kinda hard and not popular with my siblings cos they said its kinda hard and i need to make it softer. But a nice young lady I met earlier today at a store told me that I need to put bread improver and its full of preservatives! Okay so I am wondering if there is anyone out there can give me a suggestion on how I can make soft dinner rolls without those horrid chemicals.  Thanks a bunch.