Shift Focus from ‘We Do’ to ‘You Need’: Jack Dyer on Audience-Centric Content

In a recent LinkedIn post, Jack Dyer🕺 discusses a fundamental shift businesses need to make in their social media content strategy: moving away from self-promotion towards audience-centric messaging. Dyer argues that many companies miss the mark by focusing solely on what they offer, leading to posts that are easily ignored by potential clients.

Dyer highlights the core of engagement as recognition and understanding. He states:

If your posts only talk about what you do, don’t be surprised when people scroll past you.

This initial observation sets the stage for his argument that true connection happens when content resonates with the audience’s lived experiences. As Jack Dyer🕺 points out, people engage when they see their own challenges, pain points, and emotions reflected in the content. This emotional connection is the precursor to any business transaction.

The Problem with ‘We Offer’ Messaging

Dyer identifies a common pitfall in business communication: the overuse of phrases like “we provide” and “we offer.” According to Jack Dyer🕺, this approach fails because it centers the narrative on the business rather than the customer. The audience, as Dyer explains, is primarily concerned with their own needs and solutions.

He elaborates on this disconnect:

So while most businesses fill their posts with “we provide” and “we offer” the audience doesn’t care because it’s not about THEM.

In Dyer’s view, this self-focused content fails to make the audience feel understood, a crucial element for capturing attention in a crowded digital space. Consequently, these posts are often scrolled past without a second thought.

Crafting Content That Attracts and Converts

The solution, as proposed by Jack Dyer🕺, lies in a strategic reorientation towards the target audience. He advises businesses to consider how their content can genuinely help the people they aim to attract.

Dyer argues:

If you want your posts to attract people, start thinking about how you can help the people you want to attract.

By adopting this perspective, content naturally becomes about the audience’s needs and aspirations, rather than the company’s offerings. This shift, according to Dyer, leads to increased engagement and, ultimately, revenue growth. He emphasizes that this approach doesn’t mean abandoning discussions about services or products, but rather framing them within the context of why the audience needs them.

Resonance Before Promotion

A key takeaway from Jack Dyer🕺’s analysis is the principle of “resonate first, promote second.” He explains that the content his company creates for partners is designed to speak directly to the clients of those partners. This client-focused messaging ensures that the partner’s posts connect on a deeper level, leading to more inquiries and a stronger brand presence.

Dyer’s concluding thought offers a concise summary of his philosophy:

Their posts resonate first, and promote second.

This approach, he suggests, is more effective than traditional promotional tactics. By making the audience the hero of the narrative, businesses can build trust, demonstrate value, and foster stronger relationships, ultimately driving better business outcomes. Dyer concludes his post with a call to action, inviting interested parties to connect for a consultation, hinting at his service, “Storytold™,” which aims to help businesses implement these audience-centric strategies.