Roger Dunn's Briefing-Style Posts That Spark Comments

Roger Dunn's Briefing-Style Posts That Spark Comments

I stumbled onto Roger Dunn's profile while looking for retail media commentary that doesn't feel like recycled conference slides. And honestly, I didn't expect to see 24,452 followers paired with a Hero Score of 86.00 and a steady 2.6 posts per week. That combo usually means one thing: the audience isn't just there, they're paying attention.

So I started reading his posts like I'd read a good analyst note. Within a few minutes I caught myself thinking, "Okay, this is why people keep coming back." It's not just what he says. It's how fast he gets to the point, how clean the structure is, and how often he ends by tossing the question back to you.

Here's what stood out:

• Roger writes like an operator giving a time-sensitive briefing, then translates it into "what this means" for brands
• He makes long, complicated shifts feel scannable with labels, bullets, and headline numbers
• He doesn't command you to act, he invites you to debate (and that drives comments)

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Roger Dunn's Performance Metrics

Here's what's interesting: Roger's audience size is big enough to matter, but not so massive that engagement becomes purely algorithm luck. With 15,501 connections and a Hero Score of 86.00, it looks like he's built a real network moat, then kept it warm by posting consistently. Also, those reported best posting windows (02:00-04:00 and 20:00-22:00) fit a "global" audience pattern, not a local-only one.

Key Performance Indicators

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What Makes Roger Dunn's Content Work

1. He turns "news" into "stakes" fast

So here's what he does: he doesn't start with background. He starts with the moment. The vibe is "this just happened" and "you should care." Then he pivots quickly into implications for merchants, brands, and the platform power dynamic.

You see it in his signature moves: urgency words ("Breaking" style openers), strong claims ("this isn't X, it is Y"), and quick historical references (the "AdWords moment" type of comparison) that compress a huge idea into a familiar frame.

Key Insight: Write the first 2 lines like a headline + consequence: "X changed. That means Y gets easier (and Z gets taxed)."

This works because LinkedIn is a scroll environment. People don't reward slow context. Roger earns attention by stating the thesis immediately, then backing into the evidence.

Strategy Breakdown:

2. He writes for skimming, not for perfect prose

What surprised me is how "designed" the posts feel without feeling robotic. The structure is doing a ton of work: short paragraphs, label lines, icon bullets, and those little pivot fragments like "The kicker?" that reset your attention.

And he respects spacing. One blank line between paragraphs. No walls of text. That alone will beat 80% of the feed.

Comparison with Industry Standards:

3. He anchors authority without acting superior

Roger's headline is stacked (Top Voice, keynote speaker, councils, awards). But the writing doesn't lean on "trust me." Instead, it leans on "here are the mechanics." That's a big difference.

He also uses credibility signals that don't feel like bragging: platform names, numbers, and constraints ("principles," "fees," "opt-in"). It's a smart way to say "I'm close to this" without saying it.

If you're building your own creator presence, that style is gold: explain the system, don't just announce your expertise.

4. He ends with questions that are easy to answer

Most people either forget a CTA or slap on "Thoughts?" at the end. Roger's questions are more specific. They usually have an either-or tension, like "Is this fair... or is it the first tax?" That kind of question doesn't require research. It requires an opinion.

And opinions are what drive comments.

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Side-by-Side: Why Roger Wins With a "Briefing" Style

Before we get into Roger's formula, it's worth comparing him to Paolo Trivellato and Nico Druelle, because all three are strong, but they win in different ways.

Snapshot comparison

Here's my take after reading that table a few times: Paolo is positioned like a growth operator selling a repeatable revenue outcome. Nico is positioned like a builder, closer to workflow and execution. Roger is positioned like an industry translator, turning platform moves into commercial consequences.

And that translation role is sticky. People follow because they don't want to miss "the next shift."

Positioning and audience intent

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Their Content Formula

Roger's posts feel like a repeatable machine. Not in a boring way. In a "this is reliable" way.

Content Structure Breakdown

The Hook Pattern

He tends to open with a "moment" statement and a consequence. Sometimes it's dramatic, but it usually stays anchored in specifics.

Template:

"[Platform] just changed [a key mechanic]. This is a [historical analogy] moment for [who wins/loses]."

A couple examples in his style (not word-for-word, but the pattern):

• "Chat-based shopping just got a checkout tax. That's going to reshape margins."
• "This isn't a new ad unit. It's the checkout layer becoming the toll booth."

Why this hook works: it's not vague. There's always a concrete "thing" that changed (fee, protocol, rollout, constraint), and then a clear implication.

The Body Structure

He builds momentum by alternating short punch lines with slightly longer explanations. It feels like reading a smart thread.

Body Structure Analysis:

The CTA Approach

Roger's CTAs are subtle but sharp. He doesn't say "follow me". He says, "Tell me what you think about the tradeoff." And the tradeoff is usually real: convenience vs margin, personalization vs privacy, speed vs dependency.

Psychologically, it works because you're not being asked to praise the author. You're being asked to pick a side.

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A Deeper Comparison: Roger vs Paolo vs Nico (content mechanics)

This is where it gets fun. The same Hero Score neighborhood (84-86) can come from totally different play styles.

Content mechanics table

And here's the part I didn't expect: Roger's approach can feel less "transactional" than Paolo's, yet still drive serious engagement. Why? Because the topic itself is high-stakes. If you're in commerce or retail media, platform shifts can change your quarterly plan.

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What I'd Copy From Roger (and what I wouldn't)

I noticed Roger's style is incredibly effective, but it's not a costume you can just put on. You need your own "beat".

What I'd copy:

• The briefing vibe: "Here is what changed. Here's the kicker. Here's what it means." Simple. Addictive.
• The scannability discipline: label lines, bullets, short paragraphs, clean spacing.
• The debate framing: questions that force a choice.

What I wouldn't copy blindly:

• The dramatic language if you can't back it up. If you write "war" and then share a vague opinion, people notice.
• The density of named entities if you're not actually tracking the space. Roger can list partners and rollout constraints because that's his day job.

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3 Actionable Strategies You Can Use Today

1. Write your first two lines as "change + consequence" - It gives readers a reason to keep going.

2. Add one labeled section called "What this means:" - Force yourself to translate facts into implications (this is where people save and share).

3. End with an either-or question - Not "Any thoughts?" but "Is this good for brands, or a margin tax in disguise?"

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Key Takeaways

1. Roger Dunn wins with speed-to-meaning - he doesn't just report, he interprets.
2. Structure is the secret sauce - the spacing and labels make hard topics feel easy.
3. His CTA is debate, not demand - people comment because the question is specific.
4. Compared to Paolo and Nico, Roger is the translator - Paolo sells outcomes, Nico sells execution, Roger sells clarity about what's changing.

Give one of Roger's patterns a shot in your next post and see if your comments get sharper. That's what I learned from studying his content. What do you think?

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Meet the Creators

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This analysis was generated by ViralBrain's AI content intelligence platform.