Is 'Meeting People Where They Are' A Dry a Cliché or a Valuable Insight?

“So, what ha’ happened was….”

I recently talked with someone about how journalists and creators could find ways to increase the public’s engagement with reliable news and content in an empowering way. The highly animated conversation slowed a little when my counterpart paused and sheepishly said, ‘You know, I know it sounds like a cliche, but you’ve got to meet people where they are.’

I think they were expecting me to do this.

But I didn’t. Instead, I chuckled, understanding why they awaited my judgment. People use the phrase waaay too much - with no real understanding of what it means. These days, most of us associate it with marketing jargon, but I embrace it.

‘Meeting people where they are’ is a foundational insight

It reminds anyone who wants to create something to ask (and re-ask themselves) these critical questions: ‘Who am I doing this for?’ and ‘How does what I’m creating serve them?’ These two questions often lead to a third one we frequently overlook: WHERE might they find my show, book, or video? 

Answering these questions can help you take a step toward creating content that will engage and attract people. Josh Rivers, Host of ‘Busy Being Black,’ has answered those questions for his audience, and I think the results speak for themselves. Josh explores and celebrates the fullness of Queer Black lives, or as he puts it:

Because of the show’s clarity, it’s drawn fans worldwide, and — as his producer revealed to him — it’s the only show on the W!zard Studios podcast network that can go six months without losing a listener. He shared his theory on my show:

So, how can YOU meet your listeners where they’re at?

Good luck! Drop me a line in the comments to share what you loved about this post.

Until the next time,

Christabel

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