I had a cod liver oil tablet last night.
Not for dinner, you understand – instead, part of my resolution to get fit and healthy again following an Easter of excess.
So I’ve dusted off the trainers, located the kettlebells from the dark recesses of the cupboard under the stairs, and started eating more vegetables, as well as a variety of vitamins and minerals.
Including cod liver oil tablets.
I don’t know whether they actually achieve anything, but according to Holland & Barrett, they provide a “welcome dose of vitamin A and Vitamin D”, which sounded good to me.
But as I swallowed the tablet with a big glug of water, I had a horrible flashback, and a reminder that they AREN’T welcome in all contexts.
I was eight years old, tucking into a bowl of Rice Krispies on an idle Sunday evening, when my tastebuds encountered a truly horrible flavour.
My sister, two years my senior, had burst a tablet into my bowl of cereal, and now my senses were paying for it.
(You can rest easy, I got her back for it later, courtesy of a teaspoon of minced garlic in her cup of tea.)
It wasn’t the most pleasant flashback, but it did remind me that context is everything – in an intact tablet, swallowed whole with a glass of water, cod liver oil may have some value.
Burst into a bowl of cereal, it certainly doesn’t.
The same is true for marketing, and specifically the medias you depend on.
For some, Facebook is a critical platform. For others, it’ll be a colossal waste of time.
Instagram may be the number one media YOU need to reach YOUR audience, but for another business it’ll be entirely worthless.
Rather than being seduced or scared into using a particular media, it’s critical to consider the context:
Is your audience there?
What are you trying to achieve?
Is this the best media available to achieve that result?
Answer those questions before diving into a new media, and you’re far more likely to end up with a welcome dose of vitamins, rather than a mouthful of fish oil-saturated rice puffs.