Marketing messages need to be presented in a form that’s easily consumed by the audience.

To understand form of consumption a little better, lets take a look at a coconut.  Locked inside a coconut is milk and fruit that is used to make tasty drinks and treats.  The problem is, its locked inside and is not in a form that is easily consumed.  If you are trying to open a coconut that has come straight off a tree, you had better have a machete.  It takes considerable work to get to the milk.

Coconut

In contrast to the hard inaccessible coconut, think of a Pina Colada.  Both have coconut milk, but one is much more easy to consume than the other.

Pina Colada

My point is, that there are many forms of media and communications that we can use to communicate with our audience.  Not all forms are right for all audiences.  To some audiences, certain forms of media are going to seem like a coconut, filled with something they want, but in a form too difficult for them to access.

For example, lets say a person has a pipe that has just broken in their house and their basement is filling up with water.  They need a solution ASAP.  A long form blog post on plumbing is a coconut, while a phone book with the name of a plumber is a Pina Colada.

Marketing messages need to be like Pina Coladas , filled with what an audience needs and in a form they can easily consume.  To do this we have to know our audience and know the form they need their information in.