The tight tracksuit closed my ears.

It was my birthday earlier this week. It is not something I promote too freely, especially now that I am 21x2.

My brother-in-law bought me a hot-chocolate velvetiser, which is one of the greatest gifts ever, and will save me a load of pounds thanks to fewer trips to Costa/Starbucks.

Speaking of pounds (of the mass kind), my sister bought me personal training sessions. And my wife bought me a tracksuit that was ever-so-slightly too tight.

Now, at first, I couldn't hide the fact that I wasn't impressed. Especially at the PT sessions. I thought it was an insult, and the perfect way to say 'hey bro, you're fat'. I mean, I am, I just don't want to hear it.

It is no secret that I have put on a bit of ballast. I spend a lot of time on my sofa with my laptop and, as a home-worker, I make sure I have a fully-stocked treat cupboard (not drawer... a whole cupboard).

To be fair, the tracksuit fits, but looks more like a cotton wet-suit than some comfortable lounge-wear. My wife obviously hasn't been paying attention to the extra 'X' on my clothes labels.

However, when I asked my sister why she thought it was okay to embarrass me, her thoughts were actually very commendable.

As a doctor of psychology, she knows that physical fitness can be directly proportional to mental well-being. She said she wants me to look my best, which will help me to feel my best, which in turn will help me to be more confident in life in general, and in business in particular.

What you say and what they hear can be very different

When it comes to social media, you may know your message.

You know exactly what to say, how to say it and when to say it. However, in essence, the effectiveness of your message very much depends on the listener - the recipient of that message.

If an alien came to earth, they may assume that drinking an energy drink will result in you sprouting wings. Now, we know this isn't the case, for a whole host of obvious reasons, but also because the company in question have spent a lot of money on their wider marketing messages.

For us lesser mortals, we can't be so avant-garde in our messages. We have to be explicit - we have to say what we do and provide a clear call-to-action - the 'Ronseal marketing strategy' if you will - "does exactly what it says on the tin".

So, don't try to be too clever - think about what you want and how the listener can be part of the process. Be clear, be concise, and know your end goal.

If you need some help in getting your messages right, and finding the right places to broadcast them, then give me a call.

In the meantime, I'm off to call the personal trainer... right after another hot chocolate.