You wake up one morning with a stabbing pain in your back. It’s in the lower part and hard to reach. You decide to take some aspirin or Tylenol. It seems to help and you forget about it. A week later you’re in the hospital in traction. What went wrong?

It’s a scenario that describes many small businesses that refuse to pay for expert advertising advice. Sure, they know all about tire sales or Mexican food, but what do they know about marketing? They try a few simple, inexpensive flyers or local ads and yet, their restaurant or store remains empty. What went wrong?

Advertising is a business and a profession. People like myself spend years learning the trade and learning some more. It never ends. Even with my degrees and agency experience, I’m still learning. I’ve counseled thousands of companies over the past thirty years and it’s amazing how many companies use the do-it-yourself method of marketing in a hit-or-miss way. If you want to be successful, think about the following:

(1) Why are you in business?

(2) What are your marketing qualifications?

(3) Do you want to stay in business?

(4) How much do you budget for advertising?

I would want to also know, as part of question 4, what part of that budget allows for consulting services? Your basic business plan must include and promotional program, but that can’t be conceived until you understand how you will reach your customers and how they will find you. Whether it’s an advertising agency or a consultant, invest in a professional as you would in an attorney or insurance agent. The difference is that the advertising expert will make you money. The object of any business is to be profitable but recognize your own limitations and stick with what you know best. Leave the rest to the one’s that have spent years in their fields. In the end, you’ll be further ahead and wiser for the choice.

Jeffrey Hauser was a sales consultant for the Bell System Yellow Pages for nearly 25 years. He graduated from Pratt Institute with a BFA in Advertising and has a Master’s Degree from Monmouth University. He had his own advertising agency in Scottsdale, Arizona and ran a consulting and design firm, ABC Advertising. He has authored 6 books and a novel, "Pursuit of the Phoenix," available at amazon.com. His latest book is, "Inside the Yellow Pages."