This is where it starts to get tricky. In nearly 30 years of marketing and advertising, I have met with the owners of thousands of businesses, large and small. Most of these business people are really, really good at what they do and are truly passionate about their companies.

Honestly though, there have only been a handful who possessed the talent and abilities to effectively and efficiently market and advertise their company. Maybe it is a right brain/left brain thing but that has been my experience.

To strategize with a business on their marketing and advertising is a true mixture of science and art. The percentage of each seems to be determined by the nature of the business. What I do know is that it cannot be all science and it cannot be all art. Most times it is a delicate balance between the two that delivers the best results.

There are many, many factors that come into play when devising a marketing strategy. It is a big puzzle that must be carefully put together to guarantee your best chance of success.