You can see if you plan to do all these things yourself, you're going to be working another full-time job.

On other hand, if you decide to direct all this yourself, you're going to be dealing with a cast of thousands.

GET ONE GOOD MARKETING COACH

This is a far better approach than working with a large agency. The head of agency, who has promoted himself to his level of incompetence, will meet with you, client, and promise to supervise your account himself.

Then, unless you're Microsoft, he'll go back to his office and assign your account to newbie. When you call for help or a progress report, you'll be handed from one person to another.

THE BATTLE OF THE EXPERTS

If you go it alone, dealing with many people, complaint I hear most from clients is: "She told me to do this, but he told me it won't work, I should do this."

You need one, knowledgeable, marketing person with whom to deal. I can't stress this enough.

PAY THEM AND THEN LISTEN TO THEM

Everyone thinks they know marketing. Few people do. Most of us harbor a secret desire to do a Super Bowl ad or design our own website. It's "fun" compared to, say, filing briefs or accounting. However, this is not time for a "vanity website." This is serious business - YOUR business.

It's a far wiser strategy to hire ONE person to oversee all this, trust him or her, and then do what they say.

A marketing consultant has experience in keeping you out of trouble. Their job is to tell you what you need to hear not what you want to hear. Their job is to help you make money!

THE BRANDING

To succeed, you've got to brand yourself. Everything you put out there has to deliver one coherent impression. This is why you need coordination.

Your website, for instance, must be constructed from ground up with search engine placement in mind. You need an expert copywriter, too. The copywriter in an ad agency is usually primo person there. Copy counts. Copy sells. It's not place for an amateur - you.

SMALL ... LARGE

Find someone who works alone, as a coach or consultant, or with a small group, or ad hoc agency.

Good marketing coaches collect one excellent person in each area - web design, copy writing - contract or otherwise. They know who's good at what they do - you don't.

ARE YOU READY TO GET SERIOUS ABOUT MAKING MONEY?

If you are, find a marketing consultant with a proven track record who is willing to give you exceptional service. Interview them and sample their ezine and reports. Then trust them and let them do your marketing, so you can do what you best. They have all sorts of ideas for you, as well as resources for implementation, that can get your business or practice soaring.

* Find your competitors' tag lines - look at them and strive to be better and different.

* Gather together books to help you come up with different ways to phrase similar ideas. My favorite is "Word Menu". Others likely to be of help are "The Describer's Dictionary" and "Twenty-First Century Synonym and Antonym Finder". You can find these books and others down left margin at: http://www.websitemarketingplan.com/Arts/TagLines.htm

** Third, brainstorm.

This works best if you can get a small group together, but can also be done solo. Set up a place with a lot of writing space - use dry erase boards, easels with big paper pads, note cards, etc.

Go through your props. Look up words or concepts in books. Rearrange your various props so you can look at them in different ways. Write down *everything* that comes to mind and all new ideas each phrase sparks. They do not have to make sense. You want a large number of ideas.

There are additional brainstorming resources down left margin at URL listed above.

** Fourth, consolidate your list.

After brainstorming, go through all of your ideas. Pull out those few you think have best potential. Try to reduce longer ones to fewer words.

** Fifth, choose one best tag line.

You should be left with a short list of possibilities. To pick single best tag line, get others' opinions. If you have some funds budgeted, work with a market research firm to test tag lines with your customers.

You can also conduct informal research. Set up a free survey at SurveyMonkey.com and encourage people to take survey. If you have direct contact with customers, ask them what they think. Give them an incentive to help you, such as a discount or small freebie.

When you are done, you will have a tag line that will help your business thrive.

Bobette Kyle has more than a decade of experience in Corporate Marketing; Brand and Product Marketing; Field Marketing and Sales; and Management.