Just Because You Can Cut Your Own Hair Doesn't Mean You Should The same can be said of marketing, yet people try it anyway. Unlike many professions, such as a lawyer whose expertise might keep you out of jail or a pilot whose abilities deliver you safely to your destination - marketing may seem to be a less risky do-it-yourself project. However, over time, a haphazard execution of an incomplete marketing plan may result in lost sales, decreased brand loyalty and a weakened brand image. Marketing can be tricky and full of hidden traps andopportunities to make a wrong turn. So if you choose to venture into the marketing maelstrom without a trusted guide - good luck. You'll need it. But if you follow the tips in this book of humorous marketing observations and advice, you'll be off to a good start.