For the past two weeks, we’ve explored why it’s usually not a good idea for business owners to star in their own marketing materials. But, as with all things in the marketing world, there are, of course, exceptions. That’s where I’d like to focus today.

There are a couple of circumstances in which you need to be the face of your organization:

● If you are small enough that you ARE the business. If you are a solo consultant or shopkeeper and your customers interact with you and only you — don’t have someone else stand in for you.

● If your brand position is that you’re the expert in your field. If you possess some specialized expertise or credentials that form the basis for your position in the marketplace, then you need to be careful that you don’t accidentally misrepresent that.

● If you are a “celebrity” in your community or field. This is a tricky one. Many of us may think we’re more famous than perhaps we are. If you have a spouse or friend who is brutally honest, ask them.

Just to clarify — I am not saying you can’t or shouldn’t use professional talent. I am saying that in these specific circumstances, you might be better off representing yourself. If your radio or TV spot is coming from the consumer’s voice or is from a broader perspective, then by all means use the pros.

The bottom line is still the same. Ninety-nine percent of the time, you having the starring role in your own marketing is not sending the message you want to send. Don’t take my word for it. The e-mails and calls on this topic were about 100 to 1 in favor of you not doing it.

Drew McLellan is Top Dog at McLellan Marketing Group and the author of “99.3 Random Acts of Marketing.” He can be reached at Drew@MclellanMarketing.com.

© Drew McLellan