I casually mentioned to my friend Keith that I was coming up on the 18th anniversary of this column.

“That’s chai! That’s Hebrew for ‘life.’ It’s a good sign,” he observed, adding, “You should write about that.”

By now, it’s become standard practice for friends to recommend column topics, but my writing anniversary? What’s the angle?

Still, Keith commented about chai meaning life. Now consider how much time we’ve spent talking about marketing, strategy, tactics, technology, grammar, branding, fashion and dad jokes.

Too many dad jokes. My apologies!

Over the years I’ve noticed a pattern of comments from community members. People regularly say, “I don’t need marketing, but always read your column. It’s entertaining, informative and easy to understand.”

After 40+ years in the communications trenches, I’ve seen up-close that marketing combines art, psychology, math, systems engineering, communication and empathy. It’s a complicated field that requires an ability to utilize creativity and logic.

Meaning one could argue I’m breathing life into a subject most people would otherwise ignore.

There are four parallel truths taking place here simultaneously:

• Everyone has an opinion, but it’s oftentimes not based on having the needed experience to achieve success.

• Most people think they know how to market their own business or nonprofit. But without the experience, they can’t figure out why their strategies and tactics aren’t working.

• Most businesses see marketing as an expense, rather than an investment. Thus when times get tough, they look to cut marketing. This is precisely the time when you’re supposed to increase your marketing efforts.

• People don’t read much anymore.

Business managers willing to listen to professional communications advice are always sure to generate better results than those thinking they know it all. Because, hard as it may be to believe, marketing is no different than any other profession. It takes years of study, research and experience to do it right.

Besides, strategies that work for one organization may not work for another.

Recognizing we all need to sell ourselves on some level, I see this column as a vehicle for helping you try and sell your message, regardless of the business you’re in.

As my father was fond of saying, “It costs you to learn.” Consider this column as my contribution to helping lower the costs of your education.

With that said, I wish you a week of profitable marketing.

Sign up for another year at www.askmrmarketing.com.