If you’ve spent even 60 seconds reading this blog, you know that I’m a big fan of DIY marketing. I firmly believe that Web 2.0 gives entrepreneurs all the tools they need to build a brand by telling compelling stories directly to their community.

But let’s face it: Just because you have a fancy toolbox, you’re not automatically a master craftsman. Heck, I own a hammer, an electric screwdriver and a level, but I wouldn’t try to build my own kitchen.

I thought about this again the other day as I was reading a blog post by a social media expert who’s been named a “top 100 blogger” by one of the many groups that publish such rankings. He’s got helpful content and an active community, but his spelling, grammar and syntax are beyond bad. I’m sure he’s a smart guy, but he comes across as sloppy and disorganized in his posts. As a potential customer, I’m left to think: “If he’s this unprofessional with his own stuff, why would I entrust him with my stuff?”

(I’d love to give some specific examples, but inevitably someone would recognize the material, and word would get back to the blogger, and he’d go all Charlie Sheen on me. But trust me, it’s bad. And you know it happens because you’ve seen it too, and I’ll bet you had the same reaction.)

This isn’t about feeling superior. We all have different skill sets and different types of intelligence. I happen to be strong verbally and analytically, but I’m the first to admit that I suck at math and mechanics and team sports; that’s why we have CPAs and repairmen and ESPN.

As an entrepreneur, it’s important to recognize your own weaknesses and do your best to make up for them. If you know you’re bad at things like grammar, syntax and spelling, here are some things to keep in mind:

• Different mediums have different rules. Twitter is very forgiving, Facebook somewhat less so. Blogging requires the highest level of polish, so spend a little more time before hitting that “Publish” button.
• There are tools to help you. Instead of typing directly into a publishing platform, try starting with Microsoft Word, which generally does a better job of flagging possible errors with those red or blue squiggly lines. For even greater certainty, try inexpensive Web tools such as Grammarly.com or PaperRater.com.
• There are people to help you. Yes, I do communications consulting, so this probably sounds like a shameless plug. But unless you’re writing for a very large audience and a lot of money is on the line, hiring a pro might not make a lot of sense. Instead, try approaching a writing instructor at your local college and asking if there are any students who would be interested in proofreading for you.

What do you think? Are there any options I’ve forgotten? How do you make sure you’re presenting your most professional image to the world?