Well, it can be.
Sometimes you need to talk to someone, someone with experience, who can help you see things differently. Someone to help you simplify your message.
There are lots of great people out there that genuinely want to help. Chip is one of them. At the very least, check out his podcast. Search for Restaurant Strategy on your podcast player.
No matter what, before you start investing money in marketing, make sure you have a strategy behind it and don't just do marketing to do marketing.