Better business: How to become your own marketing guru

In our continuous pursuit to become better business people, one of our key areas of focus has to be marketing. It is highly prominent in other business sectors, so why is it not more so in financial services? Most advisory practices I have come across, although extremely client focused, rarely make marketing plans to act on and review. Most already have good businesses with loyal client bases and it may not be a priority, which is fair enough. But what opportunities may have been missed and, more to the point, why even bother to have a marketing plan in the first place? There are seve...