Hold adjectives and jargon

Be lively and colorful in your writing. But avoid hype. Adjectives in a release doom you to trash box. “Unique,” “Exceptional,” “Remarkable,” “Cutting-edge”…. All they say to a reporter is, “toss me.” Better: let facts – your story – speak for themselves.

If there's anything reporters hate more than hype, it's jargon. Reporters have even created web sites to vent their frustration about this. Avoid hackneyed words and phrases like "solution" or "best-in-breed." Use plain English. Like Lincoln did.

Most associations and chapters have a list of financial planners that they will refer media to. You want to make sure that you are on this list.

Besides publicity, there are several other chances to improve your marketing that membership in a professional association provides. You can publish articles in their newsletter (then reprint these to give to clients), speak to outside groups on behalf of association, and attend marketing seminars given by speakers like me at national conventions.