Unlike some professionals like lawyers and doctors, financial planners aren't required to be members of a professional association.

However, if you want to take advantage of a great way to get free publicity, you marketing-minding financial professionals will join an association like the Financial Planning Association or the Society of Financial Service Professionals.

Get active first in your local chapter, then nationally. Being active in a professional association is the number one way for a financial planner to get media coverage.

When media folks need experts, they often go straight to the associations for help. This is a particularly popular tactic among local newspaper or television reporters who want a local person to comment on a national story. Has the stock market had a huge rally? They'll want a local stock-picker to share their thoughts, not a New York City brokerage chief. That's when a reporter will call the association.

Most associations and chapters have a list of financial planners that they will refer the 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 the association, and attend marketing seminars given by speakers like me at national conventions.