By Stephen Anderson

Florida marketing expert Dustin A. Cole, who has shared his concepts with more than 10,000 attorneys, didn't agree entirely with all of Jay Foonberg's observations that preceded his at the ISBA Solo and Small Firm Conference (see story on next page).

In particular, Cole isn't as supportive of ads in the Yellow Pages, which he suggested are expensive, are not very effective and “tend to compromise your reputation.”

But Cole is solidly in synch with Foonberg on the importance of building and maintaining a personal referral system for “clients who come to you because they were referred by someone they trust, who in turn likes you and trusts you,” he said.

Cole says of referrals that “the most effective marketing is the most ethical, the most cost-effective, and potentially the most enjoyable.”

Keynote speaker for the conference luncheon break on Oct. 8, Cole provided his take on “Nine Marketing Keys to Your Best Year Ever.” After more than 35 years in business marketing and management, he founded Attorneys Master Class in 2002 and has spoken to several legal organizations since then.

Point number one, and perhaps most significant, is: Do You Really Know Who's Referring Your Business? It is essential for a law practice to develop a list of referral sources and use it to maintain contact and build genuine relationships with them.

Such a database permits a lawyer to leverage marketing effectiveness by adding personal and professional information – spouses, children, hobbies, etc., -- about the colleagues and friends who make those precious referrals.

Once the sources are compiled, make a commitment to contact a certain number of them each week. Don't relegate that to schmoozing, however. Cole notes than nobody enjoys or trusts insincere, manipulative gestures.

Cole and Foonberg both emphasized those two all-important words: “Thank you!” Acknowledge your referral sources early and often, and let them know at the proper time how the prospective client's matter was resolved.

No referral file should be closed without a message of appreciation that will bulwark the trust and confidence of the referrer.

“Consistent personal contact over time with your referral sources creates a continuing high level of awareness,” Cole believes, “and contributes mightily to building trust relationships.”

But beware of what Cole calls highly ineffective “yo-yo marketing.” Don't go overboard when work is slow, then fail to communicate with sources when you're busy. “Make marketing a priority in busy times as well as slow ones,” he advises.