Angelo Perone's THE BEST ATTORNEY NEVER WINS: Why Great Lawyers Go Broke and Average Ones Build Empires is a book focused on the birth of a marketing firm that Perone built from the ground up. From his background in the fitness industry and experience hearing client stories (which led to growth in personal connection), Perone tells stories of his attorney clients with backgrounds that every lawyer dreams of. But many wind up selling their firms and leaving their jobs because their cases have dropped significantly. This happens because the law firms don’t know about the cost per case: “What’s your cost per case? The room shifted. The CMO’s nod stopped mid-bob. The social media manager looked down. The marketing expert started talking about impressions and engagement rates. Nobody answered the question. Because nobody knew.” Through simple directions, Perone later explains the simple formula that results in monetary success for injury law firms: “A lead comes in. A human answers the phone. They connect with someone in pain. They build trust. They close.” The close is the most important because it helps determine the cost per case. It’s the secret formula for why some injury law firms go from being in debt to achieving billion-dollar results.
Perone crafts the book in a manner that doesn’t fill the reader's mind with fluff and unnecessary material, keeping sentences short and using many simple sentences to emphasize his firm tone: “This happened. I noticed this. I did that. Should be good in a few days. Will keep you updated.” Very direct. He gets to the point and backs it up with real, honest answers. Readers should grasp Perone’s concepts immediately. Perone gives readers exactly what they should be doing by using more periods than commas to emphasize his brutal honesty. The best part is that it’s clear and consistent throughout the book, not just in certain parts, which helps readers not just comprehend but to apply these lessons where needed.
Perone also shares personal stories, along with client ones. However, while knowing his target audience, he fails to provide further detail—especially regarding the steps that emphasize human connection and building trust with your client. Readers might get the wrong idea, that these steps will happen organically and immediately. Like all business ventures, however (not just law), they will take time. Readers may benefit from a story, either from Perone’s personal or client experience, where connection wasn’t immediate and either he or the client overcame that. Nevertheless, those seeking advice in this field will find THE BEST ATTORNEY NEVER WINS useful.
Angelo Perone’s firm voice and approach are clear as day as he provides his secret formula for a successful law marketing firm in THE BEST ATTORNEY NEVER WINS: Why Great Lawyers Go Broke and Average Ones Build Empires.
~ Meghan Soderholm for IndieReader