• Founder of Athletes Authority
  • Marketing Maverick
  • Business Strategist
  • Newsletter Publisher

Here’s How To Turn Your Customers Into A Voluntary Sales Force

Pete, an Alley-Oop Subscriber writes:


Absolutely loving the content in the AO and the live training last week also. Thank you!

I’d love to know how you guys ask for Google reviews (and how you get so many – 500+).
We’ve got a very good number (145 currently), but for instance, when I send out an email asking for reviews, I don’t get a very high response rate. What’s the trick?


Here are my thoughts:

When done right, testimonials can be a powerful, inspirational and motivating sales tool. They are a derivative of a Word of Mouth referral, which is undeniable, the strongest marketing asset at your disposal.

However, where most of us go wrong is that we’re passive with our approach. Rather than engineering referrals — through a repeatable, systematic approach — we just wait for reviews, testimonials and referrals to land on our laps.

The problem with this approach is that it isn’t up to your best customers to know, or even realise, that you want more people like them in your business.

Unless you program them to think this way, referrals, testimonials and reviews require initiative from your best customers, and a lot of them through a basic lack of awareness (they don’t know how valuable it is after all), simply don’t do it.

So my response to Pete was simple:


Let your ideal customers know how meaningful their loyalty is to you.

How you WISH you had more customers like them.

And how you’d LOVE for them to share their thoughts with the people they care about who are just like them. 

Once you create a system in your business where your ideal customers know how much it means to you, they’ll go to work… because they have a real and meaningful bond with you. They trust you with their health, their body, their company and their time. They trust your product and service to motivate them, hold them accountable and deliver great results.

They TRUST you and they’re willing to let others know…

But you have to let them know why it’s not just in your interests to do so, or their own, but also, the people they care about. 

When you link these three factors together, you’ll find that you double, triple or even quadruple your sales force… at absolutely no cost to you.

Talking about referrals, this month’s Alley-Oop speaks to creating a naturally symbiotic relationship between referrals and paid advertising… and how the two together (when used properly), can flip attention into serious profits.

If you want to see how that works, you have about 12 hours to sign up before this edition goes to the printer. After that, the ideas in this edition will be locked away in the archive… never to be printed again.

If you’ve been sitting on your laurels waiting for referrals to come in and want to supercharge your referral system to open the floodgates to more of your ideal customers, this is an edition you won’t want to miss.

You can join the Alley-Oop here:

– Karl Goodman

This Is The Only Difference Between Low And High-income Earners

An Alley-Oop Subscriber writes in:


Hey KG,

Please tell me if this is inappropriate, but I’d like to pick your brain on managing your finances. What has worked for you and where should I start?


Finances are a big can of worms, so simplifying is no easy feat.

But for the sake of having a crack, here goes:

When it comes to finances, the first thing we need to understand is what separates low-income earners and high-income earners.

Because there is a lot of BS around money (a lot of which I’ve perpetuated over the years).

To start, this is what these two types of people have in common:

1) The amount of time available to them
2) Their ability to solve problems for others
3) The opportunity to solve bigger problems than what they’re currently solving.

Here is what they don’t have in common:

1) How they THINK about the time they have, the money in their possession, and the problems they want to solve.

To illustrate this point, let’s go to the highest net worth individual in the world — Elon Musk.

His mission is to put humanity on Mars.

This is a feat that won’t be achieved before his own death.

Despite not being alive to see this goal achieved — he is in hot pursuit anyway.

Elon is operating on a ridiculously long time horizon.

He’s also solving a ridiculously large problem.

And as a result, attracts a ridiculously large amount of capital.

How he thinks about time, problems and money is the only thing separating him from lower-income individuals.

Some might argue that the degree to which he is successful…

Is directly proportional to the degree to which he solves the future’s problems.

The bigger the problem and the further away it is, the bigger the reward.

Compare that to someone who is homeless.

They operate in survival mode; existing in the here and now.

What’s the next meal?
Where will I sleep tonight?
Where will I get more money from?

This is, of course, a necessity.

Yet, it reveals something important.

So important that writing it out gives me shivers.

“You move away from what you don’t understand and what you don’t understand will move away from you.”

Let that sink in.

That is why I’ve become obsessed with two things:

1) Time

2) Money

It might sound strange, but the decisions Lachy and I are making aren’t for this year or the next… they are for the next decade.

We are already thinking about how AA interfaces with the Olympics… in 2032.

We have made a concerted effort to move away from the here and now, and drag the time horizon with us a decade into the future.

In doing so, we’ve created clarity about our business vision, and, our financial future (once we announce it, it will all make sense).

The benefit to this is that the here and now become crystal clear. When you can see something far away, you’re even more clear the closer it gets to being in front of you.

Even into next year, we can see where our revenues are coming from, where our expenses will show up, and how to navigate the uncertain variables.

I came up with a model to help explain this, I’ve drawn it below:

U = Understanding
R = Reality
A = Affinity
I = Income

It’s a model to show the interconnectedness of how I think about finances.

I think it might be helpful to you.

Here’s how it works.

1. When you understand your finances, you’re grounded in reality, not hypotheticals and forecasts.

2. Having a better sense of reality creates an affinity toward wealth creation because you now know what is working and what isn’t.

3. When you have a greater affinity toward wealth creation, you develop a better understanding of what works and what doesn’t.

4. All of which leads to an expansion of income.

It’s a virtuous cycle.

Or, it can be a vicious one depending on which way you look at it…

1. Less understanding of your finances moves you farther away from reality, and in turn, makes you more likely to want to put your head in the sand, lowering your affinity toward wealth creation.

It’s simple but it makes complete sense.

Anyway, these are just some of the thoughts I expand upon in the Alley-Oop, amongst other things.

If you want the answers to questions like this, then you’ll want to subscribe before it goes to the printers in a couple of days.

You can do that here:

Just one of these ideas could be worth a year’s price of admission if you apply it.

Like Lewis. He’s a gun, has been working his butt off, and deserves the opportunity. 

Imagine getting a gig with a professional sporting team… What could that do for your credibility and authority?

I’ll be rooting for him!

– Karl Goodman

Confessions, Anxiety and Leaning Into Fear

Jordi and I recorded a cracker of the ‘behind the business’ episode. It just went up on Spotify.

If you:

– Get anxious presenting your ideas in front of crowds,

– Worry about what people will think,

– As an employer, struggle to get the most from your team,

– As an employee, get frustrated at your boss pestering you,

– Find that your projects take too long to execute…

– Or, have unpredictable sales results…

Then you’ll think it’s a cracker too.

Listen to it here.

– Karl Goodman

The Power Of Prescription

A couple of weeks ago, my wife was sick as a dog.

She woke up saying that it felt like Metallica was inside her head playing Master of Puppets on max volume.

She was running a serious fever even though she couldn’t get warm. Despite wearing PJs and a dressing gown, and covered in two blankets with the AC cranking…

It sounded like she was tap dancing with her teeth.

Every time she swallow, she’d cry out in agony. Razor blades were dicing up her throat.

“I need to get to a doctor,” she said.

She called ahead and booked the first available appointment.

Later that morning, we finally made it into the Doctor’s office.

He sat my wife down and started asking clarifying questions:

“When did you start feeling like this?”
“Are you noticing any other symptoms?”
“Have you felt like this before?”

After getting a subjective appraisal, he checked her vitals.

Breathing. Blood Pressure. Heart Rate.

Assessment by assessment, he collected the data he needed to diagnose the problem.

Thankfully for me (my wife is the MVP at home), it was just a really bad case of the flu.

After telling us we had nothing to worry about, he wrote her a script… more for relief than anything else.

He explained what she needed to take when she needed to take it, and in what dosage. He outlined what to expect, how long she was likely to be out of action, and when she was going to start feeling better.

After leaving the Medical Centre and paying $70 for a 10-minute appointment, we went straight to the pharmacy.

We bought whatever the Doc ordered us to without second-guessing the bill.

At that point, my wife was in such a state she was willing to do anything for some relief.

The whole experience reminded me of something we do at AA, that goes against the grain of common practice…

It’s how we sell without ever needing to sell.

Here’s what I mean.

If you were in my wife’s situation, what’s the likelihood that at any point in time, you would have felt like you were being sold to?

Chances are, it would never even cross your mind.

Despite paying the Doc and paying the Pharmacist, you would have probably parted with your hard-earned without a second thought.

Why is that, do you think?

I like to think of it as ‘Prescriptive Selling.’

Think of it this way.

The moment my wife walked into the Doc’s office, she yielded to his authority.

He was the ‘expert.’

In a way, she was telling the Doc, “tell me what’s wrong, and tell me what to do about it.” Even though she didn’t use those words… it was implied.

She had given Doc free reign to do his thing and give her the answers.

Whether you realise this or not, your prospects invite you to do the same thing with them.

When they come to you with a problem, they’re inviting you to be the expert, telling them exactly what’s wrong, and what to do about it.

The only difference is you more than likely don’t think of it this way.

And unless you already do this, failing to prescribe is a sure-fire way of leaving money on the table.

And it’s so easy to fix, too.

All you have to do is act as a doctor would…

Listen first.
Diagnose second.
Prescribe third.

Then incite action. 

As long as you don’t mess these steps up, the quality of your conversations will improve… guaranteed.

Try it, and let me know how you go.

– Karl Goodman

This Is What A Better Offer Did For My Newest Mentee…

Want to see something that you wouldn’t believe unless I had the proof?

These two screenshots below show a discord message I got from one of my new mentees.

When Ryan and I first spoke to see if the Ascension Mastermind was a good fit, I actually told Ryan that he wasn’t ready to join… as much as he wanted to.

The reason?

I wanted him to be in a better cash flow position first before he started.

My thoughts are that any education investment is best made when it’s not coming from a position of do-or-die…

And while I’ve done gym turnarounds for owners who were on their last legs (and will continue to if it’s absolutely necessary for survival)…

I suggested that I work with Ryan to put an offer together for his market that they simply couldn’t say no to… BEFORE he signed up to the Mastermind.

There was one caveat…

The offer would ensure he collected all the cash up front so he could fund the whole Mastermind (it’s $8000 to get started).

So, we got the offer together using a simple framework that plays into buying psychology, and Ryan got to work getting that offer in front of his target market.

Now full credit to him — he flipping killed it.

This is the first message I got from him the next day:

Pretty cool, huh?

With a better offer, he was able to cover the initial investment of the Mastermind… before he even started.

But the good news doesn’t end there.

Because I got this a few days later after he made his initial investment and we had our first call. I’ve blacked out the specifics of his message which related to that call because that’s private… but I left the part which shows how that offer ended up going…

Now I don’t know about you, but for Ryan, an extra $32,250 to his cash position gives him significant breathing room and Ryan learned a very important lesson off the bat.

Your offer can make or break your business… and it’s entirely in your control to improve.

If you can create an incredible offer that truly connects with your target market… it’s crazy how quickly you become a magnet for attracting money.

And I take none of the credit… because it was all Ryan leveraging a simple and proven system. 

This is how he did it:

  • He positioned the program he was offering in a way that he wasn’t going to be compared on price… which allowed him to charge way more than the industry standard without reducing his ability to make sales… in fact… it increased them!
  • He got his product-market fit right so his target market felt like he was the best person to help them… by a country margin.
  • He leveraged buying psychology in a way that unlocked a massive increase in perceived value while reducing the prospect’s perceived risk… so it was easier for his prospects to see the true value of what he was offering.
  • He reversed risk without risking his cash flow by leveraging a guarantee that he was 100% confident he could deliver on…
  • He bundled the program up in a way that removed the ‘boring’ elements of what he was doing so his members thought the offer was a steal…
  • He made a simple tweak to his offer that dramatically increases his client’s results by expanding their time horizon (it’s why they were happy to commit to 12 months AND prepay it)…
  • He learned the right way to utilise urgency and scarcity without coming across as a hack or phony that helped his prospects get out of their own way and take action.

There was probably more to it than that… but that’s what I can think of right now.

Now I probably haven’t told him enough… but he should be so damned proud of what he achieved after just 1.5 hours on a call with me.

Anyway, I’m doing a live training in two weeks’ time — 14th of July at 11:00 AM AEDT — which will teach you how to do this for yourself.

And if you sign up to the Alley-Oop before COB Friday, you’ll get the opportunity to do this training valued at $1997 for an insane discount which makes it a complete no-brainer.

Otherwise, you’ll have to wait until I open it to the public and I don’t know when that will be (if ever)… it’s usually locked away as a teaching for my high-level Mastermind mentees as part of their onboarding training.


Sign up to the Alley-Oop and reply back to the welcome email letting me know you’re interested. I’ll shoot you over the deets on the back of that.

Here is a link:

– Karl Goodman

The Lion, Donkey & Fox Go Out For A Hunt…

This is an excerpt from this month’s newsletter that goes to the printers tomorrow.


A Lion, a Fox and a Donkey are out on a rabbit hunt.

As the day draws to a close after a successful raid in the forest, the lion tells the donkey to split the catch into three equal piles.

The donkey, nodding enthusiastically, goes ahead and creates three even piles of rabbits.

One for the lion. One for the fox. And one for himself.

The lion approaches the first pile scanning it quickly to see how many rabbits he could count.

He approaches the second, making sure there was the same amount of rabbits in both.

He then approaches the donkey, who was standing next to his pile grinning ear to ear.

When the lion gets within reach, he leaps forward, sinking his claws into the donkey’s neck and ripping his head off with his bone-snapping jaws.

Spitting out his skull on one of the piles, the Lion wipes his mouth clean and says to the fox:

“I was never a fan of sharing with a donkey… go ahead and create two equal piles for you and I”

The fox goes ahead and returns the three even piles back to one large mass of rabbit carcases in the middle, taking with him a measly rabbit in his mouth as he scurries away into the forest.

The lion shouts to the fox: “How did you learn to count so well?”

The fox replies: “I learnt from the donkey.”


I like this parable because it reminds us that business isn’t fair. As much as we’d like equal piles of wealth & prosperity, the market simply doesn’t work that way. The market always gravitates towards the best they can find.

It also teaches us that there is madness in the crowds. And while I won’t spill it all here (that’s for the Newsletter subscribers after all), I will say this:

The best bet you have for putting the odds of success in your favour is to learn from those that are further ahead than you and have done what most others have not.

The Fox knows that the best way to thrive is to let others do the hard work so the Fox can take the cliff notes.

That’s exactly what the Alley-Oop is for.

This edition goes to print tomorrow. It’s got the answer to this parable, along with many more nuggets of gold, like:

  • How to build a business in a recession that even Warren Buffett might buy.
  • The checklist for understanding if your business is fragile and susceptible to negative market forces… and how to bulletproof your business so it can weather any storm.
  • The little-known Disney recipe Walt wrote on the back of a napkin which reveals an incredible secret to brand building we can all learn from.
  • The personal litmus test that Warren Buffett uses to decide if a company is worth investing in (and how we can flip that test on its head to build a business that’s actually worth something…)
  • The FIRST thing you need to ask yourself every day when you wake up in the morning.
  • The three most important words in investing, right from Warren Buffet himself that when applied, give you a ridiculous competitive advantage.

If you’re not on the list in the next 24 hours, you’ll miss these nuggets of gold (and many more).

– Karl Goodman

Karl Goodman

  • Founder of Athletes Authority
  • Marketing Maverick
  • Business Strategist
  • Newsletter Publisher
“I knew that Karl was good… but I didn’t realise he was this good. He is changing the game... and you know I don’t say that lightly!”
Christian Woodford
Woodford Sports Science Consulting
"Karl's advice packs a serious punch if you want your gym to rock... we've 10x'd revenue, 5x'd our facility size... and learnt how to build our own little empire... and all of that was during a worldwide pandemic when most gyms were on their knees!"
David Hasell
Lift3 Gym & Physiotherapy
"Karl's business acumen has far exceeded even my wildest expectations. His unique insights and willingness to push the boundaries of conventional wisdom, told through captivating stories makes his words literally worth their weight in gold."
Zenia Wood
Swift Movement Academy
"Karl has helped me put together the puzzle that running a business can be, while helping me find all the missing pieces along the way."
Tal Marom
Trademark Performance
"Karl is a gamechanger, his ability to problem solve with unique solutions is second to none."
Tom Nelson
TNT Ignite
"I first started listening to Karl's advice while working out of my shed at the back of my house. As I write this now, I'm the owner of RadCentre, one of Victoria's Elite High Performance Training facilities. His advice along the way has been crucial in every element of business... especially how he's helped my financial success. We wouldn't be where we are now without Karl."
Chris Radford
Rad Centre

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