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

Have you thought of marketing backwards?

I was working with one of my mentees this morning building out their marketing strategy using a system I’m calling the Everywhere Machine.

I call it that because it puts you everywhere your potential customers are… and nowhere where they aren’t.

And it works so well because you build it backwards.

I know this sounds silly, but it works like a magnet by invisibly ‘pulling’ your ideal prospects towards you… rather than you having to use pushy, slimy tactics that make you feel like a hack.

Think about it this way.

Have you ever tried to convince someone you’re right who believes the complete opposite of you?How’d it work out for you?

Yeah… a big fat waste of time I bet.

A golden nugget I learned from one of my mentors Jay Abraham is that marketing and sales is all about easy wins… 

Take this example.

Let’s say you have a thousand visitors to your website each month… and you convert at a rate of .2%.

By increasing your conversion rate by a measly .2%, you’d be DOUBLING your conversions per month.

If you were to increase it by a whole 1%, you’d be 5x’ing your conversions… 5 times the amount of new customers.

Tiny improvements to marketing can have monumental impacts on your business.

But working backwards… that means 99% of those who engaged with you were NOT persuaded.

So trying to appeal to the 99% who are a hard no and trying to get them to a yes is like pulling teeth out…

It just doesn’t make any sense.

You’re way better off starting with the almost there’s, then the somewhat there’s, then they maybe’s…

The 99% are the LAST audience you think of.

But that’s not what you’re taught.

You’re taught to wave your hands in the air and try and get noticed by the many… when you should be trying to get noticed by the few who are already showing an interest in you… the almost there’s and somewhat there’s.

Make sense?

Remember, great marketing is a NUMBERS game…

And playing those numbers right is key.

It is almost always true to NEVER waste your time trying to flip the non-believers.

That’s why you need to work backwards in marketing.

It’s a completely different way of thinking but works like gangbusters.

Enjoy your weekend folks… I’m off to the south coast to put my feet up and unwind.

Karl Goodman

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Lachlan Wilmot



  • Bachelors of Exercise and Sport Science
  • Honors in Rate of Force Development in Team Sport Athletes

Lachlan began his professional sports coaching career as the second ever employee at the GWS Giants in 2010-11 season prior to entering the AFL in 2012. Over 7 seasons, Lachlan grew a team of talented young men into back-to-back preliminary finals contenders. As the head of strength and power, his role was to turn teenagers into physically dominant men, developing their strength, power, speed and most importantly, their resistance to injury.

In 2018, Lachlan’s success afforded him the opportunity to shift codes, having been offered the role of High Performance Manager for the NRL’s Parramatta Eels.

In as little as one rebuild season, he had taken the wooden spooners of 2018 to the finals in 2019, where they inflicted the greatest defeat of the Brisbane Broncos in NRL history. By 2019, it was time for Lachlan to go ‘all-in’ on his other baby, Athletes Authority.

Now, Lachlan leads the performance program, designing the programs for all the athletes here. He works closely with the sports medicine team, just like he did in pro sport, to help athletes achieve more and reach new heights with their athletic careers.

Karl Goodman


Karl began his career in coaching as a Personal Trainer back in 2007. After competing for NSW as a Baseballer, and then competing at an elite standard as a cyclist throughout university,  Karl received the opportunity to work with Gordon Rugby in the Shute Shield competition. From there, he found a way to marry his passion in sports and competition with coaching; selling his investment property to start Athletes Authority in early 2016.

Starting from humble beginnings, the facility vision was taken to another level when Lachlan and Karl partnered up in 2017 and Athletes Authority was incorporated. It was no longer just a gym training athletes; Athletes Authority was committed to becoming a brand athletes worldwide could rely on for quality coaching, advice and service.