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

Sitting on a 3-legged chair

I was presenting at my business intensive the other week when out of nowhere, one of my mentees was sprawled all over the floor looking like a contortionist.

When he got up smiling, we soon realized that in fact, it was the chair that was worse for wear…  it was now missing a leg.

And just like that, the base of support was ruined and this chair was getting tossed in the bin.

But you might be wondering why I’m telling you this.

Well, it’s because many of us — unknowingly and definitely unintentionally — treat our prospects the same way…

We expect them to sit on a chair with one leg missing.

Which of course, is no fun for anyone, and it’s why it should come as no surprise when most of the addressable market doesn’t ‘take a seat’ and become a customer.

Let me explain.

At its core, marketing can be broken down into 4 ‘legs’, and if your prospect is going to bond with you, all four legs need to have a stable footing.

Want to know what they are? Chances are, you probably already know at least three of them.

1. Your offer needs to be underpinned by a big idea; a compelling and visceral motivation for your product/service to be in the market that serves a real market need and addresses a real market problem.

2. It needs to be laced with dimensionalized benefits — providing the prospect with physical, emotional, and psychosocial upside that outweighs the cost.

3. It needs to be obvious how it differentiates — because if it doesn’t stand out, it’s getting drowned out.

But the fourth?

Well, this is the missing piece for most.

The fourth leg of marketing…

Is appeal.

Appeal answers the following questions in your prospect’s mind:

Can you be trusted?

Can you be liked?

Do you deserve my attention?

And it’s these three questions that so regularly go unanswered in your prospect’s minds and it’s almost certainly why they don’t act.  

Without appeal and affinity toward you, the game is already over.

So what to do about this conundrum?

Well, let’s pull out the ol’ Likert scale and assess yourself on the following 4 questions, rating yourself out of 5 (5 being you’re nailing it).

1. How relatable am I?

2. How do I establish trust?

3. How do I foster dialogue?

4. How do I demonstrate empathy?

Get over 16?

In that case, you probably are reading this knowing you are rocking your marketing.

Less than that?

You have an opportunity to put your chair back together.

See, before prospects BUY, prospects BOND.

Case in point:

I was on a call yesterday with a new mentee who casually said:

“I listen to every podcast, read everything you write, and watch everything you say. I kinda felt like you were my mentor already.”

That’s what bonding is. It’s relatability, familiarity, and trust BEFORE money ever exchanges hands. And for most, it’s THE missing ingredient in your marketing message.

Which is why I’m going to dive deep into it this month in the Alley-Oop.

And for those of you who subscribe, you are going to have strategies that harness the power of gravitational pull, so prospects feel connected with you — like they know you like a friend — well before you ever start working with them.

Wouldn’t that be a nice change from the norm, huh?

For the 100+ subscribers who are already on the list…strap in for a treat because this is going to be a goodie.

For everyone else, ask yourself this:

How many people could be working with me right now, if I made myself more relatable, trustworthy, and accessible because I knew what to say, how to say it, and how to act for the prospects who aren’t already in my ecosystem?

If the answer is more than 1 person then you’ve already covered the cost of subscribing by a significant margin… so it’s really just a choice as to whether you want to serve your prospects more meaningfully before they ever pay you, or if you’d prefer to wait until money changes hands to demonstrate you care.

Up to you.

Here’s the link if your mind already knows the former is the winning strategy:

– Karl Goodman

Don’t Stop Here

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I watched Equaliser 3 last night. It is every bit as good as its predecessors. There were many memorable moments, but one in particular struck

The Goodwill Economy

I have a prediction for 2024. And it’s a complete backflip from what I would have said just a few years ago if you’d asked

Rich Men North of Richmond

It’s crazy how quickly things can go viral when a message really taps into the conversation that the market is already having inside its head.


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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.