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KARL GOODMAN

FOUNDER ATHLETES AUTHORITY

BUSINESS STRATEGIST

MARKETER

NEWSLETTER PUBLISHER

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

Supercut Is The Marketing Equivalent Of An Uppercut

Every so often, I come across a marketing tactic that knocks everything else out of the park… so much so that it meets the conditions of a ‘hack.’

Although I hate to admit it… Because I am not a ‘hack/shortcut’ kind of guy. I like hard work… trial and error… and learning by doing.

But as much as it pains me to admit, I have come across something that works so goddamn well I just had to share it with you… even if I have to put this into the category of ‘Karl’s bag of tricks that work a little too well.’

It’s called a supercut and it is so simple that any 7 year old with an iPhone can do it.

Here is the deal.

You’re all aware of the mountain-moving power of testimonials.

Testimonials work so well because they make your prospects feel like they’re not alone. Their goals, their problems and their obstacles… were overcome by someone else just like them.

Testimonials smash through the limiting beliefs and self-doubt of your prospects. They make your prospects ask themselves the question:

“If Sally who looks like me, talks like me, and acts like me can get a great result, maybe I can too?”

Testimonials are the ultimate form of ‘proof.’

They will sell more of your programs than literature and logic EVER will.

It’s like word of mouth but better… it’s like your biggest fan talking into a megaphone to a captive audience of your ideal prospects.

So imagine getting your hands on the world’s biggest amplifier and hooking it up to that same megaphone…

… What you’d produce would stop everyone in their tracks.

Enter the supercut.

It’s a testimonial that combines 5-8 testimonials into one video… telling the same story of your prospect from different angles.

By combining 5-8 of your clients into one video, you end up covering all basis… because you’re casting more proverbial hooks.

The hooks act as entry points for your prospects to bite onto… and then they get taken for the rest of the ride.

Because it doesn’t matter if one of your clients loved element ‘x’ of your program… because another one of your clients loves element ‘y’.

And that means that if a prospect values element ‘y’, you’re still rewarded with their attention.

But instead of your prospects trawling through 8 individual videos trying to find the testimonial that resonates… it gets the best soundbites from all of them and bundles them up together.

Here is an example:

Put yourself in the shoes of an aspiring Personal Trainer. How does this make you feel?

The market naturally rewards what works.

When you advertise like this, the advertising platform rewards you because the content is what its users want to see.

We’re currently using that same video ad on FB and YouTube… and the results are insane.

It’s dominating the other ads that we’re using right now. Have a look at this (you might have to zoom in):

The top video is a typical engagement video.

It is targeting website visitors and is currently engaging 16% of watchers (that means 1 in 6 watches past 30 seconds of the video). It’s not convincing anyone to click through to our website (granted, that’s not the only metric I care about).

Compare that to our supercut video.

It’s got 32% engagement (so double).
It’s almost 50% cheaper per engagement (so half the cost).
And it’s gotten 59 people to click through to our website (signified as a ‘conversion’).

That’s the power of a supercut video.

It’s actually bonkers.

Now I don’t expect you to know or understand ads and what is good and what isn’t… it’s purely to demonstrate the power of a supercut testimonial compared to other ads we’re running.

It’s madness.

You have to try it.

Put it on your website…

Send it to your prospects…

And weave it into your marketing wherever you can.

Enjoy.

Karl Goodman

Don’t Stop Here

More To Read

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Got a pretty cool story to tell you that happened yesterday. On the one hand it’s downright bizarre and on the other, it’s eye-opening. But before I

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Lachlan Wilmot

DIRECTOR OF COACHING & PERFORMANCE

Qualifications:

  • 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

FOUNDER & DIRECTOR OF BUSINESS DEVELOPMENT

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.