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

This word is responsible for 500+ google reviews

There is one word in the English language that causes more people to say “yes” than any other word, and it’s the one word I’ve used to get over 500 genuine, 5-star google reviews for AA.

So why is this word so powerful?

1. Because it injects an anaesthetic into the sceptical part of the brain, functioning as a pseudo-seduction for your prospect/client by dampening the alarm bells that usually start blaring the moment you ask them to do something that helps you more than it helps them.

2. Because this word persuades more people to take the types of actions you want, reliably and quickly…

3. And, because it’s been proven in science (reference coming shortly).

First, let me show you the scientific proof of how and why this works, and after that, I’ll reveal what the heck this word is!

The Photocopying Experiment

Harvard psychologist Ellen Langer way back in the 70’s, hypothesised that social behaviour occurs subconsciously, without active thought.

She tested this hypothesis in the now-famous photocopier experiment, where she demonstrated that 94% of people would let you push in front of them in a line to use the library copying machine when you told them the reason why:

“Excuse me; I have five pages. May I use the Xerox machine because I’m in a rush?”

This performed over 50% more effectively compared to the control, where only 60% of those asked complied:

“Excuse me. I have five pages. May I use the Xerox machine?”

Ellen tested the hypothesis even further in an attempt to isolate the variables responsible:

“Excuse me; I have five pages. May I use the Xerox machine because I have to make some copies.”

In this example, she removed a genuine reason why.

Want to guess the result?

93% of respondents still said yes.

Despite no good reason, 93% of participants still complied and let the person skip the queue simply because they ‘needed to make some copies’.

In this instance, Ellen demonstrated that the word ‘because’ triggered an automatic response — presumably because society admires kindness and generosity over greed and selfishness.

And because of this, you can leverage this to skyrocket your response rates for things like Google reviews so you can benefit from better rankings, better local search results, and more trust online.

Here’s how I did it:

Following a natural sense of achievement (either a successful rehab or an athlete feeling strong/fit/accomplished), I’d always ask for a google review because that’s the perfect time to ride the natural high.

When I asked, I’d use the word because AND combine that with compelling reasons why:

“Could you share those thoughts in a Google review if I sent you the link? I ask because so many people make decisions based on reviews in Google, so it helps us attract more athletes just like you.”


“Could I ask a favour? Would you leave a Google review if I sent you the link? It would mean the world because your Google review massively helps the algorithm trust us and our website and will help us rank so we can show up more effectively when people search for a sports physio centre. Is that OK?”

Something to that effect.

If ever you want someone to do you a favour, it’s best to wrap the request up with the real reasons why making sure to use the word “because” so they feel like they’re acting in a way that benefits them.

I guarantee you’ll find it easier to get the results your after.

Hopefully, you implement this in your own business because the results and improvement in your response rate will have you quietly smiling from ear to ear you’ll be so damned pleased with yourself. 


– 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.