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

Which Came First… The Chicken, The Egg, or Email?

Callan Prider, an avid Alley-Oop subscriber writes in:


Hey Karl,

I am loving the emails, it’s a little 5min break most day for me to stop my mind going a million miles an hour and sit down to learn/get an insight into something new.

I have a little question about the sales you often put at the end of the email. Do you more often set out with an end sale in mind and then craft the email to work towards that. OR

Do you create the email based on what you feel the market needs or is wanting to learn more about and then think a certain offer you have might match up with the topic covered in the email.

I guess, which comes first. The chicken or the egg?


It’s a great question, and I’m sure Callan isn’t the only one unsure of how to be tactical about ‘selling’ what you offer at the end of an email.

The short answer is, I always begin with the end in mind.

So yeah, the chicken comes first. Or does the egg? I dunno which one is the ‘end’ in this analogy, but it’s one of them.

But there is way more to it than just ‘start with the end in mind’, although that’s a nice place to start.

So, since I’m in a giving mood this morning (surprising myself here because I’m running off about 4 hours sleep), here is the exact step-by-step, deconstruction of how I think about writing an email: 

Ethically copy as you see fit: 

1. What opportunity am I presenting the reader with? (Think your product/services)

2. What does the reader need to know, understand and believe in order to consider your offer?

3. If I were to isolate one of those beliefs, what would it be?

4. Could I distill that into one big idea, and what would that be?

5. How can I share that idea in an interesting way?

6. What would I need to say to introduce this big idea?

7. What subject line would I use to give the reader enough reason to open?

Right there, is the reverse-engineered process that goes through my mind, every time i write an email.

Want an example so you can see how it works in the real-world?

Easy. Let’s use the email Cal responded to as the case-study.

For those who want to go back to it for context, the subject line was:

“The Difference Between Ethical Copying & Stealing”

Ok, here we go:

Q1) What is the opportunity?
A) The only chance to spend 3-days with me at the Coach Immersion Program in Sydney, this year.

Q2) What does the reader need to know/understand/believe?
A) That this immersive, 3-day experience has been trusted by over 100 attendees and has been spoken about as radically transforming the attendees outlook, thinking, and perspective on the world of S&C and business. 

Q3) If I were to isolate one of those beliefs, what would it be?
A) There is a way to ethically copy what we do, install in your own context, and benefit from a proven system to help grow your professional career, business or enterprise.

Q4) Could I distil it into one big idea?
A) There is a meaningful difference between ethical copying and stealing, and it all comes down to one thing: When you ethically copy, you have and appreciate the context, process and thinking that went into a product to make it what it is. 

Q5) How could I make that idea interesting?
A) Compare and contrast the differences between the two approaches, highlighting the inevitable consequences of not understanding the importance of context when implementing systems in your own business and enterprise.

Q6) What would I need to say to introduce the idea?
A) Mention that a lot of people have said we’re the most copied gym in the world (as a general rule, the bigger the claim, the more interest it creates because readers look for proof and validation of that claim)

Q7) What subject line would I use?
A) “The difference between ethical copying and stealing” (generates curiosity; the reader wants to know what that difference is, and, what the heck is ethical copywriting)

See how all that works?

That’s a complete breakdown and deconstruction of how I go about it.

Now of course, as I’m sure you appreciate, there is way more to it than that, even though that’s pretty in-depth.

There are the questions of:

– How do I come up with a big idea?

– How do I utilise proof?

– How do I leverage reciprocity?

– How do I come up with content to write?

– How often should I write?

– How do I create a structure that is easy to follow?

– How do I write a good lead/intro?

– How do I get started with email marketing?

– What software should I use?

And so much more…

In fact, I’ve already written 5000 words on this topic for the Alley-Oop in an edition I’m calling “The Holy Grail of Email Marketing”.


I’m only half-way through it… so it’s no doubt going to be a jam-packed issue full of marketing gold.

If you’ve ever been intrigued to take full advantage of the power of email, but haven’t known where to start, what to say, or how to say it, then this issue will lay it all out bare for you so it’s easy to follow, and even easier to implement.

This edition has it all, and you can subscribe to the Alley-Oop below before the deadline of the 31st of Jan to make sure you get your hands on it. After that, it gets shipped off to the printers and your chance to get a hold of this edition disappears forever, along with the chance to capitalise on the most underrated marketing channel in the world.

– Karl Goodman

Don’t Stop Here

More To Read

The Good Man’s Paradox

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.