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KARL GOODMAN

FOUNDER ATHLETES AUTHORITY

BUSINESS STRATEGIST

MARKETER

NEWSLETTER PUBLISHER

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

Why We Obsess Over This Type Of Marketing Asset

What would your answer be if I asked you what the #1 thing you should obsess over in your business?

Most, if you’re smart, would say client results.

And I’d agree, kinda.

Because while there is no question that this needs to remain front and centre, there is a different focus you can have that still gets rockstar client results and also gives you a powerful marketing asset.

Want to know what it is?

Video testimonials.

This is why we obsess over video testimonials in our business and stick to them like a dog to a bone.

Because when you obsess over collecting video testimonials, you have to obsess about the customer experience, too — you don’t get the testimonial before you achieve the transformation.

This is an example of upstream thinking. It’s where you take an idea, problem, or opportunity and look at how you can achieve that goal while also achieving something else.

This is the opposite of downstream thinking — where you solve the problem at the expense of something else.

Anyway, Sean, an alley-oop subscriber, wrote in the discord a while back the following question:

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What kind of questions should I be asking in my video testimonials?

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I answered the following:

“The questions you should be asking are the questions that are already in your prospect’s mind.”

So, you must carry the baby for your prospect like a surrogate mother. And the questions you ask must advance the sale (and the beliefs necessary to make the sale) through the customer’s story.

That brings me to an important point.

Broad and generic testimonials don’t work. Unless the story can resonate with your prospect, it will land on deaf ears. This is why you must be laser targeted, know exactly what story you want to tell, and curate the conversation around that.

When it comes to video testimonials, the devil is in the details.

Oh, and if you’re in a regulated industry where specific testimonials aren’t allowed, then I’d get creative with the medium and how you ask your questions — as far as I’m aware, nothing is stopping you from filming a client do their rehab and talking about what you’re doing in the process with dialogue.

Here’s an example of one to get your juices flowing:

https://www.instagram.com/reel/Ck-aN9_LKTq/?utm_source=ig_web_button_share_sheet

 So if you want this exclusive access to me like Sean has and get my exact script for curating a perfect video testimonial, then make sure you join the Alley-Oop so you can submit your questions in the discord. The beauty of discord is you can have an idea snap into your head, pull out your phone and ask the question straight away — there is no risk of ever forgetting it this way.

You can get full access here. It’s $3.23 a day:

– Karl Goodman

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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.