AAE Logo - Orphic v2@2x






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

You Gotta Abandon This Sales Myth

I got this question a while ago from one of the subscribers, which I suspect is on almost everyone’s mind:


How do I know what the right balance is between asking for a sale and making content? I notice you put a CTA [call to action for those not familiar with the acronym] in almost every email you do. Should I be doing the same? I just worry that I’m going to piss people off.


Short answer is, the more you sell, the more money you make. This has been true even before economics was a thing. 

Now before you get your knickers in a knot and worry I’m some cold-hearted evil capitalist, hear me out:

Selling is platform dependent.

You’ll notice we  almost never sell on social platforms — this is certainly true for organic.

That’s because we treat socials like we treat mates going for a night out — no one likes that one moron who’s pitching Isagenix to everyone who will lend an ear.

Same goes for socials — if you want them to stink, sell to your audience there.

But when it comes to your website? Email? Phone?

You’ve got to apply a more traditional direct sales approach.

Which starts with understanding this:

Don’t project your own sales hang-ups on your prospect. 

They don’t know, or need, your baggage.

Because in the real world, genuine prospects WANT TO BUY. They are on your website or list for a reason. 

Others, just loiter.

No word of a lie: there are a few hundred people on my list who open and read everything I write, but will probably never make an investment because they think they’ll get everything they could ever possibly need from these soft-form lessons I teach here.

And while I personally think they’re like that semi-awkward person at a party just lurking around bopping to the beat by themselves, they’re harmless. In fact, by their standards, they might be having fun. Which is all that matters.

And then you have the whiners and complainers.

I just point them to the unsubscribe.

At the end of the day, it’s on YOU to decide who you want to focus on.

If you want to speak to people who buy things, then stop worrying about the whingers and write to the buyers.

Which means, give them something to buy.

That doesn’t mean endless pitching.

Your websites should inform, and your emails should educate. Everything you do should have a take-home lesson.

But there is no perfect ‘balance’ to this. It’s just like that push:pull ratio that we were all brainwashed with — it just doesn’t exist.

In my experience, great emails have both lessons, and they have opportunities to consume.

The more you do it, the better you’ll get at it.

You’ll learn what works, what doesn’t, and how to better understand where your prospects are at with their own buying journey.

Over time, your lessons will seamlessly blend in with your CTAs. 

Like this:

If you want a solution for selling that completely turns heavy pitching on its head, so instead of pushy sales tactics, your prospects are drawn to you like a magnet, you’ll want to subscribe to this month’s edition before it goes to print.

Here’s the link:

– 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.


237 Elizabeth Street, Hobart
TAS 7000
+61 407 757 394

CLub Lime

Level 1, Gungahlin Square, 43 Hibberson St, Gungahlin ACT 2912
+61 261 230 666


athletes edge

352 Griffith Rd, Lavington NSW 2641
0409 161 031

PEAQ Conditioning Coaching

1/10 Endeavour Dr, Port Adelaide SA 5015
+61 421 668 773

FSC Wembley

56 Grantham St, Wembley WA 6014
+61 439 296 427

FSC Wembley

56 Grantham St, Wembly WA 6014
+61 439 296 427

Bodyseek Personal Training

6/92-100 Champion Rd, Williamstown VIC 3016
+61 3 9078 3005

Athletes authority melbourne

8/1-7 Friars Rd, Moorabbin VIC 3189
1300 936 563

Elite Performance Gym

17 Neumann Rd, Capalaba QLD 4157
+61 7 3823 5676

Athletes Authority

16 Dickson Ave, Artarmon NSW 2064
+61 1300 936 563

Application details

*We’ll use your email address to send you our course guide. It’s a detailed explanation of everything you can expect from the course

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.