Cinema upsells

At the cinema with the kids yesterday

My son wanted popcorn so I ordered a ‘medium’ box of popcorn for him.

The girl serving asked me if I wanted to ‘go large’ with that for an extra 25p.

‘No thanks’

So she turned and grabbed two empty boxes to show me.

One was the medium size box I’d ordered and the other was the large size that I could ‘go large’ to for the addition 25p

The large box was easily three times the size of the medium one and seeing them in front of me I actually felt foolish for NOT taking the ‘go large’ upsell.

So we went large.

Obviously the pricing of the two options were so close that I’d presumed it had been tracked and tested to make going large a no-brainer.

But what hit me was how POWERFUL it was to visually see the two boxes next to each other.

Whoever had trained the staff to present the upsell was good, and the if it was assistant herself who had worked out how to make the upsell by showing customers the boxes together…

…I’m hiring her :)

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This body isn’t built for action…

Tony Shepherd

…but as long as I don’t tell it, I should be OK

I was body boarding in Scotland a week or so ago (yes I’ve got an old pair of specs on because I’m blind as a bat without them)

The picture I’m not showing you is from a different angle complete with beer belly and bald spot.

But you have to have a go right?

Last week I was Kayaking.

I’m 6’4” and weigh more than I should so as soon as I sat in my Kayak it sank disturbingly and I spent a chilly hour with my balls in six inches of water.

But it was good fun.

You’ve got to have a go right?

My point is that everything doesn’t have to be perfect.

I’m too fat for a wetsuit, too heavy for a Kayak and not fit enough to do either for more than a couple of hours at a stretch.

But that doesn’t mean I shouldn’t have a go.

Same with my online business.

The first client who hired me years ago knew almost as much as I did about setting up an email list and beginning an email marketing campaign. It worried me and I felt like a fraud.

But that extra 20% that I knew meant we could work together and build him an affiliate marketing business that made him $10,000 over a two month period.

I had a go, and when I came out the other end I’d achieved something for myself and my client and it boosted my confidence no end.

Now I can pick and choose clients and my coaching offers sell out in a few days. I know what I’m doing and the results I get for my clients speak for themselves.

But if you don’t have a go – if you don’t get stuck in and find a way to overcome having your (metaphorical) balls in freezing water for a couple of hours, you won’t progress.

When you open your new coaching offer, begin your email marketing business or publish your first ebook you WILL feel uncomfortable. I don’t like being out of my comfort zone despite the advice given by every damn self-help book I’ve ever read.

But sometimes you realise it just has to be done

My advice would be to enjoy the new experience and realise you’re better than you think you are.

And afterwards it won’t just be your wetsuit that’s stretched beyond it’s normal limits, it’ll be your mind, your experience and your confidence…

…and ultimately your income…


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Why are you focusing on getting traffic?



…isn’t the problem.

Anyone with a Visa card can go out and have 10,000 clicks to their website in a matter of hours.

It’ll cost you (ballpark) around $3,000 depending on your source of traffic. My example is solo ads.

Traffic is easy.

The hard part is setting up a selling system that you KNOW will give you a positive return on that $3,000

So why do so many people put their main focus on getting traffic?

Focus on your selling system because everything else is easy.

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Get it started

Write the opening line of your report

Record the first video of your training course

Order the logo for your new blog

Subscribe to that funnel building platform

Just do the first thing and get it started

Because then it becomes more than an idea or notion

It becomes REAL

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Are you falling for the ‘winner’ myth?


I don’t like the term ‘winner’ when it relates to success.

It suggests there’s a race and that for someone to win someone else necessarily must lose…

…and I don’t think that’s true.

Many people don’t even start the race and that’s cool – it’s up to them.

Even at school I wasn’t competitive.

I played in the football and cricket teams and was the high-jump champion one year (it helped being six feet tall at 12 years old!)…

…but I was never really competitive.

If I came first in something that was great.

If I came last it didn’t matter too much though.

I see mates I went to school with and some are madly competitive STILL – their kids HAVE to be the ones that come first in party games, or if there’s a dad’s competition it turns into an olympic sport with some blokes needing to win.

It’s all done with a lot of laughter but you can see there’s a real edge there with some people, again which is fine

I learned very early on that I was at my happiest doing things at my own pace and with my own goals in mind.

This doesn’t mean I’m not driven or motivated – I am – and if I find myself on a leaderboard for promoting an affiliate product then maybe that $1,000 for coming first isn’t the only reason I want to come out on top…

…but the fact is I’m not really competitive, and guess what?

It’s fine.

And like I said, business is good and I’m happier now than I’ve ever been in my life.

That makes me a winner I reckon :)

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Batmobile toy car 1st edition

Batmobile toy car batman 1st edition


Had one of these when I was a kid.

It was second-hand back then (I’m not that old) but saw this in an antiques shop a little while back for £80 ($120)

Still think people who leave them in the boxes and don’t play with them are weird though :)

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Why success is like a shed

tony shepherd shed coaching

My shed success analogy…

When you first come to build a business there’s a lot of different advice bandied around…

‘Find something you’re passionate about’

‘Look for a market that is already selling well’

‘You must find your burning desire’

Personally I think building a business is like building a SHED.

You have a corner of a garden with nothing in it.

You really fancy a shed in that gap because it would make life easier, would be an accomplishment and something to be proud of. It would also be an asset should you ever come to sell your house and the chances are your neighbours without a shed would admire it greatly.

So first off you have to make plans and decisions.

You either have to build the shed yourself, paying for raw materials to keep costs down OR you invest in expert help to build it, or even perhaps pay a lot of money for a ready-made shed delivered ready to go.

Here’s the REAL analogy bit…

Whichever route you decide to take you are going to hit problems:

Maybe your budget isn’t sufficient and you have to find a way to raise the shed price.

Maybe when the wood arrives you discover you have the wrong tools for the job and have to change either the shed plan OR the tools. Maybe both.

Maybe when you buy the ready-made option you find that it’s poorly made, and the help and advice you were promised to build it isn’t any good either.

Your job is twofold:

1. You have to find a way around your shed problems, NONE of which are going to be exactly identical to anyone else’s. They’re unique to you and you need to find unique solutions

2. Most importantly you have to continue to WANT the shed. You have to make sure you don’t hit a point where you say ‘Oh bugger this, I’m leaving that corner of the garden empty and go for a few pints’

Like most things in life, you’ll hit problems. Building a business, building a shed, tiling the bathroom, buying a car…it’s all the same as building a business.

You have to get past the problems and find a way to do it.

You have to keep on WANTING it, and you have to give yourself a kick every time you feel like giving up.

Build a shed :)

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My experience as a LeadPages affiliate

Screen Shot 2015-07-10 at 08.16.33

Leadpages affiliate program.

I’ll be honest here and say I didn’t know I’d made any sales as a Leadpages affiliates because I misplaced my login to the affiliate section (different to the main one) and couldn’t be bothered to look it up.

I didn’t get any notifications that I’d made sales either as far as I can see.

So when I got an email from them asking me to submit a W9 (or equivalent for living outside the US) I got interested because, well that’s what you need to fill in as an affiliate to get your commission cheque

Now I’ve not made a fortune, just slightly over $500 but that’s just from including my link in reports and mentions online here and there so quite happy with the results.

Their FAQ say they pay out ‘the first week of each month’

By 9th of this month nothing had arrived so I sent them an email. They replied to tell me that they pay ‘by the 10th’ of each month.

Bit messy I thought and could be made clearer but their support is always quick to reply.

Anyway my commission payment arrived yesterday (paid by Paypal) and the stats in my Leadpages affiliate dashboard are pretty good tracking wise.

So I’ll continue to promote Leadpages because I like their service and use it myself AND it’s pretty flexible as to what offer you can send your clicks to.

I like it. Just be aware that you need to have at least a ‘pro’ account as a user to become an affiliate and maintain it to receive your commission payments

You can get a demo of what Leadpages offer HERE

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The truth about success is standing right in front of you twerking its butt and you haven’t noticed yet…

I can tell you this until I’m blue in the face and frothing at the mouth…

It’s the truth about succeeding with pretty much anything…

And it’s standing right it front of you (as it was right in front of me for YEARS) without me even knowing that it was there

…and until you recognise it, as I had to…

You probably won’t get to where you want to be.

It’s just this:

Stick at what you’re doing for long enough for it to work

Most people don’t give it long enough, try hard enough at it or simply lack the confidence to STICK with something.

That’s the bit you have to change.

Sorry it’s not more exciting, but GET IT and it’s life changing

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