Business

WHY ARE YOU STILL MARKETING TO POOR PEOPLE? (Our Industry’s Missing Market Segment)


Have you ever sat down to a big round table with a bunch of industry folks, and the conversation just didn’t quite get off the ground? I had dinner some time ago with a good client, but with a bunch of key people I didn’t yet know very well. When the conversation stalled, I got out my conversational secret weapon: “So what hobbies and enthusiasms do y’all have  [...]

HOW TO GET YOUR CUSTOMERS TO PAY YOU TO SELL TO THEM


My favorite conversation starter at a dinner table with a client and their key employees (who are usually sick of talking to each other about work) is: “So, what do you like to do outside of the gun world?”  These folks who’ve worked together for years sometimes end up learning interesting new things about each other, and I’m invariably reminded about just how  [...]

TAKING THE TESLA TEST (AGAIN)


This isn’t an ordinary rerun.  It’s a TIME CAPSULE.  Five years is an eternity when looking at a company like Tesla, especially as I was merely a curious observer then, and am now an enthusiastic multiple owner and shareholder. For reasons I suspect those in our conservative community are comfortable with now that Elon helped Trump get elected.  I’ll try to leave  [...]

THE GOLDEN AGE


How to Get Ahead of the Rest at the Dawn of the Trump/Musk Era Can you feel it?  Since the election things are VERY different.  Overnight, things have changed profoundly.  Most people, even most business owners are slow to act on these changes.  Everyone feels it, but most wait until they get proof with their own eyes, and end up missing out on the best  [...]

STOP THE WORRYING!


A typical marketing consultant would tell me I’m crazy to reveal the secrets in this month’s newsletter, but I have to be honest with my readers:  Y’all worry too much*. *Yes, you might have detected a change in my language since our relocation to Texas now more than 10 years ago.  DFW is now our home port. The classic marketers say that the two greatest  [...]

WHEN DARTH VADER TARGETED ONE OF MY FAVORITE CLIENTS


(And, the Hilarious Lawyer Letter I Never Got to Send) One of the things I love best about my work is working for creative inventors and firearms business owners.  One of the things I love least is dealing with some of the “other” lawyers out there. The saga begins when one of my oldest and favorite clients had me file a trademark application to secure the trademark  [...]