Opinion Pieces

How to Debate Gun Control with a Persuasion Genius


You gave me such a good response to last month’s newsletter that I’m staying political this month. Readers may know I’m a big fan of Dilbert creator Scott Adams for his uncannily predictive observations on Trump and persuasion matters.  He happens to be a pot-smoking California liberal, but I truly admire his open mind and fresh way of looking at things.  I highly  [...]

Why I’ve Never Been More Proud to be an NRA Member


How to Respond to the Headlines Not again! I should probably feel a little guilty that this reaction isn’t just about regretting another tragedy borne of evil, but includes a dose of political dread for the inevitable political exploitation of another headline-grabbing. I don’t write about politics very often. By the time this newsletter reaches you the headlines are  [...]

Why are you still marketing to Poor people?


Our Industry’s Missing Market Segment Almost Nothing to Do With Guns, But... 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 a dinner last month 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  [...]

The SHOT Show in the Trump Era


President Trump Orders New Success Strategy It was the end of an era, and the beginning of a new age. On the final day of the 2017 SHOT Show all the business and gossip came to a halt, and we inaugurated a new President. The fear is gone, and that put the spring in our steps even on the fourth day of the show. But the big topic of conversation during the show was: “What  [...]

SHOT Show News


“V” is for a Very nerVy Trademark Strategy The “V” is a friendly jab at a prominent SHOT Show exhibitor.  Not a client of mine, Daniel Defense had their first SHOT Show about the same time as mine, and I’ve often expressed my admiration for their marketing prowess at the show.  They sponsor the SHOT Show planner map on my iPad, they’ve sponsored hotel keycards,  [...]

Are Customizers Infringing on Trademarks?


On December 23rd, I ducked away from the family fun and checked my Facebook page only to find some firearms industry news with trademarks at the heart of the issue.  Y’all know how I love trademarks, and will tell you that they might just be the most valuable asset of your company.  But there are limits.  And I believe those limits were embarrassingly exceeded in a PR  [...]