Ace Luciano is a Hunter, Fisherman, Shooter, and Outdoorsman with unique and entertaining views and comments on many topics in and out of the outdoor world. From conservation to politics, and fishing to forest fires, you can count on Ace to have an opinion.
While not always right, love him or hate him you will always know where he stands.
Friday, December 15, 2017
Do you READ News or MAKE news???
Many of my previous posts discuss the fact that the firearms
industry and many of the players in it are reluctant and afraid because the
industry and buying is “contracting.”
The truth is, "dominant" players LIKE contraction. They
like it because they know that they are under constant assault from competition
be that big competition, medium competition or even start up and small
They know that it's easy for them to survive a
contraction by making a few cuts and staff, a few cuts in marketing, and
perhaps some pullback of budgets – they can weather the storm.
The reason they can do that is because they have spent
years – sometimes decades and, some, 10 decades or more, building up
their business, their marketing, their market share, and, perhaps most
importantly, their CONTENT and DOMINANCE.
They CONTROL the CONVERSATION.
In other words, they don't "Read the news…"
They WRITE the news.
What do you do that mimics that in your business?
Typically, this is where most small and medium businesses
throw out a slew of excuses (don't take that the wrong way, because there are
only two things in business – "excuses" and
"results." Pick one or the other. Yes, sometimes there are very, very
good excuses. )
"We can't compete…"
"We don't have the budget…"
"I don't have 1000 people to handle every little thing
that we need done – most of it falls on me."
And on… And on… And on…
So, how do you, as a business owner (or "Manager," or "marketing director," etc.) overcome these obstacles?
There are two phrases that I use often with my children that
apply directly to business. One is that the journey of 1 or 10,000 miles begins
with the same "first step."
The second is that the only way to eat an elephant is
one bite at a time.
You can control the news-- at least YOUR news.
you writing a blog post every day?
Do you have a legion of raving fans that are
willing to share your contact?
Do you have hundreds of people that you can send
something to and they will give you feedback on? How about 20?
The good news is that there is always somebody out
there that has those things.
The BEST news is that you already know at least one of
BGA Enterprises and Taylor Made Media are two
companies that specialize in helping companies in the
firearms and outdoor space control the conversation, news, and views of
their products, people, and services.
You're most likely right – you DON'T have the time to
do every little thing. You DON'T have enough hours in the day to accomplish all
of the things you need to not just COMPETE but DOMINATE even some of the big
players in the marketplace.
Now you have someone that can, and they are at your