Will 2018 Be the Year You "Embrace the Hate?"

“The only thing more frustrating than slanderers is those foolish enough to listen to them.”                                      -Criss Jami
“People will always have their opinion on you despite who you are and what your capable of.”  -Ana Chable

"You have enemies? Good. That means you've stood up for something, sometime in your life.                                 -Winston Churchill

I absolutely love haters. 

 Love them. 

You see, if I am receiving mail from "haters" it means my message is most definitely reaching  my audience and MORE! 

Whenever I send something out and I get nasty responses back by a few people, it gives me a little warm feeling in my heart to know that I must be absolutely motivating them to take action and that, based on the laws of statistics and large numbers that for everyone there is like that there are about 50 to 100  that  have received a tremendous value from what I have sent, posted, or sold. 

 Several of the top sales "gurus" that I follow are of the same way. 

"If they say you're sending too much, double what you're sending."

"If they say stop, you might want to stop to them (or not) and double your efforts sending to everyone else! " 

 No matter what you do, there will always be people that don't agree with you, but feel it there place to give you advice, or, just folks that are, generally, negative people that would complain no matter what you said or did. 

One of the best things you can do when you are engaging with these people is to let them know that you  appreciate their feedback, but that you are a "positive" person who believes in taking MASSIVE action rather than sitting by the sidelines waiting for something to happen. That is a very difficult line of thought to respond negatively to. 

I'll give you an example that happened to me recently...

I sent out a release to a bunch of Outdoor and gun writers about a new contest that I am helping to promote. 

I received a scathing response from one, what I would call, "Lower-mid-level" writer. 

He writes for some local and regional publications and is an occasional "guest" on some television shows. 

"UNSUBSCRIBE FROM THIS LIST!" 

Not so bad, really. 

But...

Right now I have an "auto response" for anyone that sends me an email. 

I want them to know that I received it, but am so busy with show season that  I may not respond right away, but I still want to talk. 

This is where it gets a little UGLY. 

"I SUBMITTED AN UNSUBSCRIBE REQUEST!!!! THIS IS A VIOLATION OF CAN/SPAM!!! YOU ARE IN VIOLATION OF FEDERAL LAW AND CAN BE PROSECUTED FOR HARASSMENT!!! 

Dude...

Chill out.

Needless to say, I sent confirmation that he was "unsubscribed" from my list- With a nice note to make sure he takes his blood pressure pills. 

I learned several things from this. 

One- that my emails went out and were delivered. 

Two- that the message resonated with the audience. 

Three- that I learned of one worthless member of my list that shouldn't be on it.  

Now, I am subscribed to HUNDREDS of email lists. Many become useless/worthless over time, but I still learn a TON from them- Things like this must be a compelling headline- I opened it- and what are the typical things beoing pushed in the info-marketing world. Also, what is valuable and how long does it remain so. 

Here are the questions that he, and you, should have asked before "unsubscribing" from my emails. 

1. Do I want to not have the opportunity to learn something from this person/company/list? 

2. Is this one thing of lesser value worth eliminating the possibility of hundreds of their more valuable things? 

3. What can I take from this person/company/list that I can easily "re-purpose" to my own business? (Secret- I steal good headline ideas from my own subscribed lists all the time) 

 2017 is the past now. 2018 is the future. Are you going to take control of your destiny, take control of your business, control the conversation about you and what you do, or will you react to what happens – being constantly behind the curve? 

 That's a question that everyone will need to answer in this "new outdoor economy."

Ace Luciano Is NOT a Black Rapper

Ace Luciano is not a black rapper. 

 He is also not an Italian soccer player, nor does he have the prefix "Yung"  before his name anywhere, in anything he does. 

 Well...that's not exactly true. 

If you search "Ace Luciano" in Google, You will find those people scattered throughout the first few pages here and there, but they likely aren't the ones you're looking for. 

 Those people also all go by the name "Ace Luciano."

 The biggest difference between them and the one you're actually looking for? 

 One is found everywhere in most searches with that name, while the others are sporadically found. 

(I actually felt a little bad about the "musician" that was trying to "make it happen"... until I actually listened to his music. Now, I feel like I performed a bit of community service!) 

  You may recall that in my last post I discussed the difference between "writing the news" and "reading the news."

 Which position would you prefer to be in? 

I know where I want to be, and I do everything I can to be there. 

 One of the most important things you can do in business is to ensure that, certainly for your own name, that when people search for YOU they actually find… YOU! 

 They should also find you anywhere and everywhere they can and may look. That means you need to be on LinkedIn. You need to be on Instagram. You have to have a Facebook account and business page. You need to set up A website and blog. 

 Most importantly, you need to push out quality content and information that is relevant to who you are and what you do. 

 The biggest problem with this need? 

 Most business owners don't have time to do all of that themselves. 

 Sure, they might have all the social network profiles, but when the Choice is between taking an extra few minutes to have a meal, attend a child's event, or, basically, ANYTHING else not "business related," the vast majority of people in business will let what they believe to be "minor" things slide.

 Choice is between taking an extra few minutes to have a meal, attend a child's event, or, basically, ANYTHING else not "business related," the vast majority of people in business will let what they believe to be "minor" things slide. 

 BIG mistake. 

 You want people to know you. You want people to find you everywhere. When the discussion is centering around what it is that you do, people should find you, your company, your website, and dozens of things like articles, posts, and social media likes to give them confidence in your business. 

 If you have a product, you want that product to dominate it's space in whatever media you can. 

 This can be somewhat challenging in the firearm and outdoor world as Facebook, Google, and YouTube already restrict (albeit somewhat arbitrarily) everything having to do with guns, handguns, and even accessories like optics and magazines. 

 I know several companies that put all their eggs in that basket and wound up holding an "empty basket" when YouTube decided to suspend their account. All that time, all that content now wasted and having to start over. 

 So, what's the SMART company in the firearm and outdoor space to do? 

 You need to find the right PARTNER to help your business write your story and your news. 

  You also need a partner that will do all of this at a level that allows you to obtain a significant ROI. 

 For the last eight years, the company that does that best is Taylor Made Media. 

Gun News and Reviews is the new source for all things Firearm related

Click on this link to enter the new "big bang" contest they're launching pre-SHOT Show to showcase some of the new retail and manufacture partners. Questions? Just  let me know and I can put you in touch. 

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 competition. 

 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. 

Can YOU? 

 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. 

Are 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? 

10? 

TWO? 

 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 them… 

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 service. 

Visit www.aceluciano.com  to learn how YOU can dominate your market and marketplace. 

Riton puts out a surprisingly high quality product for the money

Finally, there is a fairly NEW company out there that is making some REAL WAVES in the optics world that you should know about. 

In the market for a new scope?

They are called RITON Optics, and their motto is "The BEST QUALITY at EVERY Price point. 

Over the next few months, we're going to put that motto to the test. 

Formerly geared to mainly the "tactical" world, Riton is making a BIG PUSH into hunting scopes, binoculars, and spotting scopes. 

From NOW and for the next several days, you can try one of their optics for 50% off. 

That's right- 

The FIRST and LAST TIME EVER to buy an optic of this quality at a PHENOMENAL price. 

Check them out. 

Use the code LASTCHANCE2017 when you check out, and put a message in the order area that "Ace sent you.!"

Your Competition LOVES You....

Your competition LOVES YOU...

If you are a typical player in the marketplace that thinks you "get all your business from 'word of mouth' and referrals," or you "do facebook ads" or "Advertise on outdoor television shows and in XYZ publications...They love you even MORE.
You see, they IMMEDIATELY KNOW that they can OWN all of the customers that actually look for WHAT YOU DO WHERE YOU DO IT.

I offered this to several of my groups 3 months ago- and some VERY SMART BUSINESS OWNERS took advantage.
Some of the results are in this video.

I'm absolutely SHOCKED at how many people in the outdoor industry will not/do not/can't/won't invest in the absolute NUMBER ONE, MOST EFFECTIVE way of ensuring that when people search for WHAT THEY DO rather than WHO THEY ARE, they show up PROMINENTLY in that search rather than their competition.

Check out this video- and the absolute DOMINATION of the search results.
It doesn't matter WHAT you do. It has an ABSOLUTE, MONEY-BACK GUARANTEE and you can CANCEL IT ANY TIME.
Some of the phrases available NOW:
Best African Safari Company
Best Concealed Carry Holster
Best Rifle Scope
Best Binoculars
AR-15 Parts
Glock Parts
...and MORE.

This works for ANY business- regardless of what you do, are doing, have done, will/might do- you get the picture.
I have personally worked with physicians, car dealers, gun shops, plumbers, HVAC- and, yes, even ATTORNEYS- and if you know any attorneys- tell them that the best phrase in the country was JUST SOLD... "Mesothelioma Attorney" - with Pay per click rates >$1000 PER CLICK- to Sokolov Law Office.
Now they can't have it.

If we can do THAT for THEM, what do you suppose we can do FOR YOU???
Get in touch with me ASAP.

How to "Break In" to the Outdoor, Firearm, Hunting and Fishing Industry

I certainly don't know how other people did it, and, with my experiences with some, even WHY they are still here. 

 I will never forget my first serious attempts to "get in" to the outdoor, hunting, and firearms world.

 I had been the victim of the massive layoffs that hammered the pharmaceutical industry back in the early 2000's and was located in a rural area with not many other options. I had met several traveling "reps" that sold things like hunting gear, fishing rods, etc.   and thought that as long as I was going to sell something, why couldn't I sell something that I really liked?

 As with most things that I do, I jumped in not only with both feet, but with a "Ready, Fire, Aim" mentality and MASSIVE action-taking including flying out to Las Vegas on my own dime and attending  my very first SHOT Show.

 I spent a TON of money (in the realm of several thousand dollars) on drinks, dinners, and taxis-and made a large number of contacts.

 I got some very good leads, chased down every single one of them, and basically went "one for 30."
The one?

 A position as a "pro staffer" for a large rep group in the industry.

 Things were a little different then as companies all paid pro staff a significant daily rate plus expenses and, usually, some gear as a "bonus." Because of this, they had high expectations and expected sales from their people. 

 I went after it with zeal and enthusiasm as well as implementing numerous different sales processes and skills.

I developed an inventory tracking sheet and customer questionnaire that is still being used in a revised for almost a decade later. 

 I thought that this would be a great "entry point" to being further along in the industry.

  I was wrong.

 Most of what I found was more opportunities to work events as a "pro staffer." No full time gigs. 

So... I build a business around prostaffing- and it went from there. 

 By the time I decided to "go it alone" and build my own "niche" in the outdoor business, I had interviewed with approximately a dozen different companies while submitting my resume to sixty or seventy.

For the right opportunity, I will still entertain a conversation and I have even interviewed several times again over the past several years.

 Several of those interviews stand out clearly in my mind if only for their unbelievable attitude towards experience and value.

Needless to say, it wasn't what I expected. 

 The first was for a sales position with a rather large retailer of apparel that crosses several markets in the outdoor and sporting goods industry.

 I made it to the "final" interview only to lose to what turned out to be a much less experienced person that had worked in a retail store and then sold for a small rep group for several years.

 I reached out to the hiring manager who was very amicable and asked him why they had chosen the other candidate and what I could do to further my chances for the next time.

His answer was rather shocking.

He said simply that "while we were impressed with your sales skills, your sales accomplishments, awards, and your personality and affect, you didn't have any experience selling apparel."

Oops.

 

Ace has won awards, smashed and set sales records for numerous Fortune 25 companies.  

 Big mistake, and probably for the best for me, anyway. 

At this time, I had worked for three different Fortune 10 to Fortune 50-level companies, winning numerous presidents club and other incentive awards, selling everything from marketing and advertising (and coming into that position with zero experience and going to the number one representative out over 1300+)  to life saving medications to advanced external defibrillators and resuscitation medical devices – pieces of equipment that, literally, were used to stop and start  peoples heartbeats after heart failure and/or cardiovascular surgical procedures. 

 I think I might have been able to figure out how to sell some jackets, shirts, and pants to retail store owners and management, don't you?

 

Ace Luciano has attended over 100 seminars on success, sales, marketing, and public speaking. This one included a day of "face time" with noted speaker Les Brown. 

Never one to sit idle, over the past decade I have also partnered with and received training from leading marketing experts and speakers like Dan Kennedy, Les Brown, Tony Robbins, and Steve Sipress, attained a "Mastery Certification" from SSS Marketing University, and built a network in the Hunting and Firearms industry numbering in the tens of thousands. Finally, in the last several years I have written two Amazon best-sellers in their category. 

I advise that if you are looking for opportunities of any kind, you do the same. 

Certification courses are readily available, online, full of useful skills, and will help you to attain an "expert level proficiency" in numerous things in a reasonably short time. 

That being said...

A few years ago, I had another experience with an employer that did what seems to have become a typical thing in the outdoor world...

They hired for "cheap" rather than "value."

 What do I mean by that?

 The company was clearly interested in working with me as they proactively reached out, contacted, recruited, interviewed, and maintained their interest over the course of 8 or ten weeks. They then  brought up a discussion regarding compensation and, specifically what I thought the job should be worth. .

 This is always a touchy one.

 You see, I am of the opinion that, regardless of your business (and your hunting equipment) you should always go with the best that you can possibly afford, plus some- because  something so very important is usually not glaringly apparent until you really, really need it.

 Think of a lower priced rifle scope with a "lifetime guarantee" and ""free replacement" that fails on top of a mountain during the sheep hunt  or even on a deer hunt in your back 40 where you can't see the big buck you've been waiting all season for as he steps out for 15 seconds at last light... 

 Yes it was less "expensive."  

Yes, you will get another scope for free- but that isn't worth anything to you sitting on the side of the mountain trying to pick off a rocky mountain bighorn that, in many places, is a "once in a lifetime" tag.

They were seeking over a million dollars worth of sales responsibility from me- but they only wanted to pay for $250,000.00 worth (and, by the way, if you ever want to absolutely GUARANTEE your salespeople won't sell anything, then don't pay them a lot of money or, worse, "cap" their earnings) 

 Suffice it to say, we were a significant amount of money apart in what we thought the position was worth and they were not open to a "performance based model"- so they wound up hiring the "other guy."

 Then, when he burned out, they hired "another guy."

And, less than a year later, they hired "another guy," Who also became noticeably absent from company communications and emails less than one year later.

 Did that company "save money?"

What do you suppose it cost them to interview and hire three new people in less than two years?

What do you suppose the business cost is having those relationships that are so hard to build "interrupted" three times in less than three years?

 What do you suppose the difference might've been with a high-level professional that is used to closing deals in the 6-to-7-figure levels in that position instead of someone who had sold " outdoor related products" for a pittance?

They, and we, will now never know.

Finally, and one that really surprised me, was the company that had churned through several of my acquaintances in 18 months whose recruiter called me and asked if I would be interested in the position for, not only a pay cut from my current compensation but SIGNIFICANTLY less money than either of them had made over the last 3 years!

 The lesson to take away is that getting "in the door" in the outdoor industry is not easy, and you need not only a plan of action, but a standard that you are willing to accept to get there. 

Now-

How often does this come up every day in your life or business?

 Do you buy the "cheap option," when a proven, high-quality option is available for not that much more in your gear? Your employees? Your business? 

 Do you "spray and pray" with your marketing and advertising, hoping that some of it works the way you want it to  because you want to "do it yourself?"

 It's a hard lesson on both sides of the equation sometimes- One that it pays to learn early.

What Would YOU Rather Make - Excuses, or Money? (And, Yes, That IS a Penis)

As my good friend and business mentor, Steve Sipress, is fond of saying, "You can make excuses or you can make money – but not both!"

 And, yes, that is a picture of a penis in a business related blog post. 

 It means something and will prove an excellent point, I promise. 

 The firearm and outdoor industry is in a tizzy right now. 

Gun company stocks dropped the day Donald Trump was elected president. Millions of dollars of firearms orders were canceled within the Weeks after SHOT Show and the presidential election. 

Gun Stocks Aren't doing so hot...

 Everywhere you turn you hear the same thing… "Our budget is already allocated."  Or "we love what we hear- come back and talk to us in October." 

Or, my favorite excuse making phrase, "The industry is changing. Sales are down. We need to cut our marketing budget in order to SAVE money."

 Long term agencies are being cut by their clients. 

 Long-term advertising partners are being reduced and eliminated. 

… And it's all completely ridiculous.

 I know – that's a bold statement. 

 I'm a bold guy.

If you want to "save money," turn off every other light in your building. Turn your thermostat a few degrees up in the summer and down in the winter. 

Don't over water your grass or run the faucet while you brush your teeth. 

If you want to MAKE MONEY, you need to MARKET EFFECTIVELY. 

Remember – you can make EXCUSES or you can make MONEY… But you can't make BOTH. 

Every phrase above is an excuse. 

 Really. Look at each one. 

Think about it. 

Now...

 Remember the movie that came out last year titled, "Greater?"

It's a great movie. 

"Greater" is the story of Arkansas Razorback football player Brandon Burlsworth.  Brandon was "A Division I football player in a Division III  body."

Anyway, it's a great story about someone who "accepts every excuse," never lifts weights, hardly does a running drill, really doesn't do much of anything, and "waits to see what happens" - and, miraculously, makes it as a starter for the Arkansas Razorbacks football team and becomes an all-star player....

What's that? 

That's not what happened? 

Wait… 

He didn't "cut back on his exercise regimen" so he could "save energy" and improve? 

When he received one low-level school scholarship, he didn't "sit back and wait and see what the college football market was going to do?"

 I'M  ABSOLUTELY SHOCKED! 

 If you seen the movie,(and, if not, I highly recommend you do so-and then watch "Rudy" and "Hoosiers" and "Remember The Titans", "Ali," "Rocky I,II,III, IV, V, and Rocky Balboa"-and every single other "Overcome extreme hardship/Obstacle/Work/Challenge to reach glory movie)  you know that Brandon became the  EPITOME  of work ethic – getting up in the dark to run and do drills. Spending extra time in the weight room. Losing the weight he had to and improving his speed and endurance by leaps and bounds… 

...And it follows the exact same story line of just about every success story ever told or ever experienced. 

Isn't that what you really want for your business or company? 

Are you making your decisions more like the first scenario or the actual movie? 

What would you choose??

 Now… About this penis picture....

 This is the story of success from my own life – when a complete disaster was entirely averted in my very first "grown-up" sales job – selling pharmaceuticals in a rural and very, very large geography. 

I had a product that was worth approximately 20% of my  sales "quota."

 The product was called "Caverject," and it was dosed by taking a hypodermic needle and injecting it directly into the corpus cavernosum of the male penile organ.  I  was given this drug to sell the year that Viagra was launched – a pill that a man could take two, hypothetically, give the exact same effect  as my injectable product. 

 There was mass hysteria in the salesforce. 

 Almost everybody "Wrote off"  20% of their commission and focused on trying to INCREASE their other products to compensate. 

 I sat down and analyze the situation. 

I knew that my company would not reduce their expectation on me because of a market change (note-one of the biggest curses in sales – companies will take all the glory for your performance, but when there are circumstances outside of your control, they will be the first to blame you. If it's YOUR company – don't be "that guy.")

 I knew that the biggest obstacle to treating man with erectile problems with getting them to talk about it in the first place. I knew that Pfizer would make sure that everybody was talking about it. 

I then changed my message so that it HELPED my customer.

 You see, my product had a less than 5% failure rate. Viagra's was almost 26%.  I simply went around telling my doctor clients the truth – that no man would want to try my product first, but once they got their hopes up and FAILED, that would be a great time to bring up Caverject. 

Needless to say, I was number two in the entire Midwest division that year, thanks in no small part to a product that everyone else had written off.

What do you suppose would have happened if I had "cut back" my sales efforts and "waited to see what the market was going to do?" 

Instead, I simply changed my marketing to better reflect the new market. 

Remember- Money doesn't "disappear." 

It moves. 

Stop making "excuses" that do nothing but get in the way of you making MONEY!

These Times, They Are A Changing...

Last week, I was fortunate to, once again, attend the NRA Annual Meetings, held this year in Atlanta, GA. 

While there was quite a bit of apprehension in the opening few days of SHOT Show this year, there was a palpable sense of relief in the convention hall, the press room, and various other places where people were gathered. 

 Donald Trump  became the first president since 1983 to address the membership. His speech was full of enthusiasm and shined a light of hope after eight years of  apprehension and fear. 

... which brings me to my next point. 

 The industry has changed. 

No longer do we have a "fear-based market."

 As recently as a year ago and excellent deal on an AR 15 platform might be in the $700 range. Today, there a half a dozen for under $400. 

Several manufacturers lamented canceled firearm orders-  One that was in the millions of dollars. 

Yet, NICS Checks for March 2017 are up more than 5%. 

SOMEBODY is clearly buying SOMETHING... 

From Breitbart:

"In a press release sent to Breitbart News, NSSF reports the number of NICS checks for March 2017 was 2,422,749. But after adjusting checks–eliminating those that were not the result of sales–the figure was 1,356,929. The number of NSSF-adjusted NICS checks for March 2016 was 1,289,670. This means the number of checks actually connected to gun sales increased 5.2 percent in March 2017.

The number of NICS checks–including NSSF-adjusted checks–is not a precise indicator of the number of guns sold, as checks are conducted on buyers rather than guns bought. Moreover, each buyer may legally purchase multiple guns after passing a background check, which means an adjusted figure of 1,36,929 checks may not even come close to representing the number of guns sold."

When markets change, businesses must change with them. 

While many tactical based manufacturers are seeing lower sales, some custom manufacturers in the same space are seeing an uptick in their sales. 

Optics manufacturers are having a banner year. Companies that make accessories for AR 15's (and other weapons) are off to a great 2017. 

 Hunting rifle and high end shot gun sales are up. 

 This, of course, makes perfect sense when you realize that people are no longer afraid that they have to have 10,000 rounds of ammunition, a tactical weapon or two, and a pile of high-capacity magazines before they are banned.

 That budget can now go back "into the system" to purchase things like accessories,  as well as hunting and sporting weapons. 

What this also means is that many small and medium size businesses in the industry have an unprecedented opportunity. 

That opportunity is to take market share from some of the "big players" who, foolishly, will look at the economy and surmise that they have to "cut their budgets" for marketing and advertising. 

You see, many large companies both in and out of the firearm industry, are run by "boards of directors" and CEOs that are accountable to "shareholders."

 All those shareholders care about is the bottom line.

 They will take that short term increase to the bottom line, completely ignoring the long-term consequence to the overall business. 

 Quite frankly, they can afford it. 

If you are a small or medium size business, you can't.  

Or at least you shouldn't.  

Obviously, you can't afford to waste a single penny– especially in the "new gun economy."

Even BIG companies shouldn't waste marketing dollars, yet many do. 

The outdoor industry is approximately ten years behind in most marketing methods. 

I'm hearing from more than a few companies that they are "pulling more out of print" and "putting more into digital." 

Some are "wowed" by Facebook. 

That's all good- but the MOST important thing to know is DOES IT WORK? 

The truth is, it does. 

Yes, even print (though for how much longer is uncertain) works and can give great ROI. 

The important thing is that you can TRACK it. 

So, what SHOULD you do? 

I'm glad you asked!

You can take a portion of those dollars you would spend on "traditional" marketing (Magazines, TV shows, etc.) and put them in front of over 3 million PROVEN BUYERS of Outdoor, Firearm, Hunting and Fishing products. 

100% Trackable, and in whatever amounts or frequencies you like. 

If that interests you, reach out or comment below. 

Regardless of what you do, remember- 

"Keep it the same" should not be an option this year. 

"Good" is the ENEMY of "Great."

Photo Courtesy of N2 Growth Blog

“Good is the enemy of great. And that is one of the key reasons why we have so little that becomes great. We don't have great schools, principally because we have good schools. We don't have great government, principally because we have good government. Few people attain great lives, in large part because it is just so easy to settle for a good life.” 

One of my favorite books on business and success is "Good to Great," by business researcher and author Jim Collins.

It is a must read for anyone in business today.

One of the major lessons from it is how "hubris" in a company or by the officers of the company are often one of the main reasons for lack of performance, a not-as-good-performance, and/or failure.


An article by Jim Shepard, of "The Outdoor Wire," recently reminded me of how prevalent this "disease" is in the outdoor world.

Quick-
Name three "Great" retailers...

Right.
Many average, many good- but darn few "great."


The irrefutable rule of business is "adapt or Die." However, too many businesses in the retail and, more specifically, the outdoor world, have failed to "adapt."
Many have taken their customers and retail clients for granted.

I can't tell you how many companies I've spoken with in (and, to be fair, out of) the outdoor world that  have tales of woe and, quite frankly, not the nicest of business dealings with large scale retailers.
 Forced to jump through hoops, demeaning attitudes towards their products and business, and, basically, making new and even rather innovative brands grovel and beg (or even pay) to be placed on their shelves.

 Can you blame them for jumping to the online bandwagon?

Even I, with numerous connections on both sides of the issue, sometimes need clarification as to just what the difference can be to a business.

One source who shall not be named said it to me very plainly.
"Ace, I can sell  1/3 to 1/2 less and make as much or as much as 25% more by not dealing with them at all and going directly to the consumer."
                Wow.
Now, what happens most often is that the "brick and mortar" companies or stores tell a "tale of woe" like the one below- blaming technology and the internet rather than looking into the mirror.
What if we had "regulated" the automobile because farriers and stables were going under?
How about preventing cellular companies from selling their wares because "old time" telephone companies were losing money?

It sounds rather silly, doesn't it?

 I can't say that I should be surprised, as what that boils down to is just more proof of a gross lack of "marketing savvy."

As a matter fact, there are very, very few business problems that cannot be solved by "effective" marketing.

 What do I mean by "effective?"
Marketing that does more than just "put your name out" or is something that is done "because you've always done it this way" needs to be put aside.

I deal and interact a great deal with companies that say things like "Our budget is full" or "come back to us in six months."
That then turns into ANOTHER 6 months. Then ANOTHER. Then, well... then, if they aren't in great shape they expect a "miracle in a box" or "magic wand."

The economy and business- REGARDLESS of your business-  is like a river.

You can swim, paddle, row, or motor, but the SECOND you stop, you will be swept downstream.

When you have Hubris (and there are several LARGE, clear examples of this in recent years) you are "staring into the boat" - unaware and blind to the movement of the water.

Want to see a great example of a company that is on the "front edge" of TODAY'S Economy?
Check out this video from a company I met called OUTDOOR VITALS- a company that has more than doubled every year they've been in business.

P.S.- Your CUSTOMERS are dictating what they want- rather than fight it, don't you think it would be better to give them what they want?


The following is the article from Jim Shepherd of "The Outdoor Wire."
You can reach them at www.theoutdoorwire.com.

"Last week, I heard some scary advice from a bankruptcy attorney for retailers: "find another line of work." 

Hugh Ray of McCool Smith wasn't joking. 

The lineup of failed companies in bricks-and-mortar retailing looks like a lineup of former blue-chippers who have "lost a step" in sports parlance. 

Even discounters aren't being spared. Payless Shoes, I'm told, will file for Chapter 11 protection "any day". That's after closing 1,000 stores.

Sears Holding Corporation has (finally) admitted that it is "essentially no longer a going concern" despite belt tightening and the closure of 150 locations. Radio Shack owner General Wireless Operations is already in bankruptcy, as is HHGregg. Others, from J.Crew to Ascena (the company that owns Ann Taylor and Ann Taylor Lofts) have suffered two mortal wounds: dropping sales and/or plummeting share price. 

Add in the problems for Macy's, Staples, Office Depot, Kohls, and CVS, and it seems there will be plenty of storefronts available in 2017 -especially across rural America. Small-town stores are normally the first casualties.

Outdoor retailer Gander Mountain has already sought bankruptcy protection. It's not the only outdoor group teetering on the edge today.

Online retailers like Amazon are draining traditional storefront operations dry. 

Only those destination-type retailers are hanging tough - and their operations aren't thriving, despite what you might hear.

Last week, I was writing an undated obituary for the Bass Pro Shop/Cabela's deal- until a last minute decision by Georgia-based Synovus Financial Corporation to buy the Cabela's credit-card business seems to have pulled the deal out of the proverbial fire.

Most people forget the mega-merger of outdoor retailers Bass Pro Shops and Cabela's was really an intertwined two-part sale: BPS would take the retail business, and Capital One would buy the credit card business. 

The second part of the deal ran into trouble because of money-laundering allegations (and an ongoing investigation) at Capital One. Their timetable had slipped to the point the deal seemed in serious trouble. 

Now Georgia-based Synovus Financial Corporation has stepped in to buy the credit card portion. It's one of those deals I'd like to make: Synovus buys the Cabela's credit card business, then turns around and re-sells it to Capital One. That avoids a more in-depth review of the deal by regulators. 

In exchange, Synovus keeps around $1 billion (yes, billion) in deposits held by the Cabela's bank - and grows from a $30 billion dollar bank to a $31 billon dollar depository- three plus percent growth on a single business turn is nothing to sneeze at.

At that point, Johnny Morris and BPS takes over Cabela's -and the $3.6 billion in business Cabela's generated last year. If/when that happens, count on a brief period of stability, followed by the inevitable "combination of operational areas" - and another glut of available retail space.  

Unfortunately, there are no white knights riding to the rescue of independent retailers. 

They're under nearly unbearable price pressures, and facing the realization consumers are coming to them for their expertise- then using their newfound knowledge to search for the best price- usually online.

Last weekend, I watched a shopper question a knowledgeable salesperson about compound bows. The salesperson was both courteous and knowledgeable, answering the shopper's questions while showing the different bow sight options on demo mounts. 

After several minutes of questions, the shopper and the salesperson decided a particular three-pin sight would be the best choice for this customer.

Instead of asking the price, the customer whipped out his smartphone, took a picture of a packaged sight, thanked the salesman, and left. I was flabbergasted.

The salesman shrugged and explained: "happens pretty often. We have the knowledge, but not the online price." 

Curious about the price difference, I went online -at the counter- to see how cheaply I could find that particular bow sight online.

The difference? Seven bucks- not including shipping ($3.95). 

For less than three bucks, the "smart" shopper essentially helping put their go-to source for help and expert advice out of business.

This exchange summarizes where outdoor retailers, regardless of their size, find themselves. I've seen it happen before. 

As a beginning photographer, most of my early knowledge came from local camera stores. Local shooters freely shared their experiences and expertise. Today are very few of camera stores. Instead, innumerable online videos from online sellers quickly help me through any technical issue I have with my digital gear.

The same's true for a lot of the technical aspects of the outdoors. But there's still no substitute for "local knowledge" in the outdoors. What works in Bozeman usually doesn't apply in Birmingham.  

As a business observer, it's tough to watch people who love their business and readily share that "local knowledge" increasingly forced to "find another line of work". 

But I've seen it happen frequently enough to recognize the symptoms. 

Unfortunately, recognizing symptoms does nothing to slow the inevitable march of progress. Consumers decide what businesses succeed."

I NEED A "HERO" That Wants To Grow Their Sales 30% or More

...but let me first tell you what I'm NOT looking for...

I'm absolutely NOT looking for people that want to make excuses about the economy,  sales, or the industry or that DON'T want to grow their sales numbers and business this year.
No...

I'm looking for someone that wants to be an absolute HERO to their boss or, if you ARE the boss, then to your EMPLOYEES who will THANK YOU for thriving while their friends at other companies in the industry are worried for their JOBS.

You see, for the past 8 YEARS we had the greatest gun salesman on the planet- Barack Obama- in the highest office in the WORLD.
Between his deeds, inferences, and edicts, people were setting all time records for annual firearm sales....
...But the entire gun and outdoor industry changed back in November.

We elected a new president that is a gun supporter.

No fear = less gun sales. Less gun sales= less ammo sales. Less ammo sales = less range sales and time = less accessories sold, = less hunting apparel, and on, and on,
Etc. ...
Etc. ...

The point is, things aren't what they used to be. Sales WILL be less "overall" this year- except for some very smart businesses.

Yes, we are back to a "normal" market.

The question is, what will YOU do about it?
"Cut" your marketing budget?

Now, I have to ask this question-
Have you ever heard of anyone "cutting" their business to growth and success? 

Me, either.

This is where the HERO part comes in.

You see, I have an opportunity for you that can really help your "bottom line."
As a matter of fact, when we put our full plan, which costs, literally, PENNIES to implement, into place for our client partners, they saw a DOCUMENTED 30% INCREASE in the next month's sales.  
It didn't matter if their product was $1.99, $199, or $1199- across the board the following month's sales SHOT UP  30%!

Take a look at what two of our clients have to say about what we do for them:

"This is, by far, THE ABSOLUTE BEST MARKETING and BEST ROI of ANY marketing that we do or have done in the last several YEARS!" 
- Dennis Reese, CEO of Springfield Armory. 

"This is the Most cost-effective and successful marketing venue that we utilize at Kel-Tec. We actually had SO MUCH traffic from our program that we had to ask them to "turn it down" until we could catch up so that our servers were not completely overwhelmed." 
-Derek Kellgren, Kel-Tec firearms

So... WHAT IS IT?

What I have for you is DIRECT ACCESS to MILLIONS OF "BUYERS" (Notice I didn't say, "readers" or "shoppers") in the Firearm/Outdoor/Shooting industry.

Millions of your IDEAL BUYERS will not only be RECEIVING, but OPENING your sales messages EVERY WEEK.
(oh- and these products, delivered directly to over 3 MILLION subscribers have some of the highest open and click-through rates of ANY marketing, but certainly in the industry.)

You have an opportunity to get in on the ABSOLUTE BEST OFFER THAT HAS EVER BEEN GIVEN for these products-

Now, I think we're giving a little TOO MUCH on this one- after all compared to other "venues" in the industry, as we are ALREADY:

-90x less expensive than a large "auction site" media conglomerate  (yes, you read that right- Ninety times less)

-30x less expensive than a popular "blogging site" in the gun industry.

-1000's of times less than the average print media- and all at a performance level that is many times more effective, completely trackable, scalable, and the best bang-for-your-buck in the industry today.

Plus, one more, very large advantage...

... we will allow you to cancel at ANY TIME (of course, we allow this because nobody ever has, but it IS available)

But I need your answer ASAP- as I can only take ONE advertiser from each category.

Thanks in advance for your quick reply.

Ace Luciano

608-620-HUNT

You CAN'T...

Ace Luciano is a firm believer in the "Can vs. Can't" Philosophy

...And you're RIGHT.

However, YOU CAN....
...and you are, also, RIGHT.

Sometimes, Life Is Hard, and it's Easy to Get Down...
Really.

The problem is that most people, most of the time use "Can't" when they should really use the term, "W-O-N-'T"
It's not that you CAN'T get the money- it's that you WON'T take the extra classes, go BACK to school, PAY for the training, hire the consultant or coach, work the longer hours, the second job, or go for the better job to GET IT.
It's not that you CAN'T lose the weight, or that you CAN'T quit smoking, or that you CAN'T get that boat...or go on that dream hunting trip...or live in that dream location...

It's that you WON'T do what it takes- whatever that is- to get it done.
I know what you're saying to yourself RIGHT NOW.
You're making the excuses-and, as my dear friend and mentor Steve Sipress says-
"You can make excuses, or you can make money, but you can't make both."

How would I know?
I've BEEN THERE.
You see, I was never supposed to be here...

I was supposed to be a DOCTOR.
I learned, I studied, and tread the path laid out for me... and FAILED.
Over and over.

It was rather exhausting- working three part-time jobs, studying all night, taking classes after graduating college...
The truth is, I was ALLOWING myself to fail- because it wasn't where I really wanted to be.
Once I realized that, my life got a LOT easier.
I was BORN to sell, and DESTINED to be in the outdoor world- but it certainly wasn't easy.

I worked for FREE for over a year.
I spend THOUSANDS of dollars travelling, meeting, and entertaining.
I wrote and wrote and wrote article after article... and was rejected.
I applied to EVERY JOB I COULD FIND- and was given the most ABSURD excuses.
"You've never sold "apparel" before."
The foolish, "You're rather "overqualified" for this position...
"You have a lot of sales experience, but none "in the industry."
and, my personal favorite, the generic, "Though your resume is impressive, we have decided to move forward with another candidate."

Then, things began to happen. I made my own waves. I turned down jobs offered to me, and I began to carve my own path.
I learned how to POSITION myself.
Ironically, I was relating my story to someone that is a huge sports fan that let me know a BUNCH of similarities to a professional athlete that were directly related to my struggles.

Check out the NFL history report for this athlete.

Second string QB for high school team that went 0-8 Freshman year.
Started Sophomore year because no other QB went out.
Varsity passing: 219 passes for 3,514 yards and 33 touchdowns
Baseball catcher and football quarterback in high school who was drafted for MLB in the 18th round of the June 1995 baseball draft. Opted for football and redshirted in '95 as #7 QB on the depth chart.

Saw limited action in '96 and '97 and started '98 and '99.

Poor build. Very skinny and narrow. Ended final season weighing 195 pounds and still "looked like a rail" at 211. Looks a little frail and lacks great physical stature and strength. Can get pushed down more easily than we'd like. Lacks mobility and ability to avoid the rush. Lacks a really strong arm. Can't drive the ball down the field and does not throw a really tight spiral. System-type player who can get exposed if he must ad-lib and do things on his own.
Vertical jump- lowest of peers.
40 yard dash time: Lowest ever

Seems to have decent field view and decision making ability.

Chosen as the 199th pick of the 2000 NFL draft.
Almost didn't make the team.

Has thrown 456 Touchdown passes in the NFL- the 4th most ever.
Has 61,582 passing yards- the third most EVER.
Has thrown the second most TD passes in a single season- 50.
Has played in 7 Superbowls and WON 5- the most EVER.

In case you haven't figured it out- this athlete is Tom Brady, and he was never supposed to be here, let alone WIN.

Remember that the next time you think things are "hard." or that you "can't"
Remember - "CAN'T" could easily be spelled "W-O-N-'T"

I'm not, nor have I ever been a New England Patriots fan, but I am certainly an admirer of Tom Brady.
He wanted it.
He wanted it bad enough to work for it- to put HOURS in the gym and the weight room. HOURS running through plays. HOURS visualizing outcomes and wins.

Yes, Tom Brady proved beyond a doubt that championships are won not just on the FIELD, but in the extra minutes of practice, the extra hours of lifting weights, and the night after night after night after night studying, learning, and practicing...

So...

What's your excuse?
Too small?

Not smart enough?

Not strong enough?

Everyone else is better? Faster? Stronger?
SMARTER?
Luckier?

Not enough MONEY?

Learn the lessons here- that one of the oldest players in the league just set the all time record for championship wins-

...and he was never even supposed to be there.
That can be you.

What types of obstacles have been in YOUR way?
What have you done to overcome them?

Do you need help with a challenge?
Please use the comments below to let us all know.