Riton Optics Announces the BIGGEST Thanksgiving Weekend Sale In the Optics Industry, Win Your Riton Contest

Riton Optics Announces the BIGGEST Thanksgiving Weekend Sale In the Optics Industry, Win Your Riton Contest

Tucson, Arizona optics company Riton Optics announces the biggest sale they’ve ever had for this holiday season- a BUY ONE, GET ONE deal on every riflescope and red dot in stock. Yes, you read that correctly: buy any Riton Riflescope or Red Dot and get another Riflescope or Red Dot for FREE!!! Whether you are outfitting your hunting rifle and tactical rifle or getting one for yourself and giving one as a gift, you do not want to miss this limited time offer!

CLICK HERE FOR MORE INFORMATION ABOUT RITON'S HOLIDAY BOGO SALE

Not Black Friday Only

This deal is so good that Riton didn’t want to offer it for just one day. The sale will begin on Thanksgiving, Thursday, November 22nd and it will run through the close of the day on Cyber Monday, November 26th.

The “Win Your Riton” Contest

In addition to the season’s best offer, every person that makes a purchase during Riton’s “Buy One, Get One” sale will be entered into a random drawing for a single prize. The winner will have their credit refunded and will receive their entire order for FREE! 

Why would Riton provide such a great deal on optics that are already the best value in the industry?

Riton’s Buy One, Get One sale and Win Your Riton contest is their way of saying "thank you” to all of the customers who have made this the biggest year in Riton’s history. Riton has grown exponentially and feel they would not have had the success they have without their diehard supporters.  

Brady Speth, Riton’s Veteran Founder and CEO, said that the idea for the sale and contest was developed when discussing a way to show appreciation and give supporters an opportunity to get more products in their hands. According to Speth:

“We are rooted in the belief that a person’s hard-earned dollar should buy quality and the best service. As parents and providers, we also understand that those dollars must cover many life essential items. This holiday season we wanted to give our supporters an opportunity to get more optics in their hands or simply give them a chance to get to know us and our products better. This was our way of doing that and saying thank you for all your support.” 

You can visit the Riton website or CLICK HERE FOR MORE INFORMATION ABOUT RITON'S HOLIDAY BOGO SALE

Promotion Terms and Conditions:
Exclusions apply. Promotion applies only to Riton Red Dots and Riflescopes purchased at full MSRP at ritonoptics.com. Binoculars and accessories are excluded. Offer only applies to eligible in-stock items. Limit of 10 purchased optics per customer. Promotion cannot be combined with any other promotion or discounts. Limited time offer from Thursday, November 22, 2018 through Monday, November 26, 2018. Shipping and handling fee of $14.99 will be added to all Riflescope & Red Dot orders during this promotion. Contest winner will be announced and refunded within 7 business days of the promotion closing date. 

Public Relations Services by Ace Public Relations
If you would like your business to be placed in front of the right audience to gain exposure and the sales that come with it, CLICK HERE for more information. 

Riton Optics Announces NEW Long Range Rifle Scope in 4-32x With First Focal Plane Reticle

Riton Optics Announces a NEW, High Magnification RifleScope:
 The Mod 7 4-32x56mm IRFFP

The Riton Mod-7 4-32x56 IRFFP 

11-2-2018
Tucson, AZ
For Immediate Release

Tucson-based Riton Optics has enhanced their positioning among long range and tactical shooters with the addition of a 4-32x56 illuminated reticle rifle scope. The story of Riton’s new optic begins not in the marketing or the development department, but, rather, “in the field” with Riton’s dealers and customers.

Riton’s product line was developed out of practical application and is rooted in the principle that any hard-working man or woman should be able to buy quality optics at an affordable price.

In the initial phases of product development at Riton, the focus was on the “basics,” including optics designed specifically for the AR-15 platform and high quality products for hunting and tactical applications. Over the past few years as the product has flowed into the market, the feedback received has been resoundingly positive with people touting the clarity of the optics, the company story, and the service provided by the company.

Riton firmly believes in continual evolution of the product line, most commonly through the input and comments from their customers, fellow hunters and shooters. Originally these inputs led Riton to the creation of a higher power, First Focal Plane riflescope. Riton delivered with their Mod 5 6-24x50IR FFP with a First Focal Plane, illuminated reticle at a jaw-dropping price of $599.00.

Over the past year, Riton has, once again, been listening intently to the voice of the customer.
The requests have been coming in for a riflescope with a greater magnification range, zero stop turrets and a “Christmas tree” style reticle that was both illuminated and First Focal Plane.

According to Brady Speth, Founder and CEO, “The challenge of this optic was putting all these amazing features into one optic and control costs to still provide it at a price point that beats all of the competition and is clearly, by Riton’s mission, the best value in the industry.” 

Riton delivered this week with the announcement of the Riton Mod 7 4-32x56IR FFP. This optic incorporates many of the customer requests in a robust design to conquer the most challenging applications.  



The Mod 7 4-32x56IR FFP features:
 

• 32x power 
• First Focal Plane 
• Riton Illuminated Precision Shooting Reticle
• Riton Tactical Zero Stop Turrets
• Riton HD/ED Glass
• Riton Rugged Construction
• Riton Performance Coating 

And remarkably, the Mod 7 4-32x56IR FFP with all these features comes in at an MSRP of $1469.99.

Riton’s technical expert, who is also a certified long-range instructor and has personally shot over a mile with his Riton scopes was quoted saying the following:

 “With the quality and features this scope has, it would retail at almost $3000 if it had any other company’s name on it. The difference is that this is a Riton Optic and we believe in providing high quality, high performance optics at the industry’s best value.”

Whether you are a hunter, hobby shooter, Precision Rifle Shooter, or .22 caliber competitor, Riton’s new Mod 7 4-32x56IR FFP is sure to be a last stop optic for you.

Click Here to learn more about Riton Optics
Born in the heart of the Wild West, Riton Optics offers the highest quality optics at the most competitive prices matched with incredible customer service.
They are dedicated to the PURSUIT of PRECISION in everything they do. Using only the best materials and most innovative technology, Riton has created an unrivaled line of optics that deliver on performance and value.
From offering you the best rifle scopes, binoculars, and red dot sights for your outdoor, hunting and shooting adventures to providing an unlimited lifetime warranty on every product they make, Riton always puts customers first.

The RITON Warranty:
So what IS a warranty? Do I have to register?  Jump through hoops? Find a receipt I threw away walking out of the range? Not at Riton. RITON wants to be your trusted optics friends, both at purchase, on the range and if something goes wrong. They are confident in the quality of their optics, and they couldn’t stand by them like this if they weren’t. 

But sometimes… stuff happens.
So…
If, at any time, your RITON product has issues and is not functioning in the manner it should – NO MATTER WHAT – they will replace it.
Not “repair..” REPLACE.

RITON Optics. See the Difference. 

Public Relations Services offered by Ace Public Relations, a division of BGA Enterprises, LLC. Want your business in front of the right outdoor and firearms audience? CLICK HERE FOR MORE INFO

Riton Optics Announces Unwavering Support of the 2nd Amendment, National Rifle Association

Riton Optics Supports the National Rifle Association and ALL organizations that defend the 2nd Amendment

Riton Optics is a veteran-owned company based in Tucson, AZ.
They make some top quality optics with an awesome "Lifetime Replacement" guarantee and have been taking the Optics industry by storm.

Many folks are now aware that Yeti Coolers made a major Misstep this past week by engaging in a social media "battle" with the NRA.

As gun owners, we all need to stick together and support the National Rifle Association and the companies that support it.

 Riton is certainly one of those companies.

See their release below:

Riton Optics Announces Unwavering Support of the 2nd Amendment, All That Support It.
For Immediate Release
Tucson, AZ
April 25, 2018

Riton Optics, a company founded by a U.S. Law Enforcement and Military Veteran, wants their
customer base to know that they fully support the 2nd Amendment and any organizations that
fight to secure that right. A statement from Brady Speth, CEO for Riton Optics:
“Yes, Riton is a company that makes firearm accessories and it would be logical for our
company to support gun rights. However, the more critical understanding is that we have an
unwavering belief in the 2nd Amendment. It goes beyond being a part of our business; it is
woven into the core of who we are as individuals.”

Riton Official Statement:
Riton Optics firmly believes in the right of every American to keep and bear arms and the 2nd Amendment’s protection of that right.
Additionally, we fully support organizations that share those beliefs
and work to secure those core, constitutional rights, including, but
not limited to, the National Rifle Association.
In keeping with this belief, Riton Optics will be donating a portion of every sale from their website to the National Rifle Association at the upcoming Annual Meeting in Dallas, TX, May 4th, 5th, and 6th. 

As a USA home-grown optics company founded by Law Enforcement and Military veterans RITON takes their commitment to quality and service seriously. Their passion for shooting and the outdoors and those who enjoy it translates into everything they do. From their unlimited lifetime warranty on every product they make, to their high quality control and their dedicated, supportive service staff, RITON puts the customer first. Give them a call, send them an email or find them on the range or at one of their nationwide dealers.

For more information on Riton and Riton Optics, Visit www.RitonOptics.com.

Clear Skies and ClearGlass With RITON Optics at 3-Gun Championship, AZGFD Outdoor Expo

RITON Optics Offers Open Invite- Will Attend Superstition Mountain Mystery 3-Gun, Arizona Game and Fish Outdoor Expo March 23-25.

For Immediate Release

March 21, 2018

Tucson, AZ

RITON Optics, the only current police and military veteran-owned optics company in the U.S. and one of the fastest growing companies in the outdoor space will sponsor and be in attendance at TWO of the Southwest’s largest events for shooters- The Superstition Mountain Mystery 3-Gun Challenge and the Arizona Game and Fish Outdoor Expo. 

RITON Optics at Superstition Mountain Mystery 3 Gun Competition

Riton is participating in the 23rd Annual Superstition Mountain Mystery 3-Gun match. From March 23rd through the 25th , shooters from all over the United States will gather at the Rio Salado Sportsman’s Club in Mesa, Arizona to showcase their talents. This event is one of the most “in-demand” for serious competitors, as the shooter spaces are awarded through a “lottery” process that fills up and sells out within the first 30-60 minutes of opening. 

In addition to attending as an exhibitor, Riton Optics is also a Match “Mystery” Sponsor and a Match Contributor for the event- contributing products from their red dot and tactical rifle scope lines. 

The company has also secured the spot as the optics sole supplier for the Pistol Caliber Carbine (PCC) side matches with Quarter Circle 10 and KE Arms both running the Mod 3 Riton Micro Dot.

Join Riton Optics at the Arizona Game and Fish Outdoor Expo- Optics Available for Purchase

It will be clear skies and clear glass with Riton Optics displaying their full line of optics at the Arizona Game and Fish Outdoor Expo this weekend, March 24 th and 25 th at the Ben Avery Shooting Range. The Expo draws over 47,000 people to the area to view the latest products and services in the outdoor market. 

With interactive displays and product demonstrations, the show is a great place for families, hunters, shooters, and anyone who enjoys the outdoors.

Riton will be right in the middle of the excitement partnering with a local dealer, TrueShot Gun Club in their mobile store. Stop by the TrueShot mobile store to check out the Riton Optics product line, talk to a Riton representative or make your first Riton purchase!

You can "Try and Buy" RITON optics at the AZGFD Outdoor Expo

The RITON Warranty: 

So what IS a warranty? Do you have to register?  Jump through hoops? Find a receipt you threw away walking out of the range?

Not at Riton. RITON wants to be your trusted optics friends, both at purchase, on the range and if something goes wrong. They are confident in the quality of their optics, and they couldn’t stand by them like this if they weren’t. 

But sometimes… stuff happens.

So…

If, at any time, your RITON product has issues and is not functioning in the manner it should – NO MATTER WHAT – they will replace it.

Not “repair..” REPLACE. 

RITON Every Time. 

Born in the heart of the Wild West, RITON Optics offers the highest quality optics at the most competitive prices matched with incredible customer service.

They are dedicated to the PURSUIT of PRECISION in everything they do. Using only the best materials and most innovative technology, RITON has created an unrivaled line of optics that deliver on performance and value.

From offering you the best rifle scopes, binoculars, and red dot sights for your outdoor, hunting and shooting adventures to providing an unlimited lifetime warranty on every product they make, Riton always puts customers first.

Visit them at www.RITONoptics.com

Why You as a Firearm Owner, Should Never Shop at Dick's Again

Why Dick’s Has Lost Gun Owner’s Support

I have only written a few of articles like this in my entire life.

 I also feel that it is a shame that I must do so.
My most recent came after under armour chose to abandon hunters and legal hunting by taking the side of anti-hunters against lawful hunting practices.
 This article now comes after Dicks sporting goods comes out against the Second Amendment and states that not only will they not sell what they incorrectly categorized as "assault style" weapons (a false and misleading name), but they will no longer carry any "high capacity”(open to “interpretation”) magazines,  and will no longer sell firearms to anybody under the age of 21.

 Dicks, like under armour and their foolish decision to abandon a large number of their base, has every right to do these things as they are a private business entity and dictate what they can and will sell in their stores.
 That doesn't mean that I have to buy anything from them ever again – nor does it mean that I have to accept what they are doing as right and not spread the word to my entire network and all gun owners in the country that what Dicks has actually done is leap over a very large "line in the sand."

 Many people against the Second Amendment use excuses to violate people’s rights.
The way you determine a violation is easy.
There is a very effective litmus test to determine whether something passes constitutional muster. That test is to apply that regulation or restriction against any other constitutional right and see if it would be OK to do so.

For example, would it be OK to require "training" or to require a "license" in order to vote?

Would it be OK if we made someone pass a background test in order to freely practice their own religion?

 What about banning just "certain parts" of religion? Like, what if we said Christianity was OK, but the practice of the Muslim religion or the Jewish religion was not… Would that be OK?
Would that be a violation of someone's rights?

Why is it that we are OK with such blatant violations  of another constitutional right?

 The answer is very simple… Many people in the general public have been "conditioned" by false, misleading, and leading fake news and fake journalism - up to and including the most recent re-categorization of a firearm as a "full semi automatic."
There are those in power that wish to see all of us in this country under their “rule.”
They speak of “fair” and “equitable” and what is right and just for “the majority.”
…But that isn’t what our country and constitution is about.
We are and have always been about the rights of the INDIVIDUAL over those of the MAJORITY.
Equal OPPORTUNITY- not equal OUTCOMES.

This book solves a lot of today's gun violence problems

 A much more effective solution to the problem of school shootings is to use the principles found in the book "Guns the Right Way" – the definitive guide to introducing youth and children to firearms (and, not coincidentally, written by YOURS TRULY) – and  to take seriously things like bullying, isolated individuals, and people that have been reported to the police and the FBI on numerous occasions that have been ignored - and should be ignored no longer. To learn more about kids, guns and Ace, you can visit my website. Want a copy of the book?  You can order it on Amazon or HERE.

 I urge each and every one of you that owns a firearm  and believes that the Second Amendment is a God-given right to that shall not be infringed to do several things starting TODAY:

1.  Share and like this post, and others like it, throughout your social networks to demonstrate the unity and numbers we truly have.
2. JOIN THE NRA.   There is one organization that has constantly and consistently been the protector of Second Amendment rights in the United States – it also happens to be the oldest and largest civil rights organization in the entire world. It is the National Rifle Association, and if you aren't a member and own a gun, then shame on you.
3.  Write letters. Write a letter to your congressman. Your members of the Senate. Write a letter to the president. Write a letter to the mayor of the largest city in your area. Write letters to the editors of your local and regional newspapers. Take the time to write two paragraphs. You can then address the same letter to multiple people.
4.  Support the people that support you and your beliefs, and withdraw your support as well as pontificate against supporting those that don't.
Under Armour  Learned the hard way that people that hunt also buy things like baseball, soccer, football, and hockey equipment. They buy running shoes and athletic apparel. Now they just don't buy any of it from under armor. With their profits down almost 80% year-over-year, it's not a coincidence that their downfall coincided with their  Choice to support anti-hunters.

 We are all in this together and, now, more than ever, are in the fight of our lives to maintain our rights and our way of life.
 Don't let a group of politicians that believe they "know what's best for you" as well as large numbers of feeble minded, easily lead individuals that simply scream loudly to decide your fate.

Who is Jerry "Ace" Luciano? 
That depends on whom you ask. 
Ask anyone in the outdoor world, and they'll tell you that Ace is a big game hunter and adventurer that has a great deal of sales knowledge. 
Ask someone in the corporate world and they might tell you that Ace is the guy that smashes and sets sales records that may have stood for decades. 
Hunter. Fisherman. Outdoorsman. Youth Mentor. Writer. Best-selling author. Entrepreneur. Sales Executive. Seminar speaker. Fundraising Professional. These phrases and more have all been used to describe this dynamic outdoor personality and all around "good-guy." A self-described outdoor "generalist" who is a jack of many trades, and a Master of several, Ace is often described as "that guy..." To learn more bout Ace, visit www.aceluciano.com. 

Dear Outdoor Companies - Your "Agency" May Be Costing You a LOT of Money...

Dear shooting, hunting and outdoor related companies… Your marketing agency may be costing you money. 

Lots of it. 

 Dear agencies that operate in the shooting hunting and outdoor industry… You are losing a ton of money for you and your clients… 

 You know, just when I think I can't be more surprised about something, something happens that brings me another paradigm shift. 

 

We are several weeks out from the annual Shooting, Hunting and Outdoor Trade show (the SHOT Show)  where I personally met with hundreds of people representing numerous businesses, agencies, manufacturers, and other related professionals. 

 Many people know that I work as a freelance marketing consultant, but what many are not aware of is that I regularly refer clients to marketing agencies and am often referred to an agency by a prospective client. 

 Last year those referrals from me were worth somewhere in the $200,000-$300,000 range. 

 I don't know about you, but to me that's a fair amount of money. 

 Imagine my surprise, then, when emails and messages to multiple agencies have not been returned despite numerous attempts to contact. 

 I also find that the "crossover" agencies ( The ones that are mainly in the "green" space but cross over to "hook and bullet") are often the biggest violators to this protocol.  

 Now, the particular agency in this example is not one of those types, and is one that I have known and that certainly knows me. 

 I never intentionally try and get anybody into trouble, but there comes a point where my due diligence in contacting you has been done. 

 I'll always do my best to never waste anyone's time- therefore, I expect the same in return. 

My last message to agencies that don't answer several contacts are similar to, "I reached out to you several times as a professional courtesy. If this is not the proper protocol, I can go back to dealing direct with XYZ company."

 Another huge mistake agencies make is being threatened by anyone or anything that comes to speak with their clients. 

In the few situations where I work as a marketing consultant with a company or I work with a private client, I owe it to them to perform due diligence on any opportunities they have to make money. I have a rule of thumb – I never, ever recommend to stop doing something that makes money or to not to do something that will make money. 

That is regardless of whether I another entity provides it. 

That's keeping my clients best interests always in mind. 

 

I recently, at the request of the client, sent some information to an agency regarding some newsletter and blog products that I represent.  I also copied the client so that he knew I had done as asked.  

Now, even I get ahead of myself sometimes and make errors – and in this case switched two numbers around- Page views, and unique viewers. (and in my defense, I was simply repeating what I was told over the phone but it is ultimately my responsibility.) 

 This marketing agency representative replied to me within 15 minutes with an email basically "calling me out" on my numbers – asking for validity because he couldn't find that kind of traffic and that the actual traffic was XXX… And he also copied the client. 

I guess we both know he considers me a threat, even though I'm not. 

Now, being in the marketing and advertising world, everybody knows that it is extremely simple to check the estimated traffic numbers on any website- therefore, we all use the actual numbers. The numbers for this product or actually quite impressive. 

 

I responded to this representative that he was correct, I had mixed the numbers, and that the portion that we were speaking of was "bonus" traffic, anyway, as we did not price nor calculate our cost per thousand based on the blogs. 

 I received no response to that message that day. 

Nor did I receive a response the next day. 

Or the day after that – or to the message I just sent today, one week later, to ask if something had perhaps happened to him. 

Now, it's obvious that this person is either 1. Threatened by me speaking with his client (and if that's the case, then he probably should be.) or, 2.  Doesn't like to make money.

You see, and I have no problem paying referral fees for people that bring me business. That's just smart business. 

 I have another situation that also sounds fairly ridiculous when it's brought into the open. I met a company that the try and Buy show prior to SHOT Show that wanted to set up a meeting with me  to discuss some of the content marketing options I have. 

 As a courtesy, I reached out to their agency via email with an introduction and let them know that I had met with one of their clients and that I wanted to get on the phone with them because I work with numerous agencies in referring them business. 

 I actually sent two emails – one to each founding partner of the company. 

 Three days later I made a phone call and left a message for each of them. 

 

Nothing but crickets since then. 

 In the meantime, there are potentially thousands of dollars waiting for them and their clients to just go and get because they simply want to pick up the phone or return a courteous message. 

I learned long ago from several different business mentors that simply picking up my phone, returning phone calls, and replying to emails even if I didn't think I needed what was offered for my or my client's business was an easy path to success. 

What do you think about the protocol of "response in kind?"

Do you always return phone calls and emails? 

 

Are you open to new ways for your clients to make money, even if it doesn't always benefit you directly? 

 I do, and I am, and it has always served me well. 

If You've Ever Wanted to Join An Optics Pro Staff, Now is the Time...

RITON Optics Opens Application Window For Pro Staff, Influencer Team Members

RITON Offers some of the highest Quality Optics at the BEST value in the industry

2-6-2018
Tucson AZ  USA

RITON Optics, A US Based, Military and Law-enforcement, Veteran-Owned Company, is seeking pro staff and influencer team members NATIONWIDE.
Interested Parties can learn about and apply at the RITON Optics Media Website. 

What does it mean to be a RITON "Pro Staff" member?

To RITON, it means you're a "member of the family"

The RITON team is a close-knit group. They know that whatever they do and wherever they go, their deeds and actions reflect upon not only the company, but each one of the employees and members of the pro team.

RITON Pro Staff Members need to be PASSIONATE about what they do.
They are MOTIVATED.
They are DRIVEN to design, build and sell what they truly believe to be the best optics on the planet.

If you want to join the RITON team, you need to believe that, too.

Who are the RITON Pro Staff?

They're shooters. Hunters. Outdoorsmen and Women. They are normal folks just like you. They are Moms, Dads, Brothers and Sisters. Some are first responders. Some are military and former military. They are writers and authors, hosts of YouTube channels and radio shows, "good-ole-boys" and girls and red-white-and-blue-blooded AMERICANS that believe we live in the greatest country on earth, are proud of our heroes in uniform and non, and believe that great optics don't have to cost an arm and a leg.

Most importantly, the RITON Pro Staff are the face of the company to dealers, customers, and to millions of people on television, radio, digital, and social media and need to be and perform at the highest level of professionalism.

If you want to join one of the best, fastest- growing companies in the optics space, click HERE to drop them a line and let them know WHY! 

Media Attending SHOT SHOW to Receive Special Offer from RITON Optics

RITON Optics USA Invites All Media to SHOT SHOW and Industry Day at the Range 2018, Offers Media Special Gift. 

RITON Optics is the only Military and Law Enforcement Veteran-Owned Company in the US 

Jan 15, 2018 - Tucson, AZ
RITON Optics USA announces attendance at the 2018 Shooting, Hunting and Outdoor Trade Show and SHOT Industry Day at the Range in Las Vegas, NV.
SHOT Show Booth -  N366
All media that visit the booth will receive a special offer from RITON USA. 

Conveniently located just outside of the media room, RITON's booth marks the first time this Law Enforcement and Military Veteran-Owned company will display its new Mod 7 hunting and tactical riflescopes as well as the official release of their second generation of Mod3 and Mod5 scopes that add push/pull, zero-locking turrets to an already successful platform. For those participating in SHOT Industry Day at the Range, you can see RITON in the main booth display area as well as shoot some firearms with their optics already installed.

Mod 7 1-8x28IR-H  (Hunting)
This model was developed in consultation with noted big-game hunter and shooter Craig Boddington.  Boddington is one of today’s most respected outdoor journalists. He spent the past forty years exploring our natural world as a hunter and sharing his knowledge and experiences in dozens of books and through thousands of published articles and essays. He’s a decorated Marine, an award-winning author, and continues to be a leading voice for conservation and ethical hunting around the world.
RITON developed a short to medium-range hunting scope that can be used for any hunting situation - including dangerous game.  Their main objective was to create a well-balanced scope that could fit any caliber of weapon and provide quick acquisition targeting at a low magnification power but also have the ability for precise targeting at increased magnification levels.
The Mod7 1-8x28IR-H is a second focal plane scope with Riton's German #4 Mod 1 Illuminated reticle paired with HD/ED glass, an indestructible one-piece aircraft grade main tube and is backed by Riton's unlimited lifetime new replacement warranty.

Mod 7 1-8x28IR-T (Tactical)
The tactical model of the Mod 7 1-8 features the Riton Tactical Mod 1 Illuminated reticle in first focal plane. Because of the first focal plane reticle, this optic can be used on a true one power magnification similar to a "red dot" type sight - with both eyes open for quick target engagement while clearing rooms or during close-quarters combat.  Where this scope and the First Focal Plane reticle offers a distinct advantage is once you increase the magnification.
The ability to accurately engage targets and range estimate with the First Focal Plane reticle allows this scope to fit into every conceivable tactical situation.
-The Mod 7 1-8x28IR-T (Tactical Version) will also be included in the new SHOT Show New Product Showcase.

Specifications:
1x-8x magnification
28mm objective
34mm main tube
HD/ED glass
Argon purged and sealed
Fully-multicoated lenses
Locking illumination control
Capped zero-reset windage and elevation turrets
Unlimited Lifetime new replacement Warranty

RITON's Warranty:
If, at any time, your Riton product has issues and is not functioning in the manner it should – NO MATTER WHAT – they will replace it.
Not "repair."
Replace.
There are no "warranty cards" or "online forms" or "receipts" necessary. Simply send your optic and contact information to RITON, and they'll send you another.

I LOVE when people say "No."

Or "No thank you" or "It's not the right fit for us now."
All those things are acceptable.
What's not?
Telling me to "Contact you after the show" or "Call me next week" or "call John Smith in my office because he's the one you should talk to...

I am about to give the the best advice to free up a TON of your time and save those of us that work the shows and derive our living from sales of goods and services.

When you take my time for a show, follow up afterward, a meeting, a dinner... you're not doing me any favors and you're not being "nice."

You are costing me (or anybody else in the same scenario) time, money and effort that I could be putting into another prospect or customer.

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. 

The Solution to Firearm Industry Business Woes? My FAVORITE station- WII-FM!

Gun and firearm/outdoor-related companies are afraid.

They have been ever since the election. 

Now, after hearing the flurry of excuses as to why revenues are down, inventories are up, and, overall, the market is "normal" (not "bad"like many are saying), we are being rushed into the holiday season with many companies not having a plan to make this year BETTER than last year.

Every year, there is a mad dash of consumerism surrounding the Thanksgiving Holiday and “Black Friday,” – the most infamous shopping day of the year.

This single event has led to people lining up outside of stores for DAYS in advance- braving all kinds of weather, sustenance and bathroom challenges to save a few dollars.

That’s a rather “dedicated” shopper, don’t you think?
The big question is, though, "Are they lining up like that to BUY what YOU'RE SELLING?
To paraphrase one movie, "Yes, Virginia. People are still buying guns and gun accessories."

Now, that single shopping day has expanded into a time period of WEEKS up to and even after the Friday after Thanksgiving.
After the success of “Cyber Monday” deals by online retailers that for a long time were left out of the Black Friday celebration, there is a new shopping day- “Small Business Saturday.”

The thought is that "If consumers commit to ‘Shopping Small,' we can provide Main Street with an important boost at a time when they need it most.”
That sounds great, but also raises the real question:
How do owners of local and smaller businesses get consumers to make such a commitment?
…Because the responsibility lies firmly with the business owner and not the consumer.

It is the owner of the business who must give a compelling reason for consumers to patronize his or her establishment instead of one of the big chains or large competitors, and not just ask for some blind “commitment” from consumers who would somehow willingly hand over their money in exchange for inferior value.

Yes, some people may — for a short time — decide to accept inferior value in return for a warm and fuzzy feeling that they are “supporting their local businesses.” But is that really how we think we can spur a recovery of the firearm business—by suggesting that consumers accept less value and smaller business owners lazily continuing to provide it, choosing to place their fate in the hands of charitable shoppers instead of actually working to provide a superior product or service and earning people's business and loyalty?

Even if such a strategy could work, it would likely be a very short-term solution at best.

In my experience, people enjoy making charitable donations when we choose to do so — but we also like to be smart consumers when we choose to shop. Today’s business climate CLEARLY favors the large and well-established businesses- and not just for GUNS. Every area of our business- apparel, optics, accessories, and every crossover market has the SAME CHALLENGES.

In order to attract the shopping dollars of our fellow firearm enthusiasts, smaller, independent companies — and, in fact, all small-business owners — need to do their very best to provide as much value as possible and to differentiate themselves among many, many competitors.
Smart business people know this as creating a "unique selling proposition" — carving out a place of one's own in a crowded market, providing a reason for existence instead of being “just another ______________” and expecting people to buy from us for reasons ranging from “we’ve been in business for “X” # of years to, “We are a referral and “word-of-mouth” business...” to even blaming a “down economy” for their lack of business.

You see, SMART MARKETERS will always rise to the top REGARDLESS of the marketplace.

Ace and TMM work with some of the biggest names in the industry

Years ago, when the gun business was booming, more and more “me, too” businesses sprung up like weeds all across the country — and many smaller business owners also found themselves thriving without having to do very much smart marketing at all, and without providing any unique value to an ever-expanding, free-spending, and, at the time- very “forgiving” marketplace.
It was rather simple… Sell AR platforms, AK platforms, High Capacity handgun platforms, and/or ammunition for such and make a LOT of money.
Sorry- Those days are now GONE, likely not to return barring another 2nd Amendment crisis.

Today's outdoor industry consumer is much more demanding and much more careful where he or she spends their ever-shrinking disposable dollars. As business owners, we need to keep in mind at all times that by far the No. 1 thing on every consumer's mind — especially in today's gun economy — is their favorite radio station: WII-FM (“What's in it for me?”).
There are many, many ways for firearm and outdoor business owners to earn consumers' hard-earned dollars. Some of the most powerful questions a business owner can ask are:
“What are my competitors doing RIGHT that I can use to attract more and better customers to my business?” and “What AREN’T my competitors doing that I can  or am in a unique position to offer to encourage my prospective customers to buy from ME?”

Like WHAT?

Maybe you have a special “club” for your customers that have large perceived values that don’t cost you anything- like free range time once a week for 6 or 8 weeks at a gun or bow store. Perhaps you can “stack value” with low-cost but high-perceived value to your clientele. Partnering up with your “complimentary” vendors and businesses can help.

Some great examples of this:
Weatherby Rifles with a Leupold Scope for less than the cost of both
Savage rifles with Weaver scopes- for the same reason.
“Package” Bow deals- Bow, sight, stabilizer, quiver, and a dozen arrows.
“Free” upgrades on an AR-15.

Finally, you need to continue the conversation with your customer, offering VALUE WITHOUT EXPECTATION.

Taylor Made Media gives their clients a documented increase in sales

(If you want help with this, Taylor Made Media is UNIQUELY positioned to deliver HIGH QUALITY CONTENT related to and surrounding your specific business without you constantly “selling” your business while also stuffing your business/website/retail store with people ACTIVELY LOOKING TO BUY what you’re selling- at the lowest CPM rates in or out of the industry)

Making a serious effort to come up with answers to this question, and starting from the point of “What does the consumer really want that I can provide better than a large competitor?” will be key to the business's success, and along with it our industry’s continued expansion.

By "fencing your herd"with quality content marketing and communication, you will also ensure that your hard-won customers won't be shopping somewhere else this holiday and EVERY holiday season!

Now isn't THAT worth working hard for, instead of just “hoping people start buying what we’re selling” and shifting the responsibility for our business's success to the consumers (or anyone else)?

As always, let me know if I can help.


Ace

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.

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!