I work in the firearm industry. My job is to be both a subject matter expert on anything relating to defensive shooting and concealed carry while also generating revenue and selling products. This page is an archive of content on this site relating to the firearm industry including marketing, content, and subject matter articles, interviews, etc.

A Product Funnel For Firearm Instructors

By Jacob Paulsen | August 17, 2021

In the last 15 years as a firearm instructor, I've seen many different firearm instruction business models. There are some very successful firearm training companies out there but the vast majority of instructors are part-time and effectively stuck in a rut not knowing how to grow their business. This article is part of a series…

Web Hosting and Website Builders for The Firearm Industry

By Jacob Paulsen | July 22, 2021

I built my first website in 2006 using Microsoft Frontpage which was at that time on its way out. In 2007 I first learned about the concept of a CMS and built a website using WordPress version 1. Since then I've built and maintained over 100 websites both of my own and of clients. Today…

The Ultimate Beginners Guide to Affiliate Marketing

By Jacob Paulsen | July 13, 2021

While these principles will apply to any industry and any business the specific examples given are relevant to the firearm industry. Anyone who provides a service or product to a customer can benefit from affiliate marketing. You might be an online content creator leveraging blogging, YouTube, or Instagram. Perhaps you are a service provider who…

Off Duty On Duty Podcast: Don't Get Shot By the Police Revisited

By Jacob Paulsen | July 1, 2021

An interview I gave for a podcast talking about training and strategies to prevent an armed, non-LEO responder from being shot by responding police officers.

Firearm Trainers Association: How To Change Your Marketing Strategy In A Constitutional Carry State

By Jacob Paulsen | May 21, 2021

Guest post I wrote for the FTA about overcoming the challenges of marketing firearm training classes in a state where no class is required to carry concealed. Firearm Trainers as a whole aren't known for being great marketers so this is ultimately an introduction to marketing funnels.

Facebook and The Gun Industry – What You Need To Know

By Jacob Paulsen | May 17, 2021

Operating a business in the firearm industry even if you don't sell guns, comes with complications and risk. This article is part of a series of articles I'm publishing about various online platforms, merchant providers, and tools that have policies related to the firearm industry. Aside from being a popular social media website and platform,…

PayPal and the Gun Industry – What You Need to Know

By Jacob Paulsen | May 12, 2021

Operating a business in the firearm industry even if you don't sell guns, comes with complications and risk. This article is part of a series of articles I'm publishing about various online platforms, merchant providers, and tools that have policies related to the firearm industry. PayPal is a merchant provider that enables small businesses and…

USA Safe & Vault – Choosing A Gun Safe?

By Jacob Paulsen | April 12, 2021

Interviewed along with 25 other industry experts about what to look for when buying a gun safe.

Firearm Trainers Association – Another Look at Cancellation Policies

By Jacob Paulsen | March 30, 2021

Guest post I wrote for the FTA about how cancellation policies affect up front conversion rates in eCommerce

Firearm Trainer's Podcast – Affiliate Marketing Programs

By Jacob Paulsen | March 16, 2021

Part 2 in this series. I discuss different affiliate programs that would likely be of interest to a firearm instructor in America.

Firearm Trainer's Podcast – Affiliate Marketing Part 1

By Jacob Paulsen | February 15, 2021

Part 1 in this series. I talk about how to approach affiliate marketing for success.

ABC Denver – Study shows wielding a gun could lead people to misperceive others as holding a gun

By Jacob Paulsen | January 25, 2021

ABC asks me to weigh in on a study that suggests that carrying a gun increases the odds of you mistakingly thinking others are wielding a gun.