Trust Icons.

Or, I have not come to bury using a military background to teach concealed carry to civilians, but to praise it.

Let’s face it: Being able to trumpet your history of shooting people in the face to people who are worried about being shot in the face helps us believe that you’ll help us not get shot in the face.

That’s a big, big advantage in marketing, because we make purchasing decisions with our emotions, then we justify that decision with our intellect. Being able to cozy up to the emotions instilled by service in the military or law enforcement affects us at a visceral level that is not easily matched.

Now, should we immediately believe that someone who has shot people in the face is a good civilian firearms instructor? Of course not! It doesn’t matter if said face-shooter is really, really good with a pistol, because unless they’re really, really good at translating what they’ve learned about shooting the pistol and can re-interpret that knowledge into something that’s applicable to our lives as civilian, it’s not that useful for someone who doesn’t wear a uniform and body armor for a living.

Bottom line is, look at the trust icons that someone with military is using as a bonafides for firearm training, then verify that what they’re teaching is usable in your daily life.