Trust Icons.

You know those silly images on e-commerce sites which show who provided their SSL or say things like “Protected by McAfee”? To someone like me, who’s been on the web for over two decades, they’re at best a silly gesture and at worst totally useless.

But here’s the dirty little secret about them: They work. They bring in more business. Sites that have those images on their checkout pages have better conversion rates than sites that don’t have them. They’re called “trust icons”, and they work because people make buying decisions with their heart first, then with their head. They feel safe with a site that has them, and they want to do business with that site.

The same is true for firearms training, which is why trainers who talk about their military or law enforcement background can get away without little or no civilian training courses or instruction on how to teach anyone who isn’t being forced to sit in their classroom. They may not have be teaching stuff that’s particularly relevant to our lives as everyday people, but to many, many people out there, knowing that you’re getting your training from a cop or military veteran means you’re getting training from someone who has been there and done that, and you can trust what they say.

No matter if what they’re saying makes any sense or not.