Getting people to live their lives armed means teaching them about an armed lifestyle. Moreover than than that, the lifestyle that we’re teaching has to Be FUN. Yes, we can (and do) encourage people to eat better and exercise by using dire warnings about heart disease and obesity, but the those appeals come down to the simple fact that you will lead a better life if you do such things. Yes, the journey involves a lot of work, but it’s sold as a destination, and that destination is a healthier, happier, life. In other words, eat your broccoli and work out, so you can go to the beach and not look like a beached whale in bathing suit when you do so.
Look at how other lifestyle products are marketed: When’s the last time you saw a TV ad for a family car which rattled off a list of features? TV ads for family cars are all about how people use them and how your family life will be once you buy that car. Beer marketing is all about having good times with your friends as you drink together.
There are exceptions to the rule: Subaru has been all about safety since Day One, and Michelob Ultra and Miller Lite have made low carbs/low calories a cornerstone of their marketing, but both of those are about feeling safety and having good health as part of your lifestyle.
How are we integrating fun and good times into firearms training? Is that even a priority? I agree 100% with Tom Givens in that every round we shoot in practice should have a purpose behind it, but here’s the thing: Most gun owners don’t see a gun as something they need to practice with, they see shooting a gun as a fun, recreational activity to be enjoyed with family and friends.
More on this tomorrow.