About This Episode
In today’s episode of Tactical Business, host Wade Skalsky sits down with Andy Hallinan from Carry Daily to discuss game-changing marketing strategies for firearm instructors and FFLs. Andy reveals how firearm instructors and FFLs can leverage Facebook ads, email lists, and direct response strategies to scale—even during political slumps. Learn why selling the transformation (not just a class) and using aspirational marketing drives loyalty and profit.
Insights In This Episode
- Despite restrictions, FFLs can run gun-focused ads if properly approved.
- Facebook’s 2025 policy updates allow more firearm content.
- A $20 first sale can lead to $1,200/year via advanced training/gear.
- Facebook ads need a 3% click-through rate; below that, tweak creatives or targeting.
Today’s Guest
Andy Hallinan | Carry Daily
Andy “The Gun Guy” Howin grew up in an anti-gun Massachusetts home where even toy guns were forbidden. A marketing prodigy who worked with Sony and Gillette, his life changed after the 2012 Aurora shooting – he quit his job, bought his first gun, and became a firearms instructor in one weekend. Now he combines his marketing expertise with 2A advocacy, having trained 30,000+ students and developed proven systems to help gun businesses thrive through strategic advertising and transformational messaging.
Featured on the Show
About Tactical Business
Tactical Business is the weekly business show for the firearms industry. The podcast features in-depth interviews with the entrepreneurs, professionals and technologists who are enabling the next generation of firearms businesses to innovate and grow.
Episode Summary
Episode Summary: Andy Hallinan – Elite Marketing Strategies for the 2A Space
1. From Anti-Gun to 2A Advocate: Andy’s Unconventional Journey
Andy Hallinan grew up in an anti-gun Massachusetts household but had a life-changing moment after the 2012 Aurora shooting. He quit his corporate marketing career (where he worked with brands like Sony and Gillette), bought his first gun, and became a firearms instructor—all in one weekend. Since then, he’s trained 30,000+ students and now helps gun businesses and instructors scale using data-driven marketing strategies.
2. Breaking the “Trump Slump” with Facebook Ads
- Most gun businesses struggle during politically stable administrations (“Trump Slump”), but Andy’s clients thrive by leveraging Facebook ads effectively.
- Meta’s 2025 policy shift now allows FFLs to organically post and sell firearms—a game-changer for the industry.
- Paid ads outperform organic reach, with precise targeting to high-intent buyers.
3. The Self-Funding Funnel: How Gun Businesses Can Scale Profitably
Andy teaches a self-liquidating ad model where low-cost offers (hats, patches, free+shipping deals) cover ad costs instantly while capturing emails.
- Key Metrics for Success:
- 3%+ CTR (click-through rate) on ads
- 20%+ opt-in rate on landing pages
- 3%+ sales conversion from leads
- Lifetime Value Focus: A $20 initial sale can lead to $1,200/year per customer through advanced training and gear.
4. Selling the Transformation, Not Just a Class
Most instructors sell “basic pistol courses”—but Andy’s approach focuses on aspirational marketing:
- Example: Instead of “Women’s Shooting Class,” market “Become the Confident Protector Your Family Needs.”
- Martial Arts Model: Structure training like a belt system (white to black belt) to drive recurring revenue.
- Brand Loyalty: When customers see you as the path to their ideal self, they won’t shop elsewhere.
5. Why Most Gun Businesses Fail at Marketing
- Myth: “Facebook bans gun content” → Reality: Properly approved FFLs can run gun ads.
- Mistake: Relying on panic-driven sales cycles → Fix: Build evergreen funnels with email lists.
- Biggest Shift Needed: Stop selling products/classes—sell who the customer becomes (e.g., “Ultimate Protector”).
6. Final Takeaway: The Future of 2A Marketing
2025 is a landmark year for firearm businesses willing to embrace:
Aspirational storytelling
Andy’s mission: Help gun businesses grow so more Americans can “Get armed. Get trained. Carry daily.”
Facebook’s pro-2A ad policies
Direct response funnels