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Get in the Ring.

Ace Luciano • April 8, 2021

Being “in the ring,“ is an experience that I recommend for everyone.

Being a business owner in the firearms and outdoor world has a lot in common with being a fighter. 

There's the work ethic, the discipline, and the "prize"- whether that's money, a medal or a trophy.
Then, there's the hours, days, weeks and months of work you put in before you see a single result... 
So, what's my point? 

Stay with me here.  

I have bounced around several different industries, but have always performed among the very best in each of them. 
Growing up, my family was in construction and restaurants. It was there that I learned both of value of a dollar and the rewards of working hard.
I got my first paper route at age 10 (I lied about my age), an I think I was about 12 years old when I realized that none of my friends ever had any money, and I had, literally, more than I could spend. 
That money allowed me to have options. 
I could drive the car I wanted. I could take girls out wherever I wanted. While most guys were taking dates to the movies and a fast food restaurant, I was going to 5-star restaurants and broadway plays. 

The Price of "Success." 
Being young and full of boundless energy, from the time I was 14 until my mid 20s I regularly worked 70, 80, and 90 hour weeks. I hustled on one, then two, then THREE paper routes. 

My first “grown-up“ sales position started in the pharmaceutical industry in the 90s. I learned a ton from some of the best in the industry and the work ethic I had as a teenager and young adult carried over well to high-performance at that position.
From there, I moved into advertising and marketing, as well as commissioned sales, and wound up being ranked at the very top of a salesforce with over 3000 representatives. There, I was known as the guy that over-prepared and over-planned for every appointment. I would have several plans to present to a prospect or customer regardless of where they were at in their current advertising or marketing and my average customer dollar increase was well over the 50% mark.

Where I really honed my skills and discipline, though, was “in the ring.” 

From age 9 through almost 30, I was a competitor in the pugilistic sports. 
First with boxing, then wrestling and, finally, in the sport that I participated in the longest, Olympic taekwondo.

Being “in the ring,“ is an experience that I recommend for everyone.
I also recommend that everyone be punched in the face at least once, of only for the change in both attitude and confidence it gives. 
Being "in the ring" is a lonely place- a lot like being a business owner. 
Once you leave your corner, there is nobody to fall back on. 
Nobody gives offense, nobody defense you but you. 
The hours and days, weeks, and months spent perfecting every move, combination and technique are all that you have once you step in the ring.

Now- I was never a natural athlete – but I was a very, very hard worker. 
I knew that I could not sit back and rely on a natural athletic ability to carry me through to the championship rounds of a tournament, so I took a different approach. 
I worked. 
I trained harder, longer, and more in-depth than anyone I knew. 
In an era before smart phones and computers, I would set up cameras at tournaments and film other fighters in my weight class then go back to my room, watch and analyze them. 
Then, there was the physical training. I trained four hours a day, six days a week, with only Sundays off of my physical training regimen.
I used that time to perfect every move that I planned to use against the fighters whose techniques I had observed and studied.
It worked well. 
I won greater than 90% of my fights as a sanctioned competitor (over 100 of them)-and it was all due to the discipline I had in preparing. 
I never took my foot off the gas, and I kept honing and perfecting my skills long past what most other people were doing.

That was the price of success- in everything. 

I don't typically work 70-hour weeks anymore, but I do if I have to. 

There are many ways to “get in the ring“ in your everyday and work life. 
I would argue that every time you get up in front of a client, prospect or customer – and we can and do certainly talk to some of the very best and smartest people in the world in this business- that it is exactly like all those times I climbed through the ropes or stepped over the line and faced an opponent in combat sports.

By correctly preparing for those interactions, by learning the nuances and proper combinations of words, art, and language in your next advertising campaign, and by tracking and honing your results to the most specifically created campaigns and messages, you can do that with the most confidence and skill that is humanly possible. 

Those customers, businesses, and competitors in your marketplace will also, on occasion, “punch you in the face.“
That may be in a poor business dealing, a rejection, lost client, contract or order... any number of "not so great" things. 

We want you to be able to take that and step right back into the fray. 

As a matter of fact, it's what we do with ALL of OUR customers and clients. 

If you want to take the next step up in your business, reach new and different audiences, or just have some questions about how to sell more, make more or do more, give us a call.  


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