This week on the #syndicast I am speaking with shooter, industry influencer and content creator Sean Burrows… better known as SeanGoBoom
I suspect we are going to cover a lot of ground in this episode and it may seem a little overwhelming. If you are a shooter with less than 1000 followers on your primary platform pop over to http://hawkeyesyndicate.com/first1000/ and get a copy of how to get your first 1000 followers. For those of you that are already there and wondering what’s next go to http://hawkeyesyndicate.com/influencer/ and schedule a 1 hour call with me to do some brainstorming. Most conversations make their way on to the podcast where you and your sponsors will get some new exposure. Finally, if you are a business and would like an assessment go to http://hawkeyesyndicate.com/jointhesyndicate/. I will look at your business from the outside, provide you with what’s so and actionable steps you can take to take it to the next level.
Finally, you can find all of our recommendations for business development books and content creation tech at our Amazon Store: https://www.amazon.com/shop/hawkeyeordnance3gun
Without further ado welcome Sean Burrows
Introductions and Bona Fides
Tell us a little about how you got into the shooting sports and the world of content and influence.
Sponsors: Heckler and Koch, Breda, Safariland, Vortex Optics, Emerson Knives, Dakota Tactical, ShootSteel.com, HK Parts, Gargoyles, 5.11 Tactical, Briley 3 Gun, ELF, Dueck Defense and Rhino Metals
Heckler and Koch gave you a built in crossover audience from the tactical world
One of the things you are known for in the industry is your influence and you are really respected for your opinions on the game of influence and marketing.
What are you seeing happening to influencers in our industry?
I would like to go through each platform and get your take on them.
Facebook (740 followers) primarily shares from IG
Twitter (1016 followers) fairly political
Sean Borrows on Youtube (5800 subs) 136k Vid, several 10k plus vids
@sean.go.boom (interesting that Sean Burrows didn’t return IG page in search
Instagram (32.5k followers)
Blog and VLOG under Sean Burrows Competitive Shooter
Speaker 1: [inaudible].
Speaker 2: Hey everybody and welcome back to the sinter cast a cool episode this week. I’m speaking with shooter industry influencer and content creators, Sean Burrows, most of you probably know him as Sean go boom. And we’re going to get into all things about influence and marketing in our industry, so stay tuned
Speaker 1: [inaudible]
Speaker 3: but before we do that, we got to pay the bills. So, um, I suspect in this episode we’re going to cover a lot of ground. Um, and it might seem a little overwhelming, you know, take what you can from this. But if you’re a shooter with less than a thousand followers, as always, we invite you to go over to HUC I syndicate.com forward slash first 1000 and get a copy of that document we put out about a year ago, which we’ll be updating this winter, but really just some tried and true techniques to get that first 1000 followers. You’ve got some influence for those of you who already sorta in that game and you listen to this and you’re like, man, I really just want to update what I’m doing. Schedule a call with me. You can do that over at um, Huq I, syndicate.com forward slash influencer. And then, uh, we’re in the business of marketing.
Speaker 3: So for those of you who have a company that would like an assessment, if you pop over to Hawkeye syndicate.com forward slash join the syndicate, we’ll take a look at your business from the outside, whether you work with us or not, you will get some actionable items you can actually deploy in your business to move the needle. And then lastly, if we’re going to mention books and all kinds of stuff in this and most of our podcasts and all that stuff can always be found on our Amazon page, amazon.com forward slash shop forward slash Haka Ordinance three gun. All right, so without further ado, welcome. Well, you know, Michelle, go boom, probably. But Sean Burrows, how are you doing Sean? Very good. Thanks for having me on mark comment. It’s awesome. We haven’t, uh, it’s been like, I think over a year since we’ve had a solid conversation. Even on the phone. Yeah, yeah. About a year, right? Oh, what you been up to? What’s going on? I’m just
Speaker 4: hashtag living my best life. Oh God. I like, okay. I’m so glad that’s finally become a mainstream thing to make fun of. Oh my God. That’s really great. Yeah. I, well, let’s get into hashtags and all that shortly here. Maybe in context,
Speaker 3: but, um, you have been busy. [inaudible]
Speaker 4: um, it’s probably been the busiest. Uh, I mean if I look at it on a rolling 12, just the last 12 months of I’ve been busier in this, um, shooting hobby of that, that I’ve somehow found myself in and shooting hobby that takes up your whole life and all your money. You mean now? Yeah, we can, it’s still a hobby. Right, right. It’s not an addiction then.
Speaker 3: Well, for, for people. The, exactly. That’s good. Um, so for people who, you know, just know you from Instagram, you know, you’re getting a, uh, a section of your life, what do you do when you’re not, like, what’s your, what is your actual job? What do you do for a living? And, uh, you know,
Speaker 4: outside of the, the shooting industry, I’m a businessman. I, uh, my core competencies are, are in marketing, um, specifically, uh, digital marketing. Um, uh, about two years ago, I, I shut down a full service ad agency. I ran with a couple of really awesome business partners. We just, it’s good money, but it’s hard work for that good money. If you’ve ever, if you’ve ever seen mad men, just the, the ups and the downs of clients schmoozing, I would just didn’t like it. Um, just like mad men only moving at a thousand times that speed you can’t down, um, a couple glasses of whiskey and take a nap on the couch all afternoon. Like don draper. Nope. Cause if you do, there’ll be like a one article on drudge and your whole world will change. Correct. So I, I mean, and so in the name of, of happiness, you know, we, we went our separate ways.
Speaker 4: Um, cool. It’s the only a business I’ve had a partner or partners in that has been shut down, that we’re all still friends. Um, it was, uh, how about we just be friends and, you know, and we all, we all just wanted to work on different projects. So marketing’s my still my core competency. It’s something I just like doing. I love the art of human persuasion in general and all almost more than the compensation that comes from it. Right? Like there’s, there’s some certain rush to, um, influencing hearts and minds for sure, whether it’s for commission or, uh, just the thrill of doing so. And, you know, I, I, I continue to do that, but I, I just work with clients that I want to work with. So it’s, it’s a smaller consulting boutique, I guess Kinda thing. Um, a lot of digital ad management working specifically in industries and niches that are not necessarily friendly to big ad platform terms of service.
Speaker 4: Um, nothing, um, sketchy, you know, totally. We only say what we do best is working in a headwind over here that’s very similar. I mean, in the street. I mean, I’m not doing like online casinos and no pushing pills and stuff, but, um, you know, it’s, I like the challenge. Um, and you know, we, I’ve got clients in, in very mainstream industries too that, uh, just don’t know how to get traction. And, and Facebook and Google are the most amazing advertising human persuasion platforms the planet has ever seen and it’s only getting better. And, um, I enjoy it and I like, I like gaming it with industries like, I mean, it is possible to run Facebook ads, um, in the, the gun industry. Yes. All that it is, it just needs to be more creative. But the funny thing is, is those fundamental things are a
Speaker 4: good marketing practices anyway. Yup. You know, running ads to drive eyes and attention to really good, informative and valuable content, not just, hey, you want to buy my thing? Yeah. And um, you know, it, it’s, it’s just, uh, well, what’s that? Is it Peloton Cycle? You know, the, the, the bike there, that stationary bike hooked up to the Internet and doing spin classes. Yeah. When I first started running ads, it was literally like, Hey, you want to buy a $2,000 bike? They didn’t have any content around it. I remember seeing those ads going up and it w it was amazing to me, you know, um, and so anyway, I’ve, I’ve, I’ve focused more on, um, using my skills to build up my own, um, ecommerce businesses well outside of the world issue. Yeah. Um, and, and, um, I’m working with a handful of, uh, clients I enjoy working with. Typical, you know, took a cut and paid to uh, maybe be a little bit more happy and you know, it two years later, um, the pays better.
Speaker 3: So, yeah, no, I got it. Look, I don’t to run around and shoot three guns. Two years ago I had 17 clients. Uh, we’re a small shop and, and they were, you know, and it was very varied in what everybody was paying and you know, cause that’s just, we said yes to everything. The first several years of business and [inaudible] and I took a look around and I’m like, man, I just, I’m not doing a good job for them. I’m not doing a good job for myself. And so we scaled the whole thing down to a smaller group. Actually. Now it’s more profitable than it’s ever been. But it’s been like way more fun, like a lot more fun. Cause we can actually get under the hood of what we’re doing and, and um, cause what we’ve spent a lot of time in the last year doing is like actually training the people that are in the businesses how to do this so that, you know, cause there’s, we can create awesome content and put things out, but there’s nothing that, um, but what I don’t think any marketing agency can do as well as the person on site can do is like if they’re good at it and they’re there while it’s happening in real time, there’s just certain like level of, uh, like, um, excitement and energy around that.
Speaker 3: That’s really hard to create from an agency.
Speaker 4: Oh, absolutely. I mean, especially with the demands of content creation on social media, it doesn’t matter what you’re selling, what you’re doing, how you’re influencing. Yup. Infotainment has to be genuine. You know, there are arguments out there that, you know, brand is dead and to a degree, uh, it’s, it’s definitely the
Speaker 3: different than it fabric has been in history. And that’s something I, I definitely want to get into in this conversation. But, uh, let me just, I’m gonna that thought a little bit until we get into like the actual, cause no, it’s really good, but I, um, this is like, you and I both kind of understand these concepts from a little different level than a lot of the people that are listening to this. Right. You know, the, the Avatar for this particular conversation is a lot of guys just in the dirt that shoot, right? And, and, and they’re trying to garner a certain amount of influence and all that kind of stuff. And understanding how brand works today is really good. But I think for them it might help to be in the context of like, you know, actually on Instagram and actually on Facebook and on Twitter and youtube and all the other awesome options out there. So. Cool. Alright. Well, how did you get into, um,
Speaker 5: okay,
Speaker 3: well first of all, I guess, how’d you get into shooting? I mean, what has that been a life long thing for you? I’m always curious to find out how people got into it.
Speaker 4: Yes and no. I mean, the shooting that I do now know is that has not been a lifelong thing. Yeah. I didn’t have the, um, blessed life of being able to be a homeschooled junior shooter that gets to wake up in quad load for homework every morning. [inaudible] go start winning matches. Right. Like I wish, yeah. That’s a thing, isn’t it? I didn’t really ever consider that, but that is really wishing I was homeschooled. I’m just saying. Yeah. You know, like I, I when I was in high school, the, the, the, the Clinton assault weapons ban was in full swing, so it was 10 rounds in a mag. Yup. Alright. Um, I’m from Fairbanks, Alaska. Okay. I grew up around guns my whole life. You know, I, I think I knew how to say, uh, guns don’t kill people. People kill people. Before I knew my own name, my dad worked for the US Geological Survey, water resources division.
Speaker 4: So he’s constantly hopping on, um, Bush planes and flying out in the middle of nowhere and measuring streams and checking gauges and, and those sorts of things. And, you know, there’s a real risk of wildlife. So he always had his colt python or his, uh, model 19 on his side and, and, and was, uh, you know, I was just around gun then, so I mean, he’s, he’s originally from Chicago area and, uh, at a certain point, I think during high school he moved up to Alaska and a whole family. And, um, um, he was always into outdoors and archery and hunting and those sorts of things. And so, you know, those are the types of guns I grew up around. Um, and, and so, um, how did I get into shooting? I mean, it was really as simple as, um, you know, a certain point after his married and, uh, it was, it kind of settled and, and working on, you know, the family, uh, we started, man, we should probably have a concealed carry. Um,
Speaker 5: yeah.
Speaker 4: Permit. So my wife and I went out and got it concealed carry permits. We just never done it, you know, guns. And, um, I was just bored to death. I’m like, okay, now I’ve got a, uh, a and a holster. I’m crammed down my pants, nobody knows about it. And I got this card that says I’m able to, I’m, I’m free to exercise my right to keep them bear and arm, um, in secret. And uh, now what? Yeah. So I go to the range, you know, spend 20 bucks on a box, a 100 rounds or whatever it was and shoot and like, well there’s holes in the paper, I guess. All that’s cool. And then I stick it back in the bag and, and get in my car and then re conceal and you know, once a month was, is a generous thing. Yeah. It was just so boring and that I just had in the back of my mind that there just had to be something more.
Speaker 4: And then at a certain point, I don’t know what it was. Um, I, oh, it was right after the sandy hook shooting and everyone was scared that Obama was going to take away all the guns and all that. Um, that I am literally a week before that, my wife had given me, actually this, this pistol right here in h k p 34 birthday. Um, and, uh, years previous we’d run into hard times and I literally sold every gun I had. Um, just to make ends meet. Guns are fantastic savings account. They hold value really well headed you, unless he cerakote them Tiffany blue, then you’re stuck with them. But you know, I, um, the, the one gun I wanted to have back was, was that a p 30, because it just fit my hand and, um, I was able to shoot it really well and I regretted that one the most.
Speaker 4: You know, all the other guns we would install everything, family heirloom type stuff, totally held onto, but you know, everything else. Um, the day to day hardware had to go live the life of an entrepreneur, right? Sometimes things go wrong. And I was young and, uh, made a lot of money and lost a lot of money. Yup. The story another time. But, uh, you know, she got this format, so it was what, December of 2012 is that when sandy hook and, um, I, I’ve carried it ever since, but uh, you know, um, it got me thinking I need to find something that’s, that’s gonna help me build my skill set. Like I’m not just going to walk around with a gun. I’m, I used to be a professional musician. I’m very well aware that you can’t go to guitar center, come home with a stratocaster and call yourself a musician, kind of put in the work.
Speaker 4: Right. And I also know what it means to play drums in front of 10,000 people and, uh, be able to keep your cool and not screw up, not get excited and speed up and, and keep the band going. And so, you know, I, I guess, I guess what really, um, was driving me was like, I knew that under pressure there’s a probability that I didn’t have the muscle memory, the, the neural pathways built to run that thing. And so I was, I wasn’t uncomfortable carrying, but I was uncomfortable with my ability to do a damn thing with it. Should bid the occasion arise and 2005 February. Yeah, Valentine’s Day 2005 I was actually mugged in downtown Salt Lake. Um, an attempted mugging. I, um, smashed the guy’s face in and knocked him out cold, um, and ran away so he didn’t get anything. Um, but I took martial arts my whole, my whole life and that stuff.
Speaker 4: I got my black belt and stops training when I was 16, so like, uh, I didn’t know what was in here, but under pressure, um, clocked the bastard, um, and ran away. It was so ungraceful I was going out for the evening and wearing a suit. Leather soled shoes. It’s raining. Uh, I just pulled 40 bucks out of an ATM and I’m running away and slipping everywhere, scare the shit out of me. Um, I didn’t have a gun. Yeah. You know, and, and would it have been a better scenario if I’d shot him? Of course not. No. Um, and, and so I’ve just had it the back of my mind like, alright, I’m walking around with lethal force and I do not have the training necessary. That is a very real fact, right? Like people talk about carrying a gun and feeling safe. Like, cool.
Speaker 4: You feel safe. You’re not. Yeah, you have the skills. And, and so I just started looking, I started looking on youtube and stuff and all these tactical classes. I thought it was bad then it’s worse now. Like so many trainers, like, yeah, I talked to my veteran friends and you know, like, yeah, firearms, trainers, you talked to any of them and they were all special operators. No one that was in the army was ever a medic or a cook. Everyone was an operator. Right. Like, um, and I thought though, I thought that was a, a pretty funny way to look at it like Yo was in the army with, did you ever shoot a gun? Geez. Okay. Yeah. If they get like 98 rounds a year to qualify for most inventory, no, that’s about all they ever shot unless they were deployed. Right. And not only that, but you know, you’re looking at um, 800 to $1,500 for a two or three day course and most out of a thousand rounds.
Speaker 4: And yeah, I just wasn’t at that point willing to fork out that not knowing the quality training I was going to get. Um, and, and I, I looked at everything like, um, and guys that I thought were legit wound up not being years later cause this came out about him or that or you know, or maybe it’s just um, people trashing each other on social media like they so often do. So you, I still don’t, I s someone asked me what’s a good ar 15 tactical class to go take in the Salt Lake area? Yeah. I have no idea. Yeah. Let me tell you what I did. I, uh, discover this, this thing called, um, practical or the action shooting sports practical shooting. And, um, I showed up with, I called the number on the, the ghetto made in 1995 website that the local club had and asked questions.
Speaker 4: And I said, what do I show up with? Kind of Ammo, how much, OK. Um, I can pay 25 bucks, spend a Saturday morning learning how dreadfully bad I am under the pressure of a clock and a whole bunch of strangers watching me who are inevitably more experienced than I and um, see what comes out of it. So my first match, uh, for example, I, I was wracking the gun every time I’d reload. So when you reload, you’re not necessarily out of Ammo, you’re just topping off, right? Going into your next shooting position or whatever. But the only time I’d ever loaded a semiautomatic pistol was when I’m at the range. I loaded the MAG, put it in a rack, the side number, the shoot, right? So that’s the Muslim Emory I had. So, you know, my, um, assigned, um, new shooter buddy or whatever it was, was PSA match, um, would say, all right now reload, you know, they’re coaching me and, and so I’d grab another Mag, I’d put, oh.
Speaker 4: And my Max were backwards too. I tried the best I could, looking at what I could online. Yeah. There was a lot of information. Yeah. The, um, the under belt, the velcro under belt. Yeah. With the outer belt over my leather belt on my jeans. Perfect. I didn’t was to take them apart or anything. I just, I velcro, whatever, like I didn’t know, you know, one. So, um, and, and every time I reload, I’d rack the slide around and go flying out and then they’re yelling at me, don’t rack it. You’re wasting ammo. I’m just like, yeah. Right. And so that’s how it went. And you know, I did pretty well for a new shooter. I scored decently, lots of A’s, a few Charlies, um, no mikes and a couple of these. Right. But I mean, it was my first match. I wasn’t trying to win.
Speaker 4: I was trying to figure out, yeah. But I was addicted. It was a rush. The slope, I was moving. It was a rush. That’s the thing is regardless of how you do, it’s like you’ve been at a local range in doors and it’s like someone gave you a sports car and all you could do is drive around the block and then, and then they’re like, oh, hey, here’s the track. Wait, what? It’s a, it’s a whole different style. Yeah. So how did I get into it that that was Kinda my first taste? Uh, I mean, uh, I’ve done a couple of other things. Mark Shurtleff, the a attorney general, the of Utah at the time, I think it was 2006, had a, uh, a shooting competition out out of the Browning rants where the briny museum is here in Utah. And uh, it was really cool.
Speaker 4: It was technically my first three gun matched because it involved pistol rifle and shotgun. There were just different stations, like a sporting clay station and a bullseye pistol station anyway. Sure. So I shot my first three gun match in oh six. Yeah. Right. Not really, but my first match with three guns and then, you know, if you won, you won a browning shotgun and I want a shotgun and a I and then I forgot to go pick it up. So yeah, I was an idiot. Well now you’re sending people to the table to, you know, pick for you. Right. I didn’t know then. I know then. That’s great. So I mean, how did I get into it? That was the beginning, right? And then I tried IDPA and then I discovered this three gun thing. Oh Gee, okay, I’m going to have to buy some more guns.
Speaker 4: Yeah. Pull my leg. Right. And, um, but all the while, you know, from the time I got my, I had a permit in the past, but I had to renew it because I’d let the other one expire from 2012 on. I kinda started, I started documenting what I was doing on Instagram. Yup. And I liked what I liked. I had my opinions about what I liked, but you know, other people do too. And that social media goes like, no, you shoul