We were lucky to catch up with Marchelle Davis recently and have shared our conversation below.

Alright, Marchelle thanks for taking the time to share your stories and insights with us today. Alright, so we’d love to hear about how you got your first client or customer. What’s the story?

I unexpectedly quit my job managing a gun range in January 2017 to pursue my own firearm instruction business. I didn’t have a real plan or much money saved but I was determined to try. I found a range willing to host my classes and put my first class advertisement on Facebook. The ad received more than 3,000 responses. My mind was blown! I had no clue so many people would be interested in taking a firearm safety class.

I was eating dinner at Houlihan’s when I received the first order. I felt relieved, excited and a bit overwhelmed because the orders kept coming. The first class sold out in 3 days. The second class was posted and sold out in the same day. By mid-February 2017, we had classes sold out a month prior and I had received interview requests from the AJC and BET news. Almost 6 years have passed and I’ll never forget that first order.

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers

I’m a Florida native and current Atlanta, GA resident. I grew up in a military family and joined the Army National Guard when I graduated high school in 2009. I experienced using a handgun and rifle for the first time while training in the military. In 2016 I got out of the military and decided to start my own firearm instruction business.

I’m a survivor of sexual assault and domestic violence and those experiences changed my perspective of personal safety. I realized I had to become my own savior. I started teaching other women how to defend themselves using firearms. My ultimate goal is to teach 1 million women how to defend themselves with firearms.

I teach mostly women’s pistol classes but we also teach rifle and shotgun classes. Recently, we started hosting Women’s Self Defense retreats. I wanted to offer a more comprehensive approach to self defense. During the retreats, students learn vehicle maintenance like changing a tire and checking oil, resilience skills, candle making, yoga, first aid/stop the bleed, how to build a go-bag and firearm shooting fundamentals.

As a black woman I think I present a different perspective of gun owners and my students need to see that representation. Politically I’d consider myself left leaning. I also believe gun ownership is a personal preference so I offer no pressure classes. I’m most proud that I’ve been able to remove some of the stigma associated with black women gun owners.

How did you build your audience on social media?

I started building my social media platforms through imagery, videos and engagement. I did several photo shoots where I’m holding or using firearms properly. These photos captured the attention of major media outlets and resulted in interviews.

I also grew my following by doing strategic follow-sprees. I’d post a photo or video that I knew would be highly engaging. Then I’d find a larger page with similar content. I’d find their most recent post and follow the people who commented on that post. I followed the people who commented because this showed me that they were active and engaging on social media. When you follow someone, they go check out your profile. Because I had just posted a photo similar to content they’d already liked, they’d be more inclined to follow me back. Instagram “likes” are irrelevant, what matters are shares and comments.

How do you keep in touch with clients and foster brand loyalty?

I use a subscription email service through my website host, Squarespace. I also offer class discounts to students who complete the survey questionnaire. I use their survey feedback to grow and improve my business. I also let the students know when I implement their ideas. I think the student’s appreciate that their opinions are heard.

Contact Info:

• Website: www.mysisterskeeperdefense.com
• Instagram: https://instagram.com/mysisterskeeperdefense?igshid=YzA2ZDJiZGQ=
• Facebook: My Sister’s Keeper Defense
• Twitter: @MSKDefense
• Youtube: My Sister’s Keeper Defense

Image Credits
Courtney Jefferson