A Letter from Michael Gravette
Founder, Safety Technology — Since 1986

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How Ordinary People Are Building Real Income Selling Self-Defense Products Online — Using 40 Years of Infrastructure They Could Never Build Themselves

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Nancy and I were watching the news a few weeks ago. We do less of that these days — it’s hard to watch — but there we were, and story after story was about crime, about people being caught off guard, about families trying to figure out how to stay safe.

I turned to her and said, “Every one of those stories is a reason someone goes online tomorrow and types ‘pepper spray’ or ‘stun gun’ into Google.”

She nodded. She’s heard me say it before. But it doesn’t make it any less true.

Here’s what most people don’t know: the vast majority of self-defense products aren’t sold in stores. Walmart doesn’t carry them. Target doesn’t carry them. When a mother wants pepper spray for her daughter heading off to college, or a retiree wants a personal alarm for his morning walk, they go online. They find a specialist. Someone who knows the products.

That specialist could be you. And I want to tell you exactly how that works.

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The Problem With Most “Business Opportunities”

I’ve been in this industry since 1986. I started at gun shows on weekends, selling out of the back of my car. I’ve watched a lot of business models come and go — and I’ve watched a lot of people get burned by opportunities that sounded better than they were.

The typical story goes like this: someone finds a dropshipping program, pays a setup fee, gets a generic website full of products they know nothing about, and then discovers that the hard part — customer service, shipping problems, product questions, returns — lands squarely on their shoulders. They’re alone. They don’t know the products. They don’t know the industry. And six months later, they’re done.

That’s not what I built. And the difference matters more than anything else I’m going to tell you.

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What You’re Actually Getting Access To

When Steve Thibeault (https://www.tbotech.com) found us in the year 2000, he wasn’t a tech expert. He wasn’t a salesperson. He was someone who decided to give this a real shot.

By 2012, Steve had done over $3,000,000 in online sales. He’ll tell you himself there’s nothing special about him. He followed the system. He put in the time. It worked.

But here’s what made it work — and this is the part most people miss.

Steve didn’t just get a website. He got access to something it took me 40 years to build.

I’ve spent four decades developing relationships with manufacturers, learning which products actually work and which ones don’t, navigating the legal landscape in every state, training a customer service team that knows this industry inside and out, and building a fulfillment system that handles everything from the moment a customer clicks “buy” to the moment the package arrives at their door.

You can’t buy that infrastructure anywhere else. It doesn’t exist anywhere else. Because nobody else has been doing this, in this specific niche, for this long.

I call it the 40-Year Insider Advantage. And when you partner with Safety Technology, you get all of it — before you make your first sale.

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Why This Market Is Different From Every Other One

Most retail markets move with the economy. When things get tight, people stop buying. Self-defense doesn’t work that way.

If anything, it moves in the opposite direction. When people feel uncertain — about crime, about their neighborhood, about their ability to protect themselves and their families — demand goes up. The news cycle I described to Nancy? That’s not a threat to this business. That’s why this business exists.

And because most of these products aren’t available in physical stores, the internet isn’t just a convenient alternative for customers. It’s the only option. When someone is ready to buy, they search. You want to be what they find.

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Here’s Exactly What We Do For You

Within three business days of signing up, you have a complete, professional online store — stocked with over 200 products, ready to take orders.

Not a template you have to figure out. A real store, built for you, by people who have built 50 of them.

But here’s the part that changes everything for most people: once your store is live, you never answer a customer service call. You never pack a box. You never deal with a return. You never log into a shipping portal.

When a customer has a question, they call our 800 number. Not yours. My team handles it — the same team that’s been answering questions about these products for decades.

When someone places an order, we pick it, pack it, and ship it directly to them. Your name is on the store. Our hands are on the box.

Your profit gets deposited to your PayPal account on the first Tuesday of every month.

Frank Masters told me he spent years dreading the thought of dealing with angry customer calls. He’s been running his store for six years. He’s never taken one. Not a single one.

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Your One Job

Here’s what you actually have to do: help people find your website.

That’s it. One job.

Everything else is handled. And I’m going to teach you exactly how to do that one job — because after 26 years of building websites for dealers and watching some thrive and some struggle, I know the difference. It almost always comes down to whether someone took the marketing seriously.

When your store goes live, you and I get on a Zoom call. I’ll walk you through everything personally, and I’ll record it so you can come back to it anytime. Then I give you one thing to focus on first. Not a list of fifteen tasks. One thing. We build from there.

You also get access to two complete training courses I’ve developed — one on SEO fundamentals, and one that goes deep on every page that drives traffic and sales: your homepage, your category pages, your product descriptions, your blog. And you get a free month of my Advanced SEO Club, which includes live group Zoom calls twice a month and an AI-powered content system built specifically for this industry.

That content system does something I’m proud of: it uses your own writing to learn your voice, so everything it produces sounds like you — not like a robot, and not like the eleven other dealer sites selling the same products.

That last part matters more than it might seem. It’s exactly how eleven different stores, all selling the same inventory, can each build their own audience and their own rankings on Google without stepping on each other.

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What People Who’ve Done This Are Saying

Liam Rabineau (https://stungunsandmace.com/) retired early and didn’t like sitting around. At lunch one day, his daughter showed him a stun gun she’d bought online.

He started looking for wholesalers, found Safety Technology, and took a chance. He told me later it was the smartest thing he’d done in years. He loves the products. He loves the business. He loves that it’s his.

 

Michael Sellers (https://affiliatedsafetyproducts.com) spent his first week after getting his website watching every tutorial available. Any question he had, Deirdre or I answered it quickly.

He told me he’s proud of what he built — and that he could customize it exactly the way he wanted.

 

Frank Masters (https://reveresecurity.com) started with our mid-tier option. “I wanted something professional without spending a fortune,” he said. He wasn’t wrong to think that way, and he wasn’t wrong about the choice. He makes $20,000 to $30,000 a year and readily admits he does about half of what I teach. His words, not mine: “If you are willing to do the work, you will make the money you want.”

I’ve never disagreed with that.

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My Guarantee — And Why I Mean It

Most web design companies build you a website and walk away. What happens after that is your problem.

That’s not how I operate. And honestly, it’s not in my interest — I’m a wholesaler. I don’t make money unless you’re making sales. My incentive and yours are completely aligned.

So here’s what I guarantee: give this a real effort — at least seven hours a week, which is one hour a day — and if you don’t generate sales equal to or exceeding the cost of your website within 120 days, I’ll refund every penny. No questions. No hassle.

Seven hours a week. That’s all I ask. Treat this like the real business it is, and I’ll back you up completely.

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Two Paths

I want you to think about something for a moment.

Path A is what happens if you close this page and go back to what you were doing. Maybe you keep thinking about starting something. Maybe you look at a few more options. Maybe a year from now you’re in the same place, wondering if you missed your window.

Path B is what Steve Thibeault chose in 2000. What Frank Masters chose. What Liam chose when his daughter showed him that stun gun over lunch. They decided to start. They followed the system. And they built something that paid them — real money, every month — while I handled everything else.

Which path makes more sense for where you want to be twelve months from now?

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Choose the Option That Fits Your Situation

Your store can be live within three business days. When it is, I’ll be on a Zoom call with you personally.

And yes — you own the website. You’re not renting it. It’s yours.