There’s someone out there who just loves what you’ve got for sale. Zero in on them!

It’s a rookie mistake to think that everyone in the world would love what you’ve got to sell. It’s always better to narrow your focus down to a few ideal customer groups than to waste your time and money trying to water your message down to appeal to everyone.

Identify your ideal customers

There’s someone out there who just loves what you’ve got for sale, and it’s time to zero in on them.

Here’s what to do:

Let’s start with your current customers. Who are they? Write up everything you know a...