Identify your ideal customers and tailor your selling to them

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 about the people currently buying from you from a broad perspective, such as what language they speak, to the specific, such as complimentary interests and related items. What’s their gender, race and ethnicity? What links or search terms are bringing them to your items? How many are returnin...