The Rule of Lists

How can I understand my catalog’s audience? You should be constantly analyzing and re-analyzing the answer to the fundamental question, “Who is my audience?”

Look at it from all angles: Which lists have worked in the past? What have surveys told you? Have you done any list modeling? And most importantly, do you regularly talk (literally) to your customers? Are you sitting down, manning the phones and answering your share of order and customer service calls, to keep in direct touch with your audience?