How to market personal security site...

Anyone?? :-(

> Hi,
> Let me first say that I am a frequent reader
> of these and other forums and there are some
> fine and inspiring individuals here. So I
> bring this to your attention:

> I am in the process of building an online
> store, retailing personal security products
> (such as self defense devices). I see that
> there are already hundreds of websites on
> the internet selling these products. I would
> like to know what I need to do to make
> myself stand out from the competitors, how
> would the website be promoted, and who is my
> main target market. Who buys these products
> and why?

> Anticipating a prompt reply, thank you for
> your help.