Page 1: Introduction

• This training is all about coming to understand your customer base, also known as your audience.
• Kyle tells you not to make assumptions, but to learn about your readers.
• He then tells you some interesting facts about people, such as the fact that they rarely buy a product the first time they see it, and that it instead takes about 7 times for them to make a decision.
• Another interesting fact is that customers have greater access to information than ever (thanks to the internet and all that wonderful stuff...)

Page 2: The 3 Main Customer Phases

• This is a pretty interesting little mini-lesson because it breaks down online customers into three main phases of the purchasing process.
• The first is the research phase, and Kyle talks a little about the types of information they're looking for at this point in time. He also gives you a few different ways that you should interact with the customer at this point, for example getting them to follow you on social media.
• Next comes the decision phase. Kyle talks about the importance of reviews for people in this phase, and how they can convince a person to make a decision.
• The last phase is... Yep, you guessed it. The purchase. This is where the profits come into play, ladies and gentlemen. Kyle states that it's a difficult task to change somebody's path once they've made their purchasing decision. Kyle then walks you through how to go about grabbing these people's attention, and directing them to the product they're looking for.
• This last type of customer is the hardest to find, according to Kyle.

Page 3: Know The Customer. Understand The Customer.

• Here, Kyle talks about using certain metrics to prove to your self that you understand who your customers are and what drives them.
• He gives you five questions to ask yourself, to which the answers should all be "yes."
• If any of the questions yields a "no," then you should spend a little time doing more research.
• He thens mentions that keywords searched for in a general manner probably won't convert very well because they're either too early in the purchasing cycle, or they're just looking for references for something.
• A good piece of advice is to talk about a specific brand of product, or even keywords that reflect a question about that brand.

Page 4: How Branding Works

• Here, Kyle talks about looking for ads in newspaper, TV or radio and utilizing the opportunity to grab these customers' attention online.
• This is because people typically see or hear ads like these and then go online to do their research and then make a purchase.
• Kyle mentions that just because you're talking about a product doesn't mean it can be purchased online. Your traffic might have another purpose, for example.
• He also talks about infomercials and how they can benefit you in a similar manner if you play your cards right.​

Page 5: Snag The Traffic

• Here, Kyle talks about how you can take advantage of product-related keywords that aren't being used by advertisers.
• This means that the name of the product is being included in the search terms, which is huge.
• He then gives some examples of big name products that have a surprisingly low number of competing pages that are ranking for this keyword.
• Finally, he gives a few examples of things you might say to get a better conversion rate out of these types of product-centric customers.

Page 6: Just Think About It

• This is sort of an introspective page where Kyle walks you through the last online purchase you made and how it happened.
• There are about 7 questions that he has you ask yourself that will help you put yourself in the buyer's shoes for a brief moment while you create your plan to engage them in the best way possible.
• He says that although you may do your product research in a very different way from the next person, the final steps of the purchasing process are probably almost identical.

Page 7: Long-Term Customers

• Here, Kyle briefly touches on the concept of not allowing your relationship to end after your customer makes a purchase.
• He also mentions a couple of different ways you might do this.