Impulse buying is a crime of passion, a flight of fancy, dictated by the heart and characterized by a temporary loss of control. It's not how most people shop, though.   

Many buyers feel the guilt of an indulgence made without any of their usual forethought or careful consideration. It's the deviation from the norm, especially when it comes to online shopping where so many purchases are carefully researched before the actual transaction takes place. Prices are compared, deals are hunted. When the analytical portion of your mind goes shopping, it wants information that will help it make a logical, practical decision.   

Providing information content in your web marketing is a solid strategy, because it appeals to the realist in potential shoppers. Online buyers will be looking to collect research before they make a decision, but too much information is dry, and a total turn-off.   

Remember, connecting with a market audience is centered on reinforcing your story and your brand identity. The numbers matter, but don't lose sight of the big picture and risk isolating your market audience.

Guilt-Free Spending

Prospective buyers want to be informed before they commit to a certain service or product - so providing information as a leading expert in your industry can be an effective way to increase sales and create confidence in the authority of your brand.  

But as always, it's about presentation. Even though your target market wants to make an informed decision, that doesn't mean they want to be inundated with hard data or boring figures.

Connecting with a market by providing information can be challenging for a couple reasons. Information is technical and doesn't usually make for an engaging pitch.  

Capitalize on the rationale of savvy shoppers with helpful tips and knowledge, but don't forget that buying a product is more appealing when people feel engaged or connected to the company.  

Information Meets Emotion

Brand based marketing provides the emotional satisfaction for many customers who have done their research and are ready to commit to a certain product or service. Just because a decision is driven by sensible logic doesn't mean it's completely devoid of emotion. The heart wants to buy what the heart wants to buy, and the mind is there to justify the purchase.  

Give your marketing campaign a balance that will appeal to the way the analytical mind shops but also satisfies the emotional part of every shopping experience.