As a B2B Marcom practitioner, you need to create change. It is your job to convince people to visit a web page, to send an email, to drop by your exhibit at a trade show, to read your product data sheet, and, ultimately, to buy your product. You need to persuade people to do something they might not naturally do on their own.
For these reasons, I suggest you explore Brian Clark's Ten Timeless Persuasive Writing Techniques.
You can tell that I like these techniques – I just used one in my first paragraph: "reasons why". Other techniques include:
- social proof
- comparisons
- prognosticate (LOVE the image, from zdnet)
If you want the other six, and the explanations of all ten, do check it out.