In written content, use the name of the company in the first sentence; preferably first word. It is not pleasing to start with we. Following it, give a brief introduction about the company. In todays busy world people dont have time to waste so deliver the message right away. Using catchy adjectives will do the trick. The sentence should be framed so that the client knows about the company, what it does and how it is unique from others. Pose questions before creating the writing material, like what is that the customer will expect and do they demand high quality. Dont hesitate to use you very often. The reader will feel that he is directly being referenced and it will be easier for him to relate to.
Play with customers psychology. Understand the difficulties faced by them and then show them how the company or the companys product can solve it. Call of action can be given then and offer to clear their doubts. It should be more than just a helpline. The action should be really immediate. Simply dont let the client slip away.
After the initial writing, write in detail about the product or service provided. This is in-dept information for those concerned about your companys product. Point out the advantages of using them. Write them in a hierarchical form with numbering or bullets. If writing short paragraphs, strong sub-titles can be used as heading of individual paragraphs. Again, using adjectives will be good.
A good amount of entertainment factor should be added. This will retain the interest of the customer and will not distract him. But if lots of it is used, it will simply become shabby. Its a nice idea to use product noun as a verb along with other adjectives.
Submit website and advertisements to search engines. Millions of people use it everyday to find what they need. If the website is search engine optimized, it will surely get lots of traffic. The name of the company and keywords should densely populate the website content. Make it a compulsion for the visitor to go through the advertisement before moving on to the registration or payment process. Some B2B websites dont allow adding an email address or URL in the advertisement. They can be tracked in by actually spelling out dot or at in the email address or website link.
Once the customer is lured, they should be maintained. Product should be delivered on time. Quality should be maintained. Once it is done, not only will they start trusting the company but also at the same time they will spread the word about the company. They will advertise for free. Their experience with the company will motivate others to join the bandwagon.