Answering the question of why someone should buy comes down to your telling a story - the story of how your customer's life will be better by buying from you. So you need to translate that story into a Web site, a brochure, sales aid, cover letter, blog posts, banner ads, skywriting, or whatever format you're planning on using to communicate with your prospects.
While B2B and B2C materials can differ in appearance, they both have to answer the same question: Why buy?
For example, at LeadGen.com we tell people that the reason to buy from us is so you can achieve - and maybe even exceed - your sales goals. It's that simple.
We may have 300 different ways to say it. But it all boils down to the same message: If you want to make your numbers, call us.