We all want the content of our website or promotional materials to sell someone on doing something. But, when a writer isn’t trained in the important distinctions behind effective copy writing, here’s what happens: Marketing materials and websites don’t attract or keep prospective buyers’ attention. Copy doesn’t differentiate, so people see no compelling reason to choose that provider over any other. This makes competition tougher. Customers who do engage the provider are more likely to view their products or services as a commodity. That results in more downward pressure on prices and profit margins. See the section below for some important fundamentals about writing more effective marketing copy. Keep in mind that website content can present complications, since we often write for search engines as well as the brain.