BizSugar.com › Marketing › Create marketing messages for customers — not lawyers.

According to Innovators Forum guest blogger Susan Fantle endless news stories about the threat of lawsuits have made companies very cautious. This fear can seep into marketing decisions, and, often, companies are terrified of over-promising what their product or service can do.

Strong marketing messages, however, are all about benefits -- what a product or service will do for the person buying it. Businesses that create marketing messages based on the fear of what lawyers may do to it are doing a disservice to their company and their prospective customers.