Marketing is all about getting new business.

Whether you're the buyer or seller, once a transaction is agreed upon, the deal's not done unless you get it in writing.

Even long-time business associates can have problems and disagreements. If you don't have a paper trail, you're asking for trouble.

One of the big areas where things fall through the cracks is with quick phone calls to address service issues.

Say a customer complains your equipment doesn't work. You say, "OK, send it back in the original shipping packaging, and I'll refund your money." When it arrives, it's not in the original packaging, and now it's really broken.

If you sent your instructions in an email, you would have written proof. If you didn't, you don't. Now it's a 'he said, she said' contest no one can win -- and what's worse, you could lose a long-time customer to boot.

By having proof in an email, you'll actually help protect your relationship, because you can't be accused of lying. It's not personal, because you've got the facts.

It may take an extra five minutes a day, but getting and giving instructions in writing can really save you big bucks.

And if anyone asks you why you want everything confirmed by email, you can show them in writing -- just copy my column and email it to them!