Read the fine print to avoid work-at-home scams.

Sometimes in our eagerness — or desperation — to try a new business opportunity, we get careless and make mistakes. Often those mistakes can be costly.

Not every work-at-home opportunity is a scam, but one way to end up losing instead of making money is by not reading the fine print before you give your credit card information or provide personal details.

In this story about a work-at-home ripoff, Joe Ducey at an ABC affiliate in Arizona, tells the story of would-be entrepreneur Jerry Landers. Jerry paid $1.97 to get more information about a home-business opportunity from Income Easy Street. Not long afterwards, Landers learned that his credit card was charged another $129 because he didn’t cancel his membership within three days.

Income Easy Street claimed that customers were given a notice about the three-day cancellation policy. We’ll never know if they were telling the truth. If they were, the notice was likely not very prominent. In that case, it is up to the consumer to look carefully for any fine print, asterisks, or other indications that there is some legalese that they need to read.

Is it fair that we have to be so careful and hunt for disclosures? Clearly, it is not fair, and in many cases state consumer agencies have forced Internet marketers to make their disclosures easier to find and understand.

In the meantime, you have a choice: get ripped-off and wait to get justice from a slow-moving bureaucracy, or take the time up-front to make sure what you are buying and what it really will cost you.

Study shows strong relationship between social media and email marketing.

Back in October after reading a Wall Street Journal story about the demise of email, I asked the following:

Is the growing popularity of social networking sites like Facebook and Twitter slowly killing off email as an effective marketing tool?

“Death of email” articles like the one from the Journal assume that two methods of communication cannot coexist, each having a unique role to play. For decades now, television and radio have managed to survive — and even compliment each other — even though many media experts believed that TV would kill off the radio box. Likewise, the Internet was supposed to kill off everything — but it hasn’t (though I know some magazine and newspaper publishers who believe the Net gave them two shots in the hat).

Email and social media both have a specific utility. One does certain things better than the other — and that utility can and will change over time. Right now email works best for longer messages, communicating with more personalized, targeted audiences, and adding embedded content. Social networking offers greater immediacy, ease of use, a sense of personal empowerment, and potentially higher levels of frequency.

Email and social networking sites are used in different ways and communicate different kinds of information. One easily compliments the other. Like many of you, I tweet, participate on social networking sites, and send out and receive tons of email.  (I also blog, manage several web sites, and participate in various forums, but that’s another story!)  I don’t see the two as competing for my attention. I use them in the way that I need to and choose my tool according to the task I have in mind.

We’re also finding out that heavy social media users are also above-average users of email play. A Nielsen report back in September showed that social media use did not decrease email usage but actually increased it.

Says Nielsen’s Jon Gibs –

It’s perfectly logical that as people make connections though social media, they maintain those connections outside of the specific platform and may extend those connections to email, a phone conversation or even in-person meetings.

For marketers who worry that social media are making their email programs obsolete, nothing can be further from the truth. The strategy, as always, is to use media that mirror your target audience’s media behavior. In many cases, that means developing your presence in social networks and having a robust email marketing program.

B2B Researched Marketing Truths.

The Institute for the Study of Business Markets celebrated its 25th anniversary this summer, with a two-day conference probing the current and future state of business marketing practice.

How many of these “indelible truths” apply to your business?

Understand, quantify, demonstrate and document customer value. When both seller and buyer focus on creating value and sharing its benefits, everyone wins.

Look beyond what customers say. Finding customers’ real hot buttons, and understanding how different purchasing influencers work together on buying teams, are keys to successful selling to business.

Your customers can develop valuable new offerings for you if you let them. Customer co-development programs and studying how your most innovative and unusual customers use your product will spur innovation in market-oriented directions.

Take a long- as well as a short-term view of markets. Even in times of economic recession, marketing is a necessary investment.

Implement STP. Following the discipline and logic of “segmenting,” “targeting,” and “positioning” ensures marketing efficiency and focus.

Never doubt the power of brands in business markets. A brand name built and nurtured to connote value opens business customer doors and impresses buying decision makers.

Keep the right customers; lose the wrong customers.

Communications are no longer from “us” to “them.” The communications models of the 20th century don’t describe a digitally networked world.

Cost and price have never had a fundamental relationship. Effective segmentation goes beyond the obvious ways of categorizing customers, such as industry, size, or location.

In B2B, customers are a scarce resource. Many times you know all of them. “Go deeper” with customers you have, to create and capture additional value.