Some examples of behaviors that are commonly believed to be allowable which are in fact illegal in United States are:

- Taking images from newsgroups and posting them on your web site. Just because something has been copied to a newsgroup, regardless of whether copy was made by copyright owner or someone else, does not mean in any form that copyright has been given up.

- Using articles and images from other web sites. Again, this is illegal unless explicit permission is given or item in question is in public domain.

- Scanning images from magazines and posting them on your fan site. This is illegal as you are making a copy (a scan) of a copyrighted image.

- Recording sound from your favorite television show and posting them to your web site. Again, not legal.

- Getting permission from someone who has made a legitimate copy of material. The rule is simple: you must obtain permission from copyright owner or their legal agents.

- Modifying an image and claiming it as your own. Copyright protects derivations of works as well.

On other hand, following are acceptable under US copyright laws.

- Including a few brief quotes from a book in a review. This is acceptable under fair use laws - see http://www.internet-tips.net/Legal/fairuse.htm

- Reprinting a confirmed public domain novel on your web site (public domain is theme of a future article in this series).

- Asking and obtaining reprint permission from copyright owner or a legal agent of copyright owner.

- Reading an article about cheese puffs and writing your own article about cheese puffs. Copyright protects creative works (writings, images, paintings, sound and so on), not ideas or concepts. You are safe as long as your work is not simply same as other work with words changed.

The best advice is simple. When in doubt, ask permission. If you are denied permission or for some reason cannot obtain it, then don't use material.

The benefit of "no reader required" is that software is complete within itself. Unlike some ebook compilers that require ebook purchaser to download special software in order to view book, this feature offered benefit of being all-inclusive. As soon as book was downloaded, customer could begin reading without further delays. That spoke to concern and answered question, "What's in it for me".

As you can probably tell by now, benefits are what make a difference to your customer. The benefits - more or less - explain why feature is important. This is why benefits have selling power and most features do not.

Here are a few steps you can use when working with features vs. benefits equation:

1. List features of your product or service. (Catch All Email.)

2. Next, list concerns or needs of your customers. If you don't know… ask them. (Being able to get emails even if misspellings or other mistakes occur.)

3. Next, ask yourself, "Why does this feature matter to my customer"? Write your answers on list. (Catch all email allows you to stay in touch with your customers.)

4. Finally, take it one step further. As yourself, "What problem or concern can this feature address"? (You can know that any email sent to anyname@domainname.com will make it through to you.)

5. Write down benefit.

By explaining your sales information in language customer can understand you are helping them reach point of purchase more quickly. So, next time you create an ad, be sure to focus on information that's important to your customers… benefits.

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