Everybody Writes: Your Go-To Guide to Creating Ridiculously Good Content

57Seek Permission, Not Forgiveness

I've sometimes advocated an approach to life in which I seek forgiveness, not permission, for transgressions. Ignoring copyright isn't one of those times.

Copyright infringement is like smoking marijuana: people tend to think that because it's common it must be legal. It isn't. My analogy is falling apart a bit because of you, Colorado, but here's the bottom line: using other people's copyrighted work in your marketing is not cool.

In other words, in matters of copyright, seek permission, not forgiveness.

Getting permission often boils down to these three steps:

1. Ask. You'd be surprised at how often just asking works, but make sure that you're asking the correct person or company for permission. Ownership of copyrighted works can get confusing, particularly in the case of sound recordings and other works in which multiple parties may have a stake.
2. Get permission in writing. Some people forget conversations, others may outright lie if there's a large amount of money at stake. Even if the written permission is just in the form of an email, it works. Go beyond a phone call or an in-person conversation.
3. Honor the terms. If you receive permission to use someone's song as your podcast introduction, don't assume it's OK to use it for a TV commercial too. The permission will be specific to the proposed use.

View permission requests as an opportunity to build relationships: people will appreciate that you admire their work, which is a great way to begin ...