business plan excel free

I'm writing a book of business IT and have several questions, you help me?
1 .- If I refer to Excel in any part of the book, I must say Microsoft Excel in that sentence, or at the bottom of the page I should mention that belongs to Microsoft Excel? 2 .- I am planning to launch the book via a *. pdf and paper, in conjunction with the second, when reading a book on IT business, would you feel more comfortable to read cover soft or hard one? 3 .- Since I'm not a person known worldwide, and Kotler, Negroponte or Yourdon takes into account that I will be arrogant, aggressive, probably, if reading the book that explains how to do things instead of giving suggestions? 4 .- Finally, what are the benefits you're looking to buy a book and you like (eg some authors say that if you register on your site get free content. Or, by purchasing your book, you will receive a discount for your next seminar or book, etc.). Thank you all comments you I can give, and suggestions.
1 Microsoft Excel 2 Soft cover is cheap. Hard cover is elegant 3 Tell people how to do things safely. 4 at a seminar Free is cool
Is robert hollis building his gano excel business with …