Alan Hack explains what makes domain names incredibly powerful and thus valuable when used strategically in marketing and business development.
It is a “.COM”.
It is credible.
The .com extension is also the most credible of them all. If your business website isn’t a .com, people question your trustworthiness.
It is one word.
One-word domain names are the most powerful brand assets because they are MUCH easier to remember and thus MUCH easier to refer.
It is descriptive.
Descriptive domain names describe what visitors will find. In other words, correct recall translates into extremely valuable brand equity.
It is generic.
A brand with a word that is used by millions of people every day is extremely valuable because it is perpetually reinforced at no cost to you. There is only one unique instance of every generic name in the world, thus the great demand.
It is catchy and evocative.
People are much more likely to remember a brand if they have an emotional reaction to it. That human-to-brand connection is sought after like the Holy Grail.
It is short.
Short domain names are easier to remember, easier to share, and have less chance of typos. They directly affect the success of businesses.
It is easy to remember.
If people cannot remember the name of your website, a) all of that time and money you used to promote your brand are wasted, and b) your most powerful marketing tool – word-of-mouth – is of no use.
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