Why a book on domain names? As the author readily admits, it's hardly rocket science. Choosing a domain name
requires no more than a little knowledge and a liberal dose of common sense. But then the same can be said of
nearly all aspects of business - and plenty of people make a mess of business.
Perhaps choosing a domain name is perceived as being so simple that no one else has seen fit to write about
it - try finding the subject in any of the e-marketing books that are available.
And yet getting the right domain name is basic to any marketing strategy. If, as the experts say, a website's
front page is the prime real estate of the Internet - then the domain name is that property's address.
That is why a book that offers instruction and advice on selecting a domain name is needed.
Whether you read it cover to cover or dip in from time to time for specific advice, this book will help
you get the right domain name - for whatever purpose you intend to use it.
The book's introduction says:
WHY IS THE RIGHT DOMAIN NAME SO IMPORTANT?
My mum always told me that first impressions are lasting impressions. And she was right. In the
click-away-in-an-instant world of the Internet, however, first impressions are more than lasting. They are critical.
For the potential customer, the first reference they have to an organization's online presence is its domain name.
And its domain name may influence how a potential customer perceives that organization. That is: poor domain name
= poor company, good domain name = good company to do business with. OK, so this might not be absolute - but given
that a domain name costs so little, why not indulge customers' perceptions?
Choosing an effective domain name is a crucial decision for any organization - and it is a marketing decision.
It is not a decision be taken by members of staff who do not fully appreciate the value of a good domain name
- or the shortcomings of a bad one.
A popular description of a domain name is that it is the organization's address on the Internet. Well, if you were
a physician, would you rather ply your trade from: 1 Harley Street, London, or: flat 4B, (above the tattoo parlor)
High St, Anytown? The answer is, of course, Harley Street. More importantly, if you were looking for a doctor,
wouldn't you choose the one in Harley Street? The truth is that this is nonsense. Why should a doctor in
Harley Street be better than one based in a provincial town? And why should an organization with a good address
be any better than an organization with a poor address?
Surely it is the quality of the product or service that
is important, not the supplier's address? But that's human nature for you, we are not always rational in our
buying decision making. Offline, of course, that Harley Street address - or one like it - will cost you a small
fortune. Online, the right domain name will cost you no more than a basic first aid kit.
To have a website, the organization must have a domain name. If you must have a domain name, then you should
not just have a good domain name, you need the right domain name.