NEW YORK, NY – Nowadays, I read some much down-right bad advice and marketing hype spun-off as news that I actually feel it necessary when someone knows what in-the-world they’re talking about and actually offers ‘real’ advice to business owners. For instance, I came across an article in Forbes by columnist Michael Gargiulo, someone who obviously knows what he is talking about and is looking to give small business owners not just real advice, but real good advice.
What a breath of fresh air right?
Gargiulo was talking about Exact match domain names and how immensely valuable they are to your business. Rather than telling small business owners how it doesn’t matter what type of domain extension you use, this writer is given advice backed by Warren Buffet and pointing out that in business, it’s all about “Leverage” and that “Competitive Advantage” necessary to break through all of the noise in today’s, extremely competitive market.
If you read my thoughts from time to time (which I often litter these pages with) you know I am always talking about “Leverage” and how it is often the single determining factor in a business owners success or ultimate failure, for example, starting a business, or just passing on the idea; I am a big believer in identifying what your competitive edge is, or will be, or otherwise, what your leverage is.
Anyone else is selling you down the river with a pipe dream or sad story bound to put your business in a virtual coffin rather than position you for success.
Here is how Mr Gargiulo’s no-nonsense four-page article of recommendations ends off [WITH MY COMMENTS IN BRACKETS]:
In today’s world, getting the exact-match domain you want is going to be expensive, especially if you’re shooting for a .com that features a highly searched keyword. [REALITY] It’s tempting to choose other extensions because there are so many more options to consider [ABSOLUTE WASTE]. Nevertheless, if you happen to find an exact-match domain that fits your budget and your brand, the benefits are endless [MIRACLE – TRUTH TELLER ALERT]. From a branding approach, exact-match domains generate instant credibility and differentiation of your products and or services. [ABSOLUTELY] In 1999, Warren Buffett, one of the world’s most respected investors, said: “The key to investing is not assessing how much an industry is going to affect society, or how much it will grow, but rather determining the competitive advantage of any given company and, above all, the durability of that advantage.” Owning the best exact-match .com domain name in your industry creates a durable and competitive advantage that can never be stripped away from your brand. [YOUR L-E-V-E-R-A-G-E – WITHOUT IT GO HOME] Couple this with the correct marketing strategy in an exploding space, and investment or acquisition offers will become a regular occurrence for your company. Tread carefully and take your time, and you can make these types of domain names work in your favor, forever [WELL SAID].
Thank you Mike, for a real article with real advice that will actually help people build their business and survive the difficult challenges of small business owners and entrepreneurs starting up.
About The Author: John Colascione is Chief Executive Officer of Searchen Networks Inc. and Internet Advertising Inc. He specializes in Website Monetization, authored a ‘how to’ book called ‘‘Mastering Your Website’, and is a key player in several Internet related businesses through his search engine strategy company Searchen Networks®