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"Dotcom domains are the very foundation
of the entire Internet. Recognizing the value of
those names has taken decades but it is becoming
apparent what a domain really is - it is much
more than a name.
It’s
your World Famous Brand
It’s
your Worldwide Business
It
comes with a Great Location (assuming
you stick with dot-com domains).
It
comes with Unlimited information,
products and expansion ability.
It
can be transformed into a Skyscraper.
It
can be Invented and Reinvented.
"It
is the one phrase you have to say for anyone
to gather all the information they could ever need
about you and your company," Schwartz said.
"It is the land that all business is
built on today but startups and others have a
BAD habit. They start with a crappy and cheap domain
name and their efforts are not amplified as they
should be, they are diminished and minimized.
By the time they figure it out, they are bleeding
badly and losing talent. Game over!"
"My
formula entails getting an end user or startup
into a high profile domain so they can break
through all the noise of 100 million businesses,
jumping up and down yelling me, me, me. So, I get
them into a prime one or two word meaningful name
for as low as $1000 a month with annual
increases. This gives them time and space to
amplify their message in the right way and get down
the runway and have a successful takeoff. Not
a crash."
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Rick
Schwartz with ABC-TV's Shark Tank's
Barbara Corcoran at
the 2008 T.R.A.F.F.I.C.
conference
in New York City. |
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"I
try to explain to them that a good name is
easy to remember but a great name is hard
to forget. What is the value of that?
They have a choice - they could lease
another Mercedes-Benz for one of their
overpaid execs or they can lease a
life-changing domain name that will
supply them with Mercedes-Benzes for the
rest of their lives."
"It’s
a simple and successful formula that can be
repeated again and again in any
industry. It’s been decades in the making,
but the time has finally come. As the
owner of a great domain name you are
entitled to some of its future success.
It’s more than just selling a name. It’s
planting a seed that has the
potential to germinate and be life-changing. When
we talk only about price, it’s one
dimensional. When we talk about opportunity
and dreams and folks with a burning
desire, it’s an entirely different
conversation with an entirely different
outcome. The story of Candy.com is a story
that can be told by many. But CEOs and
companies have to rise to the occasion. It’s
a new day and a new era. Their very survival
depends on it." |
In closing, Rick added, "I can help startups takeoff
with a minimal investment but they have to
understand how important their domain name
is because if they don’t or they pursue some
unknown and unworthy extension, they’re going to
either have a very costly rebrand that may or may
not work or they’re going to crash and burn before
they figure it out."
You
can agree or disagree with what Rick has to say
(people have been doing so since he started back in
the 1990s) and you can debate the merits of
alternate strategies, but given the numbers he has
put up over the past two and a half decades, it's
hard to argue with success.
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