The Psychology Behind Choosing a Killer Domain Name

Choosing a domain name is one of the most important decisions you will make for your business. Your domain name characterizes your business, labels your business, and will stick with your business for a long time.

In most cases, you should choose a domain name at the same time you choose your business name. When your domain name matches your business name, you have a far better chance of being remembered while at the same time keeping your branding cohesive and unified.

Make it memorable.

The brain has remarkable powers of memory, but the domain you choose should cater to these powers.

  • Unique. The best domain names are not an ordinary combination of words or phrases. They stand out in the memory because they are unusual.
  • Visual. The more areas of the brain affected, the more memorable something is. If your domain name suggests something that can be seen or touched, this enhances its memorability.
  • Catchy. The easier it is to say, read, and repeat, the easier it is to remember.
  • Ordered. The brain likes things to be organized. Memorization is basically the process of organization. The better a domain name is organized, the more memorable it will be. For example, “” has order. But “” doesn’t make any sense.

    Make it short.

    Your domain name needs to be short if you want people to remember it or have the patience to type it in.

    There are a few ridiculous examples of insanely long domain names:


    No business owner in his or her right mind would choose a domain name with that many characters. Unfortunately, some business owners do get greedy with keywords, and create domain names that are nothing more than a jumble of keywords — lots of keywords and an agonizingly long URL. Don’t go that route. Choose instead a short and sweet name, even if it doesn’t have any keywords.

    Make it relevant.

    A domain name should reflect some aspect of what the company is or does. Good company names are unique and attention-grabbing, without being blandly declarative. For example, one company I helped start is called Kissmetrics. The name and domain has the word metrics,which describes the nature of the SaaS.

    Blandly-named companies run the risk of being forgotten. Worse, they may not find an available domain name. For example, a business called “Window Washing” will probably have to pay a premium for the domain, “”

    Here are some examples — one positive, and one negative.

    • LifeLock,  LifeLock provides identity-protection services. Their business name and domain is a portmanteau of the two words “life” and “lock,” which describe exactly what they do as a business. Obviously, they could have chosen, but as it is, their domain/business name is memorable and relevant.
    • Screaming Frog, Screaming Frog is a digital marketing agency which also provides a leading SEO spider tool. Their name, while creative, does not indicate either their service or the nature of their organization. Both the URL and business name don’t do much to advance their business’s online objectives.

    If you are a little-known startup working in a crowded niche, relevancy is important. However, you don’t want to take relevancy too far. Keep in mind that some of the most valuable and dominant brands have names and domains that are totally undescriptive of their products or services — Apple, Google, Bing, Yelp, Yahoo and Amazon, among other big-name brands.

    You shouldn’t choose a business name simply on account of a keyword-dense domain name that happens to be available. Allow your business name to take precedence over keywords.

    Related: New Yorkers Can Now Park Their Websites at .nyc

    Make it simple.

    The most simple domains are the best. Two or three words and a dot-com extension make the most powerful domains.

    Here are some things that you should always avoid in your domain name:

    • Dashes. Few people will remember if or when to use a dash in your domain.
    • Numbers. No one can remember whether they should spell “five” or use the number “5.”
    • Any extension other than .com. If you are doing business primarily in another country (e.g.,, then a country-specific domain is appropriate. There are plenty of creative extensions you can use including .tv, .flowers, .biz, .info and .ink. These are useless. Some extensions that provide word completion domain extensions may be acceptable. For instance,
    • Abbreviations. Abbreviations will only clutter up your domain name, making it ugly and forgettable.
    • Ambiguous words. Make sure your domain doesn’t have any ambiguity. For example, might look okay as two words, but does it reflect what the company does? This domain could also be
    • Creative spellings. Some businesses like to tweak the common spellings of words in order to make their business name creative. For example, “Doug’s Holesale Digging,” “Kleen Machine,” or “The Dzign People.” Those may work in an offline world of signage and print advertising, but they don’t make for effective domain names.

    Domain name affects every area of branding. It could be argued that today’s domain name is one of the most significant aspect of a brand’s identity. If you follow these simple rules of domain name selection, you will come up with an effective domain name for your brand.

Facebook launches a Craigslist competitor


File picture: Valentin Flauraud. Credit: REUTERS

San Francisco – Facebook is releasing a feature called Marketplace that will let users post items for sale and shop for things to buy, like they can on Craigslist.

The world’s largest social media company is betting that the collective memory of the internet is rather short. Facebook started a similar service – also called Marketplace – in 2007, but it never took off and was offloaded to a third party called Oodle in 2009.

Things may be different this time. For one, the old Marketplace worked only on computers and the majority of Facebook’s users are now on mobile devices, which Craigslist doesn’t even make an application for. Phones also give Facebook better location data, so they can match people with buy-and-sell opportunities in their area.

Facebook says it’s confident the service is ready for prime-time after testing marketplace features for more than a year within Facebook groups. More than 450 million people visit buy-and-sell groups on Facebook each month, Mary Ku, director of product management, wrote in a blog post. Still, Facebook has historically had issues with getting commerce features off the ground, in part because users see the site as a place to catch up with friends, not shop. Shares in EBay, one of the original online marketplaces, fell as much as 3.5 percent to $31.75 in early trading after Facebook’s announcement.

Facebook won’t make any money off Marketplace because it’s leaving buyers and sellers to transact however they wish, which can be done off the site. Starting on Monday, people can get to it via a “shop” icon at the bottom of their mobile applications, but only in the US, UK, Australia and New Zealand for now.

FNB ordered to withdraw Steve ads

“The potential harm in the current matter lies in the possibility that children could interpret the advertising to effectively condone ridiculing anybody named Steve merely because of their name,” the authority said in a statement.

It said about 20 complaints were lodged against FNB’s ‘Steve’ campaign which was broadcast on radio and television, and printed on billboards.

The theme for the campaign focused on how people should ‘Un-Steve’ themselves by moving to FNB rather than “suffering the frustrations they currently endure.”

The complainants argued that the campaign was “insulting to any person named Steve as it portrays such people as idiots, boring and dull, which might cause such people to have self-esteem issues.”

They also complained that the campaign could result in children named Steve being bullied.

FNB submitted that the ‘un-Steve yourself’ campaign did not discriminate against people who are named ‘Steve’, ‘Stephen’ or ‘Steven’.

The bank said that although it was unfortunate that the campaign could cause potential harm to children called ‘Steve’, it could not be blamed for bullying as it was a “social concern on playgrounds.”

“Bullies will find any angle to expose, and it is an issue for the management of schools and parents to deal with it, and not an advertising regulator,” it said. – Sapa

Nestle hiring 1 000 robots as clerks

3389274228The first batch of the robots – a chatty humanoid called Pepper – will report to work by the end of this year at outlets that sell coffee capsules and home espresso machines.

“From December, they will start selling coffee machines for us at big retail stores,” said Nestle Japan spokeswoman Miki Kano.

“We are sure that our customers will enjoy shopping and being entertained by robots.”

Pepper – which has already been at work, chatting with customers at wireless giant SoftBank’s outlets – has proved an effective marketing tool for the Japanese mobile carrier, delighting managers who put it to work collecting customer opinions.

The 120-centimetre (four-foot) tall robot, which moves on rollers and has what looks like a tablet computer strapped to its chest, was unveiled in June by SoftBank president Masayoshi Son.

He billed it as an “emotional” robot that understands “70 to 80 percent of spontaneous conversations”.

Pepper is set to go on the market from February for about $2 000 (R21 700) apiece. – Sapa-AFP

A tweet posted by singer Steve Hofmeyr on Twitter that black people were the architects of apartheid has caused a stir on social media.

steve+hofmeyrIn the reaction that followed Hofmeyr was accused of being racist, stupid, and a peddler of ignorance. He also had to hand back a sponsored vehicle. Journalist Mandy de Waal, in a post on, explained how Hofmeyr had defied medical science. “Neuroscientists at Groote Schuur, Cape Town’s premier academic hospital, today admitted that they were baffled about how alleged author, singer and self-styled Afrikaner saviour Steve Hofmeyr had existed for more than 50 years without a brain,” she wrote. Twitter user @paulrabenowitz said: “In the same way jews were the architects of the Nazi regime.” User @sir_toy was more forthright in his response, tweeting: “Such a racist piece of shit!” Following the initial tweet on @steve_hofmeyr, Hofmeyr continued posting about the subject: “Apartheid was a system of segregation. You have to ask why. “See why architects… International murder rate: 6/100000 SA citizens: 31/100000 SAPS members: 54/100000 Farmers: 133/100000.” On Sunday, Hofmeyr posted, among a number of tweets: “Denial. Expected no less.” Beeld reported on Tuesday that due to his tweets, Hofmeyr had to return a sponsored bakkie to a dealership in Port Elizabeth. Manager of the Williams Hunt outlet in the city, Trevor Villet, told the newspaper they received complaints about Hofmeyr’s tweet on Friday. The dealership lent popular Afrikaans singers a car for two to three days whenever they performed in the city. “He only had one more day with the vehicle,” said Villet. “We don’t want to get involved and we don’t want to take sides in a Twitter fight.”

5 Unforgettable Leadership Qualities for Successful Entrepreneurs

??????????Renegades, rebels, world changers, innovators, black sheep, risk takers, workaholics — these are just a few of the names we are called by both those who love us, and those who don’t understand us. One thing successful entrepreneurial leaders have in common is a high degree of emotional intelligence, or the capacity to be aware of, control and express our emotions, and to handle interpersonal relationships fairly and empathetically. It can be argued that emotional intelligence (EQ) is more important to your happiness, health and success over your intellect (IQ). The following is my personal list of the five pillars of leadership for entrepreneurs, which is probably quite different than you would expect. As you grow your business and make your mark on the world in your own unique way, I think you will find it useful to keep these qualities top-of-mind when defining your own leadership identity. These pillars are fundamental and unforgettable for success. 1. Responsibility: If it is to be it’s up to me. Personally, I like to look for a “win-win” scenario in every situation, no matter what. In order to create this win-win, especially in challenging interactions, I always remind myself to come from a place of respect and love. It doesn’t matter what frame of mind the other party is in, I get to choose my actions and reactions. Mother Teresa exemplified this sort of leadership responsibility and captured it eloquently in this quote written on the wall in her home for children in Calcutta: [quotes]“People are often unreasonable, irrational, and self-centered. Forgive them anyway. If you are kind, people may accuse you of selfish, ulterior motives. Be kind anyway. If you are successful, you will win some unfaithful friends and some genuine enemies. Succeed anyway. If you are honest and sincere people may deceive you. Be honest and sincere anyway. What you spend years creating, others could destroy overnight. Create anyway. If you find serenity and happiness, some may be jealous. Be happy anyway. The good you do today, will often be forgotten. Do good anyway. Give the best you have, and it will never be enough. Give your best anyway.”[/quotes] 2. Possibility: 100 percent is possible 100 percent of the time. You will be tempted to say no to opportunities you don’t want to pass up when you are feeling overwhelmed. You are the master of your emotions and your reactions and when you come from a mindset of being unstoppable, you will find a way to make it all happen. This is the hustle, the difference between being the best you can be and half-assing it. If you want to say yes to an opportunity but feel you have too much on your plate, don’t doubt, just take action and find the support you need to make it happen. Leave everything on the field, every day. 3. Integrity: My vision and my commitments dictate my ways of being and my actions. We are defined by our vision and our commitments (our word). When you revisit your goals, mission statement and vision daily you will be in alignment with your highest potential more often. Naturally, there will be days when circumstances get the best of you or throw you off track, but if you stay attuned to your vision you will rise above the petty details time and time again. 4. Urgency: I live as if my life and the lives of others depend on it. This is a precious life. Every second wasted will never come back. When I wake up I am thankful for another day to experience it and to share my gifts. When you go all out and share your passion with others, what distinguishes a leader from the average person is the sense of urgency to do everything we can with this one day, this one hour. You may not have tomorrow so you need to take action now. 5. Risk: Learn to be comfortable being uncomfortable. The only way you become an entrepreneur is to take a risk. You risk your time, safety, money, security, reputation and so much more. So what? Let fear be your compass. Follow it all the way through to the end and see to it that your business and your life are nothing short of extraordinary. Source

David Beckham celebrates the launch of Haig Club whisky

To celebrate the global launch of HAIG CLUB David Beckham and business partner Simon Fuller hosted an exclusive HAIG CLUB weekend in the heart of Scotland on the outskirts of Edinburgh. Attended by Victoria Beckham and other guests, the weekend gave Beckham and Fuller the opportunity to personally introduce friends both old and new to the whisky and the brand that they have helped create. “I am incredibly proud to have been part of the creation of HAIG CLUB,” said David Beckham. “I think we have made something really special. For me it has meant understanding how whisky is made and enjoyed and then working with some incredible people to write a new chapter for Haig.” Responsible drinking is at the core of HAIG CLUB, with David Beckham supporting the brand’s philosophy of quality over quantity. David said, “I appreciate a well-made drink and I like to take my time and enjoy it – I try to drink better, not more.” Simon Fuller commented, “This is a great partnership between one of the world’s most iconic stars and a company that is a true leader in the global sprits industry. Now we can all celebrate together as HAIG CLUB is launched worldwide and can be enjoyed by everyone!”

9 Things You Should Know When Dealing With Difficult People


Here’s the good news. In some ways, handling demanding people is a little easier online because that person isn’t in your face. You also have the luxury of time and to respond on your terms. Try these techniques the next time you encounter a troll, an upset customer or someone who is just plain rude.

When Dealing With Difficult People, Keep Calm

This is always so much easier said than done in the heat of the moment. However, as mature adults, we simply must learn to contain the natural anger and hurt.

For me, staying detached helps. I pretend like I’m a customer service rep just doing his job. Often, I even introduce or sign off with a different name (that has other benefits too). This way, I’m forced to be calmer – after all, if I were a rep who wants to keep his job, I should be nice.

Don’t Sweep Them Under The Rug

It is awfully tempting to close your eyes and pretend things never happened. However, when people misbehave on your turf, such as your blog, your forum, your Facebook group or page, your help desk, it’ll only hurt in the long run to let things slide.

Resentment among members will seep into the community. Those following you will notice the lack of leadership. And, if it’s a customer issue, you’ll probably lose them for good. It’s hard but you should always acknowledge the offender.

Respond Later – But Not Too Late

Just because you must respond doesn’t mean you should jump right to it. Try not to get roped into a match in the heat of the moment. Let a comment stand 15 – 30 minutes or even an hour or two. It’ll be OK. You’ll probably have a clearer head by then. You might also have given the other person some time to chill out.

Ask Your Trusted Peers For Input

There are two scenarios when to use this. First, when you are stumped at how to respond to a particular issue. Two, when you want to validate your response is the best possible one you can give.

Almost always, I find others will give, or remind me of a different perspective. This usually leads to a clearer, better thought out reaction that seeks to reconcile rather than alienate.

Give The Benefit of The Doubt

We all have bad days where one bad thing seems to lead into another. Whether we realize it or not, we offload this negative energy onto others. Perhaps that’s what’s happening to this person.

Resist The Urge To Defend

Sometimes, no matter how you say it, explaining yourself always comes off as defensive. This could infuriate people even more, sending the situation spiraling in a direction you don’t want.

That’s not to say you admit defeat or apologize for what you believe in. Instead, saying something simple like this could diffuse the situation quickly. “I can see how that would be upsetting. Thank you for voicing your opinion.”

Be Polite

Whenever my children cry about who did/said something bad to them first, I’ll respond with, “Yes, that wasn’t nice but you don’t have to return the favor.”

By returning rudeness with politeness, we break the cycle. The buck stops with you.

Sift Through For Real Nuggets

Unless it’s a personal attack, underneath all the tough words, there could be truth. This person might be pointing out something you overlooked. They might be showing you a different way and point of view. It’s hard to read but after time has passed, try to ascertain if there is something you can learn from it. It’s OK to feel a little upset again but don’t let that take over. Focus on what you can learn and you’ll see it.

Cut Them Loose

No matter what you try, some people may be beyond helping. Limit your time with them. Get someone else to assist them. Try to have short conversations or those that steer clear of hot button topics. If you really cannot be around them, cut them loose completely.

It’s never easy dealing with difficult people. Give yourself permission to feel hurt, to even get upset. You can’t win over everyone, but if you stay classy, you’ll always come out a winner, no matter what the immediate results are.