I wrote this for my clients at http://www.gopher.co.nz/ - a good bunch of people with the best online directory in the country...

Feel like David going out to confront Goliath? Living in the shadow of big competitors? Heck, are other competitors plaguing you like a swarm of gnats?

No longer. The Internet is the great leveller. The ultimate equaliser. Any business can punch above – way above -- its own weight… provided they understand some secrets – little known things that can propel your business into the stratosphere!

The secret is this: If you try to compete on brand names with the bigger companies, you’re in for a hiding to nothing.

But, if you compete on benefits, well then… whose top dog now??

Photo by Luigi Diamanti

The first step on your journey to Internet dominance is to choose a domain name that isn’t limited by a brand name nobody has ever heard of.

Instead, choose a domain name that offers a benefit or unique selling point upfront. For example, www.budgetloans.co.nz or www.lowestfares.com

It’s easy to remember and it communicates a benefit, it triggers emotions like desire and answers the customer’s question right up front i.e. “where can I get the lowest fares?”

A good domain name gives your company credibility, reflects your organisation’s personality, builds your brand and communicates the benefit upfront!

Benefits are more powerful than brand names when your brand is up against the giants.

By offering a benefit or simple service description right upfront, you ensure more traffic, more targeted traffic… and you’ve leveled the playing ground because you’re no longer competing with big powerful brand names.