Masters of Marketing - Lifecycle Performance Pros

K-I-S-S -- When a reader hits your site, she
must be easily/immediately able to understand
what your site is all about. And the single
best way to do that?...
Include your VPP in your domain name! Yes,
your VPP should BE your domain name!
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"Artchive.com" is a smart, but not TOO CLEVER (i.e., so
subtle that many visitors would miss the point), play on
words that tells the visitor immediately, and with
character, that it is a place to come for all things art. It
contains your Site Concept word, "art." And each of your
"lower level" domains does, too (ex., renaissance-artchive
contains the "renaissance art" keyword.)
Bottom line? What started with Botticelli now has a clear
do-able step-at-a-time plan to become an art mini-portal.
And you start at a level that you know will be profitable.
Best of all worlds.
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On to our final example, "fashion"...
With "pricing," we found ourselves at just about the right
profit potential level. So it was NOT necessary to grow the
concept.
With "Botticelli," we did need to WIDEN the concept to
capture more profit potential. With "fashion," we’ll need
to do the opposite -- NARROW it down to a "do-able" yet
profitable level.
Heck, "fashion" is just too broad...
o You won’t be able to develop the unique positioning
required by a good "Valuable PRE-selling Proposition"
("VPP").
o It will take forever to fill a general fashion site with
enough content so it does not look bare.
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