Develop Your VPP

Ideally, your domain should reflect your Valuable PREselling Proposition (VPP). Your VPP answers, in very few words and hopefully with just a touch of character, the two critical questions about your Site Concept...

1) What specific and high-value information does your site deliver?

2) What is your unique positioning for this delivery (i.e., what is your angle of approach)?

A good VPP transmits these answers loud and clear to your visitor so that she immediately understands what your site is about. And the single best way to do that?...

Include your VPP in your domain name!

There's no room for "cleverness" or subtlety here. Leave that to the money-losing dotcoms. Include your Concept Keyword in your VPP and add a "marketing angle/theme" to it. That way, your concept is clear to your visitor, and your Concept Keyword is clear to the Search Engines. (The engines will rank your site a touch higher for your Concept Keyword if it is included in your domain name).

Focus your efforts on developing a VPP that is "not too narrow, not too broad" -- it needs to be just right.

Would an example help to clarify? How about three?

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