shutterstock_133828637Chances are you have already heard lots of paid commercials for different products and services while listening to the radio.  These 30-second spots are typically very expensive, so each second of the commercial should be spent converting listeners into customers.  This is usually done with call to action at the end of the commercial urging listeners to call a number or visit a specific website.  Often times the domain name announced could be problematic in some way, causing the advertiser to use several of its precious seconds trying to explain to listeners how to spell the cumbersome or confusing domain.

This is the Radio Test, and it measures whether a person who has only heard a business domain name without seeing it will know how to correctly spell it. For example, did the announcer say boar.com, bore.com, or boer.com? Similarly, maybe the advertiser meant hiddencash.com instead of hiddencache.com?

A business domain name is supposed to help marketing efforts by creating a memory in the minds of potential customers. A quick way to check whether you have a winning radio ready domain is by pretending you were running an ad on the radio in which your business domain name is mentioned.  Would everyone who heard the ad be able to pronounce and spell it correctly?  Is it even memorable? Good domain names pass the Radio Test no matter what the business name is and they do so without having to offer spelling explanations.

What’s in your domain name? Does it contain unusual characters like hyphens or country code extension when trying to cater to a global audience? Hopefully not. Your business domain name should match your brand and be short, easy to say, spell and remember.  Many people put a great deal of thought into choosing their business name then inexplicably purchase a domain name that is an awkward, shorten version of the business name or something totally unrelated.  This happens for a myriad of reasons, none of which are good for the business brand.  Yes, the domain name may already be taken or less expensive options might be more desirable.  But going into a domain purchase thinking you can always change it to a better name later can really impact your business negatively. There is also the hassle of changing your domain name, moving your site, redirecting links and explaining the changes to customers who are familiar with the old name.  Ultimately, trying to ‘fix’ bad domain names may cost more money and brand capital in the long run than making the initial upfront investment.

Tracy Fogarty

Founder & CEO at eNaming
With over 20 years in the brokerage business, Tracy Fogarty has helped thousands of clients achieve their goals on both sides of the negotiation table. Creative and result oriented professional, Ms. Fogarty strives on honest communication, value proposition, the big picture perspective, and bottom-line profitability.