Anyway, I thought your readers may be interested in the original article:

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Call-to-Action Names
November 2007

No doubt, SaveTheWhales.com, FeedTheChildren.com, GetRich.com, RetireInFlorida.com, StopBreastCancer.com, and LowerMyBills.com are all great “call-to-action” domain names – for their niche. They are similar to great domain names in that they are the shortest possible way to say what’s being said. And even though what’s being said can sometimes make for a fairly long domain name, they’re easy to remember.

Call-to-action domain names are valuable, but less so than pure generics because of their generally niche nature. So to find an investor grade value in a call-to-action domain name it should be in a high-dollar niche or be a generic.

Since you’ve already been immersed in the Heinz-related campaign from the last article, I’ll continue using those facts for my example and have you consider the domain name TopThis.com.

That domain name meets the criteria for a call-to-action domain name, but its also a generic. When I hear TopThis.com, I get the right idea; it makes me think of “Let’s see you do better!” Of course, the question becomes, “Do better at what?” It could apply to almost anything. That’s what I call a non-descriptive generic.

Non-descriptive generics aren’t as valuable as descriptive generics (cars.com, books.com, etc.), but they are still investment grade domain names. Unfortunately for that particular generic call-to-action domain name, there is a problem that decreases its value. The problem is TopThat.com.

TopThis.com and TopThat.com are what I call twin domain names. Like real twins, they aren’t technically identical and they look a lot cuter when they’re together. Unless you are selling to the owner of the other twin, the value of these names individually is typically substantially less than half of what their value would be as a pair.

This particular case demonstrates a rare situation where you have twin generic call-to-action domain names that are extremely brandable. But since you could never own the “Let’s see you do better!” concept without owning both, they actually diminish each others value greatly when separated. In a perfect world they would both be owned by the same individual or company and as such would be quite valuable given the apparent direction of video on the Internet.

As a side note, I’m guessing the folks at Smith Brothers know all this, as they registered TopThatTV.com about the same time they registered TopThisTV.com and then acquired TopThis.com. And, since Heinz’s name isn’t on the WHOIS registration, maybe the ad agency already has the idea to eventually make Heinz just one of many such contests ongoing at the site.

If so, that would highlight the problem I am discussing. You see, a couple of guys named Robert and Brandon are already working to put together that exact same thing with the TopThat.com domain name. So in real time you can see how these competing interests will devalue each of the domain names unless they can partner or come to some kind of purchase agreement. If they can’t, more often than not it turns into a very long waiting game.

Another variant of this problem can be found in homophonic twins, such as BuyTheChannel.com and ByTheChannel.com. These are the twins where one is maybe just a little bit prettier than the other. The first domain name is a valuable niche call-to-action domain name, but a cable or satellite company would most likely not want to invest in marketing and advertising using that domain name unless they also owned the other one, which obviously is not a call-to-action domain name.

In conclusion, unless you feel confident about the industry niche associated with a call-to-action domain name, you may want to pass on all but the generic ones. And if you end up with a domain name that has a diminished value due to a twin, you should move as soon as possible to try to work something out with the other owner.

(On that last point, in theory both owners should be a strong potential buyer and a strong potential seller at the same time. Because of this awkward position, a useful strategy is the offer to either buy or sell at the same price. This will avoid a lot of bloated negotiations by leaving the other owner very little wiggle room – they can’t very well say your price is too high and at the same time refuse to sell for the same price.)

Happy Domaining!

ASN5

There is a science to this. You just can’t make these domains up without understanding the principals of direct marketing or the integrated media that surrounds a call to action line. There is a simple forumal:
1. Ask the client about the biggest problem he faces
2. Write an ad that asks readers to help solve the problem and
3. Include a coupon or call to action domain that aids in this purpose.

Their origin is in direct response advertising, you know those offers you get in the mail where you need to tear off a coupon self-addressed, stamped card and check a box that says “Yes. I want to save up to 50% on my car insurance”

That’s the call to action line and the self-addressed, self-stamped “bounce-back” card was idiot proof and had a campaign tracking code. Today a domain does all that automatically and therefore a company uses different call to action lines to test different campaigns or tailor the messages and images to connect emotionally with different demographic groups.

http://fragerfactor.blogspot.com/2007/12/calling-you-to-action-com.html

(click the links within this article to understand domains and television)

http://fragerfactor.blogspot.com/search/label/we%20get%20it

Also suggest reading The Book of Gossage and Ogilvy on Advertising for anyone serious about the call to action space
http://fragerfactor.blogspot.com/search?q=howard+gossage.

**Jamie Says**
Hi Scott! I wouldn’t think so, but you might want to ask Owen directly to be 100% sure.

Here are some articles about call-to-action names from Owen’s blog:

http://fragerfactor.blogspot.com/search/label/call-to-action

Everything else is a nice bonus.

An example of a CTA domain I heard several times on the radio is ComeGetMyCar.com.

It’s by one of those non-profit orgs that ask you to donate your car in return for a tax reduction.

Patrick

**Jamie Says**
Sorry Steve, I just happened to be in the comment section in the backend. Your post is helpful as well and thank you for posting it.

“Call-to-action” domains are a popular new trend that you’ve probably seen but never paid much thought to. You’ve probably heard of the green-friendly initiative, WeCanSolveIt.org, or perhaps GiveTheGiftofSight.org. Many large companies have been launching ad campaigns with a certain tagline or slogan, for example, with a matching .com or .org. AMP Energy recently launched a campaign called “Walk of no shame”, and they have the .com to match it.

Call-to-action domains are memorable and plentiful.

**Jamie Says**
Hi Steve, no problem!
Call to auction domain names to me are domains that clearly speak for them self and call to an action. An example of this would be a domain that I own… KickedBack.com . This domain could be used in advertising for a Travel or Resort company. Kicked Back, calls to the auction of relaxing! Very common term that people have heard before, which sticks in your head very easy. With marketing, it’s hard to get something to stick into your targets mind.. Using a domain name that is already a common term most have heard helps advertising a lot and making it Stick with your customers! MustOwn.com is another CTA domain. NowEasier.com, SimplerThings.com, TimeToUnify.com, TookOff.com YouShowoff.com and WhoDoesThis.com are a couple more.