Wellderly and illderly
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Barry Goggin September 01, 2008
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I discussed in my last post the trend towards increased lifespan and the associated consequences including elderly health.
I was interested then to see that the Aug 6th issue of Nature had a article entitled “Genetic fact-check for ageing story“. (subscription required)
This discusses “A genetic study of healthy elderly people aims to
uncover the secret of living to a ripe old age — intact.” They go on to
describe this “Wellderly Study” (well elderly). Welderly.com - a site
for healthy elderly living - hmm?
Of course someone has already snapped up Wellderly.com and parked
it. The article goes on to talk about the opposite population: ill
elderly or “illderly” As of the time of writing, illderly.com is
available.
Investing in Wellderly or Illderly?
So would I invest in “illderly”? The short answer is no whereas I
would be more likely to invest in “wellderly”. Why? I hear you cry. OK,
well the question at least crossed your mind.
Positive spin domain names
“Illderly”, though cute, has a negative connotation. Ill elderly
people are seeking information to help them get healthier or to better
manage their chronic illnesses. So in effect they are seeking to become
one of the “wellderly”.
Those who are healthy but of advanced age also want to remain part
of the “wellderly”. It is this positive spin that sways me quite often
when making choices such as this. Always ask yourself what your target
population / visitors are seeking and invest in names that reflect that
goal.
Evaluating catchy domain names
Other criteria that are important when investing in these clever
names include readability, language penetration, catchiness,
brandability.
Readability
Wellderly is about middle of the road for readability. Without being
put in context, it could be mistaken for a surname for instance. In
context especially when spoken, it works quite well. This is a
subjective measure of how understandable the name is. In this example,
the truncation and fusion of the words work fairly well.
Language penetration
A name that you have coined and is not used in the written or spoken
word has low language penetration. A name that is used extensively as
slang for instance would score better because of its instant
recognition. “Wellderly” has a low language penetration and relies on
recognition of the words fused together.
Catchiness and Brandability
These are related to each other. Catchiness relates to how memorable
the name is. Again this is a subjective determination but we all come
across names that stick in our head from time to time. Often catchy
names amuse us, are considered clever and have a certain “ring” or
sound. Branding with a catchy term is easier since it requires less
repetition with the target population to become recognized.
Brandability includes catchiness but also “A brand often includes an
explicit logo, fonts, color schemes, symbols and sound which may be
developed to represent implicit values, ideas, and even personality.
The key objective is to create a relationship of trust.” Some names
immediately bring a certain idea to mind. GorillaNation immediately
brings to mind a picture of a gorilla and is brandable. Monster.com is
another good example even when the domain name is not related to the
content. Google.com is on the low end of the scale and required much
more resources and money to become the household known brand it is
today.
Justify your selling price
So these are things i think about when buying domain names but they
are also things I express when selling a domain name. Why keep these
ideas to yourself? Use your domain name strengths to support your
valuation. Teach your potential buyer about the good characteristics of
the domain name you are selling and do so in an objective and rational
manner.
If you are negotiating with a particular potential buyer, understand
what they are looking for and tell them how the characteristics of your
domain name will help address their needs. If you don’t exaggerate or
over-sell, these points can result in higher returns for you in your
domain name sales.
So would you invest in “wellderly” or “illderly”? |