Persuasive sales letter required to sell a domain

[The Ideas Guy]

Hi there...I want to approach pharmaceutical companies with a view to one of them buying a specific domain name that I own. To do so, I require a persuasive sales letter that succinctly outlines the reasons why firstly buying generic key phrases is a good idea and secondly why this particular domain is a good idea. Can anyone assist me here? Cheers...Tim.

[Banned: TiffanyR]

well i was in sales when my dad ran a manufactured housing dealership and i wrote ad copy, i guess its in how its structured

[The Ideas Guy]

Thank-you...But what I'm specifically looking for is how to construct a convincing argument that explains the real power behind generic domain names and phrases. Anyone out there? Cheers...Tim.

[MacyT.]

Originally Posted by The Ideas Guy

Thank-you...But what I'm specifically looking for is how to construct a convincing argument that explains the real power behind generic domain names and phrases. Anyone out there? Cheers...Tim.

Hi Tim, if your domain name has serious traffic and searches in the major search engines for the phrase itself, just let them know it's for sale, provide them with accurate stats and let them know how to reach you. Keep it relatively short. The numbers speak for themselves.

However, if it doesn't have much activity at this point- I'm not sure what kind of 'argument' you can approach them with...there has to be a tangible reason for them to acquire this domain, otherwise it's likely they won't pay attention. That's been my experience and some others who've shared similar experiences w/me in regards to pharma companies.

Good luck to you.

[phrone]

I don't see you even approaching them with an argument, more like a business opportunity for them. Give them the name, traffic stats, and be brief just like Macy said.

Short, sweet, and to the point - big companies don't have time to read a sob story.

[toria]

Originally Posted by phrone

I don't see you even approaching them with an argument, more like a business opportunity for them. Give them the name, traffic stats, and be brief just like Macy said.

Short, sweet, and to the point - big companies don't have time to read a sob story.

My two cents worth ... from a marketer's point of view -- not a domainer's point of view.

Most pharmaceutical companies don't know diddly about traffic, stats, etc. You might as well talk to them in Martian. They need to know how that domain will add to their bottom line.

Below is a portion of a letter I am preparing to sell a set of 16 sleep-aid related domains I own to big pharma. I haven't sent the letters yet, as I am still doing a little research to make sure I send it to the right person at each company.


"Dear [NAME OF EXEC]:

Would [Name of Pharmaceutical Company] like to own a marketing tool that could increase your market share and add millions of dollars to the bottom line for [Name of Drug]? You could own it in the form of a bundle of domain names, that includes [MYDOMAINNAME.COM]. It can help you differentiate your product from the others in an ever-more-crowded marketplace and help people find information about [Name of Drug], even if they can’t remember the drug name, or the name of your company. (Your competitor, Sanofi Aventis is doing something similar with ABOUTSLEEPINGAIDS.COM, SLEEPMEDICATION.INFO and SHUTEYE.COM.)"

Basically, I am offering them a marketing and sales tool. I tell them that it can bring them customers even if the customer does not know the name of their product or their company. They understand those terms.

BTW, my 16 domain names (the .BIZ, .COM, .NET, .ORG, .US, .INFO, .NAME, and .MOBI for each of two different domain names) are much better and easier to remember than the ones referenced above. I also explain how buying the full set for each domain saves them the time, expense and effort to search for and acquire additional domain names to complete “the set.” Having the complete set ensures that all related web sites are unavailable to their competitors or potential detractors. This increases their value a great deal.

Anyway, that's what I think about the topic....

Best,

Toria

[BobDiGiTaL]

not bad toria, but insert "online" between crowded and marketplace.
It can help you differentiate your product from the others in an ever-more-crowded marketplace

Giving examples of what other companies are doing, especially their competitors, really makes you sound like you know what you are talking about.

[toria]

Originally Posted by BobDiGiTaL

not bad toria, but insert "online" between crowded and marketplace.
It can help you differentiate your product from the others in an ever-more-crowded marketplace

Giving examples of what other companies are doing, especially their competitors, really makes you sound like you know what you are talking about.

About inserting the word "online," I was not targeting it toward them going after an on-line audience. As I said before, I'm looking at this from a marketer's point of view rather than that of a domainer.

Pharmaceuticals spend the bulk of their Advertising budget on Television and Print media. I see them as competing for the eyes and ears of people through those two mediums. So, I am referring to the crowded broadcast marketplace, primarily. I am promoting the domain name as a way to maximize results from their television and print ads.

My letter goes on to say that most people cannot remember the name of a prescription sleep aid or drug company unless they are already taking one. (That person is already a customer or a competitor's customer.) And, with sometimes as many as 20 drug commercials in an hour, they have trouble standing out. And the drug names themselves are not memorable, not dictionary words, not familiar to anyone.

But ... if they have a tagline at the end of the commercial that contains a memorable, keyword-rich domain name, they have a better chance of viewers remembering their product.

Their websites are low-cost adjuncts to their marketing. They add the domain name as a tag to their television or print ad, such as "For more information and to receive a free coupon for a 7-day trial, visit MySleepAid.com."

Obviously, the drug companies buy plenty of keywords on adsense, etc., to drive people to their sites, but when I look at their advertising budgets in their annual reports, they spend the vast amount on television, another huge chunk marketing directly to doctors and most of the rest on print ads.

Hope that makes sense....

Toria

[MacyT.]

Originally Posted by toria

Most pharmaceutical companies don't know diddly about traffic, stats, etc. You might as well talk to them in Martian. They need to know how that domain will add to their bottom line.

This may be true Toria, but the reality is that these companies need to learn about how a domain can add to their bottom line from a source they already trust, not from a stranger trying to sell them a package of domain names.

This is one of the reasons many in the domain industry having been working so hard to get mainstream, positive pr out there...

[neonoceans]

Originally Posted by MacyT.

but the reality is that these companies need to learn about how a domain can add to their bottom line from a source they already trust, not from a stranger trying to sell them a package of domain names.

This is one of the reasons many in the domain industry having been working so hard to get mainstream, positive pr out there...

So called "trusted sources" like those in the marketing/PR depts and the account ad agency for the most part are pretty clueless in my experience with domain possibilities- It's just beyond the average corporate hacks comprehension. It's also beyond the medical ad agency scope as they don't see the money possibilities...yet
At least if someone selling a halfway decent and highly relevant bunch of names which will increase bottom line if utilised properly (they're just another effective sales tool)- and explain why they will - very clearly, almost like speaking to a child, they might get the idea...Tell them why the marketing dept and the ad agency doesn't understand the domain concept (especially type in generic) and you might get an ear.
Get the right key person and hey remember the cliched: nothing ventured, nothing gained.

[URLtrader]

Originally Posted by toria

"Dear [NAME OF EXEC]:

Would [Name of Pharmaceutical Company] like to own a marketing tool that could increase your market share and add millions of dollars to the bottom line for [Name of Drug]? You could own it in the form of a bundle of domain names, that includes [MYDOMAINNAME.COM]. It can help you differentiate your product from the others in an ever-more-crowded marketplace and help people find information about [Name of Drug], even if they can’t remember the drug name, or the name of your company. (Your competitor, Sanofi Aventis is doing something similar with ABOUTSLEEPINGAIDS.COM, SLEEPMEDICATION.INFO and SHUTEYE.COM.)"Basically, I am offering them a marketing and sales tool. I tell them that it can bring them customers even if the customer does not know the name of their product or their company. They understand those terms.

BTW, my 16 domain names (the .BIZ, .COM, .NET, .ORG, .US, .INFO, .NAME, and .MOBI for each of two different domain names) are much better and easier to remember than the ones referenced above. I also explain how buying the full set for each domain saves them the time, expense and effort to search for and acquire additional domain names to complete “the set.” Having the complete set ensures that all related web sites are unavailable to their competitors or potential detractors. This increases their value a great deal.

Very nice.

[randomo]

Here is an actual letter I sent (with names changed), in which I tried to impress the recipient (in a non-online business) with the value of a good domain name.

[I was offering an actual one-word .com, but for the sake of this posting, I have changed the real generic term to the made-up word "widgetz".]


Dear Mr. Smith,

I am writing to offer Jones Corp. a unique and valuable property.

Your company is in the business of selling widgetz. I can offer you something that will help your business attract more attention – and almost certainly increase widgetz sales.

This item is the internet domain name Widgetz.com.

Jones Corp. can benefit in several important ways from owning this domain:

1. If you choose to, you can "brand" your widgetz business as Widgetz.com – giving that as the website address that prospects should visit. This attention-grabbing domain is easy for them to remember, encouraging them to visit your website and buy your products. It also sounds authoritative, helping prospects to see you as the leading widgetz vendor.

2. You can get visits from potential customers who, when looking for widgetz suppliers, simply type Widgetz.com into their web browsers. This so-called "type-in traffic" is a well-known and substantial practice that could bring you prospects you wouldn’t otherwise get. You could simply forward all of those prospects automatically to your current website.

3. A key benefit of owning a one-word domain that describes a product category, such as Widgetz.com, is that it can raise your standing with search engines (such as Google). When I typed "widgetz" into Google today, Jones Corp. was the 9th link listed, near the end of the second screen. People are much more likely to click on links near the top of the list, especially those on the first screen. Search engines like Google use a variety of factors to determine how the links should be ranked; one of those factors is the actual domain name. Using Widgetz.com would help Jones Corp. get closer to the top of the list, thus reaching more prospects.

I will call you next Tuesday (February xxth) to discuss this offer further. In the meantime, if you have questions, please contact me by phone ([number here]) or email ([address here]).

Sincerely,
Me

[toria]

Thanks for that, randomo.

I will put a copy in my file of templates for domain sales letters.

Best,

Victoria

[bentong]

Very nice randomo!

[The Ideas Guy]

Just want to thank all you guys for your advice and tips...It's hugely appreciated. Cheers...Tim.

[MacyT.]

Originally Posted by randomo

Here is an actual letter I sent (with names changed), in which I tried to impress the recipient (in a non-online business) with the value of a good domain name.

Randomo, great letter. So, did the letter work? Did they buy it?

[LintonInvestments]

Randomo - very nice sales letter. Still as someone who receives a lot of spam and domain offers as well, how does a busy exec differentiate this from the other offers they get for ways to improve their business online?

Not saying there is anything wrong with the sales letter...just can't tell you how many emails I get a day that start with:

"Dear Mr. Linton,

I am writing to offer Linton Investments a unique and valuable property."

I usually toss these very quickly as I know the contacts that send me valuable domains through first-hand experience and previous contact.