Reaching the Bleachers. The Masses in the Cheap Seats.

Morning Folks!!

Maybe folks don’t understand the audience I am speaking to so let me define it. Maybe that will clarify some things and help you understand where my comments are aimed.

There are about 500 serious, full time “Domainers”. Those are the core folks I am speaking to but that does not mean I don’t want the ears, eyes and minds of others. But you need to know where I am coming from. I talk to those 500. But I am also hoping to reach others. So let me define “Others”.

In the domain industry there are the 500….let’s call them collectors, connoisseurs, affectionados. Like fine wines, art, watches, they collect prime domain names. But unlike those other collectibles, these items are parcels of virtual real estate that will eventually be developed into businesses. They are the base and foundation of things. They hold the majority of the booty. They are independent decision makers.

The next group are the 600 folks that are really trying hard to make it in domains. They may have been doing it for 10 years or 10 hours. Many have had some measure of success. Many have not. Before you have success you need discipline, direction and understanding of general things not related to domains. Most of this is NOT related to domains. It is related to how you think and how you act and react.

Domains are a vehicle. But you need to learn to drive the domain vehicle or any vehicle by getting the foundation of business right from the get go. If there are 600 here, 120 will get the message and get to work. I spend the most amount of my efforts on this group trying to help them raise their game. Get over the hump. But they have to play by the rules and do things right even if it takes longer or is harder or has a cost associated with it. That's where discipline and honor come into play. So you either understand or you get angry. Understanding means you are moving in one direction. Anger means you are moving in the opposite (wrong) direction.

Ever play golf with someone who cheats? I feel sorry for those that are compelled to cheat. But who in their right mind would golf with them again? Especially when it's no game and money and your livelihood are at stake?

The others (and there are a lot more of them) came to service those 500-1100. Does not sound good to say but that is how things evolved. They built registrars and parking companies and mini sites and everything else to cater to the 500 and then beyond that.

By far the largest part of the new formed industry are the brokers and flippers. Many of them and cost of entry is nothing. That is not a bad thing. That’s called opportunity. So there are many brokers and they are the “Grease”. That’s a compliment. No brokers = no interest. We have brokers in the business because there is money to be made.

Beyond that is the general businessman in either corporate America or Main St. Truth be told. THEY are the ones I want to reach the most but we all need each others shoulders to reach them. To let them hear us. If this were a stadium my focus would be the 1100 in the front seats and the masses in the back seats. Those allied industries would be in the middle but not my focus. They become the beneficiaries of my focus by creating a larger and larger audience paying attention.

The reason I write is that I know the words will be around for a long time. Many of those words will make more sense in 5 years from now than they do now or 5 years ago. Like they said in the Social Network, what you put on the Internet is in 'Ink' not pencil.

The 'End users' are in the bleachers and so is our future. But as I have said for years, they will come one domain, one project, one mission at a time. If you see the right picture, you will have the right amount of patience and patience is the key ingredient in this business for the 500. The guys in the bleachers will have their 'Sense of urgency' moment. But one by one. All we can do is accelerate their knowledge as that leads to desire.

From a lone wolf to an exponentially growing industry is a dream come true. I sit back and look at it in awe. It is everything I dreamed of and so much more. (With a few disappointments and short comings) And to think the dream is just to begin not to end is the most spine tingling part of all. Don't be afraid to look back from where we all came. You will see a stadium filled with interest. Stadiums filled with interest.

My vision is like a 'Beach Ball' that starts here and keeps getting tossed into the air and all of us doing what we can to keep that Beach Ball up in the air and make it all th way to the bleachers. Each Beach Ball with a different message. Getting that ball or post or thought or example up to the bleachers is something we could and should all be participating. A rising tide for one is a rising tide for all.

Like I have been saying, THIS is the start of a 5 year sprint and marathon and when we look back in 5 years, you too will be in awe if you are not already. Captain, prepare for 'Warp Speed.'

Have a GREAT Day!

Rick Schwartz

14 thoughts on “Reaching the Bleachers. The Masses in the Cheap Seats.

  1. Altaf

    Congratualtions Rick,
    What a writing! We understand its insights.When will the Main St. get your point?

  2. Kevin Faler

    Rick, I read every diabolical grain of each peppercorn with the most eyes on approach to your exquisite sonnet. I was able to compartmentalize your story and fed on its content for my personal growth. Kevin Faler

  3. Landon White

    Nice Article,
    very thought out!
    For resisting the SuperBowl/.Co issue …
    but realy is no issue anymore because,
    the PUBLIC yesterday rejected .Co and
    “indirectly have stated they are happy with .Com”
    That same Public could care less about Domainers dreaming
    about riches coming from a extension that has no value,
    and people arguing on blogs about the NEW ERA (ha)
    The other commercials will spend 20MM on ongoing follow
    up commercial campaigns.
    WHO is Dumb enough to invest in the Epic .CO failure NOW!
    THE END OF THE .Co Era! :-)

  4. Landon White

    Dan Said…
    (77) It might be a “toss up” who goes first…
    .CO or Joan
    The Best one yet ~

  5. Chadi

    Nice post Rick.
    I don’t know where I fit among all those categories. I’m sure I’m not among the top 500 you address; however, I know for sure I’m very patient, because I never get taken into an investment that keeps me on the alert. I know I like the 5 yr. time margin you propose, because I’m naturally a strong believer in a long term investment– also a believer in neglect to a certain productive extent, the kind of neglect that makes a potential buyer raise his offer to receive a response from you.
    There is a saying in my country,”Courage is nothing but 1hr extra worth of patience”; and I say Success is like courage. It’s about not putting yourself in a mindset prepared for sacrifice.
    I spent 1300$ on an online forex service, and totally forgot about it. You won’t imagine ever since how many times I’ve doubled my investment and how many times I’ve lost more than half of it, how many times I’ve been contacted by panicked agents on one hand and overexcited one on the other. Today I receive a scolding call from one agent telling me”You Idiot you should’ve sold…” The next day I receive another call from the same agent saying”Congratulations, you’ve just doubled the investment…” and I’m just sitting there with total neglect – its simply a figure I can afford to ignore and neglect– simply forget it existed for a while. After all, its currency and gold, so it can never go null on me. It’ll always have some value. So, one day, when I am in the right mood, I just might wake up in a morning to find the figure cool enough to sell and withdraw… I like the feeling when something calls for you, and not the other way around. I don’t like lingering or dwelling on anything ever…
    I was thinking that if I cared all too much, I might’ve probably withdrew the amount long ago for a very crappy profit; even then, it wouldn’t have mattered much; but there is something here to ponder over.
    It just made me sense a little how much a percentage of neglect (not even patience) can be twice as productive as some haphazard efforts we usually do out of panic to increase our wealth or save our investment
    I can sleep over some domains for 5 yrs. I know its the right thing to do. Why? Because, I like it when a deal call for me and not me call for it & I have some trust in the quality of my choices + domains will always have some value.

  6. Altaf

    Anunt said in reply to Frager,”Targeted Traffic is million times better than eyeballs!”
    What are your comments? How many of you do agree with him?
    (I get the privilege to repost here as no one seems go back to check the older posts).

  7. Dan

    Hi Rick,
    Very Nice post…have been doing research for a blog post about most of what this post is about for while now…
    In fact, if you will allow me to post, this I what I posted, at another ‘domain blog’ site just a couple days ago, in response to other post.
    I will provide the link (if requested or wanted)
    Now, this may offend some, I am sure not everyone will agree with what I had to say….”but that is life”
    But, I hope it least causes some positive debate (scratch that)
    So it is with the best attentions I ‘re-post’ this:
    First Of Two I Made In The Last Day Or So: One & Then A Follow Up Reply Post
    #1, Hi,
    Gamnes and Rich very well said:
    “Rich”… I have thought this for many years, after I attend the First “DomainFest” In 2007.
    A “New Type” of domain name conference has to emerge for the total benefit of the domain industry…no matter if you own one domain or 50K+ of domains.
    Weather that means a “collaboration” between some of the many different “players”…putting on the domain conferences that are and have been going on over 5+ years… or a different group of like minded people…that understands what “Rich” …conveyed in this post above.
    I have been planning a big blog post about the very items you mention your post…just need to do and finish a lot more research on it.
    Keeping in mine, who puts on the main domain name conferences, Parking Companies, Auction companies etc…they were great for the first year or two…but the value of them has declined in the past year or two…pretty significantly…IMHO. As they are currently held and presented.
    If it is OK with “MHB” I would like to post a “comment” I made FEB 04:
    It’s on a different website (not mine) ~ But it has a very good article everyone should read once. It is a “bit’ off the the ‘domain conference’ subject…
    Has All to do with ‘domain parking’….
    This was my comment and link to Article:
    __start of comment:
    “Very nice and well done post ~ More importantly it is the “TRUTH”!
    What has your Parking Co. done for you lately…besides, paying you less every year that has gone by since 2005…?
    Hold an over priced domain conference(s)?
    2007 the 1st “DomainFest” $500.00
    2011 the 5th “DomainFest” $1200.00+
    I live 28 mile from the “DomainFest” conference being held right as I post this…its 2:39 AM PST in the morning here in So CA.
    Must be having a hell of a great time at the “Playboy Mansion” ;)
    I am working on a big blog post about what I think a “domain conference” should be all about…
    The ones they have are OK…Lots of great people and a lot of fun.
    But I live 28 miles from the event going on right now…and if I would have gone…I would have spent 2k+, when all is said and done in 2 days.
    Not right the economy in CA. to do that…at least for me right now.
    Anyway, if I got a ‘bit’ off track, my apologies.
    But, a parking company puts on this event.
    Great post Mike!…I will read it again and then maybe one more time. ”
    End comment
    Best To All,
    #2. Follow Up Post:
    Hi Rich & all, very nice domain & site you have….and thanks for the follow up reply post.
    I will not be able to make it to ‘Denver’…but I will look into it…sounds very interesting.
    I will use two example’s of a large company I know of who is using “generic domain assets” properly IMHO.
    They are using much more than just this two domain names…but the person in charge of their marketing… using ‘generic domains’…should be one of the first people invited to speak…even if you have to pay all his expenses at a “domain conference”.
    And ALL the other persons in his position in different companies, that who have or have yet to ‘figure’ out how to use generic domains the right way for their companies benefit.
    These people and marking and advertising reps from any and all major “Madison Ave” firms. (most these people do not even know the the simple difference between” ~ hits, unique visitors ,page views etc…)
    This is who should be making up 90%+ of the attendees at “domain conferences”…not a bunch of domainers & parking company reps.
    Side Note:
    With all “due respect”… I do not give a flying crap, what “Bob” from Godaddy has to say…I do not care who is the new .CO Godaddy Girl is etc…
    I do not care, what any “parking” company” has to say until they want to put into my account a report function, that tells me exactly how much an advertiser paid for the ad they click on my site…and what % of that money I received.
    BTW: does anyone with a domain that is parked, say making $50 a day “Care” if the person(s) clicking on the ads on their parking page…ended up getting to the information or product they where looking for?
    Or are they just 100% concerned with that particular domain… just continues to earn the same or more money everyday for them?
    Should this be a concern?
    Or as long as you get paid, and the advertiser wastes his money, because the potential customer click on an ad that seem to offer what they where looking for…but ended up being totally useless to them…
    They can still hold…the same kind of ‘domain conferences’ they do now…
    But there has to be at least one new major kind of “domain name’ conference” that emerges, where people in the Domain Industry and those out side… that have figured out the great benefits and uses of generic domain names…need to be speaking and teaching to the people I mention above….not just to crowd of domain owners that have been in the domain industry in one position or another for years. ( just speaking to choir)
    That is the person(s) running J& J’s domain portfolio. Others here know of more than just these two domain name’s they are using correctly…I encourage anyone to post more of them.
    Take the example’s of: &
    1. Have special dedicated websites for that part of their “specific product line”
    2. The are just not, “redirected” to J&J ‘s home page…as this would be stupid, as they make…hundreds of thousands of different products.
    3. Both domains are ranked #1 ~ #2. in Google…
    Baby .com:
    Barycenter .com:
    4. They do not have to waste money for “Google adwords” for these search terms every month…only to get a 3% CTR…and the have to convert that 3% in to enough buying customers to cover all the expenses of the Adwords Campaign, plus other expenses…
    5. Both sites, have a way to get people to join…or “opt-in” to get names and email address’s…which are just “gold” for them, as they can send, free samples, offer special discounts etc…
    I could go on and on…. which I will :)
    I hope I made at least some my point’s clear…and that they make sense for every domain name asset holder, no matter if you own just one or 50K+ domains.
    Peace To All,
    BTW: Please forgive me the”type-O’s” etc…sometimes my brain gets going about 5x faster than my fingers…or something like that :)

  8. Anunt

    Altaf, targeted traffic is million times better than eyeballs if you are really looking for true results with huge profits.
    But if you are just looking for website traffic, you can get that with eyeballs!
    eyeballs dont bring in the money…while with targeted traffic, you will see the money come in…profits!
    eyeballs = popularity, but NO profits
    targeted traffic = no popularity, but big profits
    i like profits, so i like targeted traffic!

  9. Landon White

    @ Rick
    Enjoyed confirming my views about handling everday BS …
    This a ‘re post,
    i thought might fit here about domaining skills …
    Unfair Advantage: WINNER TAKES ALL!
    If you think you have an original idea, think again. There’s a very, very good chance it’s already being worked on. It might not be identical, but it’s likely very close.
    “If no one else is already working on the idea you have,
    there’s a good chance it’s a bad one”
    Fundamentally, you should never assume you’re the only person working on something. In fact, assume (or just plain ole realize) the opposite.
    Everyone else has the same ideas already anyway,kinda …
    Ideas are just the starting point — everything that comes after the lightbulb goes off in your head is really what matters. Strategy. Execution. Learning.”Unfair advantage” Acceleration. Agility.
    Startups don’t win because they have the best ideas
    when they start, then most wither and decay in there
    own creative juices.

  10. Danny Pryor

    Well, from my perspective, this is the best post written in the past several days, because it qualifies the groups and those making an effort to make their way in this online world.
    By 2002, when I was really trying hard to sell website design to new clients, I was amazed at how many people viewed being online as a discretionary form of advertising.
    Today, there are businesses that are ONLY online, with no brick and mortar presence. What happened in 2007 and 2008, as businesses were folding and going out of business, is many ditched the terrestrial store front in favor of a business built on virtual real estate.
    What also happened was online businesses, like Tiger Direct bought the entire brick-and-mortar outfits, like Circuit City and Comp USA, after those entities crumbled to dust. Circuit City is now Best Buy’s big competition, but without the overhead. Comp USA returned to the early 1990’s business model, and it serves geeks and DIY’ers from some store-fronts and plenty of online presence.
    There is more opportunity online that you can possibly imagine (I am addressing the end-user), and without trying to make a fast buck, there’s no shortage of long-term success awaiting anyone who puts the time and energy into this business.

  11. Dan

    Hi All,
    Just to put my post”2″ above this one in more perspective…here are the two post I was responding to…I hope this helps put my post in a more relevant and useful light.
    # Rich
    “What is needed is a well constructed, professional marketplace that works to develop awareness and credibility within the domain and end-user communities. I know that there are many sellers of premium and super premium domains who are looking for a conduit to end-user buyers. I am positive that representatives for end-users (e.g. marketing/brand consultants) would find it extremely helpful to have a straightforward way to find the best domains for branding and marketing, and then to negotiate for these domains. It just doesn’t exist at this time and it is badly needed.”
    #Gnanes:”Why invite only domainers to premium auction when they all want wholesale price?”
    Rick you have made a lot of good post over the years, but this one will hopefully be the one that people remember the most and more importantly ‘act’ on… in the next 1-5 years. (months… :)
    Thanks again Rick for such a timely post…
    “The bleachers” do not have to be so hard to get and kept the ‘beach ball’ up there for those folks to see and touch more often and easier…with help form the powers that be in the domain industry & with the help of most all ‘domainers’.
    I think preaching to the ‘flock’ (end user)…will be much more effective and helpful to everyone in the domain industry …rather than always preaching to the (choir).
    Besides, the ‘choir’ is already, always at every ‘service’…I mean domain conference(s) :)
    BTW: I do realize that a lot of so called domainers are and do end up being ‘end users’….which is great & very good ‘end users, but they are in a lot of respects, still part of the ‘choir’.

  12. Jeff Schneider

    Hello Rick,
    This is to reach the many unsuspecting Online Business owners, escaping the Social Media craze TRAP !
    Yet another reason not to buy into” Our Brand Is Your Brand” being pushed By Madison Avenue Advertisers to lure their clients onto social sites.
    We will be coming out with a Marketing Strategy Report that will be free to those interested. This is a report that our clients pay for, that will be free content on our Blog. A must if you are an online Business Owner – Enjoy !
    “Current Online Business Owners, being Punked By Social Media Sites ?”
    Gratefully, Jeff Schneider (Contact Group) (Metal Tiger)


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