Last but not least, one of best forms of offline advertising is almost certainly "word of mouth". Ideally, if your product or service is of good quality and value, your existing customers should be your best salespeople. To keep your product or service in minds of your existing customers (and to help them remember to mention your company to others), you might consider offering some kind of discount or referral fee.

Several other important issues to consider are domain name length, use of hyphens in domain name, and name's overall "readability". The domain name length can have a direct impact on how effective that name is at driving traffic to a site. As you can probably imagine, fewer characters in a domain name, better. The use of hyphens in a domain name can have a negative impact on a name's effectiveness, so they should be avoided if offline advertising is planned. A name's readability should also be taken into consideration when planning offline promotions. Do words run together confusingly? Are letters positioned in such a way that name might be misread? If so, capitalization can be used in print to eliminate some of confusion.

So what if you've already registered a name, and you find another name that you think would work better for offline advertising? That's simple. Register new name, and get your host to set up an "alias" that will direct any traffic new address receives to your existing Web site.