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Some argue that marketing considerations need to be taken into account from the very start, since that will determine the type of domain name you register and of course the product or service you actually sell.
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I absolutely agree that marketing considerations need to be taken into account from the very start - very much like selecting a location for a brick and mortar business. You have to plan an expectation for success.
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In fact, I have come across a book that suggests creating prior interest in your website before you launch it is one of the most important factors for success.
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Like Conor, I disagree with the suggestion that one of the most important factors for online success is creating prior interest in your website. I'm curious what processes your book recommends to accomplish that.