In a recent podcast episode of Master of Your Domain, Rob Schutz sat down with Nik Sharma, the mastermind behind Sharma Brands, to delve into a topic that resonates with domain enthusiasts everywhere—how Nik acquired the three-character domain, Nik.co. The conversation was packed with insights into branding, domain name strategy, and a few entertaining anecdotes.
A Journey from High School Curiosity to Domain Obsession
Nik’s journey into the world of branding and domains began in high school, largely influenced by his neighbor, Jesse Pujji, who started Ampush and scaled it successfully. Nik spent time observing Jesse and his colleagues, which sparked his interest in marketing and, eventually, the significance of branding through memorable domain names and social media handles.
Nik reminisced about how seeing creative email addresses and Twitter handles among his peers and their families made him realize the importance of easily recognizable and memorable names. This early exposure laid the foundation for his later ventures into acquiring domains that would not only represent his personal brand but also be easy for others to remember and use.
The Search for the Perfect Domain
Fast forward a few years, and Nik found himself in the thick of a personal branding quest. He wanted something simple, memorable, and representative of his identity—Nik Sharma. However, as with many common names, finding the perfect domain was no easy feat. He shared a healthy rivalry with another Nik Sharma, a celebrity chef, and both of them humorously bonded over their shared annoyance with a third Nik Sharma who’s a realtor based in Ontario, Canada, and who owns NikSharma.com but refuses to sell it.
Nik experimented with several options, including variations like NikSharma.co, but ultimately stumbled upon Nik.co. At the time, he was financially strapped, but he recognized the domain’s potential. So, he decided to put it on a payment plan, shelling out $500 a month instead of paying the $7,000 upfront. It took a year to fully pay off, but once he did, he transferred it to GoDaddy and built a site around it.
Domains as Digital Real Estate
Nik likened domains to digital real estate—investments that grow in value and can be used for a lifetime. His decision to purchase Nik.co wasn’t just about branding; it was a strategic move that has since paid off in spades. He shared how the simplicity of the domain not only makes it easy to remember but also adds a level of sophistication to his personal and professional brand.
Nik’s story also touched on the broader theme of domain acquisition as a form of generational investment. He mentioned how owning a last name domain, for instance, is like securing a digital asset that can be passed down through generations, allowing families to maintain a consistent online identity.
The Hint.co Story: A Lesson in Domain Negotiation
Nik didn’t just stop at his own domain. He recounted how, during his time at Hint, he took it upon himself to secure the domain Hint.co. The company’s digital presence was fragmented across various platforms, with inconsistent handles and URLs. Nik recognized the need for a unified, memorable URL that could be used across marketing efforts.
The process of acquiring Hint.co was a masterclass in domain negotiation. Nik pretended to be a college student working on a thesis project to lower the asking price from $50,000 to $5,000—a clever tactic that ultimately saved the company a significant amount of money.
The Power of a Good Domain
Throughout the conversation, Nik emphasized the importance of having a strong, memorable domain. Whether for personal branding, business, or even as a redirect for marketing campaigns, the right domain can make a huge difference. Nik.co has become a central part of his brand, and he leverages it for everything from email redirects to a hub for his professional activities.
In the end, Nik’s story is a testament to the power of persistence, creativity, and strategic thinking in the world of domain acquisition. Whether you’re a digital native or a business looking to establish a stronger online presence, there’s a lot to learn from how Nik Sharma secured Nik.co and made it a cornerstone of his brand.
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