This little article is the most concise and useful on the subject of choosing an appropriate domain for your small business site I have found so far. As usual, the author says i far better than I could.
Tip#2
Another thing that is very important is to be sure that your domain name is easily remembered and can be recalled instantly. When I say to you “Just Do It!” what do you think. Have you visited JustDoIt.com lately? Who do you think owns it? Making an URL memorable is extremely important. You want your prospect to remember it well after they have seen it, no matter where you are displaying it.
Read the whole piece by John Waraas here. Goes a long way toward dispelling the contradictory folklore about domain names without getting technical.