Rule #2: See rule #1.
In the old "yellow pages" days, companies figured out this rule because consumers would pick the first company in the phone book for a given services. So, there was "AAA Insurance", "AAA Plumbing", etc.
On the Internet, the same rule holds true. There are so many benefits that only become clear once you start competing with other companies:
- Whenever there is an online review of several companies, they are usually listed in alphabetical order. Yours will be first.
- Recently one of my sites, AskAboutDomains.com, was added to a list of sites that are built on the StackExchange Q&A website technology. Since my domain is near the top of the list (of dozens), then I get plenty of traffic from people looking for sample sites, etc.
Happy Domain Hunting!