How important is the domain name?

Many do think that if you have the right domain name your business will almost be selling itself. But is that the case? If you get the easiest name of all, for example mlm.com or money.com or whatever, you will probably get a lot of visitors, but will you earn money from only receiving visitors? Let's take another example. Mikes-marketing-tools.com is a well-known site with not the easiest domain name. Well, it's pretty easy to remember, but it's long and with a couple of - in the middle. As far as I know, this site receives a lot of visitors and sales, you could probably say it's a very popular site. It's a lot better to have a short and easy to remember domain name than a long and difficult to remember name. But you might consider spending more time on other activities than to get the *perfect* domain name.