You have probably heard that ENS domain names ending in .com/.net/.org are possible as long as you already own those TLD domains. Here are instructions on how to set it up manually.

To hook it up, your DNS registrar must support DNSSEC and you need to add a TXT record with name "_ens" and value "a=[your ethereum address]". Then go to app.ens.domains and pay the fee to hook it up.

Reason #1

Your customers only need to remember one name.

Instead of differentiating between "apple.eth" and "apple.com", your customers can just send ETH to "apple.com".

Reason #2

You only need to pay a one-time fee. There is no annual fee.

Because only people who own the .com can hook it up to ENS, as long as you pay the annual fee to your existing domain registrar to keep your .com name, your .com ENS name remains yours.

Reason #3

It is not a race, because no one else can register your name.

Because you need proof that you own the .com/.net/.org domain, only you can register the corresponding ENS name so there is no hurry to register it. But with the current low gas fees, now is most affordable time to register it.