Advertising is genius! So are the ‘tag lines’ or ‘strap lines’ that go with it. Look at some of the best of these and you will immediately know who they are:
‘Just do it’!
‘Vorsprung durch technic’
‘It’s Miller Time’
‘Finger lickin’ good’
These brands have ridden off the success of their straplines, because they explain the experience of those brands in a short sharp sentence, demonstrating personality and flair. So what’s to stop you from doing the same?
Dating sites often encourage you to include such a phrase for the reason that they know it will enhance your chances of success. There is a danger to get too clever though, and putting people off because of this.
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Can you believe 38 million Europeans visited online personals in July alone this year! That’s 18% of us, whilst the States worked out to be 17% (still a huge number). No wonder Internet dating has exploded and we are hit with at least 5 pieces of spam from different sites every day!
The study also highlighted that Europeans viewed an average of 310 pages per visitor – 44 more pages that their US counterparts – maybe we are more choosy!
The European personals audience also grew by 26% in July compared to a very flat US market.
“In North America, large online personals sites like Match.com and Yahoo! Personals still lead the rankings in terms of reach, but their growth rates have slowed in the past year,” commented Bob Ivins, managing director of comScore Europe. “In Europe, more specialist local sites such as Meetic in France and iLove in Germany have become successful, experiencing double-digit growth and dominating the category in their home countries.”
I read a fantastic book whilst on holiday recently, it’s on pretty much all bookstore shelves at the moment and is called ‘Freakonomics’. The book analyses day to day trends and makes some fascinating observations about all kinds of things like why most drug dealers live with their mothers, why crime halved in the USA in the mid 90s etc. Anyway, go read it it’s loads of fun.
The reason I am writing about it is that Steven Levitt (author) discusses online dating trends which was, like the rest of the book, an eye opener!
Therefore I wanted to share it and summarise below for you:
A man who doesn’t submit a photo on a dating site gets only one fourth the volume of e-mail responses as a man who does.
A woman who doesn’t include her photo gets only one-sixth the response.
A low income, poorly educated, unhappily employed, not very attractive, slightly overweight and balding man who posts his photo stands a better chance of getting an email than a man earning $200,000, and is deadly handsome but doesn’t have a photo!
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1 – A crap photo or no photo at all.
Ask yourself, ‘would I contact anyone I can’t see to know whether or not you fancy them?’ The answer is always nope.
2 – Sending a message, but with a boring subject.
The first move is the most important… be original and try to get that ‘lucky smile’ out of them, then you are 80% there.
3 – You forget to respond…
People don’t hang around on dating sites, there are twice as many men online dating than women (fact) so go make that move and stop playing hard to get.
4 – Getting heavy too early on.
It’s the best possible way to freak someone out so don’t do it. Just hold back your emotions and ‘play it cool trig’. They will let you know when you can show affection.
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Date Experience blog has produced a useful list of top notch online dating services and unsurprisingly MySpace (even though it isn’t a dating service) features heavily.
Go check it out here.
