Valentine’s Day is nearly upon us, and with people looking for romance online dating is more popular than ever. Competition between online dating businesses can be fierce, but marketers need to remember that customers want a website that’s ‘decent, honest and truthful’, not just good-looking. Follow our tips to ensure you make a good impression.

There’s no need to pretend to be someone you’re not

Consumers are often looking to find people with shared interests, be that their religion, diet or hobbies. It’s tempting to take advantage of that by advertising to niche groups, but don’t claim that your website is only for vegetarians, Catholics or single parents if it’s actually open to all.

Don’t be too forward

It’s fine to advertise a service that promotes casual encounters rather than a means of finding your soul mate, but be careful where you place your ads. Keep it mildly suggestive rather than explicit when advertising in untargeted media, and save the raunchier content for adult websites.

Bragging? Make sure you can back it up

Think you’re the city’s No. 1? If you don’t have evidence to support claims about sales or market share, don’t make the claim. Check the number of active members you have before making claims about your numbers.

Don’t promise things you can’t provide

It’s not uncommon to offer a free chance to check out or contact your matches for a promotional period. If you do this ensure you make clear exactly what’s included in the offer – claims shouldn’t imply that the entire service is free if certain aspects are limited.

On a final note, if you’re targeting those already in a happy couple, remember not to promise “Guaranteed Valentines Delivery” unless you’re certain you can fulfil orders. You don’t want that on your conscience, or review websites.


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