As you may or may not know, several years ago I started a company called ProfileDoctor. We built a service that enabled live editors to review dating profiles and make suggestions in improvements. While I thoroughly enjoyed building up the company I ended up getting side-tracked by consulting projects in the dating industry and shelved ProfileDoctor.
Fast forward a few years and I’m amazed at how much better profiles are on dating sites these days. There are still millions of badly written profiles, but overall the quality is much better.
Hint to dating sites. A profile evaluation is a great way to market to stale members and get them back on the site. How many year-old profiles are lying dormant in your database? Major dating sites have millions, wouldn’t it be interesting to market to them with someone better than a “we miss you” remarketing email?
A few weeks ago I wrote about posting your profile photos on HotOrNot to find out which ones people like best. Today I came across the PlentyOfFish Profile Review Forum. What a great idea! For all the good-natured grief I give Markus at PlentyOfFish, it’s features like that that impress me the most.
The concept of crowdsourcing profile reviews is a fantastic value for members. A paid profile writing service might get to know you better but throwing up a profile in the PoF forum and receiving feedback from 50+ people in 24 hours seems to make more sense. There will always be a small percentage of serious daters who will pay $30 – $200 to have someone write their profile.
I would love to build text processing system that parses profiles for terms like “little black dress” or “long walks on the beach” and emails offending members to avoid cliches. One that system is built, you can add on all sorts of interesting tools and services. Don’t be so greedy, make it a free service and wrap it in relevant ads. After all, the value of a dating site, at least to members, is the quality of it’s members and their profiles.
