• Learn How to Build a Powerful Personal Brand That Will Differentiate You and Allow You To Compete in the Global Marketplace.
  • Pay $4.99 to Stand Out in the Online Dating Scene

    Most people who use online dating sites try and stand out amongst the rest of the user base. Some try this by uploading multiple pictures, especially an eye-catching one, and others are specific when filling out their profile information. Males and females conduct searches and those who stand out tend to get messages from the opposite sex. Match.com, the leading online dating website, takes personal branding to another level by giving you the option to purchase a highlighted profile for $4.99 per month, in addition to your subscription.

    Match.com Online Dating

    Stand out for $$$

    Many of you will think this makes sense and can actually boost an individuals profile or personal eBrand. I believe that standing out in this “obvious” way has a reverse effect on one’s personal eBrand. Take the girl on the top right (using the highlighted profile). From the perception of the viewer, she seems almost desperate to get attention from guys. She is begging you “please view my profile and send me a message.” This form of paid self-promotion, almost like a personal advertisement, turns a lot of people off. It’s similar to someone always promoting their new book or company, without ever talking socially about non-business related topics. It also makes her appear needy (if you check her profile, she’s 21 and has a child) and it also screams that she craves attention from men. If a man thinks she’s attractive, a man will click to view her profile, regardless of the highlighted profile feature.

    In reality, people like to get:

    • 1) What they can’t have
    • 2) Passive candidates (just like employers)
    • 3) Someone with similar interests
    • 4) An attractive male/female (personal preference)
    • 5) A person located nearby (>50 mile radius)
    • 6) A career-minded individual with some ambition

    Your first impression

    Match.com Stand Out

    Match.com also makes you pay for visibility (the communication phase of the personal branding process). Members sign up and receive emails with matches that relate to their current profile. With another $4.99 per month, your profile will appear in the first round of these emails when someone first signs up.

    Do you honestly think that someone reviews these emails for matches? If you are looking for a male or female to date, you are going to go right to the source anyways. The only benefit of this feature is that the receiver won’t think you are desperate to claim attention.

    How much are you willing to pay to stand out online?


    Dan Schawbel is the Managing Partner of Millennial Branding, a Gen Y research and consulting firm. He is the New York Times and Wall Street Journal bestselling author of Promote Yourself: The New Rules For Career Success (St. Martin’s Press) and the #1 international bestselling book, Me 2.0: 4 Steps to Building Your Future (Kaplan Publishing), which combined have been translated into 15 languages.

    Posted in Dating, eBrand, Personal Branding, Positioning, Reputation Management
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    3 comments on “Pay $4.99 to Stand Out in the Online Dating Scene
    1. avatar

      Gee Dan..are you trying to make personal branding sexy? Dan Schawbel – bringin sexy back! I like your question at the end “How much are you willing to pay to stand out online?” Relevant question this – but hard to answer unless you really know how to value your own time, as this is the biggest expense in my mind! I just finished a post about another great tool for bringing sexy back to your personal brand! check it out!

    2. avatar
      Ari Herzog says:

      Whoa, a 21-year-old single mother on a dating site is needy? I don’t know her motives but is it her fault if the kid’s father is a deadbeat dad, is in prison, or if she doesn’t love the guy?

      Dating sites operate with different models and if someone wants to spend an extra $5 to maybe attract someone who could be her life partner, how is that a bad thing?

      If your blog had little traffic with few comments and hardly any backlinks, would you call a so-called A-List blogger a needy person?

      I say kudos to the 21-year-old for putting money where her peers’ choose the reverse.

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