October 2, 2006

I Highly Recommend This Book

Book Review

I think that one of the strengths of this book is that the author, Evan Marc Katz, understands better than many other authors the kinds of things that are likely to 'trip' people up, who are trying or thinking about trying online dating.

This is probably due in part to the fact that Evan has worked in the customer service department of several online dating services. So, I'm sure that he's had plenty of first hand experience dealing with people frustrated with online dating!

On one level, most of the book is 'just' common sense. And that's the way it more or less has to be. The paradox - from an author's point of view - is that what is 'common sense' to one person might not be so 'obvious' to another.

But all in all, I think that he has enough 'common sense' advice that most people will find a lot of value in the book. He understands the principles of successful online dating and does a good job of explaining them.

One of the most basic things anyone could do to improve their online dating success is to create a good ad title. The way to do that is to ask yourself - why should someone click on your ad as opposed to the thousands of other alternatives?

The answer to a significant degree is the headline. In advertising, the headline, which is no more than a few words, is considered MORE important than the rest of the sales letter - regardless of how long that is. Advertising agencies do a lot of testing. They know what works.

To me, having a headline that might pique the interest of someone else seems like common sense. And yet most online personal ads don't even have remotely creative headlines. There is nothing wrong with that - it is just that you are handicapping your success - when you don't have to.

So, it would be one thing if Evan simply advised: 'write a creative headline'. That wouldn't be very helpful. However, he gives advice about HOW to DO THAT and shares his own.

This is a headline that he used on his own personal ad. I think that as soon as you read it, you will instinctively know whether or not the book is for you.