His idea for a digital-dating-assistant service started in 2009, when he was frustrated with the amount of time it took to search for matches online.
“I was working 60 to 70 hours a week and simply didn’t have time to keep up with online dating,” he said.
”If there’s a message that the client doesn’t like, we take it out of rotation.” After the Matchmakers have made contact, the Closers then step in to keep up the flirty banter and, hopefully, get their client a date.
One male Closer told me that it felt rewarding to “help men too old to understand the internet,” and that “some people are too busy for all that.” Another writer told me that “finding love is a mysterious process, so we use data.”The service’s data-driven approach to professional flirting became clear to me during my training.
“We’ve discovered that a surprisingly large portion of the online dating process can be systematized into what is essentially clerical work,” read one line in my training manual.
“When writing sales copy…the goal is to reduce her ‘cognitive load’ so she’s more likely to reach the end and still have energy to write out a reply.”What does a “low cognitive load” pick-up line look like?
My personal favorite: These pick-up lines are mostly sent by a third type of employee, “Matchmakers,” who send out opening messages en masse across every dating platform imaginable: Tinder, Bumble, match.com, POF, Luxy, and Seeking Arrangement, to name just a few.
“With [dating apps’] explosion in popularity, it means that you have a huge dating pool at your fingertips, but you’re also in direct competition with everyone else in your area.
So if you want to have a chance at meeting your most intriguing matches, you need to have the best possible profile, photos, and messages.”In my guise as a middle-aged American male, it’s my job to pursue women on our clients’ behalf.Despite hiring writers to do this work, virtually none of what the company does requires creativity of any kind.Profile Writers follow strict guidelines, often recycling the same half-dozen clichés over and over again. ), all the Profile Writer needs to do is search for the word “dog” in their manual and choose from a list of dog-related one-liners, like this one: The process for Closers is a bit more complicated.The manuals have titles like , and are loaded with his personal insights into the primal female brain.We are to treat them as dating-assistant gospel.“There’s no question about it,” reads one chapter, “women want to date the alpha male.“If it weren’t for my relentless dedication to cracking the code to meeting and attracting the right person, I probably wouldn’t have met the girl I’m with now.”Today the company employs 80 people and boasts 2,500 “satisfied customers.” But the same cannot be said for all of its employees.