Monday, October 27, 2008

More things I don't understand....

The list is varied and long. But here's the latest:

I don't understand the commercial for I've seen several versions of it and I'm still confused.

Whatever the variation, this online dating service shows an attractive person posing for some video tape, laughing, smiling, and generally looking amiable and approachable, which I suppose represents the kind of members one might find on as you look through the dating prospects. Great, right? The people on are exactly the kind of people you're looking for to meet, date, and then possibly partner with for the rest of your life.

Except for this: their offer. I'm paraphrasing but the commercial contains a guarantee of sorts: if you don't find someone within the first six months of membership, they'll give you another six months for free.

So in other words, we may not be able to meet your needs in six months but hey, stick around for another six for free. Maybe things will work out.

This makes no sense to me! I get the FREE offer and all - I suppose that's the least they could do after six months of no significant relationship budding - but isn't that kind of like saying "Thanks for supporting our service. We know it didn't work out very well which is why we're not going to try to re-sell it to you. But we also don't want you to try another one instead. So stay here - and keep looking. Maybe someone will turn up."

Seems to me that the largest efforts in online businesses like this must be the sign-up factor. Once you're in, and have paid your dues, they don't want you to leave, even if they let you stay for free. After all, the number of hits, number of members, and page views sell ads and web banners. So losing members is not a good business plan.

I'd feel better about the offer if it gave a money-back guarantee. Sign up and look for your partner or six months! If at the end of your membership, you find yourself alone, we'll give you your money back. The extra six months are positioned as a free thing - and they are, I guess - but what is the value? The value should be finding friendship and romantic partnership.

Caveat: I've never used one of these services and I have friends that have - and continue to do so. Maybe the extra six months for free are extremely valuable to members who want to keep up their profiles and meet new members regularly. To me, as an observer, it just feels like a hollow offer to me. "We didn't work for you, just give us a little longer; we might not work then either but at least we didn't work for free." Quite compelling, I must say.

No comments: