The Slogan Doctor: match.com - 'Make love happen'

The traditional view of love is passive. You have to wait for Cupid's arrow to strike. The more you want it, the less likely you are to find it.

by John Morrish
Last Updated: 09 Oct 2013

That's why agony aunts advising the lovelorn invariably suggest that they find a new interest - say, through evening classes - rather than moping around in the hope that lightning will strike. As the Supremes put it in '66: 'You can't hurry love.' But this philosophy is out of step with the modern consumer-driven world and of no use to a dating agency, especially one offering customers their money back if they don't find love in six months. It needs to suggest to potential customers that they can do something about their predicament, and that it can help. 'Make love happen', devised by creative agency Hanft Raboy & Partners of New York in 2005, challenges singles to take control of their dating destiny. And the bold use of the word 'love' makes Match.com's brand positioning clear: this is a site for people who are serious about finding a relationship. If you're after a bit of fun, look elsewhere.

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