Loving the Profits

One site is quickly learning to dominate this niche.

That site is eHarmony.com

Here are some of the stats:

• an average of 10,000 new subscribers a day
• subscriptions running up to $49.95 a month
• 4.5 million registered users
• 900,000 active subscribers
• It is capturing 36% of all of the internet dating revenue coming in

These results are all the more amazing when you realize that the company was started just 4 years ago.

It is run Dr. Neil Clark Warren, a Pasadena California psychologist and "relationship expert".

In his private practice, he had analyzed over 7,000 patients and their failed marriages. He came to the conclusion that 3/4 of these marriages were doomed from the very beginning. That is what lead him to start helping people understand how to make the right choice of a mate from the very start. New users to his site are required to go through a 436 question (!) survey upon signing up.

The survey helps to rank people on 29 personality traits including:

• character
• curiosity
• adaptability
• energy
• sociability
• ambition
• emotional health
• mood management
• kindness
• feelings about children
• spirituality
• values and more

So instead of having random encounters through a dating service, they are holding the premise of a guide towards a more likely change at a perfect relationship.

That's a pretty powerful offering and their profits prove it works.

Getting The Word Out

One of the main ways they are generating all of those subscribers is through a lot of advertising. Not just online advertising but television and radio too.

If you live in the U.S., chances are pretty good that you have heard or seen their ads.

The ads are pretty powerful. After explaining their unique selling position, they focus on one of more couples who have met on eHarmony.com. The bubbly (almost giddy) couples explain how the site help them find the soul mate that they never thought existed.

The ads are very effective and are paying off nicely. They are no doubt very expensive to be running. When you are signing up almost a half million dollars a day in subscribers, you can tend to have a good advertising budget.

The eHarmony business model is one to study. A unique, powerful selling position with strong, effective advertising can launch a site into incredible profits.

Let's say that the median subscriber is paying $30 a month. With 900,000 active subscribers that works out to $27 million a month in revenue...

It couldn't happen without a strong site to back it up. Go ahead and take a look at www.eharmony.com. See how many critical elements you can see on their site which makes it work for them.

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