One’s dating bio is akin to an advertising pitch. And so, ad agencies should be pretty good at writing fun and persuasive ones. Right?
The Public House in Dublin thinks so. It’s now taking signups from people who need a little help promoting themselves on dating sites—and will write you one for free, having set aside Valentine’s Day for just that task.
The project is called All Bio Myself. Check it out here to sign up.
“Economy of words and creative truth-bending are essential for writing a successful bio, so we’ve assigned our team of copywriters to man the project,” the agency says. “We have no idea about their ability to woo potential partners, but in the past they’ve made dairy-free parmesan cheese seem ‘sexy,’ so humans should be a breeze.”
There’s also this video promoting the project:
AdFreak spoke to copywriter Paddy O’Mahoney about the project.
Where did this idea originally come from? Is someone in your team having a hard time dating?
Someone in the creative department drew our attention to a particularly crude and ham-fisted bio they had just come across. We were having a laugh about it over lunch and got to thinking about how many people sabotage their chances with their bio. As copywriters, we have to be persuasive with a limited number of words, so it seemed like something we could help with.
What kind of research did you do to learn how to write a good dating bio?
I wouldn’t say our research approach was academic. We basically spoke to all of the single people in our office and asked for their take. We got a few tips and heard a few horror stories.
Are most dating bios terrible?
Sure, there are some duds, but this is more about taking the opportunity to have a bit of fun with your bio. In general, online dating bios are a swamp of boring clichés. For example, claiming that you love laughing is one stop away from saying that you love converting oxygen into carbon dioxide. Everyone loves to laugh, why not push the boat out a bit?
What makes a good bio, and what are the red flags for a bad one?
There is no formula. The most important thing is that it doesn’t read exactly like the other 50 profiles that someone swipes that day. Generally speaking, boasting about sexual prowess or the size of your body parts is unbecoming.
How much do you need to know about someone to write a great dating bio for them?
This is not an exact science, but we figured that three or four nuggets of information should do the trick. Your profile is not the time, or place, for your life story. Character limit aside, we think short and sweet is the best approach.
In the age of Tinder, isn’t it less about the words and more about the pictures?
That’s the thing. It seems like people spend so much time worrying about their photos that the bio gets treated as an afterthought. Your picture might get the attention, but your bio seals the deal.
How many people have you helped so far, and how many do you hope to help?
We launched [on Thursday, Feb. 9], and we’ve had a slow trickle of prospective lovebirds landing in our inbox. We have unromantic work to get back to eventually, but we are going to write as many bios as our little fingers can handle between now and Feb. 15.
Check out a few more social ads for the project below:
Join the foremost brand marketers, such as Marc Pritchard, Brad Hiranaga, Kory Marchisotto and more, for Brandweek Masters Live on Sept. 14-17. Secure your pass and learn from the brand masters.