Somehow I just found myself examining a new "whitepaper" put out by Match.com: "How to find the right person in 90 days - a step by step guide". I found it fascinating for two reasons:
1) It was clearly a WHITEPAPER. The first consumer-oriented whitepaper I have ever seen. I'm impressed that Match.com has been able to apply this B2B marketing concept to their company, and I think it will work well for them because...
2) They did everything right. Yes, it's true. I read it expecting something cheesy and self-serving. Instead, I found a whitepaper in the best form. The relationship-finding advice they give is well-written, well-researched, and sound. It doesn't focus on looking for a mate online; it discusses approaches "competitive" to match.com such as looking to a close friend and going to that party you were thinking of blowing off, rightly including online dating as one thread in a mesh of romance strategies.
So, I'm surprised and impressed.
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