So you’ve signed up for a dating site like Plenty Of Fish, thought long and hard about your profile, and selected just the right pictures to demonstrate what a great catch you are.But there’s one area that’s still stressing you out: More specifically, coming up with one of your own. If you’re just hanging out on OKCupid or Christian Mingle, then you’re one of the lucky dudes who don’t need to stress over their headline.

There are zillions of daters out there in dating-land vying for your attention, hoping that you will recognize that they, uniquely,can fill that magical place in your heart.

That option can be a bit overwhelming, though, so go with a relatively short name and focus your creative juices on the tagline. People who work in advertising agencies can make their entire career on just one tagline. ”) As in advertising, the key to a good tagline in online dating is In the world of marketing (which, in the end, is what online dating is all about), the goal is to reach the right customer, not every customer.

If you try to be too creative with both, they tend to conflict and create a confused message. This goal is called strategic positioning, the process of defining who you are in a way that your customers understand whether they’re a good match for you.

Here’s what search results look like on Millionaire Match: See how that headline is the first thing you see?

It’s the same on POF: Now we’re not going to make any snarky comment about these headlines (but seriously, they’re awful, don’t use them).