The largest online dating site for Christians seems to have a PC problem. It is being criticized by competitors and others for its slogan, “Find God’s match for you,” which folks are saying is false advertising because it tells potential users that divine intervention is at work there. But does it really?
It’s actually called marketing. Ironically, ChristianMingle.com is owned by the same folks that own JD (Jewish dating) and about 27 other sites that cater to different niche markets. They have been very successful with JDate and with a number of their other sites. The reason is probably that they are savvy business people who understand how to market their products and who deliver a product that delivers for its users. So why all the flack about this slogan?
Well, political correctness is one possibility. Others are its competitors’ unhappiness with its success being based on false advertising and the concern of those who pay attention to strict legal interpretations that it is promising something it can’t deliver and could be open to lawsuits by unhappy ex users. Certainly all these are valid issues and do call the slogan into some question.
From my point of view as a therapist and relationship coach, I see value in what they are telling potential users. The reason is simple. Online dating has a number of advantages that most of us are well aware of. However their drawbacks include the difficulty in finding compatible others who share the same values, passions and direction in life. When a slogan emphasizes God in the potential match, anyone who is not a true believer will be turned off. Only folks who have their faith as a centerpoint in their life will be comfortable with this. Therefore, anyone a searching single connects with there will share a strong belief in God and in their Christian faith.
Yes, there are a number of other ways they need to line up in order to find the right match- but this will certainly narrow it down. Other large sites that cater to everyone require more digging and are more likely to result in connections that are not, er, made in heaven.
