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    There's a new dating and matchmaking service on the scene. But the market is crowded, the rules of engagement are slightly different and the audi… Read More
    There's a new dating and matchmaking service on the scene. But the market is crowded, the rules of engagement are slightly different and the audience has seen it all before. How to strike that balance between heritage and modernity, while instantly building enough trust and familiarity in your service to attract premium clients? That was the challenge as copywriter for Project 143… Read Less


Aneeka Patel, a sharp and highly ambitious legal professional, approached me about working on her first solo venture. Pouring all her experiences and frustrations about the dating world into Project 143, she decided to create a personal matchmaking service for underserved South Asians in London. Not a day goes by without the launch of a new life-changing app or site for hopeful romantics. For thrillseekers, there are always "hook-up" specialists such as Tinder. But if you are born into one culture and raised in another, how many companies will be able to work around those nuances and complexities? For many, there is still a stigma attached to any kind of arrangement or introduction. This is the age of instant attraction, after all. Discretion and honesty are also important, which is why apps and algorithms pose their own set of issues. This audience is extremely busy, they know what they want (almost to a fault) and they're not willing to settle like their parents may have done. So what's the answer? Aneeka wanted to offer clients handpicked suggestions and guidance, much like a friend would. By combining guaranteed introductions to people in this network with a very human approach to finding love – not least through their relationship and life coaching – she felt this would deliver a winning combination of optimism and pragmatism. Apart from translating Aneeka's vision into clear and comprehensive copy, my challenge would also be finding the right tone. Empathic and uplifting, pally yet professional, fun yet focused. 

– Competitor analysis
– Website IA
– Founder interview
– Short film scriptwriting
– Website copy (including tagline, intro, story, company and client profiles, process, FAQs)
– Information pack for prospective clients
– Welcome pack for men and women (including helpful tips and suggested reading)
– Press release
– Twitter profile and hashtag research

"Amar immersed himself in the project from day one, getting to know the dating industry and bringing fresh ideas to the table, which is why the copy is such a success. He took the time to understand the company's needs and the way we want to market ourselves and kept his writing style true to the brand. Amar was a pleasure to work with. He delivered more than I ever expected; he was quick to complete the project but never compromised on quality. He is extremely adaptable, dedicated and reliable and really does put his clients first. Since Project 143 went live we have received outstanding feedback on the site from browsers and clients. They love the tone of the copy and how it's written. They say its 'professional, inviting and made (them) want to read more'. Amar's done an amazing job and I would highly recommend him to all." (Aneeka Patel, Founder)