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When she started Profile Polish in August 2013, she initially charged per profile, but prices crept up along with the demand.
But as work picked up ("I was working 60+ hours a week," he said), he had less time to date online.
"I found a writer on Craigslist and paid him to send my messages for me," said Valdez. When I saw he was doing a good job, I'd have him handle the back and forth.
"People in general on dating sites need a lot of help." Singles post mirror selfies as profile pics. Or they simply don't put in the time and effort necessary to get results.
Valdez, 30, was an active and Plenty of Fish user himself. "It took a lot of patience to figure out what people responded to," said Valdez, who was working for a startup in Atlanta at the time.
That's where online dating coaches have stepped in.
"The reality is that most people are doing everything wrong," said Scott Valdez, founder of Virtual Dating Assistants.