Don’t panic. One of the most common mistakes people make when writing a profile, is they write it from their perspective rather than from the perspective of the person they are looking for.

What do I mean by this? Well, every year the advertising industry spends billions on focus groups specifically directed at finding out what their customers might want.

Rather than saying "here’s a new product – you better like it!", they will often go back to the drawing board thousands of times until everything from the colour of the packaging, to the position of the logo are approved by a cross section of their potential customers.

So if big brands feel it's worth their while to subject themselves to a second opinion, why not us! After all online dating works exactly the same as supermarket shoppin