impression of a "personal file." your best paper colors are

either pale blue or ivory. The better paper stock you can afford,

the more impressive your application will be--giving a greater

aura of credibility to your business, and thus to prospective


In addition to the usual questions such as name, address,

telephone number, marital status, place of employment, hobbies,

likes and dislikes, your application should contain:

*** A short personality test which can be obtained with a bit of

research at your public library. For ideas, samples, and even

tests you can use intact, be sure to check some of the modern

women's magazines. And don't discount the idea of registering at

an already established business of this type; or possibly you can

see their application form without actually involving yourself

any further. Or inquire among friends and acquaintances who have

registered with a dating or escort service.

*** Near the end of the application, you should include a short

paragraph pointing up the fact that your organization, in

addition to bringing people together as a dating service, also

provides an escort service for out-of-town visitors and local

non-members. You then pose the question: "Would you be interested

in these kinds of dates, which would include all expenses, and a

minimum fee of $25 for what usually amounts to a very delightful

time with an interesting person. Your only obligation ever is to

be your usual charming self, and enjoy."

*** Just before or above the blank for your applicant's

signature, include a legal disclaimer to any responsibilities or

promises implied and/or not specifically stated within the


The building in which your locate: for this one, you'll need a

store-front office, and it should be in a better part of the

business district in your city. Try to select a site that is

upbeat and attractive without being"jivey"--one that would appeal

to the more conservative or mature as well as the younger

generation. Many of your clients are going to be mature, and be

reminded, the mature, intelligent sector of our society

is"getting younger" and more vigorous,"still interested in

life"more than in years past. In other words, the section where

you locate should reflect a modern attitude, but with solid


The reception area of your office should be large and comfortable

with as expensive a look as you can manage. Your receptionist is

very important--very. She should be attractive, with a vivacious

and outgoing personality. She should be able to quickly put your

prospective clients at ease, and generally make them feel that

belonging to your group is going to be the beginning of happier

times, fun, and lasting friendships.

You should have at least two expensive looking picture scrapbooks

on the coffee table in your reception room. These you can fill

with portrait or candid shots of members and clients. These

pictures can pose a problem for you while you are in the

beginning stages--so don't hesitate to gather pictures of various

relatives, friends who are not necessary located in your area--or

even visit a nearby campus and ask if you can take pictures of

some of the best looking men and women. You will need to get a

release signed by each one, and you simply explain that you are

putting together a picture display book of terrific looking

people in your area for the promotion of your business, and their

names and any other information will not be publicized or


After your prospective client has filled out the application, the

next step is a personal interview. Your office should be cozy and

comfortable, but business-like, and you should arrange for

uninterrupted time in complete privacy with each person.

You should use the interview to go over the application, answer

any questions, and close the membership sale. you also use this

interview as the basis of your estimate of the kind of person

most likely to match this client. Be empathetic with your

clients; you are going to meet people who are tired of the

"dating game" as it is usually played out in the singles bars and

unproductive groups they had joined before. You might get added

help in the area of interviewing by writing for advertising

material and brochures from similar services in other areas,

adapting any techniques you like to your on interviewing process.

Most escort services we looked into publish a monthly newsletter

with tidbits of information and gossip about members. Who's doing

what; job changing; who's travelling where; plus a listing of

upcoming events and activities. Listing the names of new members

is also a good idea, and quotes from members who are active and

enjoying the service. Some of these newsletters feature"girl and

guy of the month" with lots of pictures-"on the town", involved

in hobbies at home, and candid shots in everyday life. Usually,

the escort service itself will sponsor an "all membership" party

about once every three months to introduce other members and

project a sense of "family" and belonging.

As we said earlier, advertising is the key to your success with

this project. A small classified ad, run for about a week in the

"Personals" column of your area newspaper,should start the ball

rolling for you. Some ideas for pulling inquires from men might

read like this: "Career woman, new to the area,seeking dates with

honest, fun-loving guys. Call Barbara 123-4567," or, "Young

recent divorcee ready to start dating again Call Linda at


And for attracting inquires from women: "Young business executive

wants to meet eligible ladies. Call Ron at 345-6789," or, "Active

and ambitious young man wants to meet wholesome, All-American

kind of girl. Call Brain at 456-7890."

At the time you have an ad this type running, you'll want to have

a bulletin board ads and notices on all the college campuses, in

as many company newspapers as you can get into, and where ever

people are most likely to take notice. This ad should be a

straight advertisement inviting people to "get out of the rat

race" of the singles game by joining your organization. You'll of

course emphasize confidentiality, respectability, and the fact

you deal only with people who are really serious about meeting

new friends and forming lasting relationships.

Your ads soliciting new members should tell readers you'll help

them meet new friends and enjoy dates with people especially

matched to their own likes and dislikes. A sense of fun and

excitement should be conveyed, but at the same time, honesty,

respectability and trust. You cannot use flashy headlines or

pictures of models that give a connotation of an invitation into

the bedroom. write your ads from the point of view of the people

you want to sell to--build from what you believe to be their

special wants, and visualize their thinking. Put yourself in the

place of the prospective new member, and understand that it takes

a great deal of nerve, we might even call it COURAGE, to make

that move to ask for help in dating. (It is generally easier to

just let things slide along--stay in the same old "lonesome rut"

than ask for help--and risk disappointment.)

You'll have to have a "planned explanation" when people call in

answer to your ads. Quickly get the name and phone number, ask a

few questions, then set up an appointment for him or her to come

into your office. When you are in the interview, be

bright,inviting,but factual and brief--and DON'T lose control of

the conversation. Best to have your questions and answers written

out in order that works best to pull the prospect into your

office, and then follow it to the letter.

When you're ready to expand with the Escort Services, get the

word out to all the likely places where people are wanting these

services will see your ads or hear about you in friend-to-friend

conversation. Have some interesting posters made up inviting

people to call asking about your good-looking, friendly, and

charming escorts for every occasion--dinner dates, banquets,

parties, theater dates, dancing, special occasions. Try to get

one of these upon the wall at the airport, train and bus

stations, and in better hotel and motel lobbies in your

area--anywhere else that travelers are likely to notice them.

Run a regular ad in your Thursday and Fridays papers, and also in

the yellow pages of your telephone directory. Pass out business

cards to all the car rental agencies and restaurants near the

travel centers and to anyone and everyone having anything to do

with convention or tourist arrangements in your area.

You will have to experiment and test to determine the right fee

to charge for providing an escort, but with most escort services,

the minimum is $50, pus all expenses.

This is a business that will provide pleasure and profit to a

person who is outgoing, fun-loving, gregarious, but who is

sensitive to the needs of others, and enjoys seeing people "get a

new start," or seeing more reserved ones "come out of their

shells." It takes more to get started in this business than it

does for some other endeavors, but this is one that can start

small and grow, improve, and even spread to franchising size.

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