Oh and a good marketing campaign, try a funny youtube video, kinda like the "blendtec" ones, look at how many blenders they sold with those videos.
Best thing is IT'S FREE.
Also, if the site is region specific (not sure if you have directly stated this) Advertise in you local community, take an advert out in the local paper for not much money in the lonely hearts column. Your clientele with increase tenfold (well, maybe).
And if you want big bucks then charge people. It doesn't have to cost much, people who are lonely will gladly pay $10 per quarter or so to join your site. I would offer guys (not girls, they get it free) two types of membership. A basic free membership and a deluxe membership for money where they get extra perks such as personality tests to see the girls they correspond with etc...
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