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If we’re out of shape, we hire a personal trainer. If we’re looking for a new job, we go to a career counselor. And now, if we’re stuck in the dating doldrums, we head to the dating doctor. One of the “newest” hired guns on the block, dating doctors—or dating coaches—came into the mainstream in a big way with the release of Hitch in 2005. But they’ve been around for years, doling out advice on everything from French kissing to fashion to the best way to tell somebody to flake off.

That’s because advice is what a dating coach is all about. Advice on how to meet new people,people, on how to make yourself more attractive, on how to flirt. If you lack social skills, a dating coach can help you build your self-confidence. If you need an online profile that sings, they can do that too. Whether it’s getting you reacquainted after being out of the dating loop for a few years, helping you see what you’re really looking for in a romantic partner, or letting you know that yes, you do dance a lot like Elaine on Seinfeld,Seinfeld, a dating coach is like a best friend who doesn’t lie. Just like a baseball coach, their job is to improve your game.


“As a dating coach, you teach people strategy,” says Chicago’s Patti Feinstein, who sells herself as America’s Dating Coach. “You tell them what they’re doing right and what they’re doing wrong. It’s like being an internist. You basically sum up what’s best for them and then send them off in the right direction.”

Other coaches, like Katherin Scott, help their clients define what they want out of their love life.

“You wouldn’t go into business without a business plan,” says Scott. “Well, you need to create a plan to find true love as well. Some people bristle at the idea, but if you don’t know what your requirements are, how do you know if the person in front of you is a match or not?”

Feinstein often works on building her clients’ self-confidence. “People are sometimes afraid that they’re not flirt-worthy,” she says. “They’ll date below their level because they’re only able to flirt with people they feel they won’t be rejected by. And they freeze up with anyone else. I try to get their confidence up to a point where they’re able to flirt on par.”

Whatever your dating dilemma, there’s a dating coach only too happy to help you fix it—for a fee. And just as with matchmakers, that fee will fluctuate greatly.

Wygant,Wygant, whose client lists includes millionaires and celebrities (along with regular old joes like you and me), can earn up to $10,000 for a weekend’s worth of work. Other coaches will dispense their no-nonsense dating dope for much less. Feinstein charges $250 for an hour-and-a-half consultation, with follow-up sessions running $100 an hour.




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