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"It's not for everyone, but we think it's a really efficient way of finding dates online," he says.

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After processing your payment via Paypal, Lovebook creates a unique profile page for the customer, using three photos, and buys targeting Facebook advertising for the campaign. You pitch for love will be shown in paid ad slots across your targeted groups, reaching tens of thousands of people.

"These ads have the potential to go viral," says James.

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"If you have the same interests as Kim Kardashian or a Premier League footballer, you could end up on their page," he says."The experiment was so successful that I decided there must be mainstream potential for a service like this.The average campaign generates at least 15 or 20 leads at the moment." It is impossible to protect an idea like Lovebook: users could take out paid ads on Facebook themselves and cut out the middle man."We think it could be especially popular with people aged 40 and over, because they are already comfortable with Facebook," he says."They might not want to try a dating app, but something like this will feel more straightforward." However, the first-time entrepreneur admits that some people could find the Lovebook concept "creepy".

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