Jan 22, 2016 ยท 1 minute

Last week I wrote about the importance of subject lines in PR pitches. And how I never read beyond them before deleting.

Well, today I’m eating my words. After all, how could I not click after this subject line landed in Pando’s tips mailbox…

SUBJECT: Tinder adds an STD Locator

Wow. Tinder now comes with a built in STD locator. That really is a game changer.

The only question - and the one that prompted me to immediately and vigerously click to open the email — was how this new locator might work. Does it allow Tinder users to locate STDs carried by their potential sex partners? And if so, how does it work? By some kind of electronic sniffer device? A probe?

Or am I misunderstanding? Is the “STD locator” actually designed for personal use? A quick swab with your iPhone before heading out just to make everything’s still clean and fresh?



From: [PR person]
Date: January 21, 2016 at 12:57:41 PM CST
To: tips@pandodaily.com
Subject: Tinder adds an STD Locator

STDs have risen drastically in the past few years and some have connected the increase to the rise in online dating. Tinder added an STD testing locator to its site today…

Tinder has added a health safety section to its website that will include a link to Healthvana’s free HIV and STD testing site locator, following recommendations by the AIDS Healthcare Foundation (AHF)...

It’s an STD testing site locator that’s been added to Tinder. Not an actual STD locator. Or, to paraphrase the immortal words of Tinder CEO Sean Rad: “What? No, not that. That’s definitely not us. Oh, my God.”

Ordinarily I’m all for brevity in subject lines but those extra couple of words really could have saved us all some time and embarrassment. Y’know, like an STD locator might.