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GUELPH — In the months she worked for a disreputable Toronto matchmaking service, Anne Marshall learned a thing or two about what not to do when it comes to creating the perfect love match.

"I've been interested in putting people together since I was a kid," said the Guelph love guru and founder of Junia Matchmaking Services.

"It's like shopping for people," she said, and, like expert shoppers, Marshall has discovered all the techniques, which starts with creating the perfect profile.

"I believe in the subliminal power of the profile," said Marshall who cites several problems she sees in profiles every day, including spelling errors, poor grammar or dreadful photos.

Thanks to technology, dating has literally turned into a game exploding with emoticons, selfies, and exclamation points.