Dating Gurus By SAMANTHA ETTUS Scripps Howard News Service 26-JAN-06

America's obsession with love has propelled yet another book to the top spot on the bestseller list. This time it is tough love we are getting and the source is celebrity therapist Dr. Phil.  When it comes to the search for a soul mate, the pros start coming out of the woodwork- your best friend, your sister, and even your grandfather are probably more than happy to dish out their advice.  But as Dr. Phil's new book reminds us, there are higher authorities to turn to in the form of celebrity experts. Let's take a look at three that deserve our attention.

One You Know…Phil McGraw
With his latest success, McGraw has joined the ranks of Martha Stewart and Oprah Winfrey as a people brand extraordinaire.  He sprang from his role as couch therapist on his daily talk show into tackling topics from toilet training to obesity with a number of books and various consumer products.  It seems there is no advice that his loyal audience doesn't crave from McGraw.  With the launch of his new bestselling book Love Smart: Find the One You Want--Fix the One You Got, he now brings his no nonsense approach to the dating world with the subtlety of a jackhammer.  As his title suggests, he is careful not to alienate the relationship crowd, catering to them as well as singles in this one size fits all book.  The book jacket photo depicts McGraw leaning against a giant heart, a cheesy touch only he can get away with.  This type of in your face marketing speaks to his brand and connects with his following.  And the perfectly timed launch of his partnership with Match.com solidifies his hold on the dating scene.  He will inevitably heat up the market for experts in this genre for a long time.

On the Way to You…Greg Behrendt
The runaway success of his bestselling book, He's Just Not That Into You, put comedian Behrendt on the map as a reluctant relationship expert.  Behrendt likes to boast that unlike a best friend, he does not need to listen to a person's endless stories to diagnose their dating problem. As he says, the story is typically irrelevant and the diagnosis is simple; he is just not that into you.  Apparently, it took the happily married Behrendt to deliver the message in a way that women would understand and his runaway bestseller proved that he filled a much needed void- saying all of the things a friend could not.  The second time around he ditched his previous coauthor for his wife to co-write the best selling follow up, It's Called a Breakup Because It's Broken. In his engaging, quick witted style, Behrendt boasts a personality ready to explode.  His Sony Picture Television syndicated relationship talk show, launching next Fall, is sure to make him a household name.  Behrendt's stand up comedy, which preceded his publishing career, has also benefited from the attention shed on the book.  The TV show will be an ideal showcase for both his compelling sense of humor and his ease in front of the camera. With the show's launch, Behrendt's brand extensions and his potential will be limitless.

To Be Discovered…Samantha Daniels
As a young fashionable New York tastemaker, Daniels lives dual lives- that of real life high-end matchmaker and that of proverbial single girl living it up as she seeks her own perfect match.  Daniel's primary focus is on setting up countless others through her successful business, Samantha's Table, charging a small fortune for her matchmaking expertise considered priceless by her many clients. Her real life story has made her the subject of the short lived network sitcom, Miss Match, starring Alicia Silverstone, and her first book, Matchbook, was released last year. Now that she has a proven track record, it is a good time for her to find her own match - which will only increase her marketability.  With the looks, the talent, and the background to be the next big face in the dating world, Daniels' success is sure to increase even further as the booming online dating market creates the need for more expertise.   Match's competitors would be wise to sign her immediately.  Stay tuned.

Remember: the most dependable road to the top is to treat your brand as your greatest asset.
 
(Samantha Ettus' new book, "The Experts' Guide to Life at Home" (Random House) is now in bookstores. She welcomes your questions and comments at Samantha@celebrityassets.com.)