Arizona Dating Coach Promises to Turn Duds into Studs

PHOTO: Dating coach Joann Cohen

It's no secret that love can be tricky to find, but one Arizona woman is determined to make finding "the one" just a little bit easier.

Joann Cohen, 55, claims that she can turn both men and women from "duds to studs" in 30 days.

"The most important thing in life is finding love and there's nothing more rewarding in life than achieving that goal," Cohen said.

With a master's degree in education and a concentration in human relations and counseling, Cohen has been working as a dating coach to help both men and women with their dating woes since 2008. The four-week program begins with an assessment. Cohen evaluates the client's strengths and weaknesses and then designs a plan to get the client into action.

Cohen insists on putting her clients in action, whether in the comfort of her office or out in the field, practicing in real-life situations. The program, which costs around $2,300, also includes a makeover with an image consultant.

Take one of Cohen's clients, Ryan Grant, 25, for example. In an interview with ABC News' Arizona affiliate KNXV, Cohen explains that Grant's biggest problem is his nervousness.

"Saying hello to a complete stranger is uncomfortable," Grant told KNXV.

In order to help Grant overcome his nervousness, Cohen insisted on putting him into action out in the field.

"He's going to be meeting with women who would be acting as his first date while I continue to critique him and go over and over it until I bust down those barriers and he's going to feel completely natural," Cohen said in the ABC-15 interview.

In addition, Cohen took Grant shopping with a professional image consultant, Brian Swan. Swan explained that it's important to stand out by wearing chinos—pants that are casual, but nicer than jeans—and layering the look with a sweater or tie. He told KNXV that men should avoid the typical look of a blazer, button-down shirt and jeans, while also avoiding the biggest fashion faux pas: dirty shoes.

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