I don't know why I didn't realize this before but going direct is the best way to approach online dating. I always started out messaging a bit, getting to know them and see how they were before going further, like you would in real life. It wasn't until I read a post about how internet dating is all about direct because think about it...you're already on a dating site, which means when you message a woman they know you're interested in dating because they are too, hence why they're on the site.
It sounds really stupid, but I didn't actually think about this until last week. Since then, I've gotten about 7-8 numbers online and my success rate is huge. I even tried it on women who i had previously failed with.
I basically let them know that I'm interested and I find them attractive (both of which are true, otherwise I wouldn't have messaged them). I don't like, I am direct and honest with them.
I use POF (messages) and OKCupid. OkCupid is by far the best I've ever used because you can IM people right on the browser (not a separate window like POF), you take quizzes, shows compatibility and you can set filters on your searches. For messages, I start out by saying 1 line about their profile, to show them that I'm actually reading it and I find them interesting. ex -
High ambitions for a young age...very good. < - this is the set up to show them that I'm actually reading their profile
Anyways, you seem cool and you're attractive; I didn't wanna miss the opportunity to chat

< - this is the generic line I use after that, same message. Lets them know right off the bat what I want and what I think of them.
Now, most women I go after are 7- 8's in my mind because hot hot women don't exist on dating sites (and don't need them), or at least around here they're not. So I go for the 7-8 range, for now, because that's what I find attractive and they have traits I'm looking for. Again, I'm not lying or making up things for them...I'm coming out and letting them know that I find them attractive and interesting (which I do) and that I didn't want to miss out talking with them.
My profile also attracts them, because the first thing 99% of women do after they read my message is read my profile. This is where I reiterate what I want and I'm not after games. I tell them my good qualities, my honesty, what I'm after and why they should be with me. It's more of a "here's what I bring to the table" compared to a "please be with me, here's what I can offer you!" kinda thing.
Anyways, enough of my rant...just wanted to state the obvious and then break down what I do in case this maybe helps some people out that were in my situation. Remember, the key is being honest, being yourself and being direct. Don't be a scumbag right off the bat- treat them with respect and honesty. I went from getting 1 number a month or every couple months to getting tons more answers and 7-8 numbers since Sat when I did this. This is who I was, I was just too afraid to admit it on a dating site (ironic).