Lots of good advice on here.
I heard this quote once, I thought it was Zig Ziglar "It's impossible to be an honest person but a dishonest salesperson."
Meaning, you can't make yourself be dishonest if you've got it ingrained in you like George Washington. There's nothing wrong with that. That's admirable quality. But, there's also ways to bend your own rules, like how, you know, Spock does it.
I've never considered myself a bad boy, I've at times, dated many women at once, banged different chicks in the same day. I don't see that as wrong though. I don't see that as being a bad boy, some may consider it that. I really rarely lie to chicks, if ever. I sometimes won't tell them everything, "forget" parts of certain story. But, I've said it before, I don't think you need to lie or have to bull$hit too much.
Embrace being a DJ, banging chicks, letting them experience a part of you. They know you're seeing other chicks, why wouldn't they? You don't need to tell them they're the only one for you. Why would you? That would probably decrease attraction anyways. Just don't tell em $hit and let them assume, or tell them that you're currently "dating". Let them figure that one out. Surprisingly, they usually won't try to dig for details, and if they do, you need to get the frame back, and let them know it's personal. She wouldn't want you telling other girls what you two do.
Think James Bond, he's not an a$$ hole, he's a good dude, and he's bangin all kinds of b1tches.
You're an Alpha, you're a man, you're running around bangin chicks, that's what men do!!
I know it can be tough sometimes because you feel you should get back to a chick right away or call a girl back because her plans for the weekend are set on your decision. So she's waiting. But just think, she wants to do that kind of $hit, she wants to wait on a man. It's in her DNA to wait all week and hope a certain guy will take her out that weekend. If a guy says on Monday, that he wants to take her out sometime this weekend and she should get back to him by Friday.....she's going to lose interest. No excitement, no mystery, no drama. Nothing to wonder with her friends about, no "updates" on mystery guy asking her out yet. And if you don't take em out that weekend. She may be dissapointed, again they like drama, so she'll think maybe next weekend, or someday. As long as you're treating them right (fvcking them, and NOT leading them on), you can do whatever the fvck you want.