Someone asked for more specifics via pm, so will post some. Not just the basics (good pics, etc) that have been hashed and rehashed here.
1. Only write women who are age and geography realistic who have been on the site within the last few days. I usually don't message unless they have been active within 48 hours. Don't waste time messaging 19 y.o.s across the country if you are 40+. You would think this would go without saying, but every single one of my friends who have asked for OLD help have done this exact thing and then whine about it "OLD SUCKS, OLD DOESN'T WORK, YOU ARE JUST GOOD WITH WORDS AND I'M NOT." No, -you- are wasting your time and energy on utterly remote possibilities. If you want to bang 20 yo a 40, you are going to have to meet them out, OLD isn't good for that.
2. Every sentence of your profile (and it should be short, not overly clever, not sarcastic, not talking about the site...) should sell a date with you subtly as if they are missing out on some great thing if they just ignore your message, and that going on a date is no big deal. Don't fall into the trap of "here's who I am, what I want, bladebla." All noise they don't care about. They only care about themselves and what they want in the moment. "I enjoy meeting new people, and not into extended internet penpal things. Be ready to go out and have some fun and we will." (what would James Bond or Brad Pitt say in an OLD profile?) "Have you been to XYZ place/event/concert/festival this year? It was a blast last year and coming up soon. They have really done lots with it." "Have you had the tapas at ABC restaurant or heard the house band at blabla?" Always be engaging them in questions that lead to a reply to your message or they are going to miss the cool date. It's about selling a date, not Mr. Right or a relationship.
3. If you are going to play the beta whale, look for women with social cues in their profile. They will have a degree, a decent job. Know a trendy restaurant and a gallery or trendy area in their zip code close to them. In the first message, "I like to go check out what they are showing at blah and then have martinis at bleh, you into that sort of thing?" No guy with money and options is going to be mashing on random chicks OLD telling them how hot they are, how he likes their profile, they are going to be sizing up possible options to include in their already "fabulous" social life, and that's the image you want to portray. You are on there looking for cool new women to date, not to supplicate to some random unknowns, but to find information. They respond very well to this if phrased correctly.
4. Three point short first message, two relations to their profile other than "DER I LIKE THAT TOO!! DER WE HAVE LOTS IN COMMON" Subtle, ask questions. One joke about something. No physical comments at all. A killer date setup question is "Do they still have a cool bleh at blah in your area? I heard it went downhill some and haven't been back in awhile."
5. When they reply, write back short, respond briefly to what they say, and ask for their phone number. They have been primed that you will by your profile, so are expecting to be called and asked out. You have LED them to expect this, and so when the profile and first message is right, it blows past all that lookie lou, "get to know you" nonsense and right to the face to face. "Let's talk on the phone and maybe make some plans, send me your phone number, or if you are more comfortable calling me, here's mine..." I have a 100% success rate in getting the phone number in the second Email and a 100% success rate in getting a date on the first call if I want one. People who claim they just get put off or women won't give the number early aren't doing it right.
Of course this all hinges on your projecting an affluent, mature NORMAL GUY ADULT image in your profile and pictures. No cheesy house and car pics, but pics of you in social situations and decent clothes that look upper or upper middle class, no keg party college pics, no funny pet pics, no "zany" pics. They can get away with that as a woman, you can't.
6. On the first call, it's going to be no longer than ten minutes. You are going to vet them by voice, be light funny carefree and then ask them out. "Ive been wanting that duck appetizer they have over at bladebla, want to go check out XYZ gallery and then have a drink there?" If they are used to getting coffee meets, they will jump at this. You are going to only spend $10 more money than a coffee date, and that's fine with them, they will be bragging to their GFs who went to Starbucks last night as if you had spent $200 on them. It's easy for them because it's close to them by design but don't mention this. I have never been stood up doing this kind of date, and rarely spent more than $50, that much only when I'm sure I'll be getting laid on the next date if not that one. Also, I never suggest doing something I don't like to do anyway. I take the time to know staff when I go in a restaurant, especially at trendy places where women tend to live. Remember the bartenders' names. It will get you laid, every $20 you spend on bartenders is x10 $$ spent on buying drinks for women in getting you laid effect, ESPECIALLY hot but classy female bartenders. As an aside, never hit on hot bartenders in classy places. They are far too valuable as SMV. Treat them kindly, respectfully and warmly, good tips, and they will get you laid when you bring a date in there. All you have to do is go to the bathroom and leave them alone for a second to "chat."
That's enough for now, smart guys will be able to piece together that there's lots of theater in being good at OLD. It doesn't take one more minute, bit of effort or dollar to create something that attracts women to going on a date with you than the standard "I like your pics, I do that too, we have lots in common" stuff. You want to create urgency and meet them fast, then it becomes a matter of your face to face game. That's how you use the OLD tool to maximum effect. Use it like a matchmaking service and you are just another schmo in a pile. Use it to sell cool, easy dates and your results should increase. Good luck.
What all kinds of stuff do you usually like to do for fun?