I always found some forms of online dating to almost be like a "romantic job application". Depending on how you converse, you will eventually have to put your best foot forward and explain yourself in your profile, then proceed in conversation about several things the person may be looking for.

It's almost as stressful as filling out a job application in that you are putting a lot about yourself out there in hopes of a "match" or some kind of validation from the recipient.

My advice would almost be to proceed at the pace of a normal conversation. Don't say too much off the bat and don't move too fast with things. It may be a "job application" to some, but it doesn't have to be. Just sending a short, sweet message about yourself and what you like in the person will help.

Try to stand out. Chances are, some women out there have received some pretty awful messages from people. Just saying "hey" probably isn't going to cut it. Talk a little about yourself, make a few references to things they might like (like reading, as you said), point them toward your own profile and go from there.

Don't get too attached to one person right off the bat. These sites, for better or worse, encourage you to find and talk to multiple people. You may be competing with others without knowing it, but try to take your mind off of it and move at your own pace.

Finally, don't take things too personally. Just like a job we may think we're perfect for, getting no response is often hard to take. But that can't stop you from looking for others.

I have not been the most successful person on these websites but I've taken the next step and got a few dates out of it. Best wishes.