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It's pretty easy to tell: They send the same message over and over, often with the same link.

But there's a type of dating site scam that's far trickier to spot, and the people who operate it claim to be making thousands of dollars every month fooling vulnerable men.

Business Insider obtained a PDF guide that is sold online for just £2.59.

It details how scammers operate fake dating site profiles in order to con men out of money.

When we meet a potential love interest in person, we’re taught to look for certain red flags—like being rude to the waiter, calling incessantly or not at all, or claiming that his favorite book is The Da Vinci Code.

When we’re choosing potential dates online, though, we sometimes have little more than a picture and a paragraph to go on.

All my bar charts are zeroed on the average picture. One of the first things we noticed when diving into our pool of photos is that men and women have very different approaches to the camera.

Now, you’re always told to look happy and make eye contact in social situations, but at least for your online dating photo, that’s just not optimal advice.

Men who refer to women as "females" or "women" rather than "girls" are more likely to find a mate, as are men who use the word "whom" (31 per cent more online communication).

Certain social etiquettes apply even online: if you’re going to be making eyes at someone, it should be with the person looking at your picture.

Men’s photos are most effective when they look away from the camera and In terms of getting new messages, the My Space shot is the single most effective photo type for women.

We at first thought this was just because, typically, you can kind of see down the girl’s shirt with the camera at that angle—indeed, that seems to be the point of shot in the first place — so we excluded all cleavage-showing shots from the pool and ran the numbers again.

No change: it’s still the best shot; better, in fact, than straight-up boob pics (more on those later). The male “Ab Shot” has the same reputation as the My Space Shot — it’s an Internet cliché that supposedly everyone thinks is only for bozos.

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