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I use it but i'm almost always invisible. I have a big list of contacts that i answer as soon as they message me, that are old trades or webmasters i know since a few years ago. I know that when they message me is because they want to talk about trades or bussines and are direct about it.
Then there is the other kind of guys i usually don't answer, those who just say "Hi" (and then nothing more) or just "Want to trade?". If you want to trade with me and i don't know you, a good way of messaging me would be "Hi, i'm XXX the owner of xxx dot com and i would like to trade with your site xxx dot com" then i can review your site and decide if i want o trade or not. But if you are an unknown guy for me and just say "hi, want ot trade?" then i guess that you're just a guy who didn't read my trade rules or even which sites i own, you just got my ICQ from a webmaster board and randomly messaged me. I really hate when i'm asked to trade and then when i say yes you ask me which site i own, wtf? do your homework and contact the guys you really want to do business with, not just a random guy.
I used to be way more communicative in the past, but lost too much time so now i only answer the ppl i already know or the ones that state the business reason of their message when they contact me.
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