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Choose an empty hotkey, and type something in it. That way, it will show up in your ini file with all your hotkeys.
Open up your ini file, it should be named CharacterName_ServerName.ini
Scroll down until you see the hotkey you just made. It should look something like this:
Page1Button1Name=
Page1Button1Color=
Page1Button1Line1=
Where it says Page#Button#line#, you type in your message. To find all of the symbols you can use go to Start Menu>Programs>Acessories>System Tools>Character Map.)
It's time to save your file. Go to File -> Save As, and if a box comes up with Ok and Cancel, press cancel. A Save screen will come up. Look at the bottom of the box and you'll see a column labled Encoding. Change that to UTF-8 and save over your old file. Go back into EQ (or if you're still in EQ, zone or reload your UI) and viola! You have a working hotkey.
If you want to have your target's name come up as a fake link, you replace the "%T" part of your hotkey text with "0028071-00001-00001-00001-00001-000015ED87FFC %t"
Example:
Page1Button1Name=Incoming
Page1Button1Color=
Page1Button1Line1=/g Incoming >> 0028071-00001-00001-00001-00001-000015ED87FFC %t <<