After that, the dates, locations, and rates.  If you toss in a special, so much the better.

Be sure that you have your link to TER profile there also.

A bit of everything

I'm into variety (so what else is new, right). Real pics are best but something close is ok as long as they don't lie when asked if they are real. I can't count how many times I have had the answer yes and find out otherwise. Sometimes I leave, sometimes I stay depending on what is in front of me.
 I love a doggy shot with plenty of cooch showing with bikini bottoms since I'm gonna want to come in from behind at some point. I also prefer smaller breast with tight little nips and a shot of them with a skimpy see thru top would get that job done easily. Words can help too, however, if you're gonna write unrushed, it better be unrushed because I'm probably not coming back if I finish at the half hour mark of a one hour appt.
I could care less if you're having a special cause if I picked you there must have been something special about you for me to call in the first place and for the most part don't really care what it's gonna cost me. If I want it I'll buy it.
 Though I have taken it for the team many times, being (well) reviewed is most important to me and I'm sure most guys here would agree. So, writing "well reviewed" in your ad is going to make me plug your # in here.
I'm coming to see you Julia before the summer ends! E

I have thought of this frequently, since I look at so many ads

First and foremost, pics.  And they need to be clear sharp and not photo-shopped (sometimes it's obvious, other times not).  

Face is a huge huge plus but NOT 100% requirement, It's really not, just depends upon how good the rest is.  But it's a huge asset if she is cute.  Major value add, but not required.

I am extremely careful of pics from odd angles and oblique looks at the body etc., always means she's hiding fat, usually lots of fat (hey I know sounds callous and crass crude impersonal, but trying not to get ripped off in process, so need to do these analytics, and you asked).  

Best example of pics for reference is afterdark; they just have highly useful pics that are clear cut no BS, just like the agency (huge positive signal to the client -the no BS factor)

So if the ad has many clear sharp straight up pics, ideally show legs and ass (personal preference), next would be: does she specifically say GFE?  And the more she plays that up and says GFE+ etc etc, the better.  Then we are on same page.  

Then I check for reviews (non-smoker, BBBJ, attitude, scores, how fun is she, clean, CIM/MSOG etc etc).

Finally, I need a phone number.  Without that -just an email address, l usually means too much hassle and delays, won't be able to connect.  Can't tell you how many times that's happened, so I don't bother any more.

Away from that, I find that I never really read the text.  Usually about non-relevant stuff, fluffy prose etc.

I know that all sounds brutal, callous, but that's what you have to do to connect with a great provider and not get ripped off.  

I hope that helps.

That and complete, grammatically reasonable sentences. It doesn't have to be prize winning prose, overly theatrical or perfect, but at least written well enough written to show that the lady is intelligent.

All of the above.. a pic a special and kind inviting words.

Being able to feel the passion through words....

Whether it's an ad or a website, I look for these:

1.  Easy navigation

2.  Full verbal description of the gal (no missing data such as Age or Height)

3.  No poetry

4.  No lengthy musing on what it means to be a muse

5.  Good grammar and perfect spelling

6.  At least one photo indicating her facial attractiveness

7.  Photos of her in everyday clothing, some of which emphasizes her derriere

8.  Photos of her in 'sensual domme' clothes (e.g., riding breeches)

9.  No repeat photos of one outfit (i.e., no 'same outfit, different poses')

10. I want to see pants from the long-rise era (showing the 'whole curve', not muffin tops)
(see URL below for an example)

new pics with dates

Foe me, I look at when the pictures are taken. I like to see new pictures. If a see an ad and go to a website and the pictures are from 2-3 years ago, I'm less likely to respond.

I personally like to see updated candid photos that are not already on a website etc. something spontaneous! Also, like to read comments on what you enjoy etc. With that said, it really always comes down to reviews for me.

Not being afraid of who and what you are...

As a noob to this, I can honestly say that perceived honesty is a main attract-er. Do the pics look real??? A point brought up many times, but it can't be emphasized enough...All of the women I have picked, I have done so because of the pics looking real. I have seen my first provider 4 times since Mar because the pics were real, and thanks to the fine hobbyists at TER I have walked out on three that did not match the pic at all.

The second thing that I look for is zero upsell. I may not partake of everything on the menu...hell, an hour is a very short window, but I want to know that I'm not going to hear the word "50 bucks" mid stroke. I know that would ruin it for me.

Third...variety of services offered. If I wanted a no kissing CBJ, I could go to a cheaper 20 something provider...which is why I no longer go to my first provider. (Again, thank you TER)

I personally started this hobby so I could run through my own personal "wish list" of types and activities. No matter what you look like, what your age, or what services you provide, there is someone out there looking for you...or there will be tomorrow.

BTW...looks like your last few reviews are excellent. Maybe I need to pay you a visit as well...

If you post on TER, I generally jump right to your reviews.

If you post on Backpage, having reviews is the best there too, but someone has to TOFFT and write the first review so you have to convince me that you're real.  The pics are the first thing I look at and in general I write off gorgeous perfect-looking photos as fake, so you need to provide a variety of photos that prove you're real (e.g., some professional or at least "posed" photos combined with a cell phone in the mirror that proves you're the same person).  I'd stay away from super explicit close-ups in favor of pics that show your figure.

Once you've passed that screen, if you don't have reviews than I want to see consistency when I google your phone number (e.g., same phone number with multiple names and pictures of different people is bad).  Same ad in different cities or at least a history of postings helps.

Once I'm attracted and pretty convinced that you're real, then we get into the words.  Providing price is important.  Both low and high prices are a red flag.  Low says "fake" or "upsell" or "bait and switch."  High says "she better have good reviews."

Then I finally read and consider your written message as an indication of what you offer, whether you're believable, etc.

By that I mean... I like the chemistry, I like a girl that's funny & fun. I'll take a 7 in looks with a 9 in performance everyday over a 9 in looks and a 7 in performance. I enjoy women that TRULY enjoy their chosen profession, for me it makes a big difference. It's not always in the pics. We all clearly have a "Lil dirt" on us by the very nature of being a hobbyist... and I like the same.

To me ....nothing beats funny, fun, sexy and a willing to please.... my $.02