Ad verbage is like a qualification test--it doesn't do the selling (the rates and pictures do most of that), but it is something that can UNsell you if you mess it up.

A few random points:

- Keep it short and simple and readable.  I'm not going to wade through a 59-line wall of text trying to pull out the bits I care about.  I also won't read through thrashed punctuation and/or huge or multi-colored or flashing text.  The ad should look and read like a menu in a nice restaurant, not a myspace wall.

- DO NOT, under any circumstances, include one of those embedded sound player app things.  Like many guys, I browse at work and I don't want co-workers wondering why there is suddenly some sexed-up hip-hop sample blaring from my computer.

- Keep discussion of rates simple.  Ads that have a large number of upcharge add-ons, along with numerous specials come off as mercenary and are also just confusing.  That can only lead to protracted negotiations that neither party wants.  Most are OK with upcharges for very specific activities (e.g. anal), but trying to nickel and dime over whether I can touch your breasts isn't gonna fly.

Ideally, this whole section should be 1 line--not the 8-9 lines like we've all seen--so that I drop the envelope on the table when I arrive and we can get to business without ever even discussing rates at all.

- List hours and prep time.  Most girls are up pretty late, but its rarely clear if its OK to call at say 10 PM.  I've actually searched backpage and cityvibe for terms like "11PM" before.

- List specific deal-breaker requirements.  If you want a certain reference (RS2k, etc), say so.  Provide a nearby cross-street for your incall or list outcall areas.  If you won't do certain things, say so.  Basically, don't make me call you to find out information that would make or break your or my decision to meet.

- Drop the "you agree that you're not law enforcement" or the "this is only for time and companionship" disclaimer.  These aren't legally effective and so they just look naive and silly to those that know better.  Plus, some ad boards charge by the word, so its a waste of money.

- Pick a phone number and at least 1 photo and stick with them.  Most of us search google and/or tineye for other ads that use the same phone number/photo.  At least for me, when I see an ad from last year (backed up with reviews posted AFTER the date of that that ad on TER or the like) and that ad mostly matches a new ad, then I can feel pretty confident that the girl is legit.

If you're worried about giving out a phone number, or have to change phones often, get a number with a service like google voice.  You can set it up to only show that number to callers, and it can be reset to new phones as they come and go.  Plus, it would be very difficult to trace back to you since none of your personal information is associated with that service.  (You should have a special email account too, but thats a separate discussion).

Just some thoughts.  I'm sure other girls have even better pointers than I do.

-E