I have no problem with anything bantam has written, indeed my hugely successful 'honey-trap' profile just about followed those rules - I had around 140 messages in a month or so. (certainly not reopening it to check!)
I would mention photos - I had one fuzzy very cropped photo at first as the thumbnail and then added a few more as time went on. People are visual, men possibly more so. They like to see whats on the book-cover and people judge books by their covers. Daft, but there you go. We all do it. I would say for women, your tits are undoubtedly your best asset, but don't post lots of cleavage. You'll look like a bit of a tart and you'll get messages based on that (although you can be completely covered up, and still get unsolicited cock-photos, go figure.) For guys, my personal bugbears used to be photos of you and your penis-substitute sports car. I don't care what car you drive or if you do drive at all (controversial in rural areas here!) and if you admit to having children, I tend to think you should be spending your money on them rather than a cock-car. I personally also hate pictures of scuba-diving. you look daft. Either sex with a glass of wine held jauntily aloft or a pint do not make you appear 'fun-loving' and please do not describe yourself as such - they make you look like there might be a dependency issue. If the very best photo of you ever is with your ex you cannot get away with cropping-them-out. We know they're there. No pictures of you with babies or children. Ever. Dogs are acceptable but not in every pic.
Grammar. Lots of it please. I've always admired a man who knows the appropriate use of a semi colon; No text-speak.
Never, ever mention your ex-relationships unless you are now BFFs and then only fleetingly. I've seen so many demanding bloke-profiles filled with hate and vitriol towards a significant ex. It's OK to say 'I've spent a little time on self reflexion following the end of a long-term-relationship - looking to start dating again with the right woman! Still friendly with my Ex' it's a bit of a red flag to say 'I've finished with my bitch-ex and what a relief, looking to date to get over the gold-digging cunt' 
Lists. I hate lists. We use things we like as general indicators as to whether we are going to at least get on, but pages and pages of alphabeticised influences make you look like a dull-muso. five is a maximum. My musical list said 'what you like, only better ;-) '
Agree with the selectivity. My profile said 'I don?t date married men or men in long term relationships' I don?t. Height is important to me, so I mentioned that. I didn?t mention my DCs up front in my profile at all. If I liked the look of someone, I mentioned it in the first message back. never really put anyone off. I didn?t mention tattoos either - again if would be mentioned within the first message. I shaved two years off of my age but then I am fairly well preserved (physically if not emotionally at present?) and admitted to that on the first date with the prof.