>> No salary. At the very least quote a range. The Qualified are probably working and need to know whether it's worth their while to jump ship....

This alone is a one of the biggest inhibitors for some great people I know. These days all startups claim their culture is as cool as any startup culture can get. So, I feel there isn't any differentiating factor in quotes like 'disrupting something' most of the time. I believe a good advert would be one which gives sufficient information that motivates good candidates(who usually have good jobs already) explore other options.