Good product (or idea). Good chunk of equity ( if you are offering a good salary but a petty stock options package, then you just going to get mediocre people that want a job). Let techincal people feel they will have a great impact on the company (and eliminate unecessary b.s.)

Whatever else you do, it doesn't matter. As the really good programmers will never apply for a job at your company. If your job offering is just that (a job offering and nothign more), then you will never attract the great programmers out there.