SAF ISO a SAM, SWM, etc for LTR

Is there a right way and a wrong way to put together a personals profile? This question came up when a friend and I went over their and another friend's personal profile. These profiles are like pre-first impressions and there is so much that's weighed when reading these profiles. So what is the right way to do a profile? Should you focus too much on just yourself or on who you're looking for? Should you straight out say you just want casual sex or something a little bit more? How much should you reveal? Should you mention your occupation or the fact that you smoke? Should you be an open book or stay completely closed?