OK. Well as I said, making the match have an ending that isn't predictabe. Say a face comes back. He then just hits his finisher and gets the win. That is boring. The match should be kind of unpredictabe as to who will win, and when. It should build up well, not just have a finisher straight away. And psychology is always good.
From a writing standpoint, making sure the match flows is very important. You can't go: 'Edge and Shawn lock up. Edge takes Shawn down with a suplex. Edge then hits a Spear.' You know, it should make it clear where people are in the ring.
Alright, that is off the top of my head. I'm not on the top of my game from a BTB standpoint.