Commenting here just to pop it back up into top of the Discussion Forum for RPG Superstar
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For whatever it's worth, as I find "do"s more useful than "do nots," here's my sense of what voters and judges are looking for, based on some of Sean's prior advice and that of others:
DO - Take the contest seriously and submit the best work of the kind you would want and expect to read in a Paizo product.
DO - Create an item that reflects your own never-seen-before, original ideas and feels truly magical.
DO - Give your item a unique, evocative name.
DO - Create an item that has a clear, well-established theme.
DO - Create an item that does one or only a small number of related things well.
DO - Create an item that, as much as possible, does something new (as opposed to something that is already easily possible within the rules via a feat or spell).
DO - Copy the template straight from the one provided and use it.
DO - Proofread your work! And ask a friend to read it over too!
DO - Respect the 300 word limit is a hard limit--you will be disqualified if you exceed it, including through "tricks" like deleting spaces--and use those words to their best effect.
DO - Limit your text to the item's description only.
DO - Remember you are describing an item rather than telling a story. A well written item inspires story ideas without any suggested narrative actually included.
DO - Use original language--your own words! The only text you should copy from anywhere else is the item template. If your text feels like something you've already read in another item description, revise it.
DO - Be sure your item fits easily and naturally into the category of wondrous item, weapon, or armor.
DO - Be sure your item uses and follows Pathfinder game mechanics.
DO - Be sure those mechanics includes necessary specifics, such as the action required to use or how many times per day it can be used, etc.
DO - Pay special attention to price calculation and look at lots of examples for guidelines
DO - Be sure the rules for your item are very clear and understandable by all. (I suggest running it by a non-gamer and see if they can at least understand its basic function even if they don't understand the bonuses, etc.)
DO - Create items with mechanics simple enough that tables, etc. are not necessary to understand its function.
DO - Create items that Game Masters would feel comfortable with and even excited to use in their games.
DO - Be sure that if your item has a drawback to balance its effect, it is a real drawback.
DO - Imagine you were teaching your 12 year old child or niece or nephew to play Pathfinder, and the item you designed showed up in the materials you are teaching them. Would you feel comfortable with them reading/seeing/using it?
DO - Ensure item's abilities are not contradictory.
DO - Presume known rules can be looked up by the voters and judges.
DO - Proofread your work again! Seriously! And make sure the template is the one copied from the rules!
DO - Really, seriously, proofread! This is a simple way to help your text look professional and shows you appreciate attention to detail, which is a crucial trait in a game designer. No, creativity is not enough, because you will be beaten by someone who both is amazingly creative AND proofreads.
DO - Remember "disqualify" is really not that hard to spell out.*