Having done this from both sides of the fence, always real small-scale, I'll say there's a lot of good advice here. Personally thought I think the most important stuff is the one-page bio which doubles as press release copy. It's true about pyramid-style--get the most important stuff at the top. The 5 W's.

Include a brief comparison or analogy to a better-known performer if appropriate, but don't overdo it. (As mentioned before, avoid hyperbole--the words wonderful, beautiful, nice, brilliant, perfect and especially "world-class".)

I recently received a package in which at least half the bio was a description of the person's friendship with a well-known Cdn. singer-songwriter, who sang some backup on the promotee's album. The rest of the promo was "I never thought I could do this, but xxxx has encouraged me so much, and now I think I can, I was so busy raising a family, health problems, career, blah blah blah..." -- there was a singular lack of a statement of artistic values & purpose other than self-actualization. I won't be booking this person... although I am trying to get around to sending her some constructive criticism. I don't care who your friends are, unless they're touring with you.

The promo package should include (in an 8x11 folder if possible):

1. the bio
2. the photo--
3. the demo CD--the closest to showing what the live performance will be like
4. a few generic posters. (photo & space for venue & info)

Just like sending a resume, try and make sure there is lots of different types of contact info on every piece of paper in there (except the photo). You can't make it too easy for them to reach your star-in-waiting.

Willie-O