This came from the thread about Jim Moray

"As a Festival Organiser who gets deluged with material from singer-songwriters, much of it pretty dreadful, I found the Jim Moray promo package stood out from the crowd and that's why I booked him. Having seen him perform and having witnessed our audience reaction, I would happily book him again. End of story."

I'd like to hear from people who book acts - what makes a promo pack stand out. I know the music has to be good, but I have a feeling a lot of times people get so much they don't listen to everything. Is it content (i.e. venues they have played, reviews, etc.), or is it neatness and obvious professionalism about doing the kit up (nice photos, crisp copies, nice folder?). Color??? Style of the promo pack?   

This has been touched on before and I've pulled those threads up, but it won't hurt to get more input. Basically, my question is - what makes you look at the promo pack and be favorably disposed towards the artist before you listen to the CD, or makes you decide to actually listen to the CD instead of putting it to the side and forgetting about it?