When I chase after a booking, it tends to be tailored to that particular gig. Accordingly, I don't really have a template that would apply across-the-board. However, there are some basic things that apply no matter what.
- Describe what "they" (club, venue, booking agent, mother-of-the-bride, whomever...) gain by hiring you.
- Provide examples of similar gigs you've played.
- Make sure they know you're available - at their convenience - to discuss logistics, contractual requirements, etc.
- Be able to point to samples of your music, photos, and any other marketing materials you have...including references.
- Related to the above, but for clubs: have a demo and one-page sheet w/ photo(s) that gives an "in a nutshell" glimpse of your band. Period - don't bother cold-calling without it.
- Make your presentation - verbal and written - professional, grammatically correct, and easy on the eyes/ears.
- And finally, make sure you're in touch with the decision maker. This can be most frustrating at clubs. You don't want to spend weeks going back and forth with the bartender/night manager only to discover that the booking decisions are made by the owner, who's only there from 11am - 2pm on Tuesdays and Fridays.
Good luck!