5. Text rules. HTML in email doesn't work. The vast majority of users prefer their email in text-only format.

6. Repetition works. Repeating main offer in email gets more sales. Far more people skim email than read it word for word. Repeating key points assures skimmers will get message.

7. Testimonials sell. I've sent out email that was entirely made up of endorsements. Real people conveying their own benefits encourages real people to part with their money. An example is at http://www.mrfire.com/hypnostories.html

8. Hidden selling works better than direct selling. Due to all spam filters and amount of spam, period, direct selling in email will often be impotent compared to an email containing a story or "teaching tale" that does a soft sell. This is where Hypnotic Writing comes in handy. See a quick example at http://www.mrfire.com/0057.html

9. Unusual openings work better than headlines. I'd rather start an email with a story already in progress than with a traditional hard-hitting headline. I may weave a headline into body copy later, after I've fully engaged reader, but not right up front. Headline openings tend to turn off readers. See an example at http://www.mrfire.com/seedmoney.html

I struggled to come up with one more point so I could have a "10 tips" article for you. But truth is, no one knows for sure what will work online, and I'm still learning, too.

So I'll let *you* supply missing last insight.

Go for it!

Relevance to Beat Assignments: Only approach a journalist with story ideas that are relevant to his or her news beat assignment.

Relevance to Newsworthiness: Keep in mind that stories must be new, unusual or important, and informative.

Relevance to Time: Take stock in what's happening in your world and in lives of others around you by paying attention to current events.

Relevance to Audience or Readership: Make sure that your story idea will matter to specific group of people who comprise media outlet's readership or viewers. For example, story idea may only make sense in a magazine that targets working women, or men's health newsletter, or residents of Cheyenne, Wyoming.

Fifteen years later, I still think about that editor - and every PR mentor I have since encountered - whenever it is time for me to pitch a story idea to another reporter. I still stand by my answer that "maybe" there are secrets to gaining media coverage, but truly understanding power of relevancy and how journalists regard it is a better bet. It could make difference between whether a story idea makes it on front page or lands in trashcan.