Merc. I would stress what makes your products different,and better than whats already on the market.If your prices are higher than a similiar mass produced item,explain the personal touch given to each lure.
Don't make any promises you can't keep, or claims you can't back-up.
If your going fishing with the writer,or atleast going to meet with him,take a mass produced similar lure,and show him the difference.Doing this the writer can put it in his own words,and give some what of a testimonial with realizing it!!..Nathan