The AIDA formula, a widely used marketing tool, can help you structure your oral presentations and written communication. AIDA stands for Attention, Interest, Desire, and Action.

a. Create your own direct mail piece using the AIDA formula outlined on pages 8 and 9 of "Working with Clients and Vendors."

• You'll find a definition of direct mail on pages 19 and 20 of "Marketing and Promotion."

• Your letter should be no more than 200 words in length.

• Start your written communication with an interesting headline to grab the attention of the audience (ie. Do you want a fabulous event that people will be talking about for years to come?) Next, explain why you're best suited for the job (ie. I provide unique audio-visual decor). Describe your services and how the client can benefit from your help (ie. why should they hire you - are your services cheaper? Do you specialize in a certain area?). Finally, end with something that propels the reader to action (ie. Call now for our limited time offers!)