Losing Control?

“Tell a story if possible. Everybody loves a good story, be it about Peter Rabbit or King Lear. And the direct mail letter, with its unique person-to-person format, is the perfect vehicle for a story. Stories get read. The letter I wrote to launch the Cousteau Society 20-some years ago survived hundreds of tests against it. … The original of this direct mail Methuselah started out with this lead: ‘A friend once told me a curious story I would like to share with you … ‘”