Once upon a time I was riding on the top of a First Avenue bus, when I heard a mythical housewife say to another, "Molly, my dear, I would have bought that new brand of toilet soap if only they hadn't set the body copy in ten point Garamond. " Don't you believe it. What really decides consumers to buy or not to buy is the content of your advertising, not its form.
At its best, fantasy rewards the reader with a sense of wonder about what lies within the heart of the commonplace world. The greatest tales are told over and over, in many ways, through centuries. Fantasy changes with the changing times, and yet it is still the oldest kind of tale in the world, for it began once upon a time, and we haven't heard the end of it yet.
Once upon a time, there was a little creature that was rather small and rather wicked and it lived all alone in the woods. The little creature lived in a little den, at the bottom of a little ravine, filled with not-at-all little brambles and on the edge of a forest that could only be described as really freakin' huge.