35. A Few Lines On A Screen, A Giant Leap for Literature

Someone said that there are only four types of stories: the doomed city under attack, the traveling of the lost soul, the big adventure searching for a treasure, and the sacrifice of a god-like creature. Therefore, every story ever told is a different version of one of the mentioned above. If we accept this as a truth, what makes a story great is not the characters' adventures but the way they're narrated. 

That means even one of the most known stories in the modern world can captivate and steal the reader's attention.

Today, I chat with David Meerman Scott, marketing strategist, entrepreneur, investor, marketing and growth speaker, bestselling author of 12 books, including "Fanocracy," "The New Rules of Marketing & PR," and "Marketing the Moon." We had a fantastic conversation about the incredible work Public Affairs did marketing the several space programs that led American astronauts to the moon. 

In this episode, we talked about David's book Marketing the Moon. He kindly explained the central role NASA's Public Affairs office played in convincing the American people to finance the space projects. David also mentioned his experience meeting the astronauts that walked the moon surface, how he felt meeting his childhood heroes, and why they happily agreed on being interviewed by him for this book. He described the tactic used by the Public Affairs office to market the space programs, why they were so successful, and the differences between the American and Russian openness to information access. 

Tune in and listen to Episode 35 of Moving Beyond Your Tribe and learn about the fascinating story behind the Apollo program.

Some Questions I Ask:

  • How was it to meet the astronauts? Did it fulfill your childhood dream of seeing them and getting their insights? (3:31)
  • Could you tell us a little bit about the people who were setting up the moon's branding and kind of setting the stage for it? (8:48)
  • What do you think about Disney and all the other components that made the space program interesting before the first launch? (12:32)
  • What do you think about the storytelling around the branding? What were some of the things that you really thought they did effectively? (14:30)
  • What aspect of the marketing was most effective? (25:44)
  • From your perspective, what do you think we could draw from Marketing The Moon that we could take with us today? (29:29)

In This Episode, You Will Learn:

  • The spark that generated the writing of Marketing The Moon (2:53)
  • A question asked thousands of times (4:27)
  • Convincing the people to finance a space program (10:09)
  • Astronauts are heroes (14:55)
  • Pushing for live TV on the moon (19:11)
  • Kennedy's smart move with Life Magazine (21:40)
  • What organizations can learn from the Apollo program (30:32)


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