Its pages browned with age, it isn't the auction's star lot, but it still could bring in hundreds of dollars. As memorabilia of the lunar landings , the documents and other materials originally created to sell the public on the idea of sending astronauts to the moon are now on sale as prized collectibles. But as valuable as the press kits, pamphlets, posters and other ephemera might be on the collector's market today, their significance as a shining example of effective brand marketing may be their true worth.
That's the case laid out — both figuratively and literally — by David Meerman Scott and Richard Jurek in "Marketing the Moon" MIT Press, , a richly-illustrated, engaging coffee-table-style book covering why the secret to NASA's Apollo success was not just its astronauts, engineers and scientists, but also the public relations officers who helped to make "landing a man on the moon and returning him safely to Earth" more than just a political tagline.
It was a huge project. The story of Apollo has been told many times over, but the angle that Scott and Jurek embraced to their retelling is unique. The two combined their professional experience with their personal passion, collecting space memorabilia — and in particular examples of Apollo-era marketing — to deliver a fresh take on the four decade old quest. So how do they do it? Or maybe you're still wondering why you would even want to, so let's start there.
We are story driven creatures. We process and understand the world around us in narrative much more than we do in raw sensory data. It is true that we can learn and commit to memory a set of facts or a string of numbers.
The Wish Collector
Yes, we often do communicate in non-story driven language, but rarely does that kind of communication deeply connect with us or others. Charlie Wetzel is a prolific writer. You probably don't know his name because he is actually a ghostwriter for the author and speaker John Maxwell. John has published dozens of books--probably the most notable of which is The 21 Irrefutable Laws of Leadership.
As a ghostwriter for John, Charlie has written over 80 books!
They have covered a range of topics, but a bulk of them are on leadership. But what they all have in common is their heavy reliance on story-driven narrative.
Marketing the Moon: How Space Collectors Retold the Story of Apollo's Success
A few years ago Charlie calculated the number of discrete stories that he had researched, developed, and written for these books. Why does Charlie include so many stories in books that are all non-fiction?
- Molly Moccasins -- Thinking Too Much (Molly Moccasins Adventure Story and Activity Books);
- Supernatural stories: 9 amazing British folktales.
- ØªÙØ§ØµÙÙ Ø§ÙÙ ÙØªØ¬!
- Philip Pullman: Teacher, Writer, and a Book Collector's Dream.
- Contact Support?
Because it works. Because it connects with his audience. It pulls them in and keeps them engaged. Because it sells millions of copies. It speaks to his audience in a way that simply stating the point, the principle, or the rule wouldn't be able to.
So he continues to include stories. I imagine some of them were lived personally by him or John. Some of them have come from the books or media that they read.
'John Wick Hex’ Kills Us All at NYCC
And some of them have been developed by doing research. It takes some work, but if you want to connect with your audience, then consider the importance of story. Why do mnemonic devices work? We have a set of words or even numbers that we need to remember, but struggle to keep them straight in our heads. But for some reason, when we attach some additional meaning to them in an order or system, it clicks. Imagine that, we actually ADD more information in order to remember it.
Sounds counter intuitive. But it works. It works because the thing that you add to a raw set of data is a story.
Perhaps you had a math teacher who used that mnemonic to help you remember the order of operations parentheses, exponents, multiplication, division, addition, subtraction. Maybe you're a math wiz and would have remember that either way, but for many, this was a game changer on test day. Consider the teachings of Jesus Christ or most religious teachers for that matter. All throughout the accounts of Jesus' life he is seen talking to people in stories--the Bible calls them parables. People would come and ask him a question. If he did not just fire back with his own questions, he would most likely dive right into a story.
That's what he left people with. Sometimes he would tie it together for the audience, but his lessons were almost always fundamentally rooted in narrative. And these stories have lasted. These stories were not only preserved and transcribed into written form and yes, I am assuming here that they were accurately preserved , but they have been retold and thought about millions of times over for a couple thousand years. While it is nice to have something that draws people in and stays with them, there is a still a deeper power to the method of storytelling. Part of what it means to be human is to feel the lives and stories of those around us.
The capacity for empathy is innate, but it actually takes a lot of practice to master this skill.
- How To Connect With Mahavatar Babaji.
- Managing The Stress Of Infertility: How To Balance Your Emotions, Get The Support You Need, And Deal With Painful Social Situations When Youre Trying To Become Pregnant!
- Fairy tale;
- Marketing the Moon: How Space Collectors Retold the Story of Apollo's Success | Space?
- The best books based on mythology;
- Accessibility Links.
But the really magical part of empathy is what it does to us. Amazingly, the more that we are able to reach outside of ourselves and feel the stories of others, the deeper we are able to reach into our own depths. The ancient Greeks got this. Greek people took their plays very seriously. Susan Price has loved folk-lore and mythology since she was a child, and these ancient stories have had a major influence on her work.
She is an acclaimed author of over 60 books, which have been translated into many languages, including Japanese, Chinese and Russian. She has written for almost every age-group, and has won several awards, including the Carnegie and the Guardian, and has been short-listed for the Whitbread.
- Loves Body Dancing in Time?
- How To Be Happy and Healthy.
- 100 Must-Read Contemporary Short Story Collections.
She is a founder member of the Authors Electric Collective Find them on-line. Vist her Amazon Author Page to find out more about her books, and links to her website and blogs.
Related The Story Collector: Stories Told and Retold
Copyright 2019 - All Right Reserved