I've been watching the whole Andrew Morton book launch with some interest over the past few days. It is funny to me how many people don't see that "unauthorized" biographies are some of the best forms of mass influence available to celebrities and large organizations.
Now, in fairness I have not read his book "Tom Cruise: An Unauthorized Biography" yet, but I did just order it. Start here to have a look at the coverage the book is getting just on The Today Show. Here's the thing though.
There is a very high likelihood that this is a well coordinated effort by the Church of Scientology to get more publicity or to fully leverage the awareness that they know this will cause. Typically either Tom Cruise or the Church of Scientology (which was founded by a science fiction writer and who was close friends with Werner Erhard of EST fame and whose brother is intimately connected with Landmark Education) would have sued the publisher and the writer to block the book from being published. But in this case, not one lawsuit yet. Now, it may come, but not until a lot of books are in circulation. To get a better feel for Scientology, watch this video of Tom Cruise, then read on for the marketing lesson.
NOTE: Scientology made them take down the video on YouTube originally shown below, but here is a link you can use to see it: http://defamer.com/344987/the-tom-cruise-indoctrination-video-scientologists-dont-want-you-to-see
The interesting thing from a persuasion standpoint is that both Tom Cruise and the Church of Scientology stand to gain most from this. Tom Cruise is Scientology's latest star who shouts from the rooftops, he is the counter to every star who gets on stage and thanks God for thier success. He is the (not so) lone voice that says wait there is another way. But seriously, the things these guys believe are more than a little crazy. Watch this video, Tom Cruise says that if a Scientologist goes past an accident they "have" to stop because they know they are the only ones who can help . . . I think that EMS and Law Enforcement might disagree, so would common sense which would dictact you call either of the aforementioned agencies . . . but I digress into logic, my bad.
There is a strong marketing lesson here though and one that we can all benefit from.
For a very long time I've been teaching you that one of the most powerful persuasion principles you can use is the idea of polarization. Only polarized people buy things. Every Scientologist on the planet feels the need to defend their position right now (of course they'll say different) by engaging in a conversation about Scientology. They are on high alert mentally for the mere mention of the word so that they can engage. And, here is where the polarization happens. Those people who are looking for a bigger explanation of life are easily moved into a conversation, into a meeting, into an attempt at conversion. In your business, it is your responsibility to polarize the believers, your best customers and those who would be by sending a message that causes them to defend and gather more. Because in that sense, polarized people talk about things, openly, with great vigor. And the result is that the word spreads.
The second piece of the marketing lesson is around the transfer of power and credibility. Andrew Morton made his name with this book about Princess Di and he now has great credibility as a biographer. It never occurs to anyone though that in fact (and I'm certain he is smart enough to know this) he is given access and information through publicists and other carefully crafted information because they know he will report it. Now I'm not saying he isn't a good reporter who digs into his subject, I'm sure he does, but it isn't hard to direct people to sources of choice.
The final piece of the puzzle is that in terms of mass influence, traditional media still works amazingly well. Being on The Today Show brings more credibility and reaches millions. But even more millions are reached through secondary media like this blog that you are reading right now. And through all of the other new stories and blog posts you'll read in the coming days.
Is this all a big consiracy and am I a consiracy theorist? No, but I'm a big fan of well executed mass persuasion when I see it happening whether I agree with Tom Cruise or Scientology or not . . . and I don't.
Here is the marketing recap:
1. Polarize
2. Place
3. Publicize
When you follow those three easy steps (the more controversial you are the better) the more effective your influence will be.
And, if Andrew Morton isn't a willing participant in the effort to keep Scientology in the news, he is brilliant for leveraging it to sell his books!
And I promise, if I see you in an accident on the side of the road my first response will be 911.
