Tom Cruise, Scientology, L Ron Hubbard, Mass Influence and Andrew Morton

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.

Comments

[Signe A. Dayhoff, Ph.D.]

Dave,

This piece of video strikes me exactly as a carefully designed and -executed promo for Scientology. How better to get people to want to see something than make it unavailable (principle of scarcity) and then reinforce that desire by making a big deal about how shocking its release is.

When you listen to the nonsensical ramblings of Tom Cruise, you can still see the calculated seriousness and sincerity that Lt. Col. Oliver North at the Iran-Contra Congressional Hearings used to show he was a true believe and God-fearing, apple pie honest. Of course, Ollie was a seasoned persuasive presenter, unlike Tom, who's trying so hard just to be slightly articulate. Somebody, give this guy a script!

Since Tom claims he is "helping everyday" (and has helped "billions," in fact) and Scientologists are the "only" ones who can bring peace, etc., to the world, I'm wondering when Tom and they are going to get off their power-driven horses and bring AIDS medication to sufferers in Africa and stop the genocide in Darfur.

As for Scientologists "trying to stop further distribution" of Tom's bio, I can't think of a better way to keep curiosity and sales up than to bring a lawsuit. It will help keep the members in a them-vs-us state, give Scientology another publicity shot in the arm, and move disaffected people closer to signing up. Heads I win - tails you lose.

Signe

[Dr. Letitia Wright]

I think they should get as much publicity as possible, with all the stars that are into it, that should be a great influence to get more people into scientology.

[Tom Grimshaw]

If you had read but a few books written by Mr Hubbard rather than the ramblings of a lying, demented anti-Scientologist you would appreciate the truth in Scientology. It comes from the first person to ever use scientific methodology to investigate the humanities. He arrived at a workable technology by which to relieve the distress and trauma which hold most back from attaining their potential. And one of the very first principles he espouses on the subject of PR and promotion is to always use truth because lies will backfire. Something Moreton obviously does not believe in or apply.

[Dave Lakhani]

For the record. I've read all of Hubbard's books and find many flaws in his conclusions and thinking.

I'm certainly not saying that Morton got it all right either but the beliefs of Scientology fall well outside of anything considered scientifically credible.

Hubbard was a science fiction author . . . people should remember that before worshipping him or his beliefs.

[Anonymous]

Anonymous approves of this article.

[writer jobs]

i read that book!,and it's great!

[lacoste shoes]

Hubbard was a science fiction author . . . people should remember that before worshipping him or his beliefs.