Jefferson Hawkins: Scientology’s marketing, advertising, and recruitment techniques

Discussion in 'Leaks & Legal' started by The Wrong Guy, Oct 23, 2015.

  1. The Wrong Guy Member

    The technology of ‘ruining’ people: Jefferson Hawkins on Scientology’s opening pitch

    By Tony Ortega, The Underground Bunker, October 23, 2015

    Jefferson Hawkins was once the top marketing executive for the Church of Scientology and helped it reach its greatest extent with the famous “volcano” TV ads in the 1980s. He’s told his tale of getting into and out of the church with his excellent books Counterfeit Dreams and Leaving Scientology, and he’s previous written a series about Scientology “ethics” for the Underground Bunker.

    This is the first of what I hope to be a series of articles on Scientology’s marketing, advertising and recruitment techniques. As most people know, I was a key player for many years in Scientology’s marketing and advertising efforts. My hope is that by unpacking some of Scientology’s recruitment techniques, I can give a peek “behind the curtain” and help lessen their effectiveness.

    Scientology is essentially about manipulation, and that begins right at street level, with “finding a ruin.” When I was a Scientologist, I heard some of the top Scientology disseminators routinely refer to this step as “ruining” a person. That’s right, they would actually talk about “ruining” people.

    Hubbard didn’t want Scientologists to try to explain Scientology. In his HCO Bulletin of 15 September 1959, Dissemination Tips, he said: “Don’t explain. Penetrate. Don’t overwhelm. Penetrate.”

    He explains it in this way:

    We don’t try to sell Scientology then. We give an apparent and understandable goal of what we’re doing and then put the person or persons to whom we’re talking into a state of being interested in their own cases.

    In other words, don’t try to explain or sell Scientology at public level, just get them introverted into their own “ruins” – their problems and worries. This is the essence of the street-level “Stress Tests,” the “Free Personality Tests,” and virtually any social contact with a Scientology disseminator. Their top priority is to get inside your head and find out what your ruin is. And then press that button hard.

    This is accomplished with the “Dissemination Drill,” HCO Policy Letter of 23 October 1965, which every Scientologist is trained to use. The first two steps are

    1 . Contact the individual: This is plain and simple. It just means making a personal contact with someone, whether you approach them or they approach you.

    2. Handle: If the person is wide open to Scientology, and reaching, this step can be omitted as there is nothing to handle. Handle is to handle any attacks, antagonism, challenge or hostility that the individual might express towards you and/or Scientology…

    I suspect that these days, most attempts to promote Scientology hang up on this step, due to the sheer volume of factual information about Scientology now available and easily found, but assuming one can get past this, the next step is finding the ruin:

    3. Salvage: Definition of salvage: “to save from ruin”. Before you can save someone from ruin, you must find out what their own personal ruin is. This is basically — What is ruining them? What is messing them up? It must be a condition that is real to the individual as an unwanted condition, or one that can be made real to him.

    This is the crux of the drill. If you are talking with a Scientologist, whether at a street “Stress Test” booth, in an organization, or even socially, their conversation will be directed at “ruining” you – finding what your worries or problems are. The Stress Tester will use a meter and jump on any needle reaction with cries of “That! Right there! What were you thinking just then!” An org staffer will use a “Personality Test.” The casual disseminator will just conversationally probe for ruins. It’s all aimed at introverting you into your “case” and away from any need to explain Scientology itself.

    Then the final step:

    4. Bring to understanding: Once the person is aware of the ruin, you bring about an understanding that Scientology can handle the condition found in 3. This is done by simply stating Scientology can, or by using data to show how it can.

    Often it’s just the simple statement (delivered with good “Tone 40″ intention!) “Scientology (or Dianetics) can handle that!”

    Of course, before the person actually begins a Scientology service, they have to sign a contract stating that they understand that the Church has made no claims that any specific result may be forthcoming from their Scientology services! But at street level, no matter what the ruin is, “Scientology can handle that!”

    The person is then directed to buy the book or service that they are selling. I’ve written before about Hubbard’s knowledge of and use of the “confusion technique,” which is a tool in hypnosis.

    Continued here:
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  2. The Wrong Guy Member

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  3. The Wrong Guy Member

    Jefferson Hawkins: What those Scientologists in yellow T-shirts at a disaster scene really want

    By Tony Ortega, The Underground Bunker, November 6, 2015


    Jefferson Hawkins was once the top marketing executive for the Church of Scientology and helped it reach its greatest extent with the famous “volcano” TV ads in the 1980s. He’s told his tale of getting into and out of the church with his excellent books Counterfeit Dreams and Leaving Scientology, and he’s previous written a series about Scientology “ethics” for the Underground Bunker.

    One of the most cynically opportunistic recruitment methods in Scientology is what L. Ron Hubbard called the “Casualty Contact.” He detailed this method in a number of bulletins in the 1950s and 1960s.

    In a Professional Auditors Bulletin of 28th Feb, 1956, he says,

    Every day in the daily papers one discovers people who have been victimised one way or the other by life…One takes every daily paper he can get his hands on and cuts from it every story whereby he might have a preclear…

    He should represent himself to the person or the person’s family as a minister whose compassion was compelled by the newspaper story concerning the person. He should then enter the presence of the person and give a nominal assist, leave his card which states exactly where church services are held every Sunday and with the statement that a much fuller recovery is possible by coming to these free services takes his departure…

    Some small percentage of the persons visited or their families will turn up in his group. Thus he will build a group and naturally from that group he will get a great many individual preclears.

    He mentioned this again three years later, in an HCO Bulletin of 15th September, 1959:

    A fruitful source of HAS [Hubbard Association of Scientologists] Co-Audit is casualty contact. This is very old, is almost never tried and is almost always roaringly successful, providing the auditor goes about it in roughly the right way. Using his Ministers card, an auditor need only barge into any nonsectarian hospital, get permission to visit the wards from the Superintendant, mentioning nothing about processing, but only about taking care of peoples souls, to find himself wonderfully welcome. Ministers almost never make such rounds. Some hospitals are strictly against this sort of thing, but it’s only necessary to find another. It’s fabulous what one can get done in a hospital with a touch assist and locational processing.

    He instructs these “ministers” to always have a business card and hand it out, and to have an answering service to handle the calls and give people the course schedule. He notes that

    …your statement, “the modern scientific church can cure things like that. Come around and see.” will work. It’s straight recruiting!

    Straight recruiting! Yes, get in there and find unfortunate people who are sick or who are the victims of accidents and tell them “Scientology can cure that!” Nothing opportunistic about that at all.

    In the legal field, that’s known as “ambulance chasing” and is frowned upon – in fact, it’s illegal in the US and many other areas. It’s considered highly unethical to prey on victims of disasters, diseases or accidents. In Scientology – not so much. It’s considered “straight recruiting.”

    Continued here:
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