X-Message-Number: 28932
Subject: Marketing Cryonics
From: "Fred C. Moulton" <>
References: <>
Date: Sun, 14 Jan 2007 18:59:17 -0800

Others have been making interesting criticisms of specific activities or
media presentations so I want to focus primarily my thoughts primarily
on the broader topic of marketing a new concept such as Cryonics:

1. Image and Message are critically important.  When the someone hears
or reads the word "cryonics" what idea will come immediately to their
mind? 
2. Understand the target audience or audiences.  Are different messages
and images needed for different audiences.  What are those messages?
Have you done serious research or are you just guessing?
3. Image and message need to be consistent as perceived by the audience.
Do not confuse different audiences by presenting conflicting, confusing
or inappropriate messages.
4. Understand which audiences tend to set opinion and which tend to
follow.
5. Most people do not have long attention spans and usually can not
internalize large portions of information on a new topic.  Identify the
message.  For introducing new concepts such as Cryonics it needs to be
simple.  Two days after an individual sees a print or media piece or
hears a speaker what do you want the individual to experience encounters
the term "cryonics"?  You want something their response to positive such
as "solid/sincere/honest" not a bunch of mixed imagery of death, half
remembered scientific terms and  .  You first set a firm foundation.
6. Do not get too wound up and try to put everything in one big
presentation unless there is a really good reason.  Remember the short
attention span.  Small bites which build on each other over time can be
very useful.
7. Do not make a mistake or have an unusual or ambiguous use of a
technical term or scientific idea.  If you have a mistake then it is
likely that some one will spot it.  If you are putting chemical formulas
or medical/scientific terminology in a scene or an article make sure
they are absolutely correct and unambiguous.  If you are called on a
mistake and you need start explaining then you have a big problem.
8. Avoid insulting or alienating some or all of your audience.  For
example a cross is a typical Christian symbol but what about the impact
of it on non-Christians?  There is not reason to have it in general
audience productions.  This goes for national flag and other similar
things.  You do not want to have things which are offensive or
distracting.
9. Be very careful with reporters and documentary film makers.  Their
goal is usually not the same as your goal.  Just because they stroke
your ego and say they are interested in the Cryonics story does not mean
that this is really the case.  Remember that after the interview is over
and the film has been shot that they will be writing the story and
editing the film not you.  If you do not know what is going on ell
meaning amateurs can be a disaster. then it might be best to courteously
direct the media person to someone who can handle the situation.
10. Regardless of what you are proposing to do (video, posters, public
speaking, articles, etc) know your target audience and what level of
professionalism is required.  A good rule of thumb is that it is usually
at least one level higher than you think.  Something which looks
amateurish in its production values reflects that Cryonics itself is
amateurish.  Remember that most people see style before they have had
time to comprehend substance.
11. Remember what you find interesting and compelling may not be
interesting and compelling for everyone else.
12. Unless you really understand all of the above concerning whatever
activity you want to do then stop and do not do it. This is very
important particularly early in the marketing of a new idea like
Cryonics.  Appearing in the wrong venue or appearing unprofessional or
doing amateurish work or creating shady looking websites can all hurt
the Cryonics movement.  Good intentions are not enough.  If you really
think you have a good idea then run it by someone who has a background
in marketing and communications.

Thanks for your attention and consideration of these points

Fred

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