X-Message-Number: 3565
Date: Sun, 1 Jan 1995 11:59:50 -0500
From: 
Subject: CRYONICS more marketing

Again, it's probably not a good allocation of time to quibble about shades of
meaning or nuances of policy, but I guess I'll make a couple of more comments
on Mr. Merel's suggestions.

I certainly don't deny that new blood, new phrases, and new conditions might
bring success to previously failed tactics, including targeting of prominent
people and media-shapers. But where are the specifics for improvement?
Exactly what--within our means--should we be doing that we are not doing? Mr.
Merel wants millions of recruits instead of dozens; sure, billions would be
nice too, but HOW?  

Mr. Merel recommends a fellow in a white coat reminding the populace that
once space travel etc. were science fiction. We do this all the time, in
print and on the air, although not necessarily with the white coat or using
the Cocoon scene. We can try to do it more, we can try to do it better--and
we will--but this does not seem a realistic prescription for a magical
breaththrough. And how does he suggest we pay for that hopefully magical week
on prime time TV?

As for the exposure we expect for Cryonics Institute this year, probably most
of it will not be the "balanced" type including nay-sayers, since it will
focus on our new facility and our own videos. But it is not at all clear that
"balanced" presentations lose us more than they gain; we didn't have them to
lose, and there will almost always be some gain. 

Finally, on a minor note, I wouldn't agree that a "scientist" necessarily
discovers things and an "engineer" makes things. After all, for example, an
experimental physicist mostly just makes gadgets to test the hypotheses of
the theorists; he is still called a scientist. More important than actual
usage, however, is what OUGHT to be our usage, and I think it would be most
salutary if we became accustomed to equating "science" not with a specific
activity but with the scientific ATTITUDE, viz, honesty and resourcefulness.

Robert Ettinger
Cryonics Institute

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