X-Message-Number: 3658.1
Date: Mon, 09 Jan 95 22:55:07
From: Steve Bridge <>
Subject: "Selling Cryonics"
SELLING CRYONICS
By Stephen W. Bridge, President
Alcor Life Extension Foundation
(Reprinted from CRYONICS, 4th Quarter, 1995 (Issue #164), p. 10-13.)
"So how do you handle your advertising? You know, all you need
to do is run a full-page ad in the *Wall Street Journal* and you'll
have all the business you can handle. Just give me a commission on
all of the new members I get, and I'll take care of everything."
A handful of us who have run cryonics organizations will
recognize this guy right away -- the fellow who thinks cryonics is
another commodity to be bought and sold and all it takes is a bit of
advertising. We've also watched these guys fall on their faces and
pass from the scene in search of easier scores.
Selling cryonics is *tough* work. First, you as a cryonics
"salesman" must convince a prospective client to re-examine his own
mortality, an aspect of his life he may have boxed off for his own
sanity decades earlier. Then you have to convince the prospect
that:
1. The future will be a really cool place to hang out,
instead of a science fiction post-nuclear holocaust
nightmare with rap music,
2. Future medicine will be able to take care of current
diseases and injuries (no cancer, AIDS, heart disease,
airplane fatalities, or bad breath),
3. Aging will be reversible and preventable in less than
a century (no balding starship captains),
4. Yes, freezing causes massive amounts of structural
damage, but, hey, it's repairable -- really...
probably... we hope,
5. Molecular technologies will able to fix all that
stuff, and lots of stuff he never even thought of
before, but about which you now have him terrified,
6. "Dead" doesn't have to mean "DEAD,"
7. "Emergency conversion to neurosuspension" means
"never having to say you're sorry,"
8. There aren't any reasons to deal with all of those
messy "soul" questions,
9. Yes, it's worth a few thousand dollars to stay
alive, even $120,000,
10. He'll have a great time meeting altruistic
attorneys and/or life insurance agents (oh, yeah),
11. There are plenty of good reasons to stay alive both
now and in the future,
12. Yes, he'll be able to adjust to the future at least
as well as his ancestors did in crossing an ocean to get
to America,
13. Yes, there are plenty of reasons why people will
want to "bring him back" in the future (even though you
have already spent weeks answering this dolt's questions
and you know they had better not ask YOU to decide
whether to revive him in the same universe as you), AND
14. Reading, comprehending, and signing that mound of
paperwork is really lots of fun, and don't worry that
there are no guarantees -- hey, we're pioneers!
Sometimes this process can take as short a time as two years
(in a really good case), and may only require ten or fifteen
meetings a year to convince him. Multiply this by a few dozen
prospects and you can easily see why the number of ulcers and
headaches among cryonics "motivators" (I can't bring myself to call
them "salespeople" anymore) is higher than the number of marriages
and robust bank accounts.
INFILTRATING SCIENCE FICTION
All of these questions came up again when I attended the 1994 World
Science Fiction Convention in Winnipeg, Canada in September.
Cryonicists have been appearing at SF "cons" and talking about
cryonics to these supposedly future-oriented folk at least since
1978, when several of us in Indianapolis attended the North American
SF Convention in Louisville, Kentucky. We've written over the years
about how disappointed we have been at the results of our activities
at what we thought would be a hotbed of people who wanted unlimited
lifespans. Unfortunately, the majority of SF fans seemed to be more
interested in escape from reality and dressing up funny than in
serious contemplation of the future or finding a way to get there.
Fortunately, it looks like we may be making some progress
(glacial in comparison with selling new cars, more rapid in
comparison with previous cryonics history). In Winnipeg I met quite
a few people who thought cryonics was logical and acceptable and
worth discussing seriously.
Like at most science fiction conventions I have attended on
behalf of Alcor (that sounds more noble than it is -- I have a lot
of fun at them, too!), there were three primary ways of showing
cryonics to people. First, I shared a dealer's table in the
exhibits area, which had been arranged by Brian Wowk of CryoCare,
Ben Best of the Canadian Cryonics Society, and Paul Wakfer of
CryoSpan. Second, Ben and Paul, along with Keith Lynch, had rented
a large suite in the Sheraton Hotel for nightly room parties. (Room
parties are a science fiction tradition with too many variations to
go into here. Basically, hundreds of people troop around the hotels
looking for action. For some people "action" means alcohol,
flirtation, and song, for some it means silliness, and for many
"action" means "intellectual conversation." Cryonics room parties
aim at getting the latter.)
And finally, Brian, Ben, Paul, and I were also scheduled to
present cryonics in a panel format as part of the convention
programming. (About 4,000 people attended the convention, so the
programming was multi-track, sometimes as many as 15 programs per
hour.)
There was the potential for discomfort in the organizational
rivalries present, but we agreed to expend most of our energy in
promoting cryonics in general and to keep personalities out of
discussions of the differences between organizations. That worked
out very well and prevented us from chasing off potential new
cryonicists.
I ended up working on cryonics a lot more hours than I had
planned, but I think it was worthwhile. By my estimate, I sat at
the dealer's table 12-15 hours (we took turns so we could all attend
interesting programs), was on the panel (1 hour), and talked
cryonics at the room parties for 15-20 hours. I also independently
talked about cryonics various times during the conference as I had
meals, met people in the halls, and attended other parties myself.
We spoke to many people in the dealer's room, and sold a
surprising number of books on cryonics and nanotechnology (most of
these were Ben and Paul's). About 40 people attended the cryonics
panel and at least two hundred people attended the various room
parties.
There were not as many people at the cryonics room parties as
in some years past, although the percentage of truly interested
people was much higher than before. This was the fourth year in a
row for a cryonics room party at a WorldCon, and I think many people
look forward to them. One of the reasons for less attendance, I
think, was that four GUYS were hosting it. When women like Brenda
Peters, Linda Chamberlain, and Angalee Shepherd have been at these,
the food seems to taste better and the atmosphere seems more
cheerful and inviting. So the word gets around that this is one of
THE spots to visit. Of course some people figure it out anyway.
I was impressed by how many science/engineering/medicine-
oriented programs were on the convention schedule this year.
Various of us attended some of them, and in at least two programs
cryonicists were able to make positive statements from the audience.
In any convention, the most important sales aspect is the
networking. Several old friends asked me serious questions about
cryonics for the first time at this con, even though they have known
me for years. And I heard and met engineers and scientists from all
over the country. I now know a lot more about the new virtual
reality engineering system at Sandia National Labs, why major
defense corporations don't tell the truth to the government labs,
and why we may be closer to cloning dinosaurs. Interestingly, being
President of a large cryonics company carries a fair amount of
prestige among these kinds of people. I'm out on the far edge; but
they think of cryonics research as plausible and interesting -- even
*acceptable*, which is a wonderful change from decades of "weird."
(And you know you're way out past the boundary when people in rubber
alien costumes call YOU weird.)
Next year's WorldCon in is Glasgow, Scotland, and I doubt that
Alcor can afford to send me there. However, whenever the WorldCon
is outside the USA or Canada, there is an alternate North American
SF Convention (NASFIC) for people who can't afford to go so far.
Next year the NASFIC will be in Atlanta GA, and we are already
making plans to be there.
SO HOW DO WE ADVERTISE?
True advertising and marketing require *money*. Most cryonics
organizations were started on a shoestring budget -- usually with
two shoes sharing one short shoestring. Even the essential costs of
gearing up and staying ready for suspensions, doing research, paying
staff, running an office, and putting together attractive, useful
publications are normally more than a small group can handle.
Finding $30,000 for major advertising is rarely possible.
In addition, in the early 1980's Mike Darwin used to caution me
that you shouldn't do major advertising until you're sure you have
something for sale. Advertising cryonics before you have decent
equipment and facilities will do more harm than good.
The earlier listed problems of talking about cryonics with
someone one-on-one are magnified when we think about advertising.
If it takes two years and several kilograms of written material to
adequately explain cryonics, how much can we squeeze into an ad?
And which things should we choose?
Look at the misperceptions about cryonics that we must overcome
to get people even to write for information: We have to overcome
the thoughts that anything this far from the norm must be a cult, a
scam, or a collection of death-terrified psychotics. We have to
admit that the level and amount of research done on cryonics is low,
and that we don't know if this will work or not. We have to get
past the mistaken impression that cryonic suspension is only for the
wealthy or for those people "valuable enough" to be revived by
future societies.
And there is the basic lack of understanding the important
concepts. The average American has a very poor level of scientific
literacy. A survey several years ago showed that less than 50% of
Americans had any idea what a molecule was, much less understood
DNA, cell biology, or molecular technology. And the situation is
much harder for older Americans. My father went to high school ten
years before *anyone* knew what DNA was. We have to define or re-
define for people words like "death," "freezing," "cloning,"
"genetics," "cryogenics," "perfusion," and "ischemia," and we have
to show how they relate to cryonics.
There is no doubt that a well thought-out ad in the right
publication can be effective. An ad in *Longevity* several years
ago brought several hundred calls for free information. And the
Alcor ad in the January, 1994 issue of *Omni* Magazine (designed by
Charles Platt) was especially successful; it gained us about 3,000
requests for information. This ad was in full color and would
normally have cost us $30,000 to run. Because of the joint essay
contest we had with *Omni*, the ad was free to us. Now if we had
several members giving us $30,000 for full color ads in other
publications, I'm sure we could get even more calls. However,
please consider the cost-effectiveness. Each request for
information costs us an average of $6.00 for the 800 number phone
call, the information packet, and the postage. And those 3,000
requests have led to only about 20 members in nine months, so there
is not a quick return on the money invested. (Since it often takes
years for people to make this decision, this may lead to hundreds of
members someday).
We also began to prepare a marketing campaign last year, which
will focus on sending letters to names on selected mailing lists.
This project was interrupted by our move and other projects, but we
hope to get back to work on this soon. Alcor members gave us
several donations to begin this campaign, and we are anxious to see
what it tells us about what we think is a surge in interest in
cryonics.
Since money is in short supply, for now we make do, and try to
get as much attention as we can for free. We have written several
times about the media interviews we have done this year, frankly
more than we thought possible. Cryonics is attractive to the press
and television. The operating room and the Patient Care Room are
impressive pieces of reality to the press, and the human touch is
here, too. Photographs of many of our patients hang on the walls of
our office, testimony to the very personal reasons why we do this
job. And the media like us because we are committed to a cause,
intelligent, good speakers, and because the entire idea is so
*different* -- hubristic and outlandish, but optimistic.
Radio talk show hosts have been especially excited to talk with
us this year; and we were happy, too. That is the only place we can
control the conversation well enough to promote our 800 telephone
number. We have done several shows which stimulated as many as 100
calls over the following 24 hours.
Locally, we are trying to promote a solid community image. I
have spoken to the Scottsdale Chamber of Commerce, the Scottsdale
North Rotary Club, a Jewish Community Center, and a "Death and
Dying" class at Arizona State University. We have had two community
college "Death and Dying" classes tour our facility. We have given
individual tours to dozens of local business people and students,
including a number of people from the local medical community.
When possible, we go outside the local area to talk. The Alcor
Northern California chapter recently invited me to be the guest
speaker at their local meeting. Since I was going to be in the
area, Ralph Merkle arranged for me to give a talk at Xerox PARC
(Palo Alto Research Center) where he works. Late this month Derek
Ryan and I will present cryonics to a nanotechnology club at Cal
Tech and to a high school biology class in Los Angeles.
We can come to your company or organization or town, too.
You'll probably have to help us out with our airfare and local
transportation; but it's a great way to get some interest going in
your local area.
*YOU* CAN ADVERTISE, TOO
Before I became Alcor's President, I gained publicity for Alcor
in many ways. I gave open slide shows in my home town of
Indianapolis, including many to school groups. I let the newspapers
know that I was the local cryonics "resource person" in case a
related story came up. I was on several local radio and television
shows. If you are articulate, well-informed, and confident, you can
do the same in your community. (Talk to us first, though; there are
some important rules to learn before becoming a spokesperson for
cryonics.)
Even if you don't feel comfortable speaking in public, there
are many ways you can get publicity. There are dozens of authors
out there writing books and magazine articles about aging, life-
extension, and the future in general. Not too many of them consider
cryonics, advanced medical technology, or nanotechnology in their
future scenarios. Doesn't that frustrate you? So do something
about it. Send them personal letters or Alcor literature showing
them what they have been missing. Most of these people will write
more books in the future; and if you plant the right seeds, those
ideas will grow. I gave some cryonics information to a favorite
science fiction author a couple of years ago, and her most recent
book featured cryonics in an entertaining and positive way.
Most magazines and newspapers have a "letters" column. Several
cryonicists have had letters published refuting negative mentions of
cryonics or giving the readers more information. Try to get Alcor's
address and phone number in wherever possible. Remember, the 800-
367-2228 number only works in the USA and Canada, so 602-922-9013 is
best for many magazines.
When people look for information, where do they most often go?
The library, the bookstore, the computer network. We would like to
see Alcor's books and magazines in every public library, school
library, and university library and in every bookstore in America.
We'll settle for you just making sure they are in every library in
your state. We'll even give you a special deal for buying lots of
copies of *Alcor's Cryonics: Reaching for Tomorrow* or books such as
*The Prospect of Immortality* or *Engines of Creation* and
distributing them to libraries. We'll give you special rates for
library gift subscriptions to *Cryonics* Magazine.
Other often over-looked sources for cryonics information are
library reference books. For instance, Alcor has received several
calls for information because we are listed in *The Encyclopedia of
Associations*. You might look for other books that we should be
listed in and help us accomplish that.
Science Fiction conventions aren't the only conventions that
feature dealer's tables, room parties, and guest speakers. You
might try to sponsor cryonics-related activities at conferences of
space activists, Internet surfers, libertarians, life extension
researchers, or similar groups. Make sure it is a group that you
belong to, so you know the ins and outs of the sub-culture in
advance.
FACE-TO-FACE
Advertising cryonics doesn't have to take hundreds of thousands
of dollars. Face it, while most people hear about cryonics from one
of the usual sources, they usually *adopt* cryonics because of
*meeting a cryonicist*. Try to meet people. Show them how friendly
and interesting you are. (If you're NOT friendly and interesting,
just forget I said anything.) Tell your friends and family.
Discuss this idea. Eventually maybe we really will make this idea
so well understood that selling it through advertising will work.
For now, though -- "Tag, you're it!"
Go tag someone else.
[END]
Stephen W. Bridge
From att!dres.dnd.ca!sbogner
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To: CryoNet <>
From: (Stephen Bogner)
Subject: CRYONICS Decisive Psychological Trigger for Mass Cryonics
Date: Tue, 10 Jan 1995 19:40:42 GMT
Cc:
Message-Id: <>
Status: RO
Greetings from another "(semi)-lurker". I must say that it is reassuring to
see so many familiar (and respected) names here, from other interests that I
have cultivated in the past; I would hate the think that I had wandered into
the "Twilight Zone" alone :-).
By way of introduction, I am a Research Engineer working in the area of
military systems and robotics. I have degrees in Physics/Math and Mechanical
Engineering, and also worked in Finance for several years between degrees.
While I am a technical literate, (almost) everything I know about cryonics I
learned here.
In Message #3610 writes:
>But the important thing for most of us to remember is that we ARE gaining and
>WILL grow much larger, pretty much regardless of particular individuals or
>tactics. Every year, almost every day, advances in science make our position
>more credible. Thousands, and possibly hundreds of thousands, have made vague
>mental notes to get in touch with us, and by and by will do so. One of these
>years some psychological trigger will make these decisions jell, possibly all
>at once.
I think that Robert Ettinger makes an important strategic observation here.
It is a truism that there will be a particular set of decisive benchmark
events (technical and social) that will bring cryonics into the main stream of
our cultural conciousness as an accepted and viable activity. I also think
that it is true, given a climate of political will, that cryonics
organizations could achieve general agreement about the technical and
psycological nature of these events, and that they could formulate a
"strategic" plan to achieve them.
I remember reading, perhaps in the FAQ, a list of technical benchmarks leading
to cryonic revival of a mammal. Perhaps it is time to revisit this list,
with a view to creating a consensus about the sequence (predecessor and
successor events) and the way that achieving these events could be announced
and explained to the general public to achieve the desired degree of awareness
and acceptance . It seems to me that setting out a well structured set of
specific objectives will help to concentrate resources, avoid distractions,
and improve credibility.
One important point to note about transformational change (and viable cryonics
will be an extraordinarily powerful transformational development in human
history) is that it can only occur on a broad scale when the social
development of the society as a whole is such that the change is generally
acceptable to many people in terms of their world view. The meme of
conventional religion (mystic spirituality), for example, will not be easily
displaced, since it operates at an emotional level of thinking much more basic
in the human psyche than the rational level of thinking where the meme of
cryonics/nanotechnology resides. The predominate world view of our
broader culture still holds that immortality paradigms for the material body
are futile and foolish, and that spiritual immortality ought to be the
objective of the thinking man. This world view will only change for a
majority of people when the survival instinct that has been "anesthetized" by
the meme of mystic spirituality is awakened by a decisive cryonic event that
demonstrates in an unambiguous way that death can be overcome within the
material world. For some of us with good technical educations, the decisive
cryonic event was Feinmans "Room at the Bottom" lecture, or Drexlers
"Nanotechnology". For others, the decisive event will be the advent of true
artificial intelligence. For others, the decisive event will be the
successful suspension and reanimation of a vertebrate. The point is that
people act and react according to their world view, that specific events act
as the triggers for transformational changes in perspective, that these events
can be predicted to a certain degree, and that there are constituencies that
can be identified as having (or being likely to have) particular identifiable
"triggers".
The broad technical objectives appear to me to be:
T1. Demonstrate, through a series of incremental advances, the viability of
cryonic suspension and reanimation.
T2. Improve the methods of suspension to benefit those opting for cryonics at
the present time.
The broad political objectives appear to me to be:
P1. Move cryonics from the fringe to the main stream.
P2. Develop a consensus about the technical benchmarks and psycological
"trigger" events required to advance cryonics.
By no means do I think that the four objectives that I have listed
are exhaustive. If I was mapping these objectives I would say that P2 leads
to T1, which leads to P1. T2 would be hanging out there somewhere in the land
of "organizational objectives" next to marketing or something. Given all the
objectives and sub-objectives one could likely create a conceptual map that
would shed a fair bit of light on the shape of cryonics, and where effort
ought to be applied for best effect. (Perhaps I can take on this mapping task
if there is interest.)
The value of a map is that it shows anyone who cares to study it the
route(s) from where they are to where they want to be, and their progress
along the way. They can show it to others they meet and say "See how far I
have come. These are the things I have seen and done in the past, and here is
where I am going. Do you want to come along?" What a difference from saying
"(insert appropriate hand gestures) Forget what you think you know - I know
better. Trust me when I tell you to lay down your money and your way of
thinking about life. Only a fool would fail to go where I am leading, which
is over there somewhere!" Of course, you need the correct map or you end up
more confused than when you started.
Regards, Steve.
.............................................................................
Stephen Bogner (DRES/DTD/MES/Vehicle Concepts Group)
(403) 544-4786 DRE Suffield; Box 4000; Medicine Hat, Alberta; Canada T1A 8K6
"Always leave your clothing and weapons where you can find them in the dark."
- from the notebooks of Lazarus Long
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