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HUBBARD COMMUNICATIONS OFFICE
Saint Hill Manor, East Grinstead, Sussex
HCO POLICY LETTER OF 17 NOVEMBER 1965
Remimeo
Dissem Sec
HCO Exec Sec
Dir of Promotion
Promotion Staff
THE BASIC PRINCIPLES OF PROMOTION
The following points are a summary of the basic principles of promotion.
It is
important that you understand them and apply them in your promotion.
1. The basic principle of promotion is to drive in more business than
can be
driven off by a service unit or mistakes can waste. This applies to any
promotion
anywhere.
Never allow your standard of how many people should be brought into the
org to
be set by any other division or part of the organization. Promote as far
above as
possible the present operating capacity of the organization and you will
win.
From this it follows that Tech or any other part of the Org can never
tell the
Dissemination Division when or how many customers to bring in or that "we
can only
handle 10 preclears this week". It is the job of promotion to drive in as
many preclears
as possible. It's up to Tech to find the space and the auditors.
In other words, promotion must be so huge and effective so that even if
other
divisions are blocking the line or driving people off so many people are
being crowded
into the org by promotion that it makes up for any waste done by other
parts of the
org. You get the idea. It's not flattering but it is the stable datum that
successful
promotion anywhere operates on. By the way, the error does not necessarily
have to be
within the org. A bus strike could temporarily prevent people from across
town being
able to start the HRS Course. Promotion should have promoted so much the
Course is
still full despite such an error.
The motto of promotion could be "we shall overcome-by numbers" . . . . .
"Despite
any errors we bring in so many people into the org continually or sell so
many books
that even if the body registrar drives them off at gun point enough will
get through to
keep the statistics rising."
2. If a promotional programme does not seem to work find out where it
is not
being applied-don't Q and A and abandon the programme. Spot instead the
non-compliance which is preventing it from going into operation.
3. Later promotional programmes will not work if earlier ones have not
been
executed. .Example: the programme is to send out fliers to sell bla bla to
all buyers of
foo-foo's. But it turns out that the original programme to compile a list
of the buyers
of foo-foo's off old invoices was not done therefore a flier to sell bla
bla can't be sent
to buyers of foo-foo's. And since the invoices were burnt up by some long
gone
suppressive (let's say) the original programme can't be carried out.
What to do?
Don't give up or abandon the programme of selling bla bla to buyers of
foo-foo's.
Get clever and dream up some other way of compiling the list you want.
Maybe it's as
simple as a notice in your local newspaper or a questionnaire to everyone
in your files:
"Did you ever buy foo-foo's?"