Church Markets Its Gospel With High-Pressure Sales

Behind the religious trappings, the Church of Scientology is run like a lean, no-nonsense business in which potential members are called "prospects," "raw meat" and "bodies in the shop."

Its governing financial policy, written by the late Scientology founder L. Ron Hubbard, is simple and direct: "MAKE MONEY, MAKE MORE MONEY, MAKE OTHERS PRODUCE SO AS TO MAKE MONEY."

The organization uses sophisticated sales tactics to sell a seemingly endless progression of expensive courses, each serving as a prerequisite for the next. Known collectively as "The Bridge," the courses promise salvation, higher intelligence, superhuman powers and even possible survival from nuclear fallout--for those who can pay.

Church tenets mandate that parishioners purchase Scientology goods and services under Hubbard's "doctrine of exchange." A person must learn to give, he said, as well as receive.

For its programs and books, the church charges "fixed donations" that range from $50 for an elementary course in improving communication skills to more than $13,000 for Hubbard's secret teachings on the origins of the universe and the genesis of mankind's ills.

The church currently is offering a "limited time only" deal on a select package of Hubbard courses, which represent a small portion of The Bridge. If bought individually, those courses would cost $55,455. The sale price: $33,399.50.

As a promotional flyer for the discount observes, "YOU SAVE $22,055.50."

To complete Hubbard's progression of courses, a Scientologist could conceivably spend a lifetime and more than $400,000. Although few if any have doled out that much, the high cost of enlightenment in Scientology has left many deeply in debt to family, friends and banks.

Ask former church member Marie Culloden of Manhattan Beach, who describes herself as a "recovering Scientologist."

"I'm trying to recover my mortgaged home," says Culloden, who spent 20 years in Scientology and obtained three mortgages totaling more than $80,000 to buy courses.

The Scientology Bridge is always under construction, keeping the Supreme Answer one step away from church members--a potent sales strategy devised by Hubbard to keep the money flowing, critics contend.

New courses continually are added, each of which is said to be crucial for spiritual progress, each heavily promoted.

Church members are warned that unless they keep purchasing Scientology services, misery and sickness may befall them. For the true believer, this is a powerful incentive to keep buying whatever the group is selling.

Through the mail, Scientologists are bombarded with glossy, colorful brochures announcing the latest courses and discounts. Letters and postcards sound the dire warning, "Urgent! Urgent! Your future is at risk! . . . It is time to ACT! NOW! . . . You must buy now!"

By far the most expensive service offered by Scientology is "auditing"--a kind of confessional during which an individual reveals intimate and traumatic details of his life while his responses are monitored on a lie detector-type device known as the E-meter.

The purpose is to unburden a person of painful experiences, or "engrams," that block his spiritual growth, a process that can span hundreds of hours. Auditing is purchased in 12 1/2-hour chunks costing anywhere between $3,000 and $11,000 each, depending on where it is bought.

Even Scientology's critics concede that auditing often helps people feel better by allowing them to air troubling aspects of their lives--much like a Catholic confessional or psychotherapy--and keeps them coming back for more.

The church makes no apologies for the methods it uses to raise funds and spread the gospel of its founder. Scientology spokesmen said in interviews that it takes money to cover overhead expenses and to finance the church's worldwide expansion, as it does for any religion.

"You can't do it on bread and butter," said one.