Church Markets Its Gospel With High-Pressure Sales

Church of Scientology
Tom Cruise and David Miscavige after a brunch at Scientology’s Celebrity Centre in Hollywood about a year ago.
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 Mind Behind the Religon
Defining the Theology
The Man in Control
Burglaries and Lies Paved a Path to Prison
Church Scriptures Get High-Tech Protection
PART TWO
Church Markets Its Gospel With High-Pressure Sales
Shoring Up Its Religious Profile
The Courting of Celebrities
PART THREE
Defectors Recount Lives of Hard Work, Punishment
PART FOUR
Church Seeks Influence in Schools, Business, Science
Courting the Power Brokers
Funds Assist Celebrated Teacher Escalante
PART FIVE
Costly Strategy Continues to Turn Out Bestsellers
PART SIX
On the Offensive Against Suspected Foes
Suits Fuel Campaign Against Psychiatry
When the Doctrine Leaves the Church
Neither Side Blinks in a Lengthy Feud
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.
Church leaders will not discuss Scientology's gross income or net worth. But they contend that Scientologists who pay for spiritual programs are no different from, say, Mormons who tithe 10% of their income for admittance to the temple, or from Jews who buy tickets to High Holiday services or from Christians who rent church pews.
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."
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 Scientology Story
A Times Series From 1990
PART ONE A Times Series From 1990
The Mind Behind the Religon
Defining the Theology
The Man in Control
Burglaries and Lies Paved a Path to Prison
Church Scriptures Get High-Tech Protection
PART TWO
Church Markets Its Gospel With High-Pressure Sales
Shoring Up Its Religious Profile
The Courting of Celebrities
PART THREE
Defectors Recount Lives of Hard Work, Punishment
PART FOUR
Church Seeks Influence in Schools, Business, Science
Courting the Power Brokers
Funds Assist Celebrated Teacher Escalante
PART FIVE
Costly Strategy Continues to Turn Out Bestsellers
PART SIX
On the Offensive Against Suspected Foes
Suits Fuel Campaign Against Psychiatry
When the Doctrine Leaves the Church
Neither Side Blinks in a Lengthy Feud
COMPLETE SERIES
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.
Church leaders will not discuss Scientology's gross income or net worth. But they contend that Scientologists who pay for spiritual programs are no different from, say, Mormons who tithe 10% of their income for admittance to the temple, or from Jews who buy tickets to High Holiday services or from Christians who rent church pews.
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