X-Message-Number: 856 From: Subject: Please post Date: Tue, 26 May 92 01:05:06 PDT From: Carlos Mondragon > Subject: Alcor's Literature I've read with interest the recent discussion regarding our CRYONICS, REACHING FOR TOMORROW (CRFT), which constitutes the information Alcor routinely supplies to persons newly interested in cryonics. I fully agree with the the comments of Brian Wowk and Keith Henson (#834 & #835). Brian's most important point was his words about "target audience" and "objective"; so I'd like to elaborate: We've always received requests for information about cryonics (whenever interested folk are able to find us, or when we generate interest by an appearance in the media). Our first objective, of course, is to fulfill the request. The second objective is to persuade the person that signing up for cryonics is a personal imperative. And thirdly, if we are to fail at getting a sign-up, our objective is to educate, and at least convince the reader that cryonics is not entirely unreasonable. For the most part, we don't choose our audience, it chooses us: 24% of information requests come from students doing term papers. Less than half of these students are doing this for a biology course; most are completing an assignment for an English or social studies class. 66% of requests come from people who have seen us in the media, or have looked us up because they want to know more. All we can say with certainty is that these folks are at least already interested enough to make the necessary effort to call and give up their address. The remaining 10% of our audience are people who have not requested the information, rather it has been given to them by an Alcor member who wants them to see it. We cannot afford to sent out CRFT to what we think are potentially fruitful mailing lists (male, thirty-something, libertarian computer professionals) on an unsolicited basis. So how is CRFT doing given the audience and our objectives? With the students, only time will tell. Think of them as a long term investment (and non-profit, public education is part of our job anyway). Of the non- student information requests we fill, after one year 5% of these people have signed up. Anyone who any experience in marketing will tell you that that is a PHENOMENAL rate. (Of those who only subscribe to Cryonics Magazine, we get about a 75% renewal rate: equally phenomenal.) The problem (as described by some on this network) seems to be confined to those who have received CRFT unsolicited. Although there is already to some degree "something for everyone" in the book, I would suggest that rather than try a major revision at this time, information on cryonics sent to people we want to convince should be tailored to the individual. The order form at the back of CRFT lists every article, brochure, and reprint available from Alcor. If you are going to proselytize, I urge you to order at least one of each, then when you have someone whom you would like to introduce to cryonics show them what you think will convince them. (Technical papers for scientists or physicians, case histories for physicians or other medical professionals, etc.) But in any case, CRFT still makes for an excellent overview of what we are all about and should be included with any information package. Regards, Carlos Mondragon Rate This Message: http://www.cryonet.org/cgi-bin/rate.cgi?msg=856