This part focuses more on how to market technologies that heal and beat
the FDA in their attempts to prevent you from doing so. Worth reading
for anyone wanting to market alternative therapies without going to
prison.
Marshall
2. ASSETS AND LIABILITIES
The question for a marketer is this: How to achieve
maximum penetration of the target market with the available
capital? There are four ways to get capital:
1. Borrow the money from a bank or lending
institution.
2. Sell shares of ownership.
3. Let customers advance you the money.
4. Get donations to your cause.
You must think carefully about which method best suits
your existing assets and ownership structure.
As I see it, you have these assets:
1. The boxes
2. The schematic of the box
3. Knowledge of how to use it
4. Past clients, including yourself
5. A Web document: [http://shurl.org/coburn]
6. Newspaper clippings about the box
7. Money in the bank
8. A location for treating people
You may have other assets. List them.
You also have liabilities. These include:
1. Hostility of licensed medical practitioners
2. Bad publicity (QuackWatch)
3. A single location (expensive)
4. Potential legal threat: licensing
5. No recognized formal training system for
practitioners
6. No organized marketing program
7. No cheap replacement of the boxes
If you have other liabilities, list them.
With what you have, how do you propose to bring the
healing power of the technology to those people who need
the healing that it can provide?
There is an old rule in marketing: "If everybody needs
what you have, you will have a hard time selling it to
anybody." Why is this true? Because you can't afford to
advertise it to everyone who needs it. If you try to do
this, your marketing budget will be dissipated. People
rarely believe advertisers. Only people who are 80% ready
to buy will respond. In any case, different people have
different hot buttons. You cannot afford to press all of
them.
The task of the marketer is to identify a
representative member of a target audience and then find a
way to sell him the service at less cost than it takes to
deliver the service to him. If you can sell it to him, you
can sell it to people like him. For a new technology, the
standard marketing approach is to sell to the rich, and
then use the income to (1) fund the next marketing campaign
to the slightly less rich; (2) find ways to lower
production costs.
The biggest problem with healing today is that the
health-care field is an oligopoly. The state controls
patient access, prices, and practitioners' training. This
either keeps prices higher than need to be or else it leads
to rationing by standing in line. Sometimes, it does both:
the rich buy services outside of the subsidized system,
paying more, while the less rich line up inside the system.
3. MARKETING
You must find a way to do the following:
1. Get the story of the box to sick people.
2. Motivate them to pay for services.
3. Avoid legal battles in court.
4. Not get shut down by the authorities.
5. Recruit devoted practitioners.
6. Train these practitioners in the technology.
7. Make sure they get paid.
8. Make sure you get paid.
9. Do not violate the ethics of healing.
Healing is a quasi-priestly activity. It involves
delivering a service that may be a life-or-death matter.
Wherever healing has been involved, healing practitioners
have always been divided regarding pricing: (1) high bid
wins (free market) vs. the tithe principle: payment in
terms of what the sick person can afford. This is why
there are medical missionaries who quit successful urban
practices to go into the bush.
I suggest a plan that is a combination of the pricing
systems, as most healers have also chosen. To maximize
initial revenue, sell to the rich. In this world, this
means urban Westerners. To help the spread of the
technology, offer lower prices to poor people, but only
when seats are not being filled at prevailing prices.
A healing center should be operating 24x6. Take Sundays
off. To lower the per client cost of the real estate, a
center should have all-night service. This maximizes
both revenue and healing.
You must strive to maximize the number of people
healed, for word-of-mouth marketing must be the primary
form you adopt. This reduces public exposure. It also
lowers marketing costs. You want rapid penetration all
over the world. It is better to abandon tight proprietary
control over the actual technology in order to maximize the
number of practitioners. The secret of success is in the
structure of marketing, not the hoped-for revenues
generated by a patent, which takes lawyers to enforce and
which will run out in a few years anyway.
4. GIVE AWAY THE SECRET
The medical establishment has always counted on the
fact that inventors hold on tightly to their inventions.
The Establishment can then have the state prosecute the
inventor, bankrupt him, imprison him, and thereby scare off
imitators who might otherwise use the invention. The
Establishment counts on the ego and lack of marketing
skills of the inventor to keep his invention in the
shadows, where it cannot harm either the prestige or the
incomes of establishment heath-care practitioners.
This technique of suppression has worked well for a
century. The inventors cling to their inventions. Like
captains on a fleet of Titanics, they go down with their
ships. Unlike the Titanic, they never send an S.O.S. They
always figure that a Sugar Daddy will rescue them and their
invention. This rarely happens, and when it does, the
Sugar Daddy steals it. So, most inventors are usually
one-third evangelist, two-thirds paranoid.
There are two primary motivations in life: to help
others and to help yourself. The free market allows people
to help themselves by helping each other. Yet a pure free
market reduces to a minimum the motivation of service. It
converts greed into service, but usually at the expense of
converting service into greed.
How can you maintain the balance? You cannot spread
the message or the technique based on charitable giving.
You are limited by donors who aid third parties. The more
third parties who pay, the faster the story spreads.
Here is what I have in mind.
The first goal is to de-fuse the suppression technique
of the Establishment. The best way to do this is to
publish the schematic of the box on the Word Wide Web.
This website's host should be located in a country that is
far from the Food and Drug Administration.
The company that owns the site should be incorporated
outside the United States. It should be incorporated in a
county other than the one where the web host is located.
Encourage mirror sites, bit only outside the United
States. Let anyone put up the site. The more flies to
swat, the better.
Let anyone copy the schematic. Don't put it in the
public domain. Just let anyone copy it free of charge, but
only in the format you select.
A schematic is step one. Create a how-to manual for
building a machine. Charge for this manual.
Then there are training-marketing materials. Charge
for these, too. The training materials will be both
technical and theological. They are written to commit the
reader to the both theology and the idea of becoming a
missionary.
Readers can sign up to become distributors of the
service. If they just want to build their own box, fine.
Sell the step-by-step instructions for (say) $200.
Better yet, offer them an opportunity to buy a box
from third-party providers, with whom you have no financial
contact. Let the manufacturers get 100% of the money.
I call this "playing the China card." Let some low-
cost manufacturer in China build the boxes. Let him
develop the market. There is nothing like a flood of cheap
boxes around the world to create nightmares for the FDA.
There is no money to be made in the boxes. You cannot
compete with Chinese labor. Charge for the training and
the service.
The idea here is that almost nobody wants to have the
box made locally. He wants to buy one. Offer all
manufacturers the right to post their ads on your site.
They sell the units. They compete. There is no big money
in the box if the box's schematics are available to
everyone.
The idea is to recruit true believers in the
technology. Let them learn how good it is at their own
expense. Be ready to sign them up as missionaries. If
they have a box already, they will be far more prepared to
sign up.
Your bank account should be in a fourth country. You
would have this structure: (1) incorporated in country A;
(2) website in country B; (3) bank account in country C;
(4) you live in country D. Pay your taxes. Don't put your
name on the website.
If you are willing to give the schematic away, you can
create a distribution system. The idea is to make money
selling the information on how to use the box. . . .
Others can imitate you if they have the schematic. So
what? That makes the target huge for Establishment
suppressors. If they can't control the spread of the
technology internationally, they may decide to ignore it.
[I then went into the details of the missionary
organizational structure. I see no reason to
reprint this section. My readers are not going
to become missionaries. She was ready, and now
is one. But she is operating alone. She never
posted the schematic. Her 2001 website is gone.
She remains a target. Some day, she may get a
knock at the door. . . .]
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CONCLUSION
I close with this: "No man, when he hath lighted a
candle, covereth it with a vessel, or putteth it under a
bed; but setteth it on a candlestick, that they which enter
in may see the light" (Luke 8:16).
The trouble is, too many government agencies are in
the candle-regulation business. We must all become
creative in shining officially unlicensed light.
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