I just got off a meeting with a person whose company does marketing for businesses like ours. Her approach was honest but bewildering. She asked herself a series of rhetorical questions, which she then answered. She spent most of the “pitch” talking to herself, occasionally asking us if that made sense. I mean, did I literally understand the meaning of her words? Yes. Did I want to use her company’s marketing services as a result of this pitch? No.

When I was a missionary, a story I’ve shared many times here is about a mission conference skit that some of our more entertaining elders did based on a used car salesman approach:

Elder: With that baptism, you’ll be well on your way to our Celestial Kingdom package. What will it take to get you in a font today?

Investigator: [looking over the offer] Well, I’m not so sure about this tithing requirement. Also, I enjoy a drink every now and again.

Elder: That’s OK, that’s fine. We’ve got another package that might be right for you, our Terrestrial package. It also comes with baptism, but you don’t have to worry about those other things. What do you say?

Investigator: [continuing to read the fine print] Well, I also want to keep having sex with my girlfriend.

Elder: You sure do drive a hard bargain. We’ve actually got another package that sounds like a perfect fit. Our Telestial package ALSO comes with baptism. So, what do you say? Can we get you in that font today?

Mission skit from Spain, Las Palmas mission, 1990

There have been many different missionary approaches over the years. My mission was somewhat unique in following the Alvin Dyer model, which relied a lot on the emotion of the moment rather than full disclosure of what the church experience was really going to be like. Dyer specifically said that they would find out / figure out all that stuff later, after they were baptized. Dyer would say that it works because it’s the spirit (or emotion) that converts the person, not the facts (and requirements?). There’s some truth to that because as we know from Jonathan Haidt’s research, people only think they know why they believe what they believe. In reality, it’s mostly based on feelings and post hoc justifications that sound rational to the believer.

On the flip side, I’ve been reading Steve Hassan’s book about how mind control techniques are used to get people to join cults, based on his experience as a former Moonie and as someone who has deprogrammed and done therapy with former cult members for decades. One of the hallmarks of a cult, or to use his preferred phrasing organizations that exert undue influence, is that they do not fully disclose up front what the requirements are. Instead they rely on tactics like “lovebombing,” fellowshipping, “flirt to convert,” highly emotional experiences, thought-stopping, social pressure, partial truths, fear-mongering, and in his case, sleep deprivation and isolation. Nobody would go from Jewish college student, working toward life goals (as Hassan was when cult members approached him) to Christian worshipper of a Korean authoritarian, selling pamphlets on the street to strangers, if that was what was disclosed on day one. It’s only through the series of steps that the commitment increases and the fear of life outside the group is created.

Hassan’s experience is of course very different from the experience of someone who is raised belonging to a church, and not all church experiences are equal. His term “undue influence” makes more sense in a variety of contexts. This isn’t just about churches or high demand organizations. It can apply to MLMs, institutions like the police or the military, and any group that withholds information from its members so that they commit, and then expects loyalty to leaders, even in contradiction of one’s conscience, using emotion to manipulate and instill phobias in members.

I have a hard time with historians because they idolize the truth. The truth is not uplifting; it destroys.

Boyd Packer, 1976
  • So what would a more honest, but less effective marketing pitch from missionaries sound like?
  • Would you have joined the church if you knew everything you do now? Why or why not?
  • Is baptizing 8 year olds done in bad faith, given that an 8-year old has done no research into world religions and is just pleasing parents? Or is baptism not really a life-long commitment as Bednar seems to think, curttailing future life choices like missionary service?
  • If you served a mission, did you feel you withheld information converts needed to make an informed decision?
  • Is there a way to balance honesty and still make church membership enticing to outsiders? What would you propose?

Discuss.