April 28, 2008
Last Revised: May 23, 2012 4:50 PM
One of the vital statistics we must keep for Vibrant Life is NNCF, or spelled out as "New Names to Central Files."
This stat (NNCF) is the PREDICTION of future sales . There is no better prediction of our future than the constantly increasing statistic of "new names to central files."
This Company Policy describes how Vibrant Life must be "at cause" over this statistic -- and therefore this Company Policy describes the "product" of NNCF, and the various sub-products that lead up to NNCF -- finally, names the person who is responsible for NNCF.
This is the source of future prosperity and expansion of Vibrant Life, so a vital subject.
We use the Hubbard Management System. Mr. Hubbard designed this management system many years ago and added to the system the concept of "sub-products in 1978.
Click here for the long-established Company Policy describing a "sub-product list."
Most basically a New Name To Central Files is created by the actions of Division 6 when it offers something free or cheap to the general public -- people who have not already purchased something from us.
Our electronic newsletters are very good examples of something that contain information of interest and value to the subscribers to these newsletters. The "Wednesday Letter," for instance has been published every week, a Wednesday, for many years. Any newsletter, and, in fact, any web page, has in its origin some research, writing and publishing before then sending it out to a list of eMail names and addresses.
When our newsletter offers free literature, or a free (or inexpensive) booklet, CD or other item in exchange for the person completing a form requesting his postal mailing (or eMail) address so we can then send him the item -- that free offer can be used to reach people who may have already become a part of our customers list, but even more it should be designed to reach NEW people -- people who are NOT in our customer list and who have not already bought something from us.
New persons come in all sizes/ages/backgrounds -- for our purposes they generally have a common interest in health and particularly in alternative forms of health when compared with standard Medical Doctors and drugs.
These new people, then, receive something from us, or find one of our web pages, and accept the offer to request the free or cheap thing -- free literature, a booklet, a CD or anything he might find valuable and want -- free is part of that perceived value.
In an accurate but technical sense, the Hubbard Management System differentiates between a "mailing list" and "Central Files." A "mailing list" can be a list of names purchased from a "mailing list broker." You can do surveys and discover that the subscribers to "Health & Fitness Indiana" are a very good group to send bulk mailings and offers of free information or booklets.
You buy 10,000 names and addresses of subscribers to that magazine, design a promotional mailing piece get 10,000 mailed out the first month, and generally use that same list (per Hubbard Policy) for three separate mailings. You do NOT offer these people ONLY the regular products sold by Vibrant Life (you may) but you also include offers for free booklets and CD Lectures by Karl Loren. This is a "Division Six" promotional activity -- designed to get Names, yes, but not yet "NNCF."
The free or cheap thing should be such that "our public" (who they are calls for proper surveys) KNOWS right away that they WANT it -- it exactly the right item for them.
When the guy is in the market for a new car he does not usually look at ads for train travel.
Your objective is to get names of people who are immediately interested in your offer and who express that interest and become, for the first time, listed on your "regular mailing list" as opposed to being on a purchased list licensed for three mailings only. Once one of these "purchased" names responds to your mailing, his name is now YOURS to add to your regular mailing list. If some or many of those purchased names do not respond, depending on the terms of purchase, you generally do not use the name for further mailings.
We soon develop TWO different mailing lists. The traditional mailing list is kept on the hard drive of a PC and contains a person's name, mailing address and whatever additional data (such as phone number, etc) we could gather. This list is used to send printed promotional material to. Most usually this list involves sending a message by use of the US Post Office.
The SECOND mailing list is not actually for "postal mailing." This list contains a name and eMail address. It may or may not contain additional information. Since this list USUALLY has only an eMail address and not a street (mailing) address the only type of promotional material that can be sent to people on this list is an eMail message.
The leaders in the commercial world are those who have learned how to make full use of electronic messaging, including eMailed marketing material.
In a total sense, it is these two different lists which we must gather as cleverly as possible, so that BOTH of these two lists are constantly increasing as to the number of names on the list AND so that messages (either printed on paper or sent electronically) are sent regularly for the purpose of converting that name from a "mailing list name" to a NNCF (a "new name to central files). Click here to read the Company Policy on "Collecting Identities."
To get into the NNCF category we must have a full mailing (shipping) address, phone and as much other data as we can gather. But, most importantly for a name on one of the two mailing lists that person MUST make a purchase of a major product sold by Vibrant Life.
The "major product," by simple and arbitrary definition, is something like Life Glow Plus where the purchase was at least one bottle for $50.00 or Super Life Glow at $90. A single bag of MSM capsules, at $30.00 would also constitute a purchase of a "major product."
(For years Vibrant Life has not made the distinction described above -- between these two types of mailing lists and the Central File list of names. Thus, for instance, the mailing list for paper promotional messages has been kept physically on the same data base as the true "central file names." The difference, then, between these two types of names, kept in the same database has been what we call a "terminal number."
Click on terminal number for an explanation of how we differentiate between a "mailing list" on the hard drive of a PC with a "Central File list" on the same hard drive of the same PC in the same database.
Our "paper mailing list" is usually on our hard drive, but it could also be in the form of a specially purchased list of mailing names, kept on a CD or floppy drive. We would do this when the purchased list of names is licenseed and intended to be used, for instance, for a maximum of three separate mailings. In this case every response from one of the names to any of these mailings would be then placed in the "regular mailing list." We would use the CD source of purchased names for the three expected mailings, then, discard it.
Mailing list brokers have simple technology for detecting your improper use of a CD with a mailing list for which you have paid a fee ONLY for, say, three mailings.
We may also purchase a list of names (for paper mailing) where we have unlmited use of that list -- we would still do the same with "responses," to use of that list. When a response came in that person's name and address would be added to the regular "mailing list" (the one maintained on our own hard drive and intermixed with the Central File names on the same database -0- but differentiated from Central File names by the assignment of a meaningful "Terminal Number" as described at the above link.
You move their name off the purchased list onto your regular mailing list (this is not yet the "new name to central file). They didn't spend money with you but they showed interest and responded to your offer.
Then you send another promotional mailing to this mailing list -- offering to sell them Life Glow Plus or any of our other "regular products" or even more booklets. You keep on sending stuff -- either offers for literature, free bookets, regular products -- you want them to spend some money -- that is a sure sign of interest.
When they have purchased the first time one of the major products of Vibrant Life, THEN their name and address get added to "Central Files," and when THAT happens, you have a "new name to central file."
(Per the above link on terminal number, once the person has made his first major purchase, his "terminal number" is changed to one that designates him, now as part of central files.)
That list, then, is the vein of gold which must receive the major promotional mailings (both on paper and by eMail, but all names in Central Files must have a complete mailing and shipping address) and catalogs produced by Division Two -- this is the list of names which, by historical record, becomes the source of your future expansion and prosperity.
So, a person "graduates" from a complete stranger who has a wandering, but vague, interest in "heart disease," or some such, notices a web page, or a flyer that offers information about "heart disease" or "bypass surgery" or "high blood pressure."
He gives in his name and address in exchange for this booklet or whatever is offered free or cheap.
She looks at the booklet, decides it is trash, throws it away, and she is not much different from some 50% of the people who ASK for the booklet.
But perhaps 50% of those who ASK for the booklet will read it, like it, store it somewhere and be responsive AGAIN when they receive another promotional offer.
Remember, these people are NOT YET in your central file. You can make your own rule, but after you have sent various messages to the same person for three, perhaps five, times, and you did not get any response -- toss the names out -- buy a different list. You can experiment a lot with different lists -- when you find a list where the response rate is higher than 5% on the first mailing? Well, that's pure gold. Keep sending to that list until you start getting consistent results of 5% or less.
Once a person has responded to one of these promotional messages, he is NOW placed on the mailing list (not yet a NNCF) and starts receiving regular and repeated promotional messages offering the major products of the Company. He buys one of those for the first time, so his name is transferred from the "mailing list" to the "central files."
Once his name is in central files, he gets an even more regular, repeat promotional letter, phone call, eMail to promote the sale of MORE of the major product of the Company.
The expansion of ANY business organization depends on the smooth and ever-increasing flow of new names onto the mailing list, then into the central file list.
As long as new names are being added to central files on an increasing basis, and as long as ALL of the central file people are receiving regular mailings to promote the purchase of the major products, the sales WILL increase.
If, sadly, there is no effort to add to the names on the regular "mailing list" (this is NOT the central file list), then the NNCF will dry up for lack of "fresh names" on the regular mailing list.
In fact, if Division Six doesn't have a constant supply of purchased names, or names grabbed from somewhere (telephone books, membership -- in the local Lady's Golf Group -- for instance) then the mailing list will dwindle (since, generally, you only mail out about three mailings to your mailing list -- if they do not make a major purpose within those first three mailings, throw the list away.
Once the make a major purchase, and get put into Central Files? You NEVER take them off the list -- NEVER. And you continue to send them regular mailings even if they don't buy for some long while (years).
These names, then, become the source of repeated mailings offering items that we sell. We can always continue to offer these same people (or a new list of new people) a brand new offer for something free or cheap -- even a repeat of an old offer (it is amazing, but true, that the same item -- like a newsletter -- can be sent to the same list of people and continue to get "results" even when the same name gets the same message several time.
So, the PRODUCT WE WANT HERE is the NEW name to our mailing list, and then, after more promotion, a NEW NAME TO CENTRAL FILES.
Division Six generally promotes to purchased lists of names in order to get people onto our "mailing list."
Division Six then continues to promote to the mailing list, but starts concentrating on marketing of our major products -- so that the first time one of these "mailing list persons" makes a major purchase, his name becomes a NNCF, and is transferred to Central Files.
Division Two now takes over sending regular communications (letters, catalogs, booklets, CDs and even phone calls) to reach the people IN CENTRAL FILES. These people have already bought a major product at least once. Marketing is now aimed at turning them into repeat customers, high volume purchasers and people who contribute testimonials and who refer others to our sources of information.
The earlier reference to SUB PRODUCTS comes in here because it is much easier to get the "FINAL" product of a NNCF if you can accurately identify the sub-products that go to make up a NNCF.
For instance you can see that one NNCF comes from a sale to someone probably on a "mailing list" or could come (and often does come) from a stranger wandering onto one of our 100,000 web page, making a purchase (and thus going DIRECTLY onto our Central File list).
Thus, NNCF has two broad earlier sources or "sub-products," one being the mailing list and the other being the 100,000 web pages which attract both strangers and previous customers onto the shopping cart where they can make a purchse, or attract these previous customers into placing a telephone order direct to the Company, bypassing the Shopping Cart on the web. Each of those two broad sources of names for our mailing list is, in turn, the subject of its OWN distinct list of sub-products.
More . . .
Quotes from L. Ron Hubbard are copyright 1994 © by the L. Ron Hubbard Library. All rights reserved.