Dramatic religious conversions rarely accompany tranquility .And so to the miracles. I once experienced something similar to the celebrated Toronto Blessing, which has people laughing, collapsing and crying all over the country. These techniques pump up stress levels, and stress can have amazing effects. Canadian neuroscientist Michael Persinger imitated the production of stress levels with low-dose electrical charges applied to volunteers' brains Resulting "visions" included God, Allah and the Devil. Urges to leave or to question can thus be quelled by the fear of what to do next.While maintaining your status as leader, make sure everyone knows you've suffered like them. A bad past, like Cerullo's upbringing in a New York orphanage, beaten "with paddles", is useful. Put on shows of modesty: call yourself: "This little Jew preacher" and other hair-shirt phrases.

Your followers will feel that if they can be like you, they, too, can reap the benefits.But most of all, give a good show. Mission to London spectaculars are top showmanship, brilliantly choreographed, with the emotional power of a big rock concert. Terrific music, massive sound systems and 6,000 people displaying ecstatic joy can loosen the grip on your credit card. And because they feel that they will be raised above it all they're perfectly happy about it. "Of course," he adds drily, "there's also that element of superiority."Which leads us on to community. If your followers feel they are party to a secret, you're well away.