Do Christians, in their evangelistic efforts, focus too much on “selling” Jesus, as if salvation were a mere product like any other? Shawn Young, writing at the InterVarsity website, suggests that when we think too hard about “selling Jesus” to potential converts, we’re actually taking on a responsibility that isn’t ours:
It recently dawned on me… that I’ve thought of evangelism as a sales job.
The problems with this paradigm are obvious. Jesus is not a product. So many products in our world are unnecessary—but Jesus is absolutely essential. And if we minimize or negate the cost of following Jesus, we are being terribly dishonest…. The packaging we try to put Jesus in might make him appear more attractive to the target population, but the fact that we try so hard to dress up our Savior and make him soft or “relevant†shows that we think our Product can’t sell itself, as it were.
In other words, according to Young, sometimes it’s best to just proclaim the Gospel and refrain from trying to make it more “attractive” than it already is. He goes on to suggest a number of ways we can rethink our approach to evangelism.
There’s obviously a very fine line between presenting the Gospel in a way that people will understand, and burying its power with too many attempts to make it “relevant.” Take a look at Young’s challenging piece and give some thought to the way you approach the task of evangelism!