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Principles of evangelism: communicating the gospel to a secular postmodern culture & worldview
As secular culture has moved further and further away from Christianity, it has become increasingly necessary to change the traditional evangelistic approach in order to communicate the Gospel. On the whole, we can't earn an opportunity to be taken seriously when talking about Jesus or God until we have connected with people on issues they are already interested in. We have to earn the right to be heard.

http://internetevangelismday.com/secular.php