What of the
Defending the Truth
Regarding Pastor Jeffress
When a critic attacks the Church, I look first for a logical weakness, an exaggeration, or an overstepping of the bounds of propriety. I ask at what link in a logic chain can I change the way the audience views what’s going on – what the issue is really all about?
The attack on us by Pastor Robert Jeffress couldn’t serve as a better example:
The last one is especially important because he’s already done part of our work for us.
I have told clients for decades that there is no persuasion without contrast. Similarity messages may be informational, but are rarely powerful. Differentiating messages, on the other hand, carry power and stimulate thinking.
We have tried to persuade people for years that we are Christians, that we believe the Bible, and that we follow Jesus Christ. But baptisms remain flat because every Christian church can say the same things. Even if the whole world knew that we follow the Savior, why should they be motivated to change religions?
As a parallel, no political challenger ever won by saying, “I’m as good as the incumbent.” Similarly, margarine sales didn’t take off six decades ago until its makers quit saying “It tastes like butter” and began saying “It tastes better than butter.”
Maybe we Mormons are in the same situation. We gain little if we try to curry favor with those of other faiths by emphasizing similarities. It is futile, unproductive, and wastes money. Our pastor friend has stirred people up about differences and they deserve to hear our differentiating responses.
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