Posts Tagged ‘evangelism’

How to sell your Christianity

Saturday, November 17th, 2007

I just finished reading Influence: Science and Practice by Robert Cialdini. Yesterday, I discussed evangelism and missionaries with my friend Emt. A few minutes ago, I found this online: How to Persuade an Atheist to Become Christian.

The language used on that wiki page (when I read it, at least) is quite deferential and polite. The overtly zealous or militant remarks many people seem to expect from evangelists aren’t present. This may be because it’s a wiki, edited by a large number of people, evangelists or not.

Beyond this, I’ll leave the ethics and etiquette of evangelism aside. What interested me was how I was able to see Cialdini’s “weapons of influence” in the article. I’ve paraphrased the article’s key strategies below, with short bits from Influence in parentheses (many of which I clipped from Wikipedia):

  • Be a likable, good friend.
    (Liking: People are easily persuaded by other people that they like.)

  • Be sure to reinforce your Christianity constantly and in a positive manner.
    (Association: People conflate things that occur together.)

  • Give help and advice. “Don’t forget to show them the scripture, that way he or she can get the idea that it’s not your own thinking but God’s.”
    (Reciprocation: People tend to return a favor; Authority: People will tend to obey authority figures.)

  • Show that Christianity is normal, that other intelligent, friendly people participate in it.
    (Social Proof: People will do things that they see other people are doing.)

  • “You may ask them to attend church with you, however, if would be best if they come along partly on their own.”
    (Commitment and Consistency: If people commit to something, they are more likely to honour that commitment—even if the original incentive or motivation is removed after they have agreed.)

  • Do not falter. Stay on message; don’t go off-brand or risk driving customers away.

While it may seem damning that these are the same techniques people use to sell cars, I do not mean to say that what’s being sold here is bad, only that the techniques being recommended by the article have been shown to be effective. The approaches it describes are not naïve or overconfident, but practical, proven methods of gaining compliance. Evangelists aren’t so self-righteous that they (all) become asshole literalists. They have practical concerns and methods too, like all other salesmen.

The Edmonton evangelist

Sunday, September 3rd, 2006

“For a dollar, who can tell me what’s the world’s best-selling car?”

My brother and I were waiting for our mother outside some store in Old Strathcona. The call had come from just a few metres to our left: a man standing on a folding chair in the shade of a tree. He held out a loonie to passing pedestrians, asking them for an answer, assuring them it was easy. There were a few cautious guesses called out by people walking by, none of them right.

Eric looked at me and asked “The Beetle?”
“Don’t tell me. He’s the one with the dollar.”
“The Beetle!” We turned to see a man walking up to collect his dollar. Eric turned back to me and raised his eyebrows.

The man on the chair asked another question while digging in his pocket for the second dollar. The first winner stood with his back against the window of a store, watching, calling out answers every now and then. To me, it was obvious the two were working together, probably to drum up business for a nearby bar. “Come to Trivia Night,” or something like that.

The sidewalks were reasonably busy, it being the middle of Edmonton’s Fringe Festival; traffic from the Farmer’s Market and Whyte passed their spot. Slowly, people stopped to hazard a guess or to watch the man on the chair and his growing audience.

At first, my brother would tell me what he thought the answers were, but as others began to win with the same answers, he gathered enough courage to shout his answers out. After winning one he became even more eager. We went to stand a little closer. Our mother joined us, and the three of us listened in the shade.

“What restaurant food do Americans choke on most?”

It took much longer for someone to answer that one than it had for any of the others. The man on the chair became nervous, insisting that the answer was worth money, that we all knew what it was. Small, round, not soft. “For a dollar, c’mon.”

“Hard-boiled eggs?” The man who guessed didn’t sound at all certain.
“Yes!”
I could see by some of the faces in the audience that I wasn’t the only one wondering where that bit of trivia had come from.

The man on the chair seemed a little more relaxed. He tucked his folder under his arm and brought out of his pocket, not a loonie, but his wallet. He announced that his next question would be worth five dollars, and that he would need a volunteer. He pointed to a few people in the crowd with the blue bill, asking them whether they wanted to win five dollars.

He hesitated for a half-second when my brother went up. He searched the crowd a moment before asking my brother his name, again after Eric answered. It wasn’t what he had wanted, an eager kid, but he went on anyway.

“Eric, we’re going to find out if you’re a good person.”
Something inside me dropped.
“Do you know the Ten Commandments? Thou shalt not lie? Eric, have you ever told a lie?”
Eric looked back at me, at mom, then at the man in the chair. “Yeah.”
“What do you call someone who lies?”
(“Human,” called someone behind me.)
“A liar,” said Eric.
“You’re a liar, Eric, and that’s not good.”

The Edmonton evangelist

He kept talking as his audience left, taking my brother down for stealing, for being envious, for being angry at others, concluding each strike by telling Eric he was “not a very good person.” Eric was silent.

I wanted to pull the bastard down off and ask him how he dared to condemn my brother. I wanted to feed him those five dollars. I didn’t. I wanted to lead Eric away, to leave the man without a victim. I didn’t—Eric wouldn’t have received his five dollars. I went and stood next to Eric, between him and the self-righteous jerk on the chair. I tried to absorb my brother’s humiliation. I tried to contain my anger. I whispered into my brother’s ear, “Don’t listen to him. You’re a good person. He’s an idiot, bullshitting.” Eric watched the ground, wounded. The man went into his sermon, saying all men are sinful and guilty, and only through the love of Jesus Christ can one be redeemed.

When he finished, Eric took the five dollars. The man snapped his chair shut and walked off to set his trap somewhere else.