It must never be forgotten that the enterprise required of us in evangelism is the enterprise of love: an enterprise that springs from a genuine interest in those whom we seek to win, and a genuine care for their well-being, and expresses itself in a genuine respect for them and a genuine friendliness toward them. One sometimes meets a scalp-hunting zeal in evangelism, both in the pulpit and on the personal level, which is both discreditable and alarming. It is discreditable, because it reflects, not love and care nor the desire to be of help, but arrogance and conceit and pleasure in having power over the lives of others. It is alarming, because it finds expression in a ferocious psychological pummeling of the poor victim, which may do great damage to sensitive and impressionable souls. But if love prompts and rules our evangelistic work, we shall approach other people in a different spirit. If we truly care for them, and if our hearts truly love and fear God, then we shall seek to present Christ to them in a way that is both honoring to God and respectful to them. We shall not try to violate their personalities, or exploit their weaknesses, or ride roughshod over their feelings. What we shall be trying to do, rather, is to show them the reality of our friendship and concern by sharing with them our most valuable possession. And this spirit of friendship and concern will shine through all that we say to them, whether in the pulpit or in private, however drastic and shattering the truths that we tell them may be.
- J.I. Packer, Evangelism and the Sovereignty of God
(HT: Aaron Armstong)