I had a couple of Jehovah's Witnesses knock on the door today. Except that these two didn't look like your typical Jehovah's Witnesses, at least not the kind that I was used to. As I mentioned before, I had Jehovah's witnesses come to my door before, and they looked poor, not very well educated, and eager to come inside and share their faith with you. The two I met today were young, professional looking, and very business-like in their demeanor. They handed me their short little pamphlet, told me it was some sort of "public announcement", and turned around and left. No asking about my faith, no desire to come in and talk to me, so I was sort of taken aback.
The pamphlet talked about "The End of The False Religion". It was replete with Biblical references and colorful graphics, the usual JW stuff. However, the "false religion" that they talked about was never explicitly named. Inserted, through thinly wailed references the reader was left to surmise what this religion might be. For instance, there was a reference to "tolerating the sexual abuse of children" right next to the picture of a Catholic priest. The other Christian traditions were in for equally subtle but rough treatment.
All of this seems to indicate that JWs are employing a whole new level of marketing strategy. Out is nebulous "end of time", in is the much more tangible "end of religion". Out is the long-winded a dozen or so pages long pamphlet, in is a short four page one. Out are the direct attacks, in is the more subtle invitation on the part of reader to make his or her own conclusion. Out are the mendicant-like proselytizers, in are the professional looking ones.
I would not be surprised if they consulted a marketing firm to help them devise their new strategy. In fact, I would not be surprised if those two actually had nothing to do with JWs but were instead hired guns who did the proselytizing for them. The outsourcing, it seems, is getting in the realm of religion as well.
