"Buy now, while supplies last", "Going out of business, save now", "End of season prices!" All of which are common in advertising, and they all present a time of urgency to do something before the time runs out. Advertising in general, works off the idea that we have to fool the customers mind into thinking something is better or more desirable then it really is. If for example, you stated that you were selling a blue cup for $20.00, it would never move. Yet if you said, "Now on clearance, navy blue designer cups, for only $19.99." It would suddenly see movement off the shelves, as customers would think it was desirable. Advertising works off one very important rule, "get the customer to think they need something, and that it is a good deal!" Yet religion is no different.
"The end is near", "The times are short", "We are in the last days", and "Now is the time to make a stand for Jehovah." These were the phrases we were aware of and even said ourselves, no doubt many times. Yet they are no different then the statements I said above. They are catch phrases and tools to get you to thinking, "I need to do this" and "this is important!" Without even reasoning on the matter, it causes an emotional response that makes you doubt your life, and want to learn more or in essence "to buy in to the product."
I have often kicked myself later, when I realized I purchased something for $19.95 on clearance and realized it was only $20.00 elsewhere. I have often laughed at friends who felt they got that wonderful deal on a car, as it was at that "Going out of business sale", from a company who throws one of those monthly. Yet each time I see one of these events, it educates me into realizing how powerful a times table is in selling something or how effective a well worded statement or price, can be. What amazes me all the more though, was how much I knew this as a Jehovah's Witness and just ignored the comparison. 1914, 1975, and all the other dates we knew. Each caused followers to take a current date and put emotional feelings into the times they lived. Each time we heard the statement, "the end is near!" We knew it inside and it almost became that spark of guilt that always made us return to their thinking, or correct ourselves from our own.
So when you go to the next car sale and see that banner that reads "Clearance Sale, all most go before we close our doors." Close your eyes for a minute and think about the Kingdom Hall, see that speaker up there, now look behind him or above him somewhere. You will probably see that yearly quote from the society. What does it say? Let me think back here, was it things like "Keep an eye on the prize", "These are the last days", and other statements we knew so well. Yet much like that car lot that has been going at of business semi-annually to give you those great deals, the religion has been closing the doors on this "system of things" for over one hundred years. Yet many buy those cars, and many buy that religion. Why? Because advertising tools like the ones I highlighted, work, and that is why religion and businesses use them.
So next time you have a Witnesses relative, friend or even someone who stops you on the street to give you a magazine. Think about that used car salesman, or clerk at the bargain store and hear what is really being said, "have I got the deal for you!" and maybe it all will start to fall into place and little more and that $19.99 cult will not seem like a great savings from the $20.00 reality.