““Fifth, consider demeanor. The young secularists of New York City are extremely sensitive to anything that smacks of artifice to them. Anything that is too polished, too controlled, too canned will seem like salesmanship. They will be turned off if they hear a preacher use noninclusive gender language, make cynical remarks about other religions, adopt a tone of voice they consider forced or inauthentic, or use insider evangelical tribal jargon. In particular, they will feel “beaten up” if a pastor yells at them. The kind of preaching that sounds passionate in the heartland may sound like a dangerous rant in certain subcultures in the city.””