The message itself doesn't change but sometimes our approach can change. I think what Jon is saying is that if we just start screaming and shouting repent repent or face God's wrath, people will run the other way, more often than not. It's in the approach, more or less. It doesn't mean don't preach. We are called to be fishers of men and spread the gospel, always. For some, maybe Jon's approach doesn't work and you need to start getting firm.