I have heard about the free gift of salvation for as long as I can remember. "Salvation is free" meaning you don't have to do anything at all that is difficult or costly or bothersome. If we think about the teaching of Jesus and the apostles, is that the main message we get? Did they teach that one just needs to pray a prayer, "accept Jesus" as though he were unacceptable and desires to be liked, and that is it? Is that really what we even think in the moments after one is convinced to do this?
Think about it. Your standard alter call and some come forward to "accept Jesus" (totally unbiblical but in some cases it is sufficient if the heart is already aware of sin and repentant) and in the minutes following this simple sentence or two, the "new believer" is told that now that they "received this free gift" there are indeed, some strings. They now need to grow in their faith meaning attend church. All of those churches have requirements. Some insist on weekly attendance. Some insist on tithing. Some insist in serving the group in some way. All insist on minimum standards of morality although unless you tell another of your alternative to Jesus' teaching choices, no one is likely to discern a problem. Some, unfortunately today, insist that the new believer must read the Bible ( I say few because this is really not an option and all should insist on this.)
So we call if free but like today's marketing tactics, once you signed up for the "free" whatever, the requirements are added later. So you hook them in and once in, you tell them it is not free after all.
And my second question, are we really appealing to something in a man we want to stir up, getting something for nothing? Is this challenging a man to be better than they know they are now or is this comforting them at the level they are at requiring nothing of them? It is a known phenomenon that when a man has to pay for something, they value it more. Pay a price for your lessons and you are not likely to miss them. Get them for free and you are likely to let it slide. People treat their old junker car differently than a brand new Tesla. Where your treasure is, there is your heart. Offer salvation free and who has their heart in a freebie?
What if we told them it will cost them everything but it is the only life worth living?