Joe Carter recapture evangelism as the sharing of good news, rather than the sales pitch it so often becomes. The whole article is worth reading:

For many years afterward, I would think of that day whenever I heard the word evangelism. The term derives from the Greek word evangel: good news. How odd, then, that so much evangelism appears to be about selling Jesus and hoping that you can convince the non- Christian to “buy into” salvation.
Good news doesn’t have to be sold. Bad news has to be sold, but not good news. Growing up, I was taught that above all I needed to close the deal when it came to evangelism. I was taught to get the non-Christian to say the “sinner’s prayer” or “walk the aisle” as soon as possible, by whatever means possible, because tomorrow he may die. That is, I had to make the sale now.
When I began to seriously read the gospels, though, I noticed something strange. People constantly flocked to Jesus despite the fact that he never passed out a single tract. He would walk up to people, say “follow me,” and the next thing you know they’re giving up their lives to follow Him around the countryside. He wasn’t a traveling salesman.
Christians are called to share the gospel with others and rely upon the power of the Holy Spirit for His work in their lives, while at the same time never treating the gospel like a sales pitch. Some Christians—particularly new ones enthused by their budding faith—are eager and willing to share the gospel. Others have a more difficult time, and many don’t do it at all. Yet I suspect the average Christian’s hesitancy to share their faith has little to do with timidity or lack of courage. Many believers won’t hesitate to explain why they support a particular politician or cause, even unpopular ones. Why, then, do they become tongue-tied when the topic turns to why they align themselves with the Creator of the universe?