Apologetics - What's Our Fundamental Thrust?

Apologetics is a species of evangelism. Our concern in apologetics is to get people to the cross of christ. I suggest that if we look at great foreign missionary operations, such as the missionary journeys of saint paul, will get many insights into the proper defence of the faith. Why is it that most of the stuff that is churned out by the church is not read by anybody except those who are already believers? It's like reading a the elks manual or the moose lodge ritual. Those who aren't in the inn group don't understand it.