Points, extra points, bonus points, gifts, money back, special offers, and free vouchers are some of the many incentives that are offered by stores and businesses of every kind in attempting to persuade customers to remain loyal to their particular brand, product or service. It seems a pity to me that that customers’ loyalty has to be sought by persuasion rather than attracted by good old fashioned value for money and good customer service.
Sadly, in today’s society it would seem that true loyalty is becoming more rare and can be traded like a commodity and won by the one who can offer the most attractive terms. The exception to this trend is perhaps seen in the worlds of entertainment and sport where celebrities and teams can apparently gain the loyalty of thousands of fans and followers.
However, today, as we see so many examples of disloyalty and infidelity in all walks of life, as Christians we need to ensure that we remain faithful and true (loyal) to the Lord and are seen by others to be constant and true in all our relationships and activities within society as a whole. After all, haven’t we been called to be light and salt in the world (Matthew 5:13-16), and should therefore do all we can to fulfil the responsibility given to us?
We should not be like the warrior men of Ephraim we read about in Psalm 78:9-11 who, although fully equipped and ready to fight, turned back on the day of battle. One of the reasons given is that they did not keep their word, the promises they had made to God. As the days get harder for us, God is looking for people who will keep their word and remain faithful, loyal and true to him whatever the cost.
The suffering church in Smyrna were promised the crown of life if they remained faithful, even when facing death (Revelation 2:10). Perhaps our desire and aim should be that we too may have the same promise conferred on us as we continue to serve our heavenly Father.
Prayer: Please create in me a clean heart, O God, and renew a loyal spirit within me. Amen. (Psalm 51:10).
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