Because the Jesus message is first and foremost an announcement of who you are. It's about your identity, about the new word that has been spoken about you, the love that has always been yours. If you start with instructions and commands, people might be mistaken into thinking that God loves us because of what we do or how religious or moral or good we are. That's not gospel. Gospel is the announcement of who God insists you are. You're a child of God, not because of how great you are but because God has all kinds of kids and you're one of them.