Jacob reports Sherem’s success in creating a groundswell of support for his anti-Messianic position. An accomplished speaker, Sherem “did lead away many hearts.”
What are the elements of his success? First, because of his flattery, he has gained his audience’s confidence by speaking to their pride. Second, his teachings are based on the brass-plate texts, which not only continues the flattery, but broadens the commonalities he shares with his audience. Sherem does not ask them to make wholesale changes in their beliefs, only subtle ones. It is significant that much of the version of Israelite religion that he preaches will become the standard Nephite heresy throughout the Book of Mormon. (See “Excursus: Religion of the Nehors,” following Alma 1.) It is also possible that he saves his most dramatic attack on of the Atoning Messiah doctrine for his debate with Jacob. Third, in a highly oral society such as the ancient Nephites’, Sherem’s eloquence as a speaker would be stimulating and entertaining, a point our entertainment-saturated modern world can easily underestimate.
Jacob understands that Sherem seeks him out specifically to hold a public debate with him. But why? If Sherem’s sole reason for preaching to the Nephites is to gain converts, then he would be safest and most successful in dealing with the masses and in avoiding Jacob. Rather, I hypothesize that the true purpose of Sherem’s mission is to discredit Jacob for his teachings about the Atoning Messiah and thus to discredit the doctrine itself. Jacob is the real target. It seems likely that Jacob continues to be a threat to the traders even without an official position. Discrediting him would destroy his informal influence as well, leaving the traders free to act without Jacob’s continuing condemnation. And this discrediting must take place in public, before his supporters.