Martyn Lloyd-Jones was seriously out of step with preachers in his day who focused on delivering messages focused on the well-being and happiness of the hearers. Lloyd-Jones took the opposite approach, saying:
The more the Church has accommodated her message to suit the palate of the people the greater has been the decline in attendance at places of worship. (David Martyn Lloyd-Jones: The Fight of Faith 1939-1981)
More of his comments here