Many of those who come out to John do repent. He baptizes them, immersing them in the waters of the Jordan. Why?

He baptizes people in symbol, or acknowledgment, of their heartfelt repentance for sins against God’s Law covenant. (Acts 19:4) Not all qualify, though. When some religious leaders, Pharisees and Sadducees, come to him, John calls them “offspring of vipers.” He says: “Produce fruit that befits repentance. Do not presume to say to yourselves, ‘We have Abraham as our father.’ For I say to you that God is able to raise up children for Abraham from these stones.

Thus, John’s message “Repent, for the Kingdom of the heavens has drawn near” is indeed appropriate. (Matthew 3:2) It serves as a public notice that the ministry of Jehovah’s coming King, Jesus Christ, is about to begin.