ātmā-śabde—by the word ātmā; yatna—endeavor; kahe—one means; yatna kariyā—by great endeavor; munayaḥ api—even great saintly persons; kṛṣṇa bhaje—take to the devotional service of Kṛṣṇa; guṇa-ākṛṣṭa hañā—being attracted by His transcendental qualities.