Message Is More Important

Because of my role I get the privilege of talking with authors and publishers about distribution, marketing, and reach of books and concepts. Each month I receive between 3-5 books from people who want GiANT to represent them in a similar way to our partnership with John Maxwell, Henry Cloud, Mark Sanborn, Pat Lencioni, etc.

These conversations do not bother me as long as the person asking will allow me to ask them the hard questions as to why they want to be a “thought leader.” This normally shocks them because most people see our reach in events and training, our partnership with publishers, and our connection to thousands of leaders. However, GiANT is about a message. We partner with leaders who want to impact the world and have a message that is redeeming in nature.

One recent conversation I had was with a brilliant man who has much to say. In fact, he feels that he has been storing up experiences and concepts that are now ready to come out to the public. The problem is that he is being told what to do by traditional marketing specialists who are prescribing the “the top 10 ways to push your book.” In our conversation I could see that this leader was very uncomfortable with the traditional process because he feels like he would simply be pushing his book.

That is when a powerful dialogue occurred between us. This gentlemen allowed me to challenge and ask the hard questions because he could sense I was for him - and I am. My questions were simpl…

• Why do you want to be a ‘thought leader?’
• What is motivating you to write your book?
• What is it you really want and what is it you really need?
• Who are you writing the book for (you, others, clients, etc.)?

His response led me to see who he really was and what he really needs.

This leader doesn’t want to play the game - he wants to influence people. He doesn’t need to make millions on the book - he wants to leave a legacy of impact. I liked what I saw.

My counsel then began. Please read this part diligently as it may be as impacting on you as it was on us.

I asked this man to tell me the message that God was giving him on his heart. What was it that he felt he had to share? This man has a message that is seared on his heart. He cannot hold it in. This overarching message is higher than his name and more important than his books and their titles. Yes, he needs to sell his books, but more so he needs to get this message out. When someone shares a message that is seared on their hearts their passion becomes infectious and their desired outcomes become realized because people want authentic passion and a clear message.

Too many people create a spiel that is their overarching theme and is usually in the title of their books. They then pitch and promote the next book around that spiel and spend the next year or two talking precisely about that spiel.

Let me encourage you to do business with God to ask him what specific message He has given you to bring value to the world. Ask him to sear that on your heart and then begin organizing around the prophetic message. Passion will then arise. Books will be written, but other things may be created as well. That holistic plan to promote the message will then lead to more opportunity to get your message out. However, it must be authentic. People will not follow when they feel false promotion or empty words.

The question for all of us is not what we should write about, but rather what the message is that we cannot stop proclaiming. Following this flow will give you enthusiasm when you would have burned out, and will keep front and center the authenticity that is paramount in selling and reaching.

The message is more important than the book.
Understand it and make sure it is seared in your heart.
Everything else will flow out of the passion to proclaim it.

Posted on October 01, 2009 in Personal Growth