Someone once said, “People don’t care how much you know until they know how much you care.”

You can be a walking encyclopedia and know all the “right” answers and yet be completely ineffective in your ability to influence people.

This happens a lot in ministry. Someone can have a well-polished sermon with all the right verses and yet the audience remains unchanged.

And then there’s the preacher who may fumble over his words and even forget certain scriptures, yet has major influence on the people.

You can also see this in writing.

There’s the college student who knows the “right” way to write.

He uses big fancy words and his English is impeccable. But then he gets a real job and his boss asks him to write a sales letter and the letter totally bombs.

The trained writer with all the “right” answers suddenly finds out he’s incapable of persuading people to act.

Then there’s the copywriter who didn’t go to college. His writing is anything but fancy and formal. It’s full of short words and sentences. And he even makes grammatical errors!

But he writes from the heart.

He understands the fears, desires and aspirations of his Ideal Reader. And he actually believes the product he’s writing about will really help improve their life if they buy it.

His sales letter brings in $500,000 in sales in 30 days.


I don’t think there’s any one right answer. But I believe a key ingredient is this:

“People don’t care how much you know until they know how much you care.”

And to demonstrate how much you care you have to open up your heart and be real.

You can’t just speak or write from your head and expect to touch a person’s heart.

Your words, whether spoken or written, must be incubated in your heart if they’re going to reach the hearts of others.

And most of all, you must love the people you’re speaking to.

True love will enable you to “find the right words” to express what you’re intending to say. When you truly care about helping others it will show in how you communicate.

You can’t bottle influence and expect to uncork it every time you open your mouth or write a letter if your heart is not grounded in love.

And believe me, it’s way easier to write about this stuff then to actually do it. I can tell you how important it is to love the people you preach to and write to but to actually live it out is tough.

I have to stir myself up to love those I’m trying to communicate with. Otherwise my words are wasted. They fall to the ground before they reach their intended destination.