I’m excited to share some news: My new book, Land Your Message: How to Turn What You Know Into a Message People Understand and Act On, is now available on Amazon.
This book grew out of something I’ve seen again and again in my years as a communication coach:
The more you know about something, the harder it can be to explain it clearly to someone who doesn’t know what you know.
Experts, leaders, and other smart people usually don’t struggle because they don’t have enough to say.
Often, they have too much to say.
They know the background. They understand the nuances. They know how all the pieces fit together. And because it makes perfect sense inside their own heads, it’s easy to forget what it’s like to encounter the idea for the first time.
That’s where messages get lost.
When a Good Idea Doesn’t Land
You’ve probably experienced it.
You explain an idea in a meeting, but people don’t seem to understand why it matters.
You give a presentation filled with good information, but nothing happens afterward.
You make a recommendation, but instead of getting agreement, you get more questions.
Or you walk away thinking:
That didn’t land the way I wanted it to.
The problem may not be your idea.
And it may not be your delivery.
The problem may be the way you built the message.
We tend to build messages from our own point of view:
What do I want to say?
What information should I include?
What do I need to explain?
But effective communication requires us to cross to the other side and ask a different set of questions:
What does my audience need from me?
That idea is at the heart of Land Your Message.
The Land Your Message Method
In the book, I introduce an eight-step process for building a message from the audience’s point of view.
It begins with The Audience Lens and then takes you through seven additional steps: The Shift, The Point, The Stakes, The Proof, The Move, Wrap It, and Test It.
Together, those steps help you build a message that answers four questions your audience is asking—whether they say them out loud or not:
Do I GET it?
Do I CARE?
Do I BELIEVE it?
Do I know how to ACT?
That audience journey—GET → CARE → BELIEVE → ACT—is one of the central ideas in the book.
Because communication isn’t ultimately measured by what you send.
It’s measured by what the other person receives.
A Short Book Designed to Be Used
I intentionally kept Land Your Message short and practical.
At just over 18,000 words, it isn’t meant to be a comprehensive textbook on communication. It’s a book you can read relatively quickly and then return to when you have an important message to build.
You might be preparing for a presentation.
Making a recommendation to senior leadership.
Explaining something technical to a nontechnical audience.
Trying to influence a decision.
Leading people through change.
Or preparing for a high-stakes conversation.
Different situations. Different audiences.
But the underlying challenge is the same:
How do you turn what you know into a message that works for the person on the other side?
That’s what I wrote Land Your Message to help you do.
A Special Launch Price Through Sunday
To celebrate the launch, the Kindle edition of Land Your Message is just 99¢ through Sunday, September 20. After that, the Kindle price will be $3.99.
The paperback edition is also available for $11.99.
I’m delighted to finally have this book out in the world.
More importantly, I hope it helps you take an idea that matters to you—and make it matter to someone else.
Because a good idea has limited impact if it stays in your head.
Your message has to land.