The reasoning goes something like this… If I know I have important things to say and I am going to get others to listen to me, then they have to want to listen to me. In order for them to want to listen to me, I have to be someone they want to listen to. It is important therefore, that I sell myself via writing books, blogging, tweeting, preaching, etc., so I can get the message out. My ministry needs attention so I can minister to more, more fully. And, of course, it’s really Jesus’ message and mission, so the end justifies the means.