Speaking during the Now You're Speaking My Language Luncheon, the last official event of the show, Chapman shared teachings from his best-selling The Five Love Languages: How to Express Heartfelt Commitment to Your Mate and The Five Languages of Apology: How to Experience Healing in All Your Relationships, released in 2006 from Moody Publishers' Northfield imprint.

Chapman, who also spoke about the two books during Daily Devotions at CBA Advance in February, focused his talk this time on principles from Now You're Speaking My Language (B&H Publishing Group), the just-released paperback edition of his 2004 Gold Medallion award-winner, Covenant Marriage: Building Communication & Intimacy (B&H Publishing).

He said there are five levels of communication: hallway, reporter, intellectual, emotional and loving, genuine truth talk. Chapman pointed out that intellectual talk was about sharing ideas, which he encouraged retailers to foster with their business. "It will enhance your relationships and (your business)," Chapman told the crowd of about 100.

Jim Whitaker, chairman-elect of CBA, tried to apply that principle immediately after Chapman concluded his message.

"If you have any ideas you want to share with me, I'll give you my card," said Whitaker, who assumes his post Oct. 1. "Our board wants to hear from our members. … I want to have that open dialogue with you."

Chapman challenged the conventioneers to apply the principles from his three books. "I know it's a lot," he said. “... I've given you a three-month plan... for your human resources department, which may be you. I hope you will find them helpful."

Carolyn Shaw, acquisitions editor and publicist for Oasis Audio, which has turned all of Chapman's titles into audiobooks, said his message was "much needed."

"I wished everyone who owns a store or is in publishing could have heard this," said Shaw, who wanted to suggest a book idea on workplace communication to Chapman. "It's an important message for this time and place."

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