Actually, there are progressive steps to chanting. Before we begin chanting, we must first convince ourselves that any thoughts that arise while chanting that are not helping us become more fixed on the holy name are unwanted. Identifying them may be a challenge in itself, since our tendency is to justify them, especially when they are connected to our service. Nonetheless, we must convince ourselves that they are unwanted while we are chanting. Then we should concentrate simply on hearing the holy name. By hearing continuously very attentively, meditation on the holy name will deepen to meditation on the Lord’s form. While we may now find ourselves meditating more on our service in this world, we should know that there are more elevated levels of service that we can perform that reveal themselves to us when we learn to deeply meditate on Krishna’s name—service such as assisting the Vraja-gopis by perhaps making flower garlands, carrying messages, or some other type of personal service rendered to the Divine Couple. Such elevated meditation cannot be forced. Still, if we want to achieve it, we must begin with the first step of focusing the mind in attentive hearing.
(LFD, Vol2, Chanting Purely, Pg 104, 2nd paragraph)