Lead Gen Part 2 of 5: How to Craft a Powerful Message that Gets Response

Imagine you're at a networking event, and someone asks what you do. You give them your standard response, but they glance over your shoulder looking for a more interesting conversation. Another missed opportunity.

Why?

Because your message was boring and about you, not them, and didn’t capture their attention. 

In last week's issue, we covered the big picture of lead generation—why it’s essential and the key components of a successful system. Now, it's time to focus on the foundation of any lead generation effort: your message. 

A powerful, compelling message is what attracts the right prospects and compels them to take action.

In this part of our five-part series on lead generation, I'll share a messaging framework that'll have them begging to talk with you.

Here's what I have for you in this issue:

🛠️  Lead Gen Part-2 of 5: How to Craft a Powerful Message that Gets Response: This will be the dog whistle for your ideal client
🛠️ The "MOCAA Method™" prompt: The 4-part lead gen system that works every time

Here's how to be the dog whistle for your ideal client. 

Introducing the MOCAA Method™

To ensure your lead-generating message is clear, engaging, and drives action, use the MOCAA Method™: Message, Offer, Call to Action, Ask. 

This method structures your communication to maximize engagement and conversions.

1. Message: Capturing Attention and Sparking Interest

Your prospects don’t wake up thinking about hiring you. They wake up stressed about their problems. If your message doesn’t immediately show how you solve those problems, they’ll move on.

🎯 A compelling message follows this format:
"I help [ideal customer] to [tangible value they want] even if / without / all while [thing they tried before, thing they like to avoid, thing they want to maintain or not lose]."

Example:
Weak: "I help business owners grow their revenue. Let's chat!"
Strong: "I help small business owners generate more profit, work more efficiently, and enjoy more free time—without worrying about cash flow or annoying calls from staff."

A well-crafted message should generate an engagement event—such as the prospect responding, "How do you do that?" or downloading your valuable asset. Which brings us to the next step...

2. Offer: Providing Value and Building Trust

A strong message alone isn’t enough. You need an Offer—something of value that moves prospects closer to working with you. This could be:

📌 A free strategy guide, checklist, or report
📌 An online community
📌 An invitation to a webinar or training

Example:
"I wrote a book that details 12 specific strategies I use to help my clients produce those results. I'll send you a copy. Would you prefer a digital or physical copy?"

3. Call to Action: Making the Next Step Clear

Most consultants lose leads because they assume prospects will know what to do next. They won’t. You need to direct them clearly toward the next step. A Call to Action (CTA) should be:

✅ Simple (e.g., “Click here,” “Call now,” “Book a session”)
✅ Specific (avoid vague statements like “Let’s connect”)
✅ Low commitment (make it easy for them to say yes)

Example:
"It’s no problem at all. What’s the best email address I should send it to?"

4. Ask: Leveraging Reciprocity for Further Engagement

Once you've delivered value, use the Ask to deepen the relationship. This can be:

💡 Requesting feedback ("Which strategy stood out the most to you?")
💡 Suggesting an appointment ("Next week, we can meet over coffee or Zoom. Which works better for you?")
💡 Asking for an introduction ("Who else do you know who might benefit from this?")

Next Steps: Refining Your MOCAA Message

Here’s a quick exercise:

1. Craft your Message using the framework above.
2. Create a compelling Offer that provides immediate value.
3. Define a clear, easy Call to Action.
4. Plan an Ask that naturally extends the conversation.

Next Week: Finding and Targeting the Right Market

Now that you have a powerful lead-generating message, it’s time to ensure the right people hear it. In our next issue, we’ll cover how to identify and target your ideal market.

Stay tuned!

Your Challenge: 

Write your MOCAA message and post it on LinkedIn today. Tag me—I’ll personally review it and give you feedback!