Have you ever been in an argument that ended in both sides realizing the only reason you failed to see the other person’s perspective was because they chose the wrong words to make their point?
The same principle applies to attracting leads.
Naturally, every founder wants more qualified prospects. But here’s the truth most teams overlook: attracting high-quality ones always boils down to clear communication.
If your messaging is vague, generic, feature-heavy or just plain boring, why would any self-respecting potential client engage with it?
If strong lead quality is one of your top goals, generating an empathic message should be your personal square one.
Lead Quality Begins With Clarity
High-intent buyers know what they want. No amount of broad claims is going to sway them, no matter how impressive you may think they sound. Something that hits them on a personal level, that makes them think “This is for me!” is what you need to strive for.
Think about it. What would matter more to you? A chart-topping song you might like, or a tune you’ve heard a dozen times but still hits that exact mood you reach for on late-night drives, the one that feels like it was written for you?
You need to be clear with your audience before they enter your funnel
Here are the three gaps I see most often:
Unclear problem definition: If prospects can’t recognize their exact situation in your messaging, they won’t self-identify.
Unclear fit criteria: If you help “everyone,” you help no one. Ideal-fit customers want to see themselves reflected.
Unclear transformation: Focus on outcomes over benefits. Buyers need to understand how their lives or businesses change.
When leads feel like they’re understood with the stakes and results articulated clearly, their appearance is a natural by-product.
Empathy Filters Out the Wrong People, and Pulls In the Right Ones
Something to remember is that being empathetic with your messaging doesn’t necessarily mean it has to be emotional as well. Understanding the lived reality of your buyer is the golden rule here.
Empathy improves lead quality in three ways:
It clarifies context: When you speak to the frustration, desire, or challenge behind the problem, low-intent buyers tune out, and the right buyers lean in.
It signals alignment: Prospects judge fit based on whether you “get” what the problem feels like, not just what it is.
It accelerates trust: Buyers move faster when they feel understood earlier.
If you’re ready for marketing that feels intentional, empathetic, and unmistakably you, check out my Social Media for Small Business Owners course and learn how we create:
Narratives that land: We turn your brand story into something people feel and won’t scroll past.
Playful creativity + grounded strategy: Because memorable marketing comes from mixing bold ideas with data-driven clarity.
Empathy-first communication: We listen hard, ask better questions, and shape messages that actually resonate.
Partnerships built to last: Data, curiosity, and human connection drive everything we create.
How to Build a Message That Attracts Better Leads
So how do you build the kind of narrative that appeals? By following this simple four-step framework:
1) Define the moment before: What’s happening in your buyer’s world right now? What painful or frustrating situation makes them start looking?
2) Name the shift they want: What does “better” look like? What pressure do they want removed? What outcome matters most?
3) Make the fit obvious: State, clearly and simply, who your solution is for and who it is not for.
4) Highlight the micro-proof: Share quick credibility markers to reinforce confidence and reduce friction.
This is the messaging formula that improves lead quality long before anyone fills out a form.
Why This Works
If your leads aren’t qualified, it’s simply a matter of realigning your messaging.
When your brand speaks with precision and empathy, you stop attracting “anyone interested” and start attracting the people who are genuinely interested in it.
Remember, qualified leads are the result of connections made by giving the right people a reason to recognize themselves in your message.
At That RANDOM Agency, we help founders and growing teams build messaging systems that attract the right people. If you want your funnel to feel easier, cleaner, and more aligned, it starts with a narrative your ideal customer instantly connects with.
Begin by strengthening your social messaging foundations with our Social Media for Small Business Owners course.
And if you’re ready for a messaging system that’s as strategic as it is empathetic, let’s build it together.