Free was the right price

Hey there,

I’m devoting this week to giving you a behind-the-scenes look at how I’m rebuilding my best offer.

Since launching my offers masterclass in January, I haven’t charged for it.

Except for 2 people, who are both pricing strategists, everyone who’s ever experienced or learned about my free masterclass thought I was insane for not charging.

In fact, I once joined a mastermind and the entire 12-person group trashed my resistance to put a price tag on it.

One guy (an accountant) said, “You’re not only being way too generous, Jay… You’re devaluing your work. People are going to always expect that everything you offer is free.”

Look, they weren’t wrong. But they also couldn’t see the whole picture.

I wasn’t playing for direct sales. I was playing for trust, authority, and pipeline.

And the results speak for themselves: From January to June, my masterclass brought in $110,000 in upsells and referrals.

It was the result of putting the right people in the room and showing them what I’m great at… while giving myself the liberty to be wrong, to iterate, to ask for feedback, and to make it better.

Those 94 people who got free, early access created a wave of support, stories, and recommendations I could have never created on my own. No matter how loud I got or how much content I created.

And so free was the right price these past 6 months. But now the masterclass is ready and deserving of a price tag.

But I don’t want you to leave this email saying, I’m going to do some free work to generate referrals.

Sometimes free is the wrong price:

• When you’re simply afraid to charge

• When it’s for the wrong person (not your ICP)

• When it’s a custom one-off you can’t re-leverage

• When it has no through-line to the offer you charge for

• When there’s no system for generating referrals or upsells

In those cases, your free offer attracts the curious, not the committed. It fills your calendar, not your bank account.

And so next, I’ll show you how I’m navigating the shift from free to paid, and the friction that comes with it.

Keep a lookout tomorrow for part 3: From Free to Paid

📌 Want exclusive bonuses for the new masterclass?

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