Handle hard better

Hey there,

A few times a week, I’m on Offer Review calls with people who’ve just finished my masterclass.

It’s a chance for them to show their work. They share the wedge offer they developed, and get feedback from me.

On nearly every call, we’re making good progress… more dots are being connected and lightbulb moments going off in their heads. They’re even more lit up than at the end of the masterclass.

Then, inevitably, there’s this quiet pause that follows with, “So… is this a good wedge, Jay?”

Completely fair question. I’d ask it, too. They invested the time, stretched their brain, built something new, and want to make sure they did it right.

And, sure… the ideas they leave the masterclass with are better and way more scalable than the ones they entered with. They know where there gaps are, what to avoid, and what to build upon.

They’ve eliminated months (years) of wild guesses and bad ideas.

But the truth is, after a few hours in my masterclass, you’ve got work to do.

I mean… of course you do, right?

And we should celebrate that work. Because if it were that easy to create something so simple and so valuable that strangers talk about it, each of our businesses would be disrupted on a daily basis.

I feel it, too.

I’m the guy that teaches you how to create irresistible offers. And the truth is, I’ve spent most of 2025 iterating my own wedge offer - my masterclass.

• Had the idea one year ago

• Built version one in November and December

• Ran it in January

• Rebuilt it for February

• Ran it again in March, April, May, June - dozens of updates

• Rebuilt again in July, August, September

• Ran it again in October

• More (big) changes the last three weeks

• Running it again this Wed

My best guess? 350 hours invested.

It’s been a lot. High highs and low lows.

Moments where I’m blown away by the reception it’s gotten and revenue it’s generated. Alongside moments I wanted to move on to the next thing. To chase more obvious and easier wins that don’t require rebuilding the plane while flying it.

But every time, I’d circle back to the same truth I tell all of my clients and masterclass grads: This is the work.

And it’s f*ing hard. It takes way longer than you want it to…

Shitty webinars and cheap checklists you built with AI in 14 minutes? Easy.
Offers that are simple AND valuable? Hard.

Spending just enough time? Easy.
Devoting an unreasonable amount of time? Hard.

Moving needles? Easy.
Moving mountains? Hard.

I don’t know about you… but rather than waiting for the easy bus to come around, I believe that doing hard things is the cost of admission to work that matters.

Or as Kara Lawson put it:

Your takeaways

• The right wedge offer (or any offer) isn’t one-size-fits-all

• Creating offers that are simple and valuable puts you in a category of one

• Mastery requires unreasonable effort on very few things (read: one)

So here’s my parting question for you… What’s the “hard” in your business that you’ve been waiting for it to get easier?

Maybe that’s exactly where you need to stay longer.

See ya next Sunday 🤘🏼

P.S. A simple, valuable wedge offer pre-sells your premium work, diversifies revenue, and frees up your time. Come work on yours, with my guidance. It’s free.