Hey there,
Most entry-point “wedge” offers don’t fail because you chose the wrong format. They fail because you didn’t give your buyer a quick, meaningful win that shows them what “good” looks like.
And it’s the same conversation every time a B2B service founder tells me their wedge didn’t work...
They start by blaming the format. At the top of the list: audits.
And a close second: online assessments (that bomb even harder than audits).
I ask how they set it up, and within 18 seconds I hear all of the usual disqualifiers:
Priced wrong (including misuse of free)
Barriers to entry; e.g. multiple people need to say 'yes'
Designed for the wrong person; e.g. a junior who’s 4 promotions away from hiring you
Stripped down value - like most of the shit lead magnets you’ve downloaded and trashed a few days later
The result: low-quality leads, limited conversions, and growing guilt from all the time you wasted.
And so they blame the idea, “My clients don’t buy wedge offers.”
Or they blame the format, “My clients don’t want audits.”
I get the temptation to shirk responsibility. But neither is true.
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