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I too, used to have trouble with this hand, but now, it's one of my most profitable thanks to a few approach changes I made. I'm a NL ring gamer, so this is the setting for how I play them. In every position, limpers or not, I raise as if I have AA or KK. JJ is incredibly sensitive to over cards, so throwing out a 10-12XBB (10 if no limpers, more like 12 with some limpers)bet is making the others pay the price to see the flop w/ overcards.
What I also like about raising this much, is that it provokes a re-raise 95% of the time to higher pairs wanting to protect themselves, making it easy for you to read flop textures once it is dropped. (if you are re-raised the minimum amount, most likely call, if its more, you should probably fold.) After the flop, unless you hit your trips JJJ w/ a rainbow flop, make a continuation bet of 1/2 to 3/5 the pot, even if there are overcards. If called, play cautiously from then on out. If raised after the continuation bet, you should probably fold if you have ruled out pot odds helping you out(i.e. maybe a possible straight draw).
While this is a lot of money to put into a hand preflop, I feel its needed in order to keep from losing an entire stack. You won't believe how many ppl I find calling this bet w/ 88, or ak, only to be weak after the flop. And when you do hit your jack, especially w/ overcards, it is an extremely deceiving hand if slowplayed. I have really turned my fortunes around with this hand now that I have made these changes. I'm no longer afraid to hold it anymore like I used to! Give it a try, and see what you think.
Oh. and one last thing. The chances of a player holding a higher pair than your JJ aren't that good, so don't discount them as an instant inferior pair preflop. There are very strong if played correctly.
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