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How To Know Your Worth & Price Your Services Confidently

Olivia De Santos
May 11, 2022

Let’s be honest. Pricing your services as a freelancer or solopreneur is the worst.


While making money is an integral part of what we do, it’s so tough to put a price tag on it. This is especially true for those of us who trade mostly in time rather than physical labor.


How can you recognize your worth in the market?


How do you communicate that worth to the world?


This article will take you through the practical steps to figuring it all out.



A Small But Mighty Word on Imposter Syndrome


So yes, I promised this article would be practical and start it with a theoretical point.


Bear with me as it will all make sense in the end. Before we go through the process of pricing our services there are two aspects of mindset to settle.


The first is imposter syndrome.


An article on Verywell Mind defines imposter syndrome as “an internal experience of believing that you are not as competent as others perceive you to be”.


impostor syndrome diagram vs reality

Imposter syndrome can make us think that others are ‘overvaluing’ us.


It has been proven in psychological studies to be a real thing. And while you may not recognize it in yourself at first, imposter syndrome has many other sneaky ways of manifesting:


  • Perfectionism
  • Self-sacrificing
  • Underrating your expertise
  • Riding all of your self worth on your achievements
  • Setting excessively unachievable goals that feel impossible to reach


Most importantly for our purposes today, imposter syndrome makes us short-change our services.


If you feel like you’re not good enough for the big bucks, you won’t ask for them.


And can you charge too little? Absolutely! There is such a thing as being too cheap, where your dream clients won’t even consider you because they think you are low quality.


How high quality would you consider a $50 iPhone? Do you see my point?


Undercharging is often linked to self worth, so tackling imposter syndrome is key.


Tackling imposter syndrome is a huge topic that we will get into at a later date, but my 3 tips would be:


  1. Talk openly about it with trusted friends
    If you have an entrepreneurial circle, I guarantee they can relate. Have a coffee with someone to talk it out. You will surely feel lighter.
  2. Cut back on opportunities for comparison
    Whether that is lowering your social media hours or even muting some large accounts. It is not helping you to compare your trajectory to someone else’s. Your career path is your own.
  3. Remind yourself of good feedback.
    I physically have a little white box full of good feedback I have received from clients. Every Google review, glowing email and thank you card goes in there. I crack it open whenever my imposter syndrome is particularly bothering me.



Charging Too Much – The Ick Factor


When you read advice about knowing your value, it tends to focus on undercharging.


What about overcharging? Is it possible to charge too much?


Yes, you can. But not in the way you might think at first.


It is true that there are professionals that do what you do at every budget scale on the market.


There are photographers that charge as much as $10,000 to shoot someone’s wedding. By contrast, there are photographers who charge as little as $1000. I should know – I have worked alongside both.


Overcharging is not really about the market. It is more about how comfortable you feel with that price tag.


In woo-woo circles, they call this your “energetic frequency to money”. *eye roll*


I call it the “ick factor”.


It is that amount of money that just makes you feel… icky to receive.


Addressing your imposter syndrome will help you raise your prices to a level that is properly compensating you for your time. The ick factor stops you from charging so much that you feel like a charlatan.


If you feel like you are charging too much for your services, you won’t be confident in communicating your value.


Your customers can tell if you aren’t fully confident in your pricing. You want to find the price that sits right with you economically and psychologically.



How to Price Your Services – Do’s and Don’ts


Right – it’s time to price your services. Let’s dive into some dos and don’ts.


Pricing your freelance services

Here’s what to keep in mind when pricing your freelance services.


1. DO address your mindset around money


There are so many resources out there to address how you feel about receiving money in general. Whether it is imposter syndrome, the ick factor, self-sabotage or self-worth issues – these can all get in the way of your charging what you are worth.


Identifying them in yourself and making steps to work through them will help with your business success overall.


2. DON’T think about it for too long


Yes, I did spend 600 whole words talking about mindset, but a perfect mindset is impossible.


Pouring over your pricing for too long is just procrastinating. Just:


  1. Set a price.
  2. Post it on the website.
  3. Start making money.


Don’t agonize over it for too long as you can always change it later!


3. DO know your market


The concept of an ideal client or client avatar is used for businesses of all sizes. As a small business owner, it can be helpful to define your audience as a single person. Your buyer. Not all the buyers out there – yours.


Some key things to think about are:


  • What does your ideal client earn?
    Could you thrive with budget clients or is your service more exclusive and luxurious?
  • How much value do they place on your specific service?
    For example, a pro weightlifter places a higher value on their personal trainer than a gym newbie in their 50s who wants to learn the rowing machine.
  • Will you have repeat customers?
    As a wedding planner, I don’t have repeat customers (in theory!). As a writer, I do. Therefore, I think about my pricing as a writer very differently as I want to maintain a long-term relationship with my clients.


4. DON’T ask friends and family for their opinion


It is tempting to crowdsource for your prices. You ask your nearest and dearest what they would pay for your services.


The question is, are those people your ideal clients?


If they aren’t, then their opinion really doesn’t matter. Neither do your competitors. Your prices need to appeal to your specific ideal client, not the entire world.


5. DON’T forget to factor in your expenses (all of them!)


Starting my business I thought my overheads were tiny. Just my time, gas and taxes.


Oh, how naive I was. There’s accommodation for business travel, phone bills, electricity, office space, assistants, web hosting, SaaS accounts, physical equipment and so much more.


It all adds up and should be factored into your fee.


6. DO start small and increase incrementally


Admittedly, my imposter syndrome was too strong to charge what I really wanted to charge in the beginning.


I started my destination wedding planning services at $2300 in 2018. I increased my prices a little bit after every 3 couples that booked me. I now charge $6500 on average.


It is completely fine to start a little lower (still covering expenses) and slowly increase. It’s a process of balancing the ick factor with growth and worth as a professional.



Communicating Your Value to Potential Clients


I am not a salesy person, but I am a great closer. Over the years I have learned the art of proving to my potential clients that I will make their lives easier and they should pay me X for it.


Relaying your worth to your potential client base requires three things:


  1. A deep understanding of what you do, how you do it, and how your customer benefits.
  2. Confidence (not perfect confidence – just enough to seal the deal).
  3. Knowledge of what your ideal market wants from the experience of working with you.


Let’s take an example.


We can apply the above three things to a personal trainer who works with older clients who are new to the gym.


  1. She helps her client feel at ease with using equipment that is new to them. She also helps create a fitness plan to achieve goals.
  2. Her confidence comes from the transformative results she gets from working with her clients.
  3. She knows that the core motivation for her clients to book her is not about getting to know gym equipment. It is about living a more active life and not feeling alone in that journey. She is a trusted companion to the older gym-goer who perhaps feels uneasy around the younger fitness fanatics.


Now try this exercise for yourself. What is it that YOU truly offer to clients?


core motivation of your ideal client

What is it you can really offer your clients?


Discovering the core motivation of why your ideal client would want to book you makes it easier to write sales copy do consultations, and market on social media.


Once you crack that, your services seem priceless!


Wrap Up: Take The Stress Out of Pricing your Services


Pricing freelance services can be daunting. It feels strange to put a price tag on our passions. So much of our psychology can play a role in where we price ourselves in the market, rather than how much we are truly worth.


I want to end this by saying, again, please don’t stress about this too much.


Agonizing over your pricing only serves to delay your success. It is natural to change your pricing over time, increasing as you get more established. Work with your psyche to feel confident in your services and you will eventually conquer your pricing too.



Olivia De Santos

About The Author

Olivia De Santos is a freelance writer, wedding planner and entrepreneur from London, UK. She's a world traveller, wordsmith, film buff, mental health advocate and shea butter enthusiast.