A few months ago I wrote about financial practices for freelancers that I find helpful in my own business. I’ve been wanting to write about money again, specifically about setting rates. Rates are a constant and ongoing issue, of how to set rates, and when to raise rates, and whether or not rates are appropriate. But the truth is, I don’t think I have any good advice. I do set prices for my indexing work and I have raised rates, but it so often feels like trial and error that I don’t know what I could say that would be practical and useful.
What I do know is that I don’t like thinking about rates as primarily an exchange of time for money. While figuring out an hourly rate is an easy and effective way to calculate prices and to gauge whether you are earning enough to pay the bills, there is a hard limit on how many hours I can work. I learned this the hard way during the first COVID lockdown. Bored, I accepted too many projects and quickly found myself indexing every single day for two months to keep up with all of the deadlines. Did I earn a lot of money? Yes. Was I burned out by the time I finally felt like I could allow myself a day off? Yes. Simply working harder is not a sustainable growth strategy.
An alternative is to lean into value-based pricing. While still having a minimum income target to keep finances in the black, value-based pricing is much more dynamic. Value-based pricing considers, what is the value of my expertise and experience? What is the value from the client’s perspective? How can I use pricing to position myself for the clients I want to attract?
That said, while I like the concept of value-based pricing, it is still difficult to know how to put it into action. It also raises a host of emotions. Is my work actually good enough to charge X? If I charge more, will I offend or scare away my clients? Am I a bad person for wanting to earn more?
I’ve been wanting to raise rates again this year, but also facing the questions of by how much and on what basis should I determine the increase. Thankfully, I discovered a new book that teaches just that.
If you also struggle with setting rates, I highly recommend Free Money: Nine Counterintuitive Moves for Life-Changing Freelance Income, by Austin L. Church. I’ve bought a copy and have found it extremely practical and insightful.
In the first part of the book, Austin walks you through a series of exercises to help you determine how much you need to charge in order to not just earn the bare minimum to pay the bills, but to also generate sustainable financial margin. In the second part of the book, Austin explores the wider context of pricing and why it is we earn money, including beliefs and mindset about money, navigating common scenarios, and advice for how to raise prices with clients.
I wish I read this book when I first began freelancing. I wish I read this book again when my business started to take off. This feels like the type of book that grows with you, as your business matures and changes, and as your financial needs grow and change. Even if you are an experienced freelancer, Free Money provides a lot to consider. I found the exercises well-worth completing, and I now have a much clearer sense for what my new rates should be. More importantly, I understand why, and I have a better sense of my pricing strategy going forward.
If you are interested, Free Money is available either through Austin’s website or through Amazon. And, to be clear, this is not an affiliate link. I am not earning anything by recommending this book. I am just that impressed and think that every freelancer should read it.
While on the subject of finance books, I also highly recommend Profit First: Transform Your Business from a Cash-Eating Monster to a Money-Making Machine, by Mike Michalowicz (which I see that Austin also recommends). I discovered Profit First three or four years ago. Its value, for me, was learning how to properly manage cash flow so that I consistently have enough on hand for taxes, expenses, and to pay myself a regular salary. Following the Profit First system has made my monthly cash flow much more predictable and stress-free.
So there you have it. If you are struggling with your finances as a freelancer, or feeling guilty about wanting to charge more, read Free Money, by Austin L. Church, and Profit First, by Mike Michalowicz. Your bank account and nerves will thank you.