My biggest pricing mistake (and how I fixed it)

I remember the exact moment it hit me.

Sitting across the table from a potential client at my tiny design studio. Nervous. Smiling too much. Pitch deck in place, ready to impress.

The client glanced at my pricing.

Paused.

Then said the one thing that still stings when I think about it: "Oh, that's… reasonable."

At first, I felt good. Proud, even.
It meant attractive, right? It meant more clients would say yes. It meant busy.

Or so I thought.

But over the next few months, I learned the hard way, it didn’t mean respected. It didn’t mean profitable. It just meant… tired.

Tired of doing too much work for too little fees. Tired of chasing payments. Tired of attracting the wrong clients — the ones who question every charges, every deliverable, every hour logged.

I had built a business model on insecurity.
I believed that pricing low was the way to work with a big client.

That being “budget-friendly” was my competitive edge.

But what I didn’t realize?
When you market yourself as reasonable priced, that’s what people see.

You're not the expert.
You're the “cheap option.”

And let me tell you, the budget-friendly option wont ever be invited to the big table.

The turning point for me came after a long chat with my mentor, Michael Janda.

(If you’re in design or creative services and don’t know him — do yourself a favor and grab his book The Psychology of Graphic Design Pricing. Absolute game-changer.)

He told me something that stuck: “Pricing isn’t just about numbers. It’s about clarity. Clarity builds confidence. And confidence commands premium pricing.”

Boom.
Right there.
The slap I needed.

Because the truth is — I wasn’t clear about my own value. I was selling “design services.” But clients don’t want design services.

They want outcomes.
They want peace of mind.
They want the shortcut to their goals.

Once I shifted from selling hours to selling solutions, everything changed.

The conversations shifted.
The energy shifted.
The clients shifted.

No more defending my charges.
No more justifying my time.

It was about:
“How will this make your brand stronger?”
“How will this help your business grow?”
Not “How many revisions are included?”

Here’s the thing most creative folks (my past self included) go wrong: If your pricing feels like a favor, not a fair exchange — you're setting yourself up to resent your work.

It doesn’t have to be this way — pricing well starts with knowing the real value you bring and grows when you learn to communicate it clearly.

And it locks in when you have the guts to stick to your charges — not shrink them out of fear.

So if you’re sitting there, wondering if you’re undercharging…

Or if you’re attracting the wrong clients…

Or if pricing still feels like guesswork instead of strategy…

Go read The Psychology of Graphic Design Pricing by Michael Janda.

It’s not just about numbers.
It’s about mindset.
It’s about respect.
It’s about building a business you don’t secretly hate.

The kind of business that pays you well and makes your clients happy.

Pricing with purpose?

That’s the real power move.

P.S. I’m curious — how did you learn your first pricing lesson?

Reply and tell me. I’d love to hear your story.

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