The Real Reason Freelancers Undercharge
One of the hardest parts of running a creative freelance business is something we rarely talk about openly: charging enough for our work.
Most of us know, deep down, what our skills are worth.
But saying it out loud to a real client? That’s another story.
I’ve been there.
I’ve undercharged. I’ve said yes to rates that made me cringe. I’ve sent quotes that didn’t reflect my experience, my equipment, or the years I’ve spent training.
And if I’m honest, the reason was fear.
- Fear of losing the client by outlining my terms from the get-go
- Fear of hearing, “You’re too expensive”
- The desire to be liked, to be though of as easy, and “affordable”
- Imposter syndrome (for anything not covered above)
But undercharging didn’t help my business grow.
It attracted the wrong clients.
And it silently taught people that my work—and my time—weren’t worth much.
And I know I’m not alone.
Many freelancers have been told that creative work is a passion, not a paycheque. That artists sacrifice. That charging fairly is somehow selling out.
But, passion or not, this is a business.
A business with expenses—gear, software, studio upgrades, coaching, marketing, time, energy, and expertise.
If you’re not charging enough to sustain your business and your life, you’re not just underpricing. You’re running yourself into the ground.
Why This Matters More Than You Think
Undercharging isn’t a pricing issue.
It’s a confidence issue.
And it affects far more than your bank account.
1. It shapes how clients perceive you.
If you don’t value your work, clients won’t either. Low pricing signals low expertise—even when the opposite is true.
2. It affects the entire creative industry.
Every time a professional underprices, it reinforces unrealistic expectations for everyone else.
3. It creates resentment and burnout.
You can’t do your best creative work when you’re stressed, overbooked, or constantly trying to “make it work” financially.
4. It attracts the wrong clients.
The ones who haggle, push boundaries, and complain that “everything is too expensive.”
Being the “easy, agreeable freelancer” doesn’t make you generous—it makes you a doormat.
5. It keeps you from building the career you actually want.
Every hour you spend on an underpaid project is an hour you could have spent on better clients, better work, or better rest.
So how do you begin to shift this pattern?
With clarity.
How to Build Confidence in Your Pricing Starting Today
Here are practical, real-world steps you can start using immediately:
1. Know your costs.
Your mic, booth, software, studio upgrades, insurance, coaching, time—none of these are optional. They’re the foundation of your business.
2. Know your value.
Clients don’t hire you for a deliverable.
They hire you for your experience, reliability, creativity, and professionalism.
You’re not a vending machine.
You’re a collaborative partner who makes the end product better.
3. Know your boundaries.
Discounts are business decisions, not guilt responses.
Inflation affects you too.
Your rate is not a confession.
It’s a statement of value.
Try reframing your mindset:
You’re not expensive. You’re valuable.
And the value you bring saves your clients time, stress, and money.
4. Handle pushback professionally (and confidently).
When a client questions your rate:
- Don’t backpedal. Just breathe.
- Many clients simply don’t understand your process or your industry.
- Focus on explaining the outcome, not defending the number.
Example:
“This rate includes professional editing, broadcast-quality audio, and two rounds of revisions.”
If they truly have a smaller budget, adjust scope, not your worth:
- Provide a shorter version
- Reduce the number of assets
- Offer one language instead of two
If you offer a discount, make it visible on the invoice with a clear reason.
That way it’s a courtesy, not a precedent.
5. Be willing to walk away.
I recently had a new production client reach out with a pre-set budget—far below what I charge for that scope.
So I calmly explained:
- The deliverables
- Usage
- Duration
- And why the rate didn’t match the project
We ultimately didn’t work together, but he appreciated the information and said he’d keep me in mind for future projects.
That’s the power of staying professional, calm, and consistent.
Some clients simply won’t be yours.
And that’s okay.
You’re building a business for clients who do value your expertise—those who want reliability, collaboration, and a long-term relationship with a pro.
Charging Fairly Isn’t Greed — It’s Sustainability
You’ve put in the hours.
You’ve trained.
You’ve invested in your studio and your skills.
You’ve earned your expertise.
Professionals charge professional rates.
Confidence doesn’t mean you never doubt yourself.
It means you quote your rate, take a breath, and trust that the right clients will recognize your worth.
Your Turn
Have you recently stood firm on your rates?
Or finally said no to an underpaying client?
Tell me—I’d love to celebrate that with you.
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Interested in an audio version with music, fitness and fun? Check my podcast Freelance Fitness.
