One of the biggest lessons I’ve learned since becoming a small business owner is that not charging what you’re worth is one of the fastest routes to burnout. This feels obvious in hindsight, but walk with me.
Coming from the simplicity of a corporate job, I was used to a straightforward process: you get an offer letter, you accept it (or negotiate), and that’s that. For years, I also had the luxury of treating my work as a side hustle. Up until last November, everything I did as a content marketing specialist was just additional income that offset the nominal costs of running my business.
When I took on my first full client, I charged her roughly $25 an hour. That rate seemed fine (after all, it was about what I made in corporate) but it quickly became a disaster. I found myself constantly running out of money, overwhelmed, and, as a result, resentful and uncommunicative. I handled that situation badly, and it left a dent in my professional confidence as a freelancer. It took me a few months to really reflect on what went wrong and figure out what I could do differently.
The turning point was realizing that even though I understood my value, I didn’t fully understand my cost. By charging what I thought I was worth in terms of time, I forgot about the other hidden expenses it takes to actually run a business.
When $25 an Hour Nearly Broke My Business
Back in corporate America, when I was paid $25 an hour, my employer also paid a lot more behind the scenes. They covered the cost of apps and software I needed, provided management and accountability, ran payroll, handled HR, paid for a portion of my health insurance, and probably more. By charging clients the same $25/hour, I was effectively giving my services away for pennies on the dollar – because all those administrative costs and additional taxes are now my responsibility.
Another challenge was the intangible nature of content marketing. I don’t have tangible products or raw materials beyond my laptop and the ever-growing number of subscription-based services I need to do my job. That made it harder for me to justify higher rates at first.
Now, as I enter a new round of business proposals, I finally feel confident that I’m charging enough to both pay myself fairly and cover my business expenses. But I’d be lying if I said it isn’t scary – I’ve never asked for my full worth before. It feels like stepping into a new chapter of my business, and I know it will be an interesting one.
The Bigger Struggle: Charging What You’re Worth is a Gendered Issue
And here’s the truth: this struggle isn’t unique to me. Research shows that female freelancers and service providers are especially likely to undercharge and overdeliver, often at the expense of their own financial security and mental health. For example: a recent study by OnDeck found women charge about 79¢ for every dollar that male freelancers do for similar work. (OnDeck) Another analysis across 6,000+ freelance roles discovered that men charge roughly 48% more per hour than women in equivalent roles. (ZenBusiness) And the HoneyBook report shows women are making more projects per year and still earning less per project compared to their male peers. (news.honeybook.com) Knowing this helped me recognize my own patterns – and start taking myself, and my business, more seriously.
Finding Confidence in My Business Again
The biggest shift for me came when I finally sat down and did the math. I built out an internal pricing schedule that accounts for the real costs of running my business: taxes, subscriptions, software, and all the behind-the-scenes admin time it takes to deliver great work. Most importantly, it leaves space to pay myself a reasonable wage for my time.
Now, I feel comfortable presenting proposals that reflect both the value I provide and the reality of what it takes to sustain my business. Charging what you’re worth isn’t about inflating your rates, it’s about building a business that’s sustainable for both you and your clients, which is especially important when the firm is just you.
If you have a small business or brand and are looking for fairly priced, high-quality marketing services, I’m your girl for a lot of things! Here’s my service menu and portfolio: Content Work
