When I first started my business, I was just grateful someone would pay me for my time.

I’d come from the media world of regular paychecks and structured salaries. Suddenly, I was in charge of my own rates – and it felt scary.

Even though I had the right skills and experience, I couldn’t shake the feeling that I was “too new,” that I hadn’t earned the right to run my own business and charge what I was truly worth.

So I undercharged and gave away my time and advice for free (and truthfully, I still do sometimes—but now it comes from a place of love, not resentment).

And guess what? I attracted clients who didn’t value my time, drained my energy, and questioned everything.

It wasn’t until I did the inner work that everything changed.

And I’m not alone.

One of my clients – let’s call her Sarah – had over 15 years of experience in her creative field. She was charging less than $100/hour, even while competitors with less expertise were charging double or triple. Why?

Because she didn’t believe people would pay her more.

This isn’t about skill. It’s about self-worth —and the outdated beliefs so many of us carry around money.

Especially as women, we’ve been taught to make ourselves small.
To not ask for too much. To “just be grateful.”

But here’s what I’ve learned:
Most women should be charging 3 percent what they currently are. Yes, seriously.

If that made you squirm, that’s exactly why we need to talk about it.

Here’s how to start shifting those beliefs:

1. Name the story.
   Write down the thoughts you have about money and pricing. You can’t change what you can’t see.
2. Ask where it came from.
   Was it a parent’s voice? A past boss? An old job? If it’s not serving you, it’s time to let it go.
3. Reframe with truth.
   You’re not charging for your time—you’re charging for the transformation and results you deliver. That’s priceless.
4. Practice receiving.
   Say your rates out loud. Practice not apologising or over-explaining. Confidence builds with repetition.

Service-based businesses are especially powerful when you price right: low overheads, high profit, and YOU keep what you earn.

It’s time to stop shrinking. You’re worth more than the “beginner rate.”

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