This is probably one of the best (and most nuanced articles I’ve read about pricing I’ve read in a long time). I’m one of those consultants who commands $10K-$50K per project ONLY because I have 20 years of experience and a pile of case studies, testimonials, etc. But even when I started out consulting six years ago, my per project rates were far below that. I had to understand what the market would bear and what is feasible for me to make in terms of my expenses and experience.

What annoys me are people who take courses from people who have never done the thing they purport to teach (and only for themselves and that’s a whole other rant, of which I’ll spare you), and people with ZERO experience thinking they can charge my rates. THIS makes it worse for me because I have to deal with clients who’ve gotten burned by incompetent people who over-inflated their prices and promised them the world. Yes, shame on the client for not being smarter but people get duped every day and this would make me cautious too.

And I think the pricing is even more nuanced than charging based on ROI (I have A LOT of problems with this in my field because not every project bears a direct ROI and it shouldn’t. If people think that, they don’t understand marketing). My case studies show both qualitative (just as important as it’s often a long-tail for quant growth) and quantitative successes.

Wow, that was a novel. Anyway, I really enjoyed this article!!