(Radical) Ways to Rethink Your Pricing

It’s common for freelancers to struggle with setting their rate. Often their current rate is some mix of what they’ve heard from other freelancers and what they charged past clients. This isn’t exactly wrong, but you can certainly do much better.

The most successful freelancers eventually discover value-based pricing, and it changes their business. Value-based pricing is based on the value (or benefit) you provide the client. It sounds simple on the surface but can take some practice to master. At first, most freelancers struggle with value-based pricing because they still think of themselves through the lens of full-time employment. They mistakenly assume that the client is paying an hourly rate (often calculated from an annual salary) to “do stuff.” Not moving beyond this mindset, however, can be costly.

Remember, as a freelancer; you’re not getting paid for your employment. You’re not even getting paid to produce some code or a logo. No, you’re getting paid to solve a problem for the client. Let that sink in. What is the value of their problem being solved? The client isn’t hiring you to build a landing page because they want a landing page, they want to convert more of their visitors. They’re not hiring you to build an Android app; they’re hiring you to help grow their user engagement through new platforms.


So what does that mean for your pricing?

Well, first, you need to find your minimum price. This price is the bare minimum amount of money you’ll need to survive. We’ll cover this in a separate lesson, but this is essentially what you need to make in a given period to pay your rent/mortgage, tuition, healthcare, food, etc. Everything above that is “profit.”

So, how much above that can you charge?

To answer this question, we’ll need to get back to the value-oriented mindset. Through conversations with the client, you should ask questions to understand the project’s context: what problem are they trying to solve and why, and how does it fit into their company’s priorities. While this value-focus can be your little trick, it can also be helpful to make the client aware of it. Remind them, for example, that you’re not just building a landing page, but helping them to convert more visitors to users.


Ask them to consider how valuable the problem you’re solving is, and to think of your rate in the context of that.

Keep in mind that this won’t work for every client. Clients who get this value-based approach are generally the good ones that you want to establish a close working relationship over the length of your career. A client not understanding this approach will generally raise a red flag since what they’re looking for is cut- rate work.

Just like your business itself, your pricing should constantly be evolving through a series of experiments. Don’t be afraid to try to test a rise in prices or a new structure you think could bring in more or steadier income. The worst case scenario is that a client says “no”. Each piece of feedback from a client, whether positive or negative, is a piece of data you can use to improve your business in the future – and possibly ask for more money!

Should you work for free?

You’ve probably asked yourself this question before, either because you really wanted a project, or because a client asked you. So, should you work for free (or close to it)?

You’ve probably heard strong opinions for both sides. As with most aspects of the freelancing lifestyle, there’s no black-and- white, right-or-wrong answer. It’s important to understand both sides and make a choice that works for you. Don’t be ignorant about the consequences, but don’t let someone else dictate what you do. What works for someone else may not ever work for you.

Why you shouldn’t work for free

First, the key argument against working for free is one you’ll hear a lot in your career. Those who hate it argues that it devalues the work that you’re creating and it can also devalue the work of others in your freelance niche. Why would a client pay for a 500-word blog post if people are willing to do it for free? By setting your rates to nothing, you can make it difficult to earn a living in the future, while dragging down the industry at the same time.

Essentially, freelancing for free devalues your time and talent. It’s like unpaid overtime, or — at its worst — turning up at the office every day and not getting paid at the end of the month. You’ll find that your time can often be spent much more productively, whether it’s taking care of admin tasks, learning new skills, or pitching for new clients who are prepared to reward you for your efforts.


Why you should work for free

Although it’s not often, there are times when freelancing for free is about more than money. It might give you valuable exposure to a particular audience, to develop skills in a type of work you want to do more of, or to get your foot in the door with the promise of paid work to come. It’s just important to be clear that working for free is the exception rather than the rule, and be very upfront with yourself about why you’re doing it.

If you’re just getting started, taking on a limited number of unpaid projects can be a useful way of initiating relationships, getting your name out there, and building up a portfolio. Have a look online, and you’ll find plenty of examples of people who have benefited from taking on free gigs.

Free projects can also give you the opportunity to work on something you’re particularly passionate about doing. Contributing your skills to a charity organization, for example, can be just as fulfilling as volunteering in other ways. And, of course, if your brother or sister wants help with wedding materials, there’s no reason to demand the going market rate.


These are just a few brief examples, but judge each situation on its own merits. As always, make sure both you and your client are clear on the parameters of the project, because unexpected additions to the job are even more galling when you’re not getting anything back at the end of it.

My 20 favorites free design books


I love reading, more when it is about design. I’ve found some really useful guides, handbooks, and books that I think every designer should read.

  1. The Design Funnel
  2. Breaking the Time Barrier
  3. Design’s Iron Fist
  4. The Freelancer Bible
  5. Pixel Perfect Precision
  6. The Actionable Guide to Starting your Design System
  7. Time Management for Creative People
  8. Graphic Design for on-Profit Organizations
  9. Logo Design
  10. The guide to Mockups
  11. The guide to Prototype
  12. The Pocketbook
  13. Typo Tips
  14. UX design for Startups
  15. Color theory in UI Design
  16. Flat Design and Colors
  17. The 23-Point UX Design hecklist
  18. The Building Blocks of Visual Hierarchy
  19. The guide to Wireframing
  20. Building a Brand is like Building a House


Tools that I use to work nowadays







How I keep my creativity top notch

Years ago I wrote a letter to a friend. He was concerned about his own level of creativity. As if somehow you could measure it. I share with him my thoughts about creativity and how I do to keep my own creativity active every day.

Creativity is not necessarily innate, but just living, playing and observing you are already using your creativity. People train their creativity day by day to be able to respond and solve problems in a creative way. You can train it as well if you put yourself in a situation similar to a life dilemma giving you the context to work with and solve this obstacle like a winner.

But how you can put yourself in a real life problem simulation to train your creativity?

Well here is how I do it.



1. Solve problems

I think of what’s bothering me in my life, any matter will work. From organizing your kitchen to a problem in your job. After selected one, I think of how to change or solve it. I create an imaginary situation where this problem is the middle point. If you don’t feel very imaginative you can draw it or write it down. Then imagine the possible solutions applied.

For example, imagine that I want to organize my shoes (even when I have a few, why not?) My problem here is that my shoes look messy, but what possibilities I have to re arrange it if I don’t have much available space. Well, let’s think of what people do when they have to fit lots of things in a small area. They create buildings!

This applied to my little problem would grow high, so I put a couple of boxes together making a shelve, then I made labels of what’s inside of each box. This thinking can be tested and practices to almost any situation.

Problems are basically motivations. When you are aware of what’s bothering you, what’s making your life more complicated than it should be. You can change it and just try will activate your creativity.



2. Learning anything

I love learning because I believe that learning anything will open the possibilities to the next learning and the next. Every time that you learn something you are cultivating your creativity, the more variety of knowledge the more creative solutions will come to your mind when trying to come up with a solution.



3. Observe and question

I feel a freak sometimes staring at people but is how I realize what I’m doing right or wrong. Stopping your daily routine and observe what are you doing in your life will open your mind to new thoughts. People follow their own pattern of actions and behavior day by day without questions. My advice is to observe and ask questions.



Act for creativity

  • Ask questions about everything
  • Make a to-do list of different topics
  • Carry on a notebook, and use it!
  • Write a short history about something that you saw
  • Read a random topic
  • Listen to new music
  • Help everyone
  • Travel somewhere new
  • Take risks
  • Walk a lot
  • Have lots of fun!


Icons from The Noun Project