TL;DR
There are two pricing plays and they pull in opposite directions. A lower rate wins clients fast and builds proof; a higher rate earns more per project but closes fewer. Pick the one that fits your goal right now, and know when to switch.
Most pricing confusion comes from trying to do two things at once. You want lots of clients and you want lots of income per client, but a single rate cannot maximize both. A lower rate grows your client list; a higher rate grows the take from each project. The creators who win are honest about which play they are running before they set the number.
When fast clients is the right play
Early on, a bigger client list is often worth more than a bigger rate. More clients mean more testimonials, more referrals, and more real reps that sharpen your work. A lower starter rate gets more prospects to say yes and builds the momentum a new creator needs. If you are still learning what clients value, price for volume and treat those first clients as your teachers.
When max income is the right play
Once your work clearly delivers results and clients come back, you can shift toward earning more per project. A higher rate or a monthly retainer pulls more income from the same base, and clients who already love your work will accept it. Max income is the play when you have proof and want your creator business to pay for the time you put into it.
How to choose the play for your business
- 1Ask what your business needs most right now: more clients and proof, or more income per project.
- 2If you are new and unproven, price for clients with a low starter rate or a paid trial offer.
- 3If your work clearly delivers results and clients return, price for income with a higher rate or a retainer.
- 4Set the rate to match that goal and ignore the other play until your goal changes.
Know when to switch plays
Pricing is not permanent. Many creators start cheap to win their first clients, then raise rates for new prospects once results are proven, keeping loyal clients on their old rate so nobody feels punished. Watch your close rate and your repeat work: if your calendar is full and clients clearly value the work, it is time to shift toward income. You can change your rate any time, no big announcement needed.
The one rule that never changes is honesty about your goal. A rate only works when it is aimed at a clear outcome. Decide whether your business is chasing clients or income today, price boldly for that, and revisit the choice as you grow rather than drifting into a muddy middle.
Common questions
Should a new creator price for clients or income?
Usually clients. Early on, more clients mean more testimonials, more referrals, and more reps to sharpen your work. A lower starter rate builds the momentum a new creator needs. Shift toward income later, once your work clearly delivers results and clients come back.
What is wrong with a rate in the middle?
It does neither play well. A middle rate is too high to win clients fast and too low to maximize income, so it closes poorly and earns little per project. Pick a clear goal, price boldly for it, and let the other play wait until your goal changes.
How do I know when to raise my rate?
Watch your close rate and repeat work. If your calendar is full and clients clearly value the work, it is time to shift toward income with a higher rate or a retainer. Many creators raise rates for new prospects while keeping loyal clients on their old rate so nobody feels punished.
Can I change my rate after I start?
Yes. Pricing is not permanent and needs no big announcement. A common path is to start cheap to win your first clients, then raise rates for new prospects once results are proven, keeping existing clients on their old rate. Your rate is a dial you can turn as you grow.
Does a higher rate scare clients away?
It closes fewer prospects, but the ones who say yes value the work more and often stick around longer. A higher rate is right when you have proof and want your business to pay for your time. If almost nobody says yes at all, the value story, not just the price, needs work.
What if I want both clients and income?
Everyone does, but one rate cannot maximize both at once. Sequence them: price for clients first to build a base and prove results, then shift toward income with a higher rate or a retainer. Trying to do both with a single middle rate usually achieves neither.
Keep going
Pick the pricing play that fits your business right now
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