The Art of Pricing

Hey, lets talk about one of the hardest things to do— Pricing.

1. The $50 Logo:

I remember the days when my design journey was just starting out. Pricing my work was a big struggle for me too. Charging a straightforward $50 for a logo felt comfortable. But the universe loves throwing curveballs every now and again. One day, a YouTuber with a bigger following then normal (500K subscribers) emailed me. The simple and quick copy and paste of the name into YouTube made me reevaluate.

“Rather than my usual $50, lets just venture a bit and quote $150.”

Not out of greed but an understanding: such individuals and in this case creators often recognize the art of investment. So if they’ve already found you as an asset to help them create something, they want you, and you want to work with them- you charge a bit of a premium. They said yes. This is where in return, they should experience the best communication, timely responses, and valuable guidance you’ve ever given. Giving them that 3X price value you charged them for. Every interaction, every design choice is a testament to their investment in not just a project, but a healthy experience.

So the next time you run into a similar scenario be sure to venture out every once in a while. This is also a good opportunity for me to remind you of something-

Your competition isn't every designer out there, but those your potential clients are aware of and feel are a good fit. So set your prices based on your value because you're not competing with everyone who charges less.

Understand that.

2. Booked:

There are also going to be days you just don’t expect. Juggling eight clients, with projects varying from $20-50, me 8 years ago. An email popped into my inbox, one that I might’ve usually overlooked because I was too busy. But a quick thought took over. I threw a figure at them: "$300 for the logo," dramatically more than my usual $50. They said, and I repeat-

 “That’s perfect and in the budget! I’ll send over what we have so far”. 

That day pivoted my perspective, signaling the start of my evolution where logos weren’t just $50 tasks but valuable assets and in other words art, eventually leading to the $500-2k+ I’d charge today. I’d make in that one project, 6 times more than usual and not have to be 6 different clients— just one. Actively adjusting and playing around endlessly till you find a price point where you can still get consistent quality clients. The goal should align with less management, more creating.

It’s a matter of looking at where you are right now and finding the testing methods that work for you. When you just start, it’s common to be in the below $100 per project route. Maybe even having 3 clients paying you $5. It’s apart of the process of valuing yourself as you get more comfortable with the programs you practice and move in daily.

It goes deeper than that though because some people miss the most important part when communicating with a client.

3. The Art of the First Impression:

I realized that pricing isn’t just about numbers. It's about connection. Instead of blurting out a price, it's essential to understand the project. I’ve found that taking time to converse with potential clients, genuinely grasping their vision, can create an atmosphere of trust. Once a project resonates with me, I look for avenues to elevate their vision, and maybe provide more value I have to offer. This isn’t just about selling—it's about nurturing relationships. And just incase you didn’t catch what I said-

Someone who comes to you for work, learn more about them, maybe they need more than just what they’ve asked you for— giving you a chance to upsell your other forms of design you study.

Those moments when handled right, everyone wins. You get a bigger client, they get/feel someone looking out for them and their branding.

4. Level up:

Lets keep it 100. We’re all on this annoying (but fun) ride, trying to figure out our worth and leave a mark. It’s about evolving, about not letting ourselves get stuck in a mental pricing rut and be undervalued. Our designs aren’t just projects, they're real value, they’re the stories we help tell, and moments we help facilitate.

So, take a look at where you’re at. See the potential in every project and the value in every relationship. This isn’t about fighting to be the best; it’s about being the right fit. It’s not just about getting clients; it’s about building relationships and creating something meaningful.

I know this newsletter felt all over the place, but I just wanted to share each moment I felt was big for me when navigating pricing. The TLDR? There is no clear and obvious/only way to price work. It will always and forever be a juggle based on every new scenario. But the only way to increase your prices, is to just freaking do it.

As always, keep creating-

Seso.

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