There are more than 70 million freelancers in the U.S. — here’s how they can raise their rates — Ted Leonhardt

(Published in Fast Company, December 19, 2022)

“I want to raise my rates from $90 to $125 an hour.” That was the first thing Jessica said on the call. It was followed by, “My accountant advised it.” Quickly followed by, “How do I tell my clients?”

It’s a question I get asked all the time.

Before I could answer, Jessica continued, “I haven’t raised my rates for at least five years, and my costs have been going up steadily.” I could see she was uncomfortable with her justification. “But,” Jessica went on, “I’m afraid I’ll lose clients if I ask for more.”

I’ve been there. I sympathize. I feel anxious when asking for more money under any circumstances, not just freelancing. But throughout my career, I’ve negotiated design and branding fees in the hundreds and in the millions. Since 2005, I’ve advised creatives on negotiating salaries and fees. I founded and grew The Leonhardt Group, a Seattle brand design firm, and sold it when it reached a staff of 50 and $10 million in sales. After the sale, I took a creative director position in London. In that role, I found that the creatives I worked with across the world had the same struggles asking for the money that I did.