Aim to Lose Half Your Leads Based on Price

Hint: If 50% of people aren't saying "no" to you based on price, you're too cheap. Also, practice saying "no", and learn to celebrate it as part of your new being/brand.

If you play poker, you may know what I'm talking about. I find that good poker players fold more than beginners. You can actually enjoy folding, as you know you're just wearing down the odds till you get that good hand, and you're letting the other players know you're not a maniac bluffer, so that when you choose to be in the hand, they're more likely to believe you're holding something strong.

Business is often just like that. The way you say "no" is like painting in negatives, filling in the gaps to suggest a positive shape.

Don't Aim Low, as You Might Get It

Don't work out the minimum you need to live off, and shoot for that, because you'll frequently need to use more time to do a good job, and if you're aiming for the breadline, you'll do slightly worse.

And don't do your calculations based on a 60-hour week! If you have to work 60 hours a week to keep yourself afloat, your boat is leaking. 

Instead, don't think about the money. Sure, make a note of the minimum you need, but you really need to aim much higher than that to be OK. Approach the picture backwards. Think: What kind of client do I really want to work for? What do they expect to pay?

Raise their expectations to your level - don't lower your prices to theirs!

Never sell yourself short - always make sure your clients appreciate what they're buying.

Price your services appropriately in line with your competitors.