Pricing your writing services shouldn’t feel like a guessing game—but it often does. In my career, there have been several times where I simply threw out a number and hoped for the best.
But guessing leads to second-guessing yourself every time a client asks, “How much do you charge for XYZ.”
What you might not consider is that pricing isn’t just a number. It’s a message to your client.
Your prices tell them what to expect from you. The right price signals quality, trust, and expertise.
If you’ve been pricing your work based on what feels fair, you’re probably undervaluing it. This article will help shift your mindset.
Because once you understand the psychology behind freelance pricing, you’ll attract better clients, make more money, and gain confidence.
3 Psychology Principles Behind Pricing Decisions
We don’t often think of the forces driving the world around us. But psychology is everywhere.
If a marketer has touched it, assume a mental game is afoot.
Fortunately, once you know about these subtle triggers, you can use them to your advantage. These three are some of the most useful.
1️⃣ Perceived value
You might love a good deal. But not everyone picks the cheapest option. If they did, luxury brands and $100 plain white t-shirts wouldn’t exist. No one would ever order a $7 coffee.
People pay for the value they perceive they’re getting. Writing clients don’t just want an article or some copy—they want a reliable expert who makes their life easier and solves a problem for their business.
If your pricing is too low, it subconsciously raises questions. Why are they so cheap? Are they inexperienced? Will they flake mid-project?
Your rates should align with the level of trust and expertise you deliver. When someone sees a premium price, they assume they’re getting a premium service. That’s the perception you want.
It can feel “icky” to share those premium rates if you aren’t used to it. But remember, when your client sees your excellent work and a zero-friction collaborative experience, even those lofty rates can feel like a steal.
2️⃣ Anchoring Bias
Picture sitting down for a fancy dinner. You probably laugh to yourself about the $400 bottle of wine, thinking “Who would ever order that?”
All of a sudden, a $40 bottle seems like a bargain—even if you’d never pay that at the grocery store.
That’s anchoring bias at work, and it’s all around you. The first price someone sees influences their reaction to every other option.
You can use this to your advantage. Instead of leading with your lowest price (many writers do this while trying not to “scare off” a potential client), present a high-ticket package first.
For example: “For $5,000 a month, you can book a retainer that includes 10 hours of content strategy, four articles, and social media content to support them.”
All of a sudden, charging $500 for a single article doesn’t feel expensive. It feels like a reasonable middle ground.
And sometimes, they’ll bite on your big offer anyway. Win-win.
3️⃣ The “Too Cheap” Turn Off
Freelancers often think a lower rate makes them more attractive to clients. Perhaps you’re guilty of this.
In reality, cheap pricing sends the wrong message.
Imagine two writers:
- One charges $100 for a project.
- The other charges $500 for the same project.
A budget-conscious client might go for the first option. But typically, those are the clients that give you a headache asking for revisions and playing keepaway with your invoices.
Serious clients, the ones who value quality and are the foundation of a steady, long-term career, assume the $500 writer knows something the other doesn’t.
Pricing yourself too low attracts price-sensitive clients, the ones who haggle, micromanage, and disappear when it’s time to pay. The higher your rates, the more you attract clients who respect your work.
One other point on this…
In his book $100M offers, marketing expert Alex Hormozi says, “There’s no benefit to being the second cheapest in the marketplace, but there is for being the most expensive.”
It’s true.
As a freelance writer, there will always be someone who can do the job for less. Whether they’re overseas or aren’t a person at all (looking at you, AI).
You aren’t going to win the “cheap” game, so instead of selling yourself short, try going the other direction and see what happens.
More Than a Number
Pricing isn’t just about what you charge. It’s about what you communicate—and, importantly, how you communicate it. We’ll talk about that in another post.
For now, remember that your rates set the tone for the entire client relationship.
By utilizing subtle psychological triggers, you can give yourself a competitive advantage AND make more money for the same amount of work.
