The most successful freelancers out there have 3 qualities in common:
You're probably thinking it's because they're well known. They've worked with the biggest brands, speak at all the right conferences, and have an incredible portfolio.
You'd think that someone who charges 10x what you do is 10x better than you — right?
Not so fast.
What's different is that they know how to sell.
I don't mean that they're flashy, alpha-types who know how to wine and dine their clients into submission.
Instead, I mean that they're acutely aware of what their clients want, what (and why) their clients value their projects, and they know how to put together a pitch that their clients can't resist.
Their clients actually want them to charge them more. And it's because they give their clients a better product and better results.
"HA! I told you. They're 10x better than me, that's why they can do that!"
That's probably what you're thinking now, right? I used to think that too.
Most freelancers don’t have any formal sales training.
If you’re like me, you studied how to be amazing at a craft — you learned how to be a great designer, coder, writer, marketer, or photographer.
But when you decided to go out on your own and work with clients, it hit you like a ton of bricks that success requires more than just mastering a craft.
I'm Brennan Dunn, and I'm a freelancer turned agency owner. I've been on my own for a little over a decade.
A few years into my solo freelancing business I decided to grow a team. I knew that if I wanted to do this, I had to take control over how I sold. There was no other alternative. If I was going to add tens of thousands of dollars a month to my payroll I had to bring in more money and bring it in more reliably.
I had to learn how to sell myself and my team.
But as a nerdy introvert, this wasn't really my thing. I wanted people to work with me because I was good, not because I knew how to schmooze.
And that's when I started to focus on value.
Because if I could prove to somebody that I was an investment in their business, I'd have no problem selling — and no qualms in charging more.
I started trying to see how I could learn why my clients wanted to spend money. Why did they spend tons of cash on code and design that they could be spending elsewhere? What made them tick?
Starting down this path required me to learn as much as I could about business, sales, and the psychology around why people buy as possible. I joined a number of business courses, hired a business coach, and started talking to anyone who I felt could help me really learn this stuff.
I ended up screwing up a lot of things along the way.
Running the numbers, I calculated that undercharging and having a haphazard sales process resulted in my agency losing out on well over $1 million in revenue.
But once I had everything in order — how to qualify leads, how to systematically learn about the pain behind their project, how to quantify the value of projects, and how to write proposals — everything changed for me and my business:
My team grew to 11 employees.
Annual revenue topped over $2 million a year.
Our rate went up to $10,000 a week (I only consult on a few projects a year now, and my current rate is $20,000 a week.)
In order to raise your prices and convert more leads into clients, you need change what you're selling — your "product."
And to change your product, you need to first modify the way you sell and pitch your clients — from beginning to end.
For that to happen, you're going to need to have these 3 pieces in place first. Otherwise, you're not going to get very far.
You need guidance. You need to know how to qualify new leads, what to say during your first meeting, how to counter objections or fears, what to write in your proposals and how to word things, and so on.
You can put together this plan by either learning from someone who's already been down that path, or you can do it on your own through trial and error.
I pieced my plan together through experimentation, hiring mentors, and reading through a lot of books and courses. As you'll find out in a moment, I have a turnkey plan available for you.
You also need to get over self-limiting beliefs.
"I can't charge more. If I try I'll lose all my clients."
"I'm more comfortable with technical work. I'm not able to help advise my clients about their business."
"I don't deserve to get paid more."
Doubt plagues every entrepreneur, no matter how large or small the company. And it will (and probably does) affect you. This is why I surrounded myself with peers, mentors, and coaches as I grew my agency. They had my back and could help me see all the progress that I've made even when it didn't appear obvious.
It's important to have access to a community of peers that can help you when you're stuck. And as you'll soon see, I can help you do just that.
Finally, you need to act. All the information in the world means nothing if you don't apply it.
I know plenty of people who know exactly what they need to do and are determined to succeed... but nothing. Nada.
You need to be willing to change the way you write your next proposal or tweak what you say and ask during your sales meetings.
Over the years, I've developed a number of resources — templates, swipe documents, and workflows — that have allowed me to quickly apply this framework that I've developed to individual clients. And (you guessed it), I'm now making all of this available to you.
Four years ago, I sat down to write a short little ebook that I could send to friends of mine who were struggling with charging more and closing deals.
Since then I've rewritten, redone, and reworked that seed of a product into something full featured and comprehensive: An in-depth course that covers everything you need to know about moving project leads through your sales funnel.
This course is designed for freelancers and agencies who work with businesses, regardless of what kind of work they do and the kinds of businesses that hire them.
And no matter what stage your business is in, you'll equip yourself with the knowhow to build a thriving and profitable freelancing business or agency.
Want a preview of the course? Click the button below:Take a look inside the course
I'm not sure what your goals are with your freelancing business.
Maybe you want to spend more time with your friends and family? (Just think: If you 2x'ed your prices you could work half the time with no income change.)
Or maybe you just want to make money without having to work more? (There's nothing wrong with that.) Travel the world, upgrade your house, pay off your debt, start (or grow) a family, or do whatever having more money and more predictability could do for you.
Honestly, I don't care what you want to do after you've raised your rates. I just want to help you increase your freelancing income.
Right now you have two paths you could go down:
What would being able to raise your prices by just 10% on your next client project mean for you?
And what if you were 2x more likely to close your next project lead?
The choice is yours.
Let's say you go through the course, do the work, and... you're back where you started. What then?
It's happened. The first versions of the course from years ago had some holes, but fortunately those have all been ironed out (having a track record of 8,000+ customers helps quite a bit.) And occasionally someone will buy who just isn't a good fit — like a freelance DJ who can't really apply value-based pricing to their work.
If for whatever reason this course doesn't give you everything it promises I'll 1) refund you in full and 2) work with you to try to figure out what went wrong and how you can ultimately raise your prices.
And I realize that you probably won't get to really test everything covered within 14 or 30 days, so this guarantee doesn't expire. I trust you.
“This course helped me realize that people WILL pay more for results.”
“I was stuck in the mindset of focusing on myself and my price. After going through DYFR, I focused in on the value I could provide to my clients, strategies and tactics that could add $10,000 or $100,000 in revenue to one of my clients' businesses.”
“Before DYFR I was happy to freelance at $100/hr for whomever. I worried exclusively about my code. Now, I'm walking up my price and running up my value.”
“When I ran into Brennan’s material, I doubted my competency and expertise in my industry. Looking back at it now, it was the main reason I talked myself out of increasing my rates or taking risks that needed to be taken.”
“As a direct result of Brennan challenging my thinking about value creation, we’re now able to charge a much higher rate, but we also deliver 10x the results than we have in the past.”
“January was my best month bringing in about $6,900. Doing proposals made a huge difference (which I got the verbiage for through the Double Your Freelancing Rate course). I learned how to explain value, rather than just sharing cost.”
Thousands of freelancers — designers, developers, writers, bloggers, and even lawyers — have successfully taken my course and are now charging more. I've intentionally left the course technology agnostic.
Nope. In fact, the framework espoused by this course was developed as I grew my agency (read more). The contents of this course apply to any business that sells services to another business. I just wish there was an easier way to say "someone who works with clients" than freelancer.
Many students tell me they wish they had this course when they started freelancing. The course breaks down any pre-conceived ideas you had about freelancing and why clients hire you. Think of this as the foundation of your business. You'll complete this course knowing why people hire and pay you, which will not only help you charge more — but it will also help you get more, and better, clients.
You'll be given an account where you can access the course at any time and from any web browser (desktop, tablet, or mobile), along with an initial email from me. A few days later, you'll get your first accountability email, and they'll continue for the next two months. Each of these emails will contain additional insights and information, along with an interactive worksheet that will help you apply the course to your business.
That's perfectly fine. Most aren't able to complete the followup worksheets in real-time. This course is sold on an ongoing basis, so if you can't complete the worksheets until later, my first email to you after buying gives you instructions on how to filter out my accountability emails and complete them when you're able.