Fantastic advice from Brian Suda on “Getting to your minimum hourly rate“:
If you are worried about losing a job because you are too expensive then you have two more problems. If you go below your hourly rate, then you are losing money. If you are too expensive even with your minimum hourly rate, then so be it and walk away. If you are worried about being too expensive and all the customer is worried about is cost, then they aren’t the best customer to have anyway. People are happy to pay a premium if they feel they are getting premium work. Sure, your rates might be higher than the competitors, but you are willing to answer the phone at strange hours or go out of your way to help or suggest new projects. You are worth your price. You can never and should never compete on price, that is just a race to the bottom. If you properly sell yourself to your customer, they might balk at your rates, but go out of their way to find the money to still work with you.
Never worry about being too high if you know your rates are reasonable.
I definitely need to take this advice myself, especially when someone from a PR company says that my price is “extremely reasonable.”