Negotiating/Charging Your Worth As A Marketer
Stop Undervaluing Yourself – Here’s How to Secure What You Deserve
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A Derivation from DDMB’s February Virtual Event Speaker, Ladi Ogunseye
One of the biggest struggles marketers face, whether freelancers, agency owners, or in-house professionals, is charging what they’re worth and confidently negotiating rates. Many marketers underprice their services due to fear, competition, or simply not knowing how to quantify their value. But as Ladi emphasized during the February DDMB Virtual Event, getting paid what you're worth isn’t just about setting a price, it’s about positioning yourself as a valuable asset and mastering negotiation.
If you’ve ever wondered how to command premium rates, confidently negotiate, and stop underselling yourself, this newsletter is for you. Let’s dive in.
Why Most Marketers Undercharge
During the event, Ladi highlighted a crucial issue: many marketers don’t charge what they deserve due to:
Imposter Syndrome – Feeling like you aren’t “good enough” to command high fees.
Fear of Losing Clients – Worrying that pricing too high will scare potential clients away.
Unclear Value Proposition – If you don’t know what makes you different, neither will clients.
Pricing Based on Competitors, Not Value – Setting rates based on the market rather than your expertise and impact.
Failure to Measure Impact – Not linking your work to business growth, revenue, or conversions.
"Marketers who understand their worth don’t just sell services; they sell impact. Your pricing should reflect the transformation you bring, not just the tasks you perform."
Common Pricing Mistakes Marketers Make
Undercharging Due to Fear: Many marketers lower their prices to avoid rejection, but this devalues their work.
Charging Hourly Instead of Value-Based Pricing: Pricing per hour caps your earnings. Instead, charge based on the value you deliver.
Not Setting Clear Boundaries: Scope creep happens when clients ask for additional work without additional pay. Define clear deliverables upfront.
Lack of Confidence in Stating Your Fees: If you sound unsure about your pricing, clients will negotiate you down.
How to Charge What You’re Worth
To charge premium rates, you need a structured pricing approach backed by confidence and data. Here’s how:
1. Shift from “Task-Based” to “Value-Based” Pricing
Instead of charging for time or deliverables, charge for outcomes and impact.
Wrong Approach: "I’ll run your Facebook Ads for $500 per month."
Right Approach: "I’ll help you generate $50,000 in sales via optimized Facebook campaigns for $5,000."
Clients don’t pay for marketing, they pay for business growth. Show them the ROI you provide, and your rates will naturally command higher fees.
2. Know Your Client’s ROI & Quantify Your Impact
Before quoting a price, ask yourself:
How much revenue can I generate for this client?
How much time or resources am I saving them?
What is the long-term value of my work?
If your work helps a client make $100,000 in sales, charging $10,000 is completely justified, it’s an investment, not an expense.
"When you position yourself as a revenue driver rather than a cost center, clients will respect your pricing." - Ladi.
3. Avoid These Pricing Mistakes
❌ Not having a set pricing structure – Clients can sense when you’re unsure. Have a pricing framework in place.
❌ Charging based on industry averages – Your experience, results, and strategy matter more than what others charge.
❌ Not factoring in time, effort, and expertise – If it took you years to master a skill, price accordingly.
❌ Underpricing just to land the gig – This only attracts clients who don’t value your work.
Instead, confidently state your price and highlight the value behind it.
How to Negotiate Higher Rates Like a Pro
Even when clients push back on pricing, you can still negotiate strategically to maintain your worth.
1. Don’t Offer Discounts, Offer More Value Instead
If a client says your price is too high, don’t lower it. Instead, add more value.
Example:
Client: “Your rate is too high. Can we do it for less?”
You: “Instead of lowering the price, I’ll include an extra analytics report + strategy call to maximize results.”
This preserves your pricing integrity while still making the offer attractive.
2. Use the "Good-Better-Best" Pricing Model
Present three pricing tiers to give clients options:
Good – Basic services at a lower rate
Better – Mid-tier package with more value
Best – Premium, high-impact package
This shifts the conversation from “Is this too expensive?” to “Which one should I choose?”
3. Position Yourself as the Prize, Not the Seller
Many marketers beg for clients, but high-value professionals attract them.
Instead of:
🚫 "Please hire me!"
Say:
✅ "I have limited slots available, and I only work with brands serious about growth."
This flips the power dynamic, making your services more desirable.
"When clients see you as an authority, price negotiations become easier. They’ll respect your expertise and pay accordingly."
Tailored Pricing Strategies for Different Types of Marketers
Depending on your niche, your pricing model may vary. Here’s how to set rates based on your specialization:
Freelance Marketers → Charge per project or retainer based on value delivered. (Example: $500/month for content strategy + execution.)
Agency Owners → Price based on performance and results. (Example: 10% of ad spend with a minimum fee.)
In-House Marketers → Negotiate higher salaries by showcasing direct revenue contributions. (Example: “My campaigns drove $500K in sales last year, let’s discuss a salary adjustment.”)
Your approach must align with your business model and industry.
Final Takeaway: Confidence is Your Superpower
At the end of the day, your pricing reflects your confidence in your skills.
Know your worth.
Communicate your value.
Negotiate with authority.
"The best-paid marketers aren’t necessarily the most skilled—but they’re the best at articulating their value and negotiating their worth."
Now to you! What’s your biggest pricing challenge as a marketer? Hit comment button!
View the speakers materials from Feb. 2025 DDMB Virtual Event.
Podcast Recommendation
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Book Recommendation - Diary of a First-Time CMO
Volume 1 and 2 (Free Ad)
"Diary of a First-Time CMO" is a firsthand account of the challenges, lessons, and growth experiences of a marketing leader stepping into the role of Chief Marketing Officer (CMO) for the first time. It explores the transition from execution to leadership, the pressure of driving business growth, team management, and navigating stakeholder expectations. The diary-style narrative offers real-world insights on decision-making, strategy, and adapting to the fast-paced demands of a CMO role. It’s a must-read for aspiring marketing leaders looking to understand the realities of stepping into executive marketing leadership.
Meme of The Week
Coming Up NEXT… Don’t Miss It
Happy International Women’s Day To All Women of DDMB.
See You Next Thursday at 13:00 WAT
Best,
Success Lawal
Your Marketing Buddy.
This was an awesome read. No fluff. Just insightful goodness all the way through. Makes me want to get serious about building by digital marketing skills.