“You’re getting ripped off!”

That was my message to those attending my “Double the Fees You Set and Get” presentation this week at Chicago’s Merchandise Mart.

Design professionals are woefully underpaid for their time and expertise, I pointed out.

Don’t blame your clients for taking advantage of you, I added. Blame yourself for letting it happen.

Some suggestions on how to dramatically increase your fees and income:

+ Target higher caliber prospects

+ Identify yourself as a design pro who “specializes” in serving those prospects

+ Focus your time on reaching out to and serving those prospects

+ Send out a letter to your current clients announcing your rate increase

+ Create a complete list of all of the services included in your (higher) hourly fee

+ Bill for all of your time, all of the time

+ Present your prices with polish, by using the phrase: “Here’s how I work with my clients…”

+ Memorize a “cheat sheet” of reasons why you’re worth the higher fee

+ Differentiate yourself in your marketing materials and website from lower priced competitors

+ Write articles and present seminars that establish your expertise