For the last few years, I've been coaching entrepreneurs. I've helped an illustrator who wants to illustrate live events, one of the world's top UFC trainers who is rebranding and a developer who builds builds. Though their businesses are all different, there is one thing everyone I work with tends to have in common. One mistake that almost all of them make. What is it? They undercharge. Almost every entrepreneur I've ever worked with did not charge enough for their services or their products. The problem is that often what we are offering comes somewhat naturally to us. My friend the illustrator took a long time to become an expert, but now it comes kind of easily. So of course he shouldn't charge a fair rate for something that comes so easily. But he should, that's if he wants to maintain a business for years and years. If you are selling something right now, I guarantee you are not charging enough for it. How do you change that? Here are 5 easy ways.

My friend Robert D. Smith is one of the smartest marketers I've ever met. He's absolutely brilliant. One day I was telling him that often people ask me to do things for free but they promise it will be "great exposure." The idea is that speaking at a conference, writing for a magazine, posting on someone else's blog, etc. will expose my writing to more people. I told Robert about that and his answer was perfect. He told me, "Exposure is great Jon! The problem for me is that my bank doesn't accept checks of exposure." He's right. It's hard to pay a water bill with exposure. The power company doesn't care about exposure either. But are there times when exposure can be very valuable? There are and I do free stuff quite often when it makes sense. So when does it make sense? Here are a few times:

Client: Visit Mozambique Agency: DDB Mozambique. Headline: Make your next destination less predictable. The message you shouldn't miss: It's OK to poke fun at the competition sometimes. Especially when you do it in a way that's funny. The other great thing about this ad is the repetitiveness followed up by a...

Some of the best books in the world were never finished because the authors waited until they were inspired to write. Want to finish an amazing book? Write when you're not inspired. Write before you're inspired. Write until you're inspired. Does inspiration matter to your writing? It does, a lot....

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