บทถอดความฉบับเต็มของ How to overcome impostor syndrome so you raise your rates (with confidence)

doing the work of four or five different people. She has the knowledge and experience in these four areas where she can contribute and she can contribute well. So what I had to remind her there is that essentially they found a unicorn. So if anyone is feeling like they've got it too good to be true is the client. Delia: I love that. Joana: But it's amazing how when things come easy to us, we forgot everything we've done to get us here. Right? how many things come easy to you now, Delia? just think you now get on stages so easily and it was something so unthinkable in the past. You know, Delia: Yeah Joana: you write so well and and that's that wasn't even I mean, you did have a career in journalism, so I guess you had been writing for a long time, but now you're writing some like completely different. And you're coaching too, and you've become really good at coaching, and and it's all of these life experiences and opportunities that have come along in your career that have made you now also a multi skilled entrepreneur, an expert in a lot of different things. Delia: It's true, isn't it? And I think we forget our skill base because it is so normal to us, The things that come out Joana: And our and our experience. Delia: of experience, but the things that do come naturally to us, we always have this, we know it if we stop to think, but just we almost intuitively feel like because this is easy, it'll be easy for everyone and it's not special. And actually tapping into what comes easily to you and what do you enjoy, what feels effortless is... where your superpowers lie. Joana: Yeah. Especially when it comes to creative work, if it feels easy to you, if you really enjoy it, maybe you've been doing it since you were a child. So think about the hours you've put in. You know, like did you used to write as a child? I'm curious. I don't think I've ever asked you that. Delia: I was the one who was always writing stories. The teachers would be like, write a short story about this. And then I'd come to school on Monday with a 12 page novel and the teachers would be like, God. Joana: Right. So think about the hours you've accumulated in your life Delia: Yeah, it's true. Joana: in writing and how much better you are because of it and how you should think of yourself as an expert and you should charge like one, right? Delia: Yeah, it's, and I'm thinking as well, like you've touched on a really good point there where you said like, think about all the courses you've done or the coaching you've done. these people in your community program have paid to be in that and they are having that coaching from you. And I'm sure they've probably been in other courses and programs too, but the amount of knowledge that we. that we absorb sponges when we're in those spaces that Joana: Yeah. Delia: impact how we show up in work. Like I remember training to become a copywriter and doing all my copywriter qualifications and courses and you know, went to what I consider to be one of the best online schools for copywriting. And then I became a copywriter, excellent. But it wasn't until I started joining Masterminds and going in coaching programs that I got this level of like business strategy. that I could apply to copy and that is priceless. And that's exactly what your students have too. Like they are becoming business experts in your coaching group as well as experts in their fields. And I think when you become a business strategist as well as whatever it is you're doing, that's when you go to like the next level and that's when you should be charging expert prices. Joana: And the other thing I pointed out to them is the level of professionalism they bring to the table. Delia: Mmm. Joana: they don't miss deadlines. They're really clear with their communication. it's also things that probably people take for granted that they they just have high standards for how they do their work and how they show up for their clients. But not every freelancer, not every service provider shows up like that. Delia: It's so true. And the price people will pay to have that, not just professionalism, but reliability and Joana: Yeah. Delia: knowing that someone is actually putting in like 100 % or close to, know, versus somebody who's like just resting on their laurels. Joana: Yeah. So that was one of the things that I I had them do. the other one was one exercise that they say they loved and it really helped was to and I think I've already mentioned this. We have, we did cover it in an episode, the 90-day letter where you write where you want to be 90 days from now and write it as if it was the present. And one of my students said she's been going back. To the ones she wrote since she started ACBS, and she can't believe how far she's come, even in her mindset and in what she's charging and what she's making, reading those letters. It's we're so worried about the future and then thinking about what's not working in the present that we've forgotten. Like we forget to look back and see how far we've come. And I think doing that exercise as well really helps with your confidence and really helps with you feeling like not an imposter when you're saying those higher rates. Delia: Yeah, that reminds me of that phrase, just remember that past you wanted to be where you are now. Joana: Mm-hmm. Delia: not that long ago, this was your dream, this was your goal. And I think so often we can keep pushing and we can keep thinking of more and keep dreaming of more. And instead of just kind of acknowledging like, wow, yeah, I've got this incredible retainer. I've got this. It sounds like your students are celebrating it. I'm just saying that more as a side note to anyone who's listening to like take a moment to really appreciate and be grateful for what we've got and where we've come. Joana: They are celebrating it, but it's interesting how the brain immediately goes into fear mode still and thinks, okay, but this can't be forever. It's too good to be

true. Something's gonna drop. and I think that is also something that as business owners we need to work on because I I mean it's kind of inevitable that you're gonna have ups and downs in your career, right? So Delia: a hundred some. Joana: what do you do when things are going well? to quiet their mind. what would you say to them? I'm curious. Delia: Yeah, so I was just thinking two things. One is like, yeah, it's not gonna last forever. I know that sounds harsh, but it's actually not. Like very few things in life last forever, right? Joana: So that Delia: And so therefore it's actually acknowledging that fear as a real fear. Yes, it will not last forever. So let's do two things about that. One, let's really enjoy the present. because we've known what it's like to not have that security in the past. And honestly, we will have that moment again in the future. So that for me is actually a reason to really enjoy it. Like I have a beautiful retainer at the moment that covers like 30, 40 % of my monthly revenue. And I do have moments where I think, my gosh, just, you what will I do if it goes? But then I think, okay, let's reframe that and be grateful for what we have and... The second thing I would say is you got this retainer, you got this project in the past, it's actually evidence that you can get it again. And what can you be doing right now to be setting yourself up for success in three to six months? You know, I was actually thinking the other day that this one particular retainer I have brings me so much joy and it brings me a lot of financial peace. So... maybe what I need to do is create an offer that's exactly like this retainer and start offering it to other people so that I can line up one other person or be talking about it so that if their situation shifts and changes, I'm already thinking about that. So I would say it's twofold. One is it won't last forever, so enjoy it. And two is take action. What action can you be taking today to protect future you? What about you? What would you? Joana: Yeah. Yeah. Well, that was one of the things I said. I was like, Well, think about how what made these opportunities come your way. And a lot of the Delia: Mmm. Joana: like it they both mentioned it was like, from relationships I've built and nurtured along the years. And so I said, Well, then if it helps you put your mind at ease, that will be your strategy. or think of that as your strategy. Hopefully you'll keep doing it, but think of it as If I keep doing it, this is what will bring in the next opportunity for me in the future. and Delia: Yes. Joana: I told him a few stories of the same thing that happened, similar things that happened to me. Like I remember when we decided to fire a 3k a month retainer client. It took me a long time to make that decision, even though the client was stepping all over our boundaries and I was too immature at the time to assert myself. And I let that client go. being really afraid of what that would do to our revenue. And then a ten K retainer came along and it and they were a dream to work with. It also didn't last forever. And it was also scary when that ten K retainer client let us go. But I mean, gosh, like that was seven years ago. I wish I could always go back in time and tell myself, like, it'll be okay. More things will come. Like the world is always changing. People are always reinventing their businesses. People are always needing what you what you offer. And so I think If anything, when you have a good opportunity going for you, just be sure to never stop neglecting your network. Always keep working at it, keep showing up to events, keep nurturing your relationships. And I would also say stay on top of your books. Always stay on top of your books. Because if you're like ha riding really great months, maybe don't up-level your lifestyle right away. Start like putting some money aside, start investing. hopefully things will only go up from there for my students and for you listening. But it's not always the case. And so it's good to have like funds for rainy days and money working for you so that you have even greater peace of mind so that when the harder times come along or when that when you lose that retainer and maybe you're like you have a gap of two months where you're looking for the next thing, you're covered, you're safe. Delia: Yeah, I think it's really important to have ideally three to six months revenue Joana: Mm-hmm. Delia: saved if you can. You know, I slowly work up to that, yeah. Because Joana: Yeah. Or slowly work up to that if you're not there. Delia: it does give you great peace of mind and you know, I've been now 12 years in this crazy world, this wild ride of entrepreneurship Joana: Mm-hmm. Delia: and that... peaks and troughs, it is a roller coaster. It absolutely is. And so when you're riding that high, yeah, to put some of that money aside, I think it's so important. I'm curious to know Joanna, what do you think these students did right and did well? You've already touched on one, like their network, but as their coach, what did you see them doing well that led to this? Joana: Okay. First of all, I think both of them are really bright and talented. they are hungry for knowledge and growth. I think you you need to have that natural hunger and curiosity in you to have the energy to like take action on these things and to wanna learn. Like they put themselves in situations where they were uncomfortable. Like they invested in coaching. They took the action I suggested they take, even when it was uncomfortable. They raised their prices. They one of them has a speaking gig coming up. they were They were hungry enough to be okay to step out of their comfort zone and and to take coaching advice and like execute on it. They were also really good at taking action on building and nurturing their relationships, which is something that I always talk about. I do think that they were already doing it even before they started

coaching with me. I think it's something that both of them are naturals at. but they also really like with both of our help, they really refined their positioning in this world. I know that the one that curiously is training AI, she was really scared about AI and like the future in her work. And so we did we did talk a little bit about how she can start to reframe it or start to look at it as opportunity rather than than a threat. and with the other one, we really got we really dissected all of the different skills experiences that she has and the different client wins and a major name clients that she's worked with. And I think her website makes it super, super clear now who the right who she's a good fit for. And it makes it super clear how amazing she is. it is a good example of a humble of a not humble brag, right? What do you call it? it is your website is not the place to be humble. Delia: Yeah, yeah, your website's not the place for modesty. It's bragg, there needs to be the brag off. Like I always call it like have a brag off, but with personality, which kind of makes it more fun. Joana: Yeah. Delia: You're right though, I've seen both of their websites and I think they've done such a good job really going all in on their niche, defining their position in that niche and really set it, both of them. when you land on both of their sites, you think they are the leaders in the space. That was the feeling I got after Joana: Mm-hmm. Delia: seeing both of their websites. Because like we say, they're inside Joanna's coaching program and inside Joanna's coaching program is a copy clinic, which I lead. And so I've looked at both of their sites in the copy clinic. They've made changes after we've discussed them. And yeah, they're killing it. They're killing it. Joana: They are. They've but they've been such an inspiration for me this morning. honestly. It's it's amazing, like, to see that when you when you are able to consolidate all of your experience and package it up properly in your website, which essentially is like the front the store window of your store, if you will, right? You're gonna attract more of these opportunities because people will go on your website before They send you this email with these amazing opportunities or before they inquire. So on that Delia: Yeah. Joana: note If you want to work on your website with the help of myself and Delia, make sure you're on the wait list because we are opening doors to the website in a day kit on Monday, the 16th of November. We're gonna do it with the live cohorts or there will be a community and you don't have to do it in a day. You can spread it out and do it with us. And we're gonna have four live calls to help you. What do you want to add to it? Yeah yeah. Delia: I'm so excited about this. I'm so excited about doing this in community because one of the things that we've seen when we've done this before is that if you don't have that community and you don't have that pressure, the website

can still be something you keep putting off. And so Joana: Yeah. Delia: this is like extra accountability so that you do it, so that you get a new website launched for 2027. Because no matter what your goals and ambitions are for next year, if your site is not ready and to set you up for actually achieving those, it's gonna be harder to meet them. So that's what we really wanna do. you know, this is like, write the website, set the positioning, do the vision for who you wanna be in the next five years, and then build the website that says you are that person already. So I'm so excited about it. And also just a little like, P.S., if you join the wait list, we are giving away a generous discount. So just for the first 24 hours. So we'll put the link in for the wait list. But if you jump on the wait list, you'll find out what the discount is and then you will get that discount for the first 24 hours only. exciting. Joana: Yeah, set your alarm for Monday because it's gonna be a great opportunity to start the new year in good company with a amazing website. And I think the community, I'm really excited about it. did you know that the A C B S students are all meeting up for co working sessions as well? I love this. Delia: No, I didn't know that. Joana: Yeah, so that they're working in in communities so that they don't feel like they're alone in their home office. Delia: It's so powerful. Joana: yeah, I I think every time we open a community, like magic connections happen. And so I'm ex I think even just that alone is worth joining for. but you also will have like skills for brand strategy, skills and templates for copy. You will have an AI photo shoot masterclass, whether you want to use AI to edit your photos, change your colors to match your new color scheme, or to create an AI model for you. If you're open to that and take new photos, there will be a branded entity made easy with like templates and things. If you're not a designer, then that will make it super easy for you to get your branded entity done. And there will be a show it template. And we're even thinking and we're open to your suggestions, but to adding in a frame template for those of you who prefer a framer to show it. Delia: And I would just add as well that Joanna and I kind of soft launched this a few months ago to a group of 18 beta testers. And we've been so impressed with the websites that they've created. And it's been so wonderful to work with them quite closely on getting their websites launched. And one of the things that we learned and have changed the product a little bit for was we found some people, even though the AI skills copy was giving them great results, For the most part, there were some people that just were like, I wanna write with AI. I wanna write from the heart. I'm just not loving writing with AI. And so we've listened to that feedback. And for this round, we are creating write from the heart templates. So you'll be told literally for every section on every page, to the homepage, your services page, your about page, portfolio, contact page, what goes where, so that you've not got that like. my God, where do I start feeling? And then prompts and formulas so that you can write it yourself. So there's kind of two routes now. You can use AI to write if that feels good, or you can write from the heart and know that you've got all the prompts and templates that you need to sort of get that first shitty draft out. Which I say with love, that's just what most writers Joana: Yeah. Delia: call the first draft. Joana: and on the positioning and the pricing and going back to the topic of this episode, I think one, your website will also help create an idea of what you charge in people's minds when they land on it. It will start creating assumptions of what what they'll expect to pay you and it will help you on the sales call feel like you're backed up. with a lot of trust already, which the website will embed in in the potential client. and it hopefully will make it even easier. Like we've seen this so many times when websites when clients show up with new copy, new website, they suddenly have the confidence to charge more. I think that's what like a good website that mirrors your brilliance can do for you. But one thing that I think we'll inevitably I don't know about you, Delia, but we'll inevitably end up talking about in the community, most likely. is positioning our services in the age of AI, which you talk a lot about, and Delia: Mm-hmm, yep. Mm-hmm. Joana: we can help you with, which is like how do you now compete on price or like elevate your price when things are cheaper than ever? So it's about some of you might have to be looking at how you can use AI to accelerate workflow and position your service as better value. Others might choose to go the route of well now we can charge less because let's say you build websites and you've realized that with Framer and its agents you can build them a lot faster. Then there's no reason why potentially you can even make more profit still charging lower and feeling like you're it's still too good to be true, right? Because you have the help of AI. So we'll Probably be talking about that and helping you through that. but yeah, I just wanna add it to the conversation. Delia: Yeah, it's so important. And I think that positioning is the first thing that happens when you go through the website in a daycare, because there's like a 90 minute AI generated brand strategy interview where Joanna and I have put in all the questions that we would be asking our one-to-one design and copy clients. And when one of our beta testers went through that, she said that she actually felt like she was having a talk with a coach, like a positioning coach, yeah, Joana: Yeah, like a therapy session. Yeah. Delia: because the skills has been trained to actually analyze what you're saying as you're saying it and then mirror back positioning angles sort of live in the moment. So it's quite a fun experience, I think. Joana: It is. It is a really good one. my God. It's brilliant. Delia: Yeah, so get on the wait list because Joana: Mm-hmm. Delia: we're going to be offering our best price possible to everybody on the wait list. And we are so excited to launch this baby, which has been months and months and months in the making. Joana: Mm-hmm. Yeah. So hopefully we'll see you on Monday and until the next one. Delia: See you next week, bye. Joana: Bye for now.