Episode 38: How to Raise Your Freelance Writing Rates with Austin Church of Freelance Cake

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How do you raise your freelance writing rates — and your confidence — at the same time?

In this powerful episode of The Talk Freelance To Me Podcast, host Ashley Cisneros Mejia welcomes writer, coach, and creator of Freelance Cake, Austin Church, to talk about his popular book Free Money—a guide for freelancers who want to stop undercharging and start building profitable, sustainable businesses.

Ashley and Austin get real about the emotional baggage many freelancers carry around pricing, how to stop treating your business like a side hustle, and why raising your rates is an act of self-respect. You’ll walk away with tactical tips, mindset shifts, and permission to do the “scary” thing—so you can finally earn what you’re worth in the time you actually have.!

In this episode, you’ll learn:

• How to identify your “survival rate” and your “dream rate”—and why you need both
• Why raising your freelance writing rates isn’t greedy—it’s smart
• How to calculate your true hourly rate (even if you hate math)
• Why your highest-paying clients might not actually be the most profitable
• A simple 10% strategy to raise your prices starting today
• How reflection time and thinking time lead to higher-impact work
• What to do when fear, shame, or imposter syndrome shows up around money
• How to turn rejection or a slow quarter into an opportunity

Time Stamps

00:54 Meet Austin Church & learn about his journey from English major to freelancer to coach

03:20 How Austin Church became a freelance writer

07:16 Why Austin Church wrote Free Money and what freelancers actually needed from him

08:50 Pricing isn’t just math—it’s mindset, messaging, and sustainability

11:32 “Your biggest money isn’t always your best money”—why effective hourly rate matters

15:54 Making space for thinking time (aka your secret to sustainable strategy)

21:43 Raising your rates when you’re afraid of losing clients

23:41 Are your clients aligned with your dream rate—or dragging you down?

26:44 How to get over fear, anticipate discomfort, and do the hard thing anyway

39:54 Stop undercharging: You are not an expense, you are an investment

42:07 Austin’s challenge: Track your rates, calculate your value, and face the truth

About Austin Church

Austin L. Church is a writer, brand strategist, and business coach who launched his freelance career in 2009 with just $486 and a background in poetry—not business. After getting laid off, he leaned into freelancing, learning by trial, error, and mentorship. Over the years, he discovered that thriving freelancers—especially those earning six figures—tend to master what he calls the “6 Ps”: Positioning, Packaging, Pricing, Pipeline, Psychology, and Process.

In 2019, Austin launched Freelance Cake to help other creatives—especially writers—build joyful, profitable businesses. His mission? To help 1,000,000 freelance creatives earn $100K doing work they love.

Austin’s insights have been featured on TEDx, ConvertKit, Podia, and Starter Story. His signature approach combines soulful storytelling, strategic systems, and candid money mindset shifts that resonate deeply with creative solopreneurs.

He’s also the author of Free Money: A Pricing and Money Mindset Guide for Freelance Creatives, which offers a practical roadmap for building a sustainable business—without selling your soul.

Get Your Ticket to the Growth Without Burnout Summit

If you enjoyed this conversation, you’ll love the Growth Without Burnout Summit, happening May 6–9, 2025! It’s a free 4-day virtual event designed for advanced freelance writers who want to grow their income without maxing out their hours. (I’m speaking on diversifying your income!)

You’ll learn how to set smart priorities, systematize your business, and create a 1-page roadmap to stay focused.

Each day includes expert interviews (like this one!), live sessions, and a supportive Circle community.

Want even more value? Upgrade to the VIP Pass and unlock over $3,700 in bonuses—courses, templates, coaching, and more.

Use my special affiliate link to grab your FREE ticket and find out about saving some cash on that VIP Pass!

Heads up: the link above is an affiliate link, which means I may earn a small commission if you choose to upgrade—at no extra cost to you

Noteworthy Quote From This Episode

“Change starts with telling the truth. Tell the truth about whether your current target audience is realistically gonna pay you what you want to make and then make strategic business decisions from there.”

Austin Church

Listen Now

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Find Your Best Business Niche!

We’ve released our “Niches Get Riches” Brainstorming Worksheet – and it’s absolutely free! This worksheet will help you identify the most profitable niches for your freelance writing business. Simply download and go through the prompts to explore potential niches that will quickly set you apart in the marketplace! Grab your copy here: https://pages.talkfreelancetome.com/

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Read The Transcript

This transcript has been lightly edited using AI for clarity and length.

Opening Wisdom

[00:00:00] Austin Church:
All change starts with telling the truth.
Tell the truth about whether your current target audience is realistically going to pay you what you want to make—then make strategic business decisions from there.

[00:00:16] Ashley Cisneros Mejia:
Welcome to Talk Freelance to Me, the podcast for women freelance writers, 1099 independent contractors, and solopreneurs.
I’m your host, Ashley Cisneros Mejia.

For more than 20 years, I’ve worked as a journalist and freelance writer.
Today, as a mom of three kids, I’m passionate about helping other women leverage the freedom that freelancing offers.

On Talk Freelance to Me, we’re all about the business of freelancing.
If you want to learn how to monetize your talents, make money on your own terms, and design a flexible work life that actually works for you—this show is for you.

I’m so glad you’re here, because today’s episode is a must-listen for every freelance writer who’s ever wondered:

How can I raise my rates without freaking out—or losing clients?

Meet Austin Church

[00:01:00] Ashley Cisneros Mejia:
I’m joined by Austin Church, the founder of Freelance Cake.
Austin is a coach and strategist who helps creatives make more money doing work they love.

His book, Free Money, is all about pricing, mindset, and sustainable business practices.

Today, we’re digging into how you can stop undercharging and start treating your freelance business like a real business.

Growth Without Burnout: A Quick Plug

[00:01:34] Ashley Cisneros Mejia:
And the timing couldn’t be better.
Right now, Austin is hosting an amazing free event for freelance writers—it’s called the Growth Without Burnout Summit, and I’m a speaker too!

It runs from May 6th through May 9th, 2025.
It’s totally free to attend.

You’ll hear from 24 speakers (including me!) on how to grow your business—without sacrificing your sanity.
There will be live sessions, practical talks, and a super supportive freelance community.

To grab your free ticket and maybe even upgrade to the VIP Pass (valued at over $3,700 in bonuses and templates), head over to my special link:
bit.ly/growfreelancer

When you use that link, you’ll save big on the VIP upgrade.
Okay—let’s jump in and talk money, pricing, power, and doing more high-impact work with Austin Church.

Starting the Freelance Journey

[00:02:46] Ashley Cisneros Mejia:
Hi Austin, how are you today?

[00:02:50] Austin Church:
I’m great! Thank you so much for having me. I’ve been looking forward to this.

[00:02:54] Ashley Cisneros Mejia:
Absolutely, me too!
You’ve done so many different things—business, tech startups, mobile apps, agencies—and of course, freelance work for a long time.

And now you’re helping other freelancers through Freelance Cake and your other offerings.
What initially drew you to freelancing, and how has your unique background influenced what you do today?

[00:03:20] Austin Church:
Great question. I’d say—nothing drew me to freelancing.
I got pushed. Forcefully.

I lost my job at a marketing agency in April 2009.
That Friday I had a job. My boss called me in and said, “You no longer work here.”

By Monday, my freelance journey began.
And I realized—oh! I actually prefer this way of working.

A Poet Becomes a Businessman

[00:04:00] Austin Church:
I was an English major—twice over. So writing was a natural entry point for freelance. That was my foot in the door.

Then I surprised myself with how capable I was on the project management side.
I never saw myself as super organized, but I cared enough about positive outcomes for my clients that I just figured it out.

And now… my parents have no idea what I do.
Neither do my friends.

[00:04:58] Ashley Cisneros Mejia:
That’s so funny.
I’ve had friends say, “It’s okay, Ashley. You’ll find something soon.”
And I’m like, “Dude—I chose freelance. This is what I found!”

The Book: Free Money and Its Origins

[00:06:32] Ashley Cisneros Mejia:
Speaking of the book, I’m so glad you brought it up!
If you’re watching on YouTube, you’ll see it—Free Money by Austin Church.

If not, I’ll link it in the show notes.

Austin, your book Free Money—I love it. I’ve got a copy right here.
It’s specifically about pricing, which I think is a resource we’ve really needed.

And I love your style.
I can tell you’re a poet and an English major, because even though it’s a business book, it’s conversational. It’s approachable. It’s not boring or preachy.

Tell me how it came to be. What’s the origin story behind the book?

[00:07:19] Austin Church:
Well, I call myself a recovering money moron.
I had that classic poet mindset—“You only live once”—which meant I got into financial trouble by living beyond my means.

So I’ve had to fight to build financial literacy.
It didn’t come naturally.

When you’re new to business, and pricing, and you’re not naturally frugal, it’s hard to build a business model that actually works.

Why Pricing Matters More Than We Think

[00:08:04] Austin Church:
The book came out of a group coaching program I taught in early 2021.
Afterward, I asked the group what had been most impactful.

I expected them to say something like, “Your brilliant positioning exercises!”
But no—every single person said it was our honest conversations about money and pricing.

And I remember feeling disappointed—like, really?
That’s the thing that stood out?

But I think it’s because I talked about money in a very matter-of-fact way.
Like, “It doesn’t matter how much you make. It matters how much you keep.” Or, “If your prices are too low, people might assume your work isn’t very good.”

Just honest truths I picked up along the way.
And one person in that group said, “You should write a book about this.”

A Pricing Methodology Built from Real-Life Struggles

[00:09:58] Austin Church:
At first, I didn’t want this to be my first real book.
But then I realized—I already had the pieces.

I’d created a process back in 2015 during a financial and personal crisis.
I’d already written a guide called Earn What You’re Worth. I’d already tested the methodology with clients.

So I started connecting the dots and thought, “Maybe there is a book here.”
That’s how Free Money came to be.

Money Isn’t Always Your Best Money

[00:10:38] Ashley Cisneros Mejia:
I love that.
It’s so tactical and practical without being overwhelming.

It’s not too math-heavy, which is great for folks who lean creative.
I really appreciate how you give step-by-step advice and help us zoom out and see the numbers.

Sometimes we assume a high-paying project is the best use of time—but if you break it down, it might not be.

[00:11:32] Austin Church:
Exactly.
Just because something pays well doesn’t mean it’s your best money.

You might work fewer hours and deal with less friction on a different kind of project.

So understanding your effective hourly rate is key.
Compare Project A to Project B, even if the flat fees are different.

You might find that the easier project—the one with fewer meetings and stakeholders—pays better per hour.

That insight can shape your marketing strategy and your niche.
Maybe you’ll decide to pursue more case studies for consultants rather than web copy for tech startups.

Knowing Your Numbers Can Change Your Business

[00:13:42] Austin Church:
If you track your time and calculate your effective hourly rate, you’ll start making smarter business decisions.
It’s really about clarity.

But a lot of freelancers never get there because they don’t slow down long enough to crunch the numbers.
And I get it—we’re always onto the next thing.

[00:14:30] Ashley Cisneros Mejia:
Yes!
As freelancers, we juggle so many projects. We file something, invoice, and boom—we’re onto the next gig.

If we don’t schedule time for reflection and analysis, it just won’t happen.

And you’re right—just because something is shiny or exciting doesn’t mean it’s worth the time.

Track Your Time, Even If You Hate It

[00:15:22] Austin Church:
Here’s a truth: I hate tracking time. But I do it.
Because without that data, you’re flying blind.

I use a tool called WithMoxie.com, but honestly, any time-tracking tool will help.

Just pick one.

The bigger issue is making time to reflect.

[00:16:00] Austin Church:
Sarah Blakely—founder of Spanx—once created a “fake commute” just to get her quiet thinking time back after moving closer to the office.

That stuck with me.
Because without intentional reflection, your best ideas can’t find you.

We’ve got to make room for them to land.

Creating Space for Reflection

[00:17:00] Ashley Cisneros Mejia:
I love that story about Sarah Blakely.
And I agree—our best ideas come when things are quiet.

For me, they often show up in the shower.
Or when I’m swimming or sitting in a jacuzzi—anytime I’m around water and can’t be interrupted.

As a mom of three, that quiet space is rare.

[00:19:11] Austin Church:
Same here.
For me, it’s walks. If I take a walk, those ideas start flowing.

But you’re right—it’s all about creating space.

I actually keep a list of journaling questions.
Whenever I hear a good one in a book or podcast, I jot it down.

That way, if I’m feeling stuck, I can grab my journal and go.
I’ll go on a walk, or even take a shower—whatever helps clear my mind.

Adopt a Business Owner Mindset

[00:19:59] Ashley Cisneros Mejia:
That’s such a good practice.
And what you said earlier reminded me that we have to treat this as a business.

Big companies do strategic planning.
They set revenue targets, build quarterly roadmaps, and plan for the next fiscal year.

Why shouldn’t we do the same, even if it’s just us—or us and a VA?

We’re real companies.
We can’t just be order-takers cranking out words. That’s how you stay stuck.

[00:20:13] Austin Church:
Exactly.
Why not borrow the best practices from bigger companies and adapt them to fit our businesses?

It can be as simple as blocking out “thinking time” on your calendar.
Or asking yourself a few hard questions: What’s wrong in my business? Who’s been my best client? What am I afraid of?

You don’t have to spend hours.
Even 30 minutes of intentional reflection a week can be transformational.

The Struggle of Raising Your Rates

[00:21:11] Ashley Cisneros Mejia:
So let’s talk about raising your rates.
A lot of writers in my audience—including me—have struggled with this.

It can feel scary or uncomfortable to ask for more money.
But pricing ties into positioning.

What advice would you give to someone who knows they need to raise their rates, especially in this economy?

[00:22:14] Austin Church:
Great question.
First, remember this: some freelancers are going to win in this economy. Why not you?

Then ask: what’s it going to take for me to win?

I had a coaching client just this week who quoted her dream rate to an existing client.
She told me, “Not only did they accept, it’s the biggest project I’ve ever sold.”

And she hesitated before sending the quote—but didn’t change it.
Now she knows: if she’d backed down, she would’ve left $10,000 on the table.

Find Your Survival Rate and Dream Rate

[00:23:27] Austin Church:
So here’s the strategy.

Figure out your survival rate—what you need to earn per hour just to stay afloat.
And your dream rate—what you want to earn to meet your long-term lifestyle goals.

You might not be able to charge your dream rate immediately, but you need to know it.

Then, raise your current rates by 10%.
It’s small enough not to lose clients, but it keeps you ahead of inflation.

Evaluate Your Target Audience

[00:25:02] Austin Church:
Another thing—take a hard look at your target audience.

Are they realistically going to pay what you want to make?

If not, you have two options:

1. Fix your positioning to become the go-to expert in your niche.
   
2. Find a new audience who will pay those rates.
   

I know that can sound harsh, especially if you love who you’re serving.
But you’ve got to be honest about what’s sustainable.

I’ve had clients who love working with nonprofits and churches, but couldn’t get the budgets.
At some point, you have to decide—are you okay working for shoestring budgets, or do you need to pivot?

Use Math to Guide Your Decisions

[00:29:01] Ashley Cisneros Mejia:
Yes!
And I love that you’re grounding all of this in data.

You’re not saying to make decisions based on fear or emotion, but on math.

That’s so important.

[00:29:17] Austin Church:
Exactly.
Do the math. If you raise your rates and lose one client, will your new pricing cover the gap?

Often, the answer is yes.
And the time you free up can be used to improve your offers, create better content, or generate more leads.

Run Your Lemonade Protocol

[00:30:00] Austin Church:
When things go wrong—and they will—do you have a protocol for bouncing back?

I call mine the Lemonade Protocol.
It helps me turn bad moments into opportunities.

I look at my pipeline and think, “What can I do now to generate more leads?”

It’s all about choosing action over anxiety.
Having that protocol helps reset your nervous system so you can move forward strategically.

The Power of Learning and Reinvention

[00:33:00] Ashley Cisneros Mejia:
Yes!
And I think we forget that everything we know now, we had to learn.

So if it’s time to pivot to a new niche or audience, we can learn that too.

It might feel scary to start fresh, but we’ve done it before.
We can do it again.

[00:34:00] Austin Church:
Absolutely.
I’ve been so inspired by people who’ve faced more adversity than I have and still managed to thrive.

It reminds me that it’s not about having it easy—it’s about having the mindset to keep learning, adapting, and growing.

Rejection is a Rite of Passage

[00:34:19] Ashley Cisneros Mejia:
I think you said something once about rejection being a rite of passage for freelancers.
That’s so true.

You will lose clients.
You’ll probably have to fire some too—and that’s okay.

[00:34:39] Austin Church:
Totally.
Everybody experiences rejection. The sooner you accept that, the less power it has over you.

When your brain starts freaking out, it helps to remember there are people out there who have faced even more adversity—and still succeeded.

Let that remind you: this isn’t the end.
It’s just part of the process.

Feel the Feelings, But Don’t Stay There

[00:35:24] Ashley Cisneros Mejia:
Sometimes it’s not the event that messes us up—it’s the anticipation.
Like, the fear before sending a high-priced proposal.

I remember being terrified to jump off a boat into the ocean on our honeymoon.
But once I did, it was fine. The anticipation was worse than the actual jump.

[00:36:35] Austin Church:
That’s such a great analogy.
Most of the time, the fear is in the waiting.

Once you do the thing—send the quote, state your price, publish the post—it’s never as bad as you imagined.

And if something does go wrong? Feel the feelings.
But then move on.

Don’t hit yourself with the “second arrow”—that’s a Buddhist concept I love.
The first arrow is what happens. The second arrow is the story you tell yourself about what happened.

Don’t add unnecessary suffering.

The Shame Around Money

[00:39:22] Ashley Cisneros Mejia:
There’s so much shame tied up in money.
And we rarely talk about it.

I loved the part in your book where you talked about revisiting the stories we believe about money.

We have to unlearn some of those toxic narratives, especially those that tell us we don’t deserve to charge more.

[00:40:00] Austin Church:
Yes!
And one of the biggest mindset shifts we can make is this:

This is a business transaction.

You’re not a desperate job seeker hoping someone picks you.
You’re a business owner offering services that make a measurable difference.

[00:40:44] Ashley Cisneros Mejia:
Exactly.
They’re not “doing you a favor” by hiring you.

Your work creates results. That’s worth investing in.
This is a mutually beneficial transaction, not charity.

[00:41:00] Austin Church:
Right.
You’re not an expense—you’re an investment.

In fact, when I’ve raised my rates, I’ve had clients say, “It’s about time.”
They knew I was undervaluing myself.

Pricing that Makes You Gulp

[00:41:36] Ashley Cisneros Mejia:
If I send a proposal and it doesn’t make me a little nauseous, I know I priced it too low.
It’s gotta make you wince a little. That’s the sweet spot.

[00:41:57] Austin Church:
Totally agree.
That’s how you know you’re not playing it safe.

Start with the Truth

[00:42:19] Ashley Cisneros Mejia:
Let’s close with this:
What’s one thing someone can do today to make their business more profitable?

[00:42:31] Austin Church:
Grab your journal.

Write down your recent or current clients.
List how much you charged, how much time you spent, and calculate your effective hourly rate—even if you have to estimate.

Then, go calculate your survival rate.
(There’s a worksheet in the book for this—it’s simple.)

Ask yourself: Are most of my current clients paying me enough to make my business sustainable?

That’s it. Start with the truth.
Once you have clarity, you’ll know what to do next.

Final Thoughts

[00:43:21] Ashley Cisneros Mejia:
I love that. Thank you, Austin.

And everyone listening—get your hands on Free Money!
It’s a must-read for freelance writers.

You can grab it at freelancecake.com or on Amazon.

[00:43:41] Austin Church:
And if it helps you—please tell me!
I love hearing stories about people landing projects at their dream rate.

The Growth Without Burnout Summit

[00:44:18] Ashley Cisneros Mejia:
Before we wrap up—just a quick reminder.

Austin is hosting the Growth Without Burnout Summit, May 6–9, 2025.
It’s free to attend and packed with incredible insights for freelance writers.

You’ll hear from 24 speakers—including me!
You can also upgrade to the VIP Pass, which includes $3,700+ in bonuses and templates.

Use my special link to grab your free ticket and lock in savings on the VIP Pass:
bit.ly/growfreelancer

Outro

[00:45:00] Ashley Cisneros Mejia:
Thanks for tuning in to Talk Freelance to Me.
Be sure to subscribe and leave a five-star review on Apple Podcasts.

And don’t forget to grab my free worksheet:
Niches Get Riches—a brainstorming tool to help you find profitable niches for your writing biz.

Until next time, remember:

We all get this one precious life.
Don’t constrain yourself to a box you were never meant to fit in.

It’s your right to profit from your creative gifts.
Let’s build the life we want—on our own terms.

Music by Donna Raphael of World Instrumentals.
Talk Freelance to Me is a product of Fenix Creative Studio.

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