Attract Clients Who Pay What You're Worth

In this week’s episode of The Power Lounge, host Amy Vaughan welcomes Ilise Benun, acclaimed business coach, author, and founder of Marketing-Mentor.com, for a candid conversation about money, mindset, and marketing for creative professionals. Together they explore why so many talented freelancers and solopreneurs fall into the exhausting cycle of undercharging and overdelivering, and what it truly takes to build a business that reflects both your skill and your value.

Ilise shares decades of wisdom on how to reframe pricing from a matter of self-worth to one of clear strategy and confident communication. She offers practical advice on having better money conversations, identifying ideal clients, and setting prices that feel fair to both sides. The discussion is packed with insight, from her signature “$500, $5,000, or $50,000” approach to budget talks, to the mindset shifts needed to escape desperation pricing and cultivate lasting client relationships.

Amy and Ilise also dig into the art of consistent marketing, emphasizing that real success comes from showing up regularly and authentically. They discuss the power of simplicity, how to market yourself without making it about you, and why even small, steady efforts can transform your business over time. Whether you’re a creative struggling to charge what you’re worth or a seasoned professional ready to attract higher-value clients, this episode will challenge how you think about money and remind you that confidence, clarity, and communication are your strongest assets.

Chapters:
00:00 – Introduction & Welcome

00:29 – Meet Ilise Benun: Guest Introduction

01:22 – Ilise’s Background & Podcast

01:49 – Episode Overview: Pricing, Mindset, and Marketing

02:28 – The “Spooky” Topic: Money

03:53 – Why Creative Professionals Undervalue Their Work

05:21 – The Power of Mindset in Pricing

06:02 – Pricing Problems Need Marketing Solutions

07:24 – Attracting the Right Clients & Using AI

10:10 – Real-World Pricing Stories

11:08 – The Importance of the Money Conversation

12:31 – Mindset Shifts for Discussing Budgets

13:44 – Avoiding Desperation Pricing

15:10 – Transparency and Building Client Partnerships

16:16 – Value-Based vs. Hourly Pricing

17:32 – Common Marketing Mistakes

19:58 – The Simplicity of Effective Marketing

21:30 – Raising Rates & Upgrading Clients

24:28 – Marketing Yourself vs. Marketing a Product

27:30 – Power Round & Final Advice

Quotes:
“There’s this people-pleasing thing we tend to do, especially as women, and it gets all tied up in our so-called self-worth — which doesn’t really belong in business. You have to take yourself out of it and look at your pricing objectively. Like I always say, ‘Like me a little less and pay me a little more.’” - Ilise Benun

“Awareness is the key. Listen to that internal voice, notice the tone, and remember — just because you think it doesn’t make it true. But if you believe in it long enough, you can think it into being true.” - Amy Vaughan

Key Takeaways:

• Pricing isn’t about self-worth — it’s about strategy.
• Mindset is built on your inner dialogue.
• Marketing solves pricing problems.
• Have the money conversation early.
• Stop people-pleasing your way into poverty.
• Price communicates value. Low rates often repel serious clients.
• Consistency beats complexity. Small marketing actions build stronger pipelines.
• Raise rates through conversation, not confrontation.
• Let go to level up. You can’t grow while holding onto every client.
• Marketing isn’t about you — it’s about them. The best promotion focuses on solving your clients’ problems, not brag

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