From Word-of-Mouth to Cold Outreach: Breaking My 11-Year Pricing Curse

I've been self-employed for 11 years, and nearly all my clients have come from referrals.

On the surface, that sounds like a dream, right? It means I'm doing something right. People don't risk their reputation by referring someone who'll let them down. And I'm genuinely grateful that my work has been valuable enough for clients to trust me with their network.

But here's the uncomfortable truth: relying solely on word-of-mouth has kept me trapped in a cycle of undercharging.

From day one, I convinced myself I wasn't "good enough" or didn't have enough proof to charge what established designers charge. So I raced to the bottom to win clients. Eleven years later? I still catch myself doing it. The fear of losing clients makes me undercharge "just to be safe", which ironically attracts more low-budget referrals who expect bottom-dollar pricing.

So......it's time to break the pattern.

I'm diving into cold outreach for the first time ever. It's terrifying and exciting in equal measure. Here's the email template I've been working on:

Hey [Name],

Saw what you're doing with [Company Name] and really liked [specific detail].

My name is Julius of 4th Gen Creations and I'm a brand designer who creates visual identities for growing businesses. I specialize in logos, color systems, guidelines, and promotional material that make everything feel cohesive and credible.

I noticed a few quick wins that could strengthen your visual presence. If you're open to it, I'll send over a mockup showing what I mean. Totally free, no pitch.

You can see my work here: 4thgencreations.com

Want me to send it?

I'd love your input: