If you’re a speaker, coach, or consultant, one of the biggest questions you’re probably asking yourself is: “How do I set my fees?” It’s a tough question, especially when you’re just starting out or when you’re trying to level up your business.
So let’s look at how to strategically set your fees based on the five key categories to determine your worth and price yourself accordingly.
1. Credibility: How Well-Known Are You?
The first category is credibility. On a scale of 1 to 10, how known are you in your market? A 10 would be someone who’s a household name—a PhD, a viral TED Talk speaker, or a New York Times bestselling author. These are people who are regularly featured in major media or who speak on the biggest stages.
You may not be at that level, and that’s okay. You might have some solid credibility, but it’s “hidden.” Maybe only a few people know about the work you’ve done, but those who do know you’re exceptional. That’s still a 1 on the scale.
Why it matters:
Credibility directly affects your fees. A 10 in credibility allows you to charge much higher fees because you have the track record and recognition to back it up. Meanwhile, a lower score means your fee will naturally be lower.
2. Content: How Original and Strong is Your Content?
Next let’s look at content. On a scale from 1 to 10, how would you rank yourself? A 10 is someone who has groundbreaking, original content. This could mean you’ve done original research, you have well-documented frameworks, or your ideas are constantly referenced by others. Maybe you’ve written books, created courses, or given keynotes that people reference.
On the other end of the spectrum, a 1 would be someone whose ideas are largely repackaged from others. You’re not bringing much that’s truly unique yet.
Why it matters:
If you have original, high-quality content, you’re able to charge higher fees because people are paying for your thought leadership.
3. Delivery: How Strong is Your Stage Presence?
The third factor is delivery—your ability to engage and captivate an audience, whether that’s in person, on video, or one-on-one. Are you the kind of speaker people rave about? Do they tell you that your presentation was the best they’ve ever seen? That’s a 10. On the flip side, if you struggle to keep people’s attention, or don’t get invited back for more, that’s a 1.
Why it matters:
Great delivery leads to great results. People want to book someone who leaves an impression, who makes them laugh, cry, and think.
4. Marketing Materials: How Good Does Everything Look?
Now on to your marketing materials. A 10 means you’ve invested in professional design, and your website, demo reels, social media, and resources all look top-notch. Think of a major concert tour like Taylor Swift’s Eras Tour. It’s meticulously designed, and you can tell a lot of thought (and money) went into how everything looks. You don’t need millions of dollars for that level of production, but your materials should still look professional and polished.
A 1 means you’re using DIY PowerPoints and cobbling things together. It’s not a bad place to start, but know that this will affect your fees.
Why it matters:
Your marketing materials set the tone for how people perceive your value. If your materials look high-quality, people will assume your services are high-quality too.
5. Reach: How Big is Your Audience?
Finally, we come to reach. This one is straightforward—how many people do you reach on a consistent basis? A 10 would be someone with millions of social media followers, a massive email list, and regular appearances on large platforms. A 1 would be someone with no email list, minimal social media presence, and no significant access to a wide audience.
Why it matters:
The more people you can reach, the higher you can charge. It’s simple: access to a bigger audience equals more opportunities, which equals higher fees.
Putting It All Together: How Much Should You Charge?
Now that you’ve rated yourself in each of these five categories—credibility, content, delivery, marketing materials, and reach—it’s time to average your scores. What does your average look like? Here’s a rough guideline for setting your fees:
- A 1 across the board: You’re likely charging in the hundreds, not thousands.
- A 5 average: You’re probably in the $3,500 – $5,500 range for an hour-long engagement.
- Averaging around 8: You’re looking at $25,000 – $30,000 for a keynote or consulting package.
- Tens across the board: You’re in the six-figure fee range, like the Tony Robbins and Brené Browns of the world.
Where Do You Go From Here?
Once you’ve rated yourself, think about where you can improve. If your marketing materials need work, invest in professional help. If your content isn’t where it should be, dedicate time to developing original frameworks.
The goal is to align your fees with your value. As your credibility, content, delivery, marketing, and reach improve, so too should your fees. And if you’re unsure where to start or how to grow in these areas, that’s where a conversation with a company like Brand Builders Group can make a massive difference. We offer one free brand call, so schedule yours today if you think it would be helpful. We’d love to chat!
