For almost 10 years I thought I was doing the right thing by trying to build a referral network for web design leads. I was going to BNI groups and trying to “sell the experience” of working with an ethical web designer who cared about his clients. During all that time it never occurred to me to consider the difference between price and margin.
In other words, I never thought about the difference between low-price work and low-margin work. I always thought that if the price was high enough then I'd take on the project. This was such a naive way of thinking that took me almost a decade to shake loose. It wasn't until I learned how to target high-margin clients that I actually started making serious money.