I’m scrolling through my feed when I see it again: another 'professional' venting about clients expecting top-quality work for pennies—or worse, for free.

“Why don’t clients value our work?!” the post reads. “It’s like they think I should be grateful for exposure! I’ve spent years perfecting my craft, and they still ask me to work for next to nothing!”

I shake my head and start to scroll by, but I just can't let it go. This problem is SO easily solved, and it starts by asking yourself a simple question:

If the answer is no, then you've hit the ceiling of what this market will pay. You now hav a choice: either accept it (and stop complaining) or pivot to a new market that values what they offer.

In other words, you can take responsibility for either your emotions or your business strategy.

But if the answer is yes—if there are others in the same market consistently earning more than you—then it’s not the market; it’s the way you're presenting your work. And that’s good news, because again, it's something you can take responsibility for, this time by changing your positioning.

And we do that by first defining the core message of our business, service, or creative work. We often refer to this as a Filter statement.

Your Filter is the one clear sentence that describes what you do, who it’s for, and why it matters. Instead of introducing yourself with a title that leaves potential clients guessing, a Filter tells them exactly why they should value—and pay for—what you offer.

In this article we're looking at three examples—a birthday party magician, a sales trainer, and an empathy researcher—to see how a Filter can transform how clients view and compensate you.

1. The Birthday Party Magician

Mike, a local magician, performs mostly at kids’ birthday parties. Every time a parent inquires, he tells them, “I’m a magician,” and waits for the excitement to build. But more often than not, the response is the same:

“How much do you charge? Oh... you want how much? Hmm, maybe for an hour then? It’s just a kids’ party, after all.”

Every time Mike quotes his fee, the parents balk, ask for a discount, or try to cut down his time. Frustrated, Mike wonders why they don’t understand the work he puts into every show.

Here’s the problem: leading with a title like “magician” lumps Mike in with every other “birthday entertainer” in town. People hear “magician” and fill in the blanks themselves. They think, Okay, you do magic tricks… but so does every other magician in this category. Without a clear Filter, clients see him as interchangeable, and interchangeable isn’t worth a premium.

Rethinking the Filter

Instead of saying, “I’m a magician,” Mike redefines his message with a Filter that speaks to parents’ deeper needs:

“I make parents look like world-class event planners so they can relax and enjoy their child’s birthday party by creating a seamless experience for their guests.”

Now, Mike isn’t just a “magician” performing tricks; he’s an ally for parents who want a memorable, stress-free event. He’s signaling that he’s not just an entertainer but a partner in the success of their child’s big day. With this new Filter, he positions himself as an experience creator, not just a performer, and clients see why his service is worth investing in.

2. The Sales Trainer Stuck at $500 Per Engagement

Sarah is a sales trainer, the kind who goes beyond theory and dives into hands-on strategies that improve sales performance. But no matter how many times she tries to raise her fee, she’s told, “$500 is standard for sales trainers,” and clients won’t budge. Frustrated, she feels like she’s hitting a wall.

Every time she tells clients she’s a “sales trainer,” she’s setting herself up to compete with every other person in the field who teaches “basic sales skills.” It’s no wonder clients aren’t seeing her unique value.

Transforming the Filter

Instead of saying, “I’m a sales trainer,” Sarah redefines her message with a Filter that reframes her role as a transformational partner:

“I turn sales teams into trusted advisors by teaching them how to make clients feel understood, not sold to, resulting in loyal partnerships and lasting revenue growth.”

With this Filter, Sarah isn’t just offering “sales training.” She’s introducing a whole new approach to sales itself—one that focuses on trust and client relationships over transactional goals. This positions her as someone who delivers long-term strategic value, and it naturally justifies higher fees because clients now see her as an investment in their company’s future, not just a training expense.

3. The Empathy Researcher Who Only Gets Honorariums

Tom, a respected empathy researcher and professor, is recognized in academic circles and has spoken at major universities. But when he’s invited to speak outside academia, he’s offered a small honorarium or, worse, “exposure.”

Every time he introduces himself as “an empathy researcher,” clients see him as an academic lecturer, not as someone who could bring practical, strategic value to their organization.

Clarifying the Filter

Tom redefines his introduction, shifting from “empathy researcher” to a Filter that highlights the real-world application of his expertise:

“I help caring leaders understand the science of human behavior to improve teamwork, productivity, and engagement.”

Now, Tom isn’t just an “empathy researcher.” He’s a behavioral science expert who helps solve real workplace challenges. Suddenly, corporate clients see why his insights are worth professional speaker rates. Instead of an academic, he’s a consultant who delivers actionable value that can transform their teams.

Leading with transformation instead of title

What do Mike, Sarah, and Tom have in common? Each shifted from presenting themselves with a title to using a Filter that highlights their unique value. A title like “magician,” “sales trainer,” or “empathy researcher” leaves people guessing—and guessing often leads to undervaluation. But a well-crafted Filter spells out exactly what they do, who it’s for, and why it matters, making it easier for clients to see the value and agree to the fees they deserve.

How to Create Your Filter

Ready to ditch your title and start leading with a Filter? Here’s a simple exercise to create one:

What do you do? Describe your service or expertise as a solution, not as a title.
Who is it for? Be clear about your ideal clients—the ones who benefit most from what you do.
Why does it matter? Highlight the impact clients can expect. How does what you do solve their problem or improve their situation?

With these elements, you’ll have a Filter that speaks directly to the clients you want to attract and makes it clear why you’re worth what you’re asking.

A Note on Quality: Messaging Sets Expectations—Your Work Must Meet Them

It’s worth noting that while a strong Filter can help clients see your value and open the door to higher fees, messaging alone isn’t enough.

If your work doesn’t live up to the value your Filter promises, it’s unlikely that clients will return or refer others to you. Great messaging will only get you in the door once. Your work has to deliver on that perceived value; otherwise, even the best Filter can’t mask inconsistency or unmet expectations.

In other words, if you’re positioning yourself as a high-value professional, your quality needs to align with that promise. Not only does this reinforce your credibility, but it also builds a solid reputation that fuels growth and attracts more of the right clients. Think of your Filter as a promise—one that builds trust and creates momentum only if it’s backed up by the experience you provide.

Taking Control of How Clients See Your Value

When clients undervalue your work, the solution isn’t necessarily “better clients” but better communication. Leading with a title alone places you in a crowded field, where clients can take you or leave you based on price alone. By developing a clear Filter, you control the message, showing clients why you’re worth every penny.

So, next time you feel undervalued, ask yourself: Am I presenting myself by title or by value? A strong Filter helps clients see the impact you bring to the table, paving the way for better fees, more respect, and a sense of purpose in your work.

Take it from Mike, Sarah, and Tom: when you stop leading with a title and start leading with value, everything changes.