I was having a conversation this past week with someone who wants to transition from being employed as a writer for an individual company to being a freelance copywriter. Something I uttered about why a freelance writer should set higher rates stuck with him and he thanked me over and over again for having said it. Evidently, it put a whole new light on the role he would be assuming as a freelancer. Admittedly, I was oblivious to the wisdom of my words—maybe because I’ve been doing this for so long—but if it struck a chord with him, I’m guessing it might strike a chord with you, too. So here is the simple statement that changed his perspective:

Freelance writers must position themselves as experts, not hired hands.

Once you become a freelance writer, you’ve started your own business. It’s time to stop acting like a potential employee. Companies don’t hire freelancers to do a job; they hire you to help them decide how a job should be done. That’s a big difference. It puts you in league with high-priced consultants who are paid as much for their opinions as they are for their actions.

Clients need freelance writers to use their expertise, not just commit words to paper.

True, you may be brought in to write press releases and brochure copy. The difference is that it’s likely you will be brought in at the planning stage of a project because they need your valuable opinion about how content will drive, shape, or complement the project or campaign. You will speak and people will listen.

The catch here, of course, is that you can’t just act like an expert, you must be one. You must have knowledge about targeting an audience, writing persuasive copy, and inviting readers to act on a call to action.

If you have this knowledge, tap into it—and go deep. If you don’t have this knowledge, get it. Buy books about copywriting, invest in a course, or take a class. Once you step out of the support role of being an employee and into the business owner role as a freelance writer, you must demonstrate both knowledge and confidence.

Freelance writers are viewed as professional communicators. Become one. Know what you’re talking about. Lead with your knowledge and follow with your talent.

Then charge the big bucks, because you will have earned them. And don’t ever–ever—again doubt that you deserve to be paid what your worth.

Three quick tips:

Stop looking for “jobs” on the free boards and bidding sites on the Internet. If you frequent job boards trying to scavenge for a few projects to tide you over, you’ll be competing for pitiful pay in a global pool of panicky worker bees. That doesn’t make you a professional writer; it makes you someone else’s little waif still waiting for his or her big break. To be viewed as a professional writer, you have to take charge of your destiny and create your own opportunities.

Don’t apologize for the rates you charge. Get out a blank piece of paper or open a new Word document on your computer. Start listing all the VALUE you can give in exchange for your rates. You’re not just swapping time for dollars; you’re bringing your expertise to the table. When someone asks what you charge, tell them – without apology or indication that you’re willing to reduce your fees. Then prove that you’re worth every penny.

Get a website. If you don’t treat yourself like you’re a professional, why would a client? A professional writer uses the Internet to establish presence—and it’s cheaper than having a brochure designed, printed and mailed. You don’t have to have a fancy schmancy flash-laden website that sings and dances when people land on your home page. But you do need a page where potential clients can find out a little more about you and contact you with questions. At the very least, put up a small (2-5 pages) website that introduces you and your services (including any specialties you have), and makes a statement that reflects why someone should hire YOU instead of the other person. Then sprinkle your page with a few client testimonials, add a contact page and voila! You have a professional online website.

Click here to learn how to get your first copywriting client in 14 days or less.