“I could do it myself”: The client comment that used to derail me
(And how I respond now instead)
I still remember the first time a client said it to me.
We were mid-discovery call. The project sounded like a dream—clear goals, a smart and friendly contact, work that felt squarely in my zone. I was already mapping the structure in my head.
And then, almost as an afterthought, he said it:
“I could do it myself, but I’m just too busy.”
My confidence immediately plummeted. My $1,000 quote suddenly felt like too much. I considered lowering it to $750. Then maybe $650. They said they could do it, after all. I was just saving them time, right?
At the time, I didn’t realize how deeply that one sentence would mess with my thinking, or how often I’d hear it again over the years.
And if you’ve ever felt your confidence waver in that moment, you’re not alone. I used to take it personally. But I’ve learned that the real problem isn’t what the client believes, it’s what we believe.
It’s about us, not them
If we’re thinking about lowering our rates when we hear that phrase, then the problem is somewhere, deep down in the dusty corners of our freelance brains, we believe them. We believe that because they know English and have a computer, they could do our job.
So when that squirrel of doubt gets into our brains, we let it run free. We adjust our pricing. We question our value.
We’ve internalized the idea that writing and editing aren’t specialized skills. Not in the same way plumbing, hairdressing, or graphic design are. Because writing is something everyone does at some point: reports, emails, social posts, and the odd birthday card. So we start to believe our work is just an elevated version of that.
But here’s another way to look at it: Almost all of us have kitchens. We could all make our meals at home, even if we aren’t particularly confident in front of a stove. Cooking is a basic, everyday skill. And yet, there are diners, restaurants, food trucks, cafés, salad bars, and sandwich counters everywhere you go.
And some of them are confident enough to charge $30 for a salad we technically could all make at home for a fraction of the cost.
“I could do it myself” is meaningless
Let’s flip the scenario for a second
I go to my hairdresser. She tells me it’s $80 for a cut. I say, “Well, I have scissors, a mirror, and unearned confidence that I can make my hair shorter, but I’m just too busy.” Would she immediately drop her price to keep me as a client?
I go to a restaurant where the price of a chicken sandwich is $26.00. I tell the server I have my own kitchen and access to chicken burgers and I’ve been eating food my whole life, I’m just too tired to cook today. Will they lower the price?
I want my lawn mowed. The landscaper arrives, and I explain that I know how to use a lawnmower—I’m just swamped this week. Should they offer me a discount?
No. Because they know the difference between “can do” and “can do well.” And they would probably (and rightfully) laugh me off the premises (even if, in the case of the lawn mower, the premises are mine). Honestly, wouldn’t we view any of those scenarios as ridiculous?
So why not when it applies to us? Sure, clients can string a few sentences together, and I can make my hair shorter than it was before. But a haircut that doesn't make me want to wear a toque indoors for a month? That takes skill.
I don’t do it because I don’t want to waste time doing something I’m not confident in. I don’t want to take a risk with something important. I don’t want the stress. That’s why I hire people who are better at those things than I am. I pay them because I want it done right, not just done.
Writing and editing are strategic skills.
They help businesses grow. They build trust. They drive sales. They save clients time and energy, clarify complex ideas, and move people to action.
It’s not just about the polished document—you’re solving a bigger problem
Just because someone took English in school doesn’t mean they know how to write persuasively, clearly, or in a way that builds trust. Just because they’ve used commas before doesn’t mean they can revise an idea for clarity, flow, and resonance.
Writing and editing aren’t just about putting words on paper but about making those words work. Writers and editors make words connect and convert. We provide content that the reader understands, feels something about, and/or takes action on.
You're doing more than stringing words together. You're helping someone clarify their message and build trust with their audience, which enables them to bring in more money, spend their time on what they’re best at, and grow their business.
My hairdresser isn’t just making my hair shorter, she’s giving me a style that’s easier to manage, making it so I don’t look ridiculous in public, and helping me feel more confident.
When someone says they can do it themselves
Remember the following:
They didn’t do it themselves
They came to you. There are plenty of things we all could do for ourselves, but we don’t. The fact that they’re sitting in a meeting with you—even if they say something clunky—is proof they know they need help. Just like my sitting in a restaurant is proof I don’t want to cook it myself, even if I know I could.
“I could do it myself” doesn’t necessarily mean “please lower your price.”
Sometimes people blurt things out because they’re insecure. Or trying to prove they’re smart. Or feeling awkward that they don’t have all the answers. Or just filling space in the conversation. Unless they ask for a lower rate, don’t offer one. Make them ask. (And then decide if that’s the kind of client you want.)
People should always be willing to pay for something they don’t want to do themselves.
Being able to do something doesn’t change the fact that they’re having it done for them. And that deserves fair compensation.
Your value is bigger than the deliverable.
Your value isn’t just the final product (although that is valuable). It’s the internal capacity you create. It’s the stress you take off their plate. It’s the long-term effect of clear, well-crafted, professional communication.
Here’s what to do when they say it out loud
When a client says, “I could do it myself…”—take a breath. Just pause for a moment. You don’t need to defend yourself. You don’t need to lower your rate or make assumptions about what that statement means. You don’t need to change anything about your business.
Instead, respond with:
“That’s exactly why I’m here. So you don’t have to do it yourself.”
Then tell them you’ll follow up by email with a quote. (Give yourself the space to breathe and gain perspective if their comment knocked you sideways.)
Then send that quote, for exactly the amount you were going to charge.
You’re not just providing a service, you’re solving a business problem. You’re saving them time, stress, and lost opportunity. You’re delivering content that works.
For reflection
Think back to a time when a client (or potential client) said something like, “I could do it myself,” or “It shouldn’t take long.”
How did you feel? Defensive? Insecure? Did you start shrinking your quote or second-guessing your value?
Take a moment to explore:
Do I believe my work is strategic, or just service-based?
Am I focusing too much on the deliverable, or on the impact of what I create?
What assumptions do I make when clients say things like this?
How can I respond from a place of clarity and confidence?
Your value doesn’t vanish just because a client thinks they might be able to figure it out. And your pricing shouldn’t shrink just because they said something awkward.
Heidi
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