I agree 100% that we need to
include the value we bring to the client when we price our rates. But I also think we need to include our experience, expenses, etc. I wrote a blog post on this recently as well, which mentions using this great
hourly rate calculator that I originally found on a VAF blog post by The Brainy Gal (Lisa McDonnell).
And if a big part of your marketing focus is on local clients, I do believe you have to consider what others in your area are charging. Just like any local business, if you're priced higher than your competition it's hard to get clients; if you're priced lower you run the risk of not getting good clients! (In the last year or so I've noticed from the calls I get that many businesses and individuals are wanting to stick with local businesses to support what is in the local area.) If your focus is more national (or international), then I don't believe what is being charged locally is as big of an issue.