We are not responsible for whether or not anyone can afford us. We are only responsible for the service/product/value we bring to that client. Don't be afraid to be expensive.
It took me a bit to figure out this one. I used to think that if a potential client contacted you to inquire about your service and decided the price was too high during the conversation, it meant we'd automatically not be booked for nothing else. Lowering your prices seemed to be the answer but eventually I realize that regardless of how great your work may be, you have to be content with knowing that your service will not be for everyone and it's up to you to respect that by not devaluing what you already offer.