I make $80,000 gross, not net. And I think you are right about the positioning issue. If I can figure out some sort of business niche, it doesn't matter half as much as what tools I use. Maybe I'm looking at this as "I can do woodwork, so what brand of tool should I use?" where I should be looking at this like "I can do woodwork. Should I make cabinets, fine furniture, or custom handcrafted toys?"

So thanks trcollinson and BjoernKW. I think that once I figure out how to position myself, the rates will naturally increase (I'm not shy of asking for $150 per hour if I know I'm worth it).

In short, it's time to Niche!