1. Charge more.....
2. Sell yourself as someone who solves business problems, not as someone who implements technical solutions
3. http://thunderboltlabs.com/ - An excellent example of how to sell yourself as a developer, without selling yourself as a commodity coder. Their hourly rate does makes my brain melt.
4. Learn the language of yours customers. This is something I've really got to work on, I have now idea how business people speak.
5. When you're teaching a potential customer new things in your sales pitch you've already won the sale.
I'm not sure I've summarised number five very well. So here's an example from my own limited experience. When I've stepped into a design agency who's looking for a developer and I start talking about version control, the latest technologies, previous projects and how I could make their business better I've actually felt the atmosphere change in the room. At that point I know I'm walking out of there with a new client.
There's more hidden gems in this Podcast and I'm sure I'll be reading / listening to it again before the days out.
So much to learn.... being self employed is awesome.