I would also try to avoid advertising rates or giving them out over the phone.
Tell the prospective clients something like "my rates are pretty close to the norm around her, but I only give them out in person".

Then, once they've met your awesome self and have seen your super-cool set up, they will see why you charge what you do. If they've been to any of the "bottom of the barrel rate" providers, they will see the difference!

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