
Charging for that first design, and failing to charge for the next one, (not getting that job either) has changed the way I do business. Kicking yourself in the ass hurts much worse than getting a swift kick from someone else, because not only can you not sit down comfortably, that much contortionism makes for achy muscles the next day.
I now advertise a design/consult fee. I have it carefully phrased implying that I'm doing it as a favor for Do it yourselfers, but it pulls in people who aren't, and lets them know I'm charging to drive up to the front door.
It also seems to have changed the way people view me. I'm treated as a professional instead of just another fly-by-night company running an ad. Which has drawbacks as well, since some expect me to know a lot more than I do.
But I can always say, "Hmmm, there are several different factors to be considered here, let me do some research on this" and then I come ask you guys!