I couldn't even get my own dad to pay for network support for his company since he would never pay my rate for anyone no matter what. After 2 other people failed to solve his problem I fixed it in 15 minutes and then he "really" didn't want to pay because it only took 15 minutes.
I was very good at what I did but got no appreciation for keeping things from breaking, only for fixing things after they broke. Marketing paid better, and I could point at real world numbers daily and justify my pay. I don't like it anywhere near as much, but at least it gets more respect than any other IT work I did.
"This is what my regular customers pay me. If I hired one of my friends or relatives I see it as my duty to pay them at least what they are worth, this is the way you raised me."
I believe this to be true btw. If someone is really your friend, you want them to do well and that means you pay what they usually get or you don't bother them and get someone else.