Let’s talk about how to NOT be the cheapest photographer on the block
Definition of 'cheap':
- Low in price
- Inexpensive
- Depreciated in value
- Of inferior quality or worth
Examples of Cheap Behavior:
- Charging $250 for a 2-hour photoshoot and 30 edited photos
- Going over time in a photoshoot and not charging the client extra (guilty! 🖐🏽)
- Editing a photo 3 more times when the client asks for more revisions, and you don't charge them enough or charge them at all
- Matching or lowering prices to compete with other local photographers
Let's expand on the first example...
Why This is Bad:
30 photos is a LOT to give to anyone in a standard photo package.
This tells your client your photos aren’t valuable.
It also sets a standard in their mind for what to expect from you and other photographers moving forward.
$250 is not enough to cover the cost of 30 photos, your time during the photoshoot, AND the time you spend editing afterward.
Most of those images will have the same pose with the same angle, outfit, lighting, or composition. The only difference would be a slight change in how the client tilted their head or smiled.
The photos you offer should have a variety of poses and different elements.
Another reason this is bad business is people willing to spend more have a standard number in mind of what a good photographer will charge.
Yes, people will judge you based on your prices before even looking at your work.
For Example
A bride-to-be would overlook the $900-$1200 wedding photographer because that’s “cheap” for her.
She’s looking for a $5,000-$8,000 wedding photographer because she associates those prices with premium work.
This Works for The Photographer Because:
- They have the confidence to charge that amount and not apologize for their prices
- They have the experience and portfolio to back their prices
- Their work is clean and clearly shows the value they offer
The same way a person will judge a photographer based on prices, I’m going to play my "reverse Uno" card and say the clients who pay $250 aren’t emotionally invested in the photos you give them.
I've had these clients before and they aren't easy to grow with.
Based on my experience:
- They'll have issues paying you on time
- Ask for 10+ revisions once they're delivered
- Try to negotiate with you on your set prices
- Won't see the real value of your photography
What to do so you don't have to settle for the "$250 Club."
Set a base rate or base number for everything and build from there:
- How much does 1 hour of your time cost?
- How much will 1 edited image cost?
- How long does it take you to edit 1 photo?
- How long does an average photoshoot take you?
- Are you providing additional services or products to your clients? How much does each one cost? (i.e. makeup, hair, framed prints, photo albums)
- How much do you want to be paid as a photographer?
- How many photoshoots or sessions do you need to book in order make that much?
Once you've figured these numbers out, you should have a better idea on what to charge.
Note: these numbers will change over time. I encourage you to keep coming back to these and tweaking them until you have a better gauge on your rates and prices.
The Next Step:
The next thing we have to do is make a plan on how we'll talk to people (marketing & sales). So we can get those bookings! We'll go over some strategies for getting clients tomorrow.
If you're someone who has a hard time with pricing and creating packages, hopefully this gave you some clarity on where to start and how to build your photo packages.
Talk soon!
Kyra
P.S. I know this isn't a "super short newsletter" as advertised, but that's because you're getting the value-packed 4 Part Pricing Series - it's like the VIP of emails!
