Photography price-increase fear. Are people getting less for more?
I’ve started to keep track of my responses on FB posts. I try to respond to as many threads as I can where I feel my advice can be helpful to the poster and sometimes I respond to a half-dozen and more daily! After, I’d try to remember the gist of the thread and jot down a note in my list of blog topics to write about.
Given that I already write out long responses that many won’t see or find in these groups, I had an aha! moment. I started to copy/paste my responses into my Notes app. Now, I can share the responses with everyone who follows in the hopes that the responses reach a few ears they may not have otherwise. Bonus that I don’t have to re-invent the wheel, but build upon the answer I’d already given and get more content out more quickly.
Q: The poster wants to increase her prices, and seeking advice of how to rationalize getting fewer images for the price tag when inquiries come.
A: Ask yourself if the client is actually getting less. If you think of it in terms of sheer quantity maybe, but a lot of something doesn’t automatically make anything a better investment. Perhaps offering 10 amazing images that you took utmost care and consideration to create and then took time and effort to bring those images into a finished product that represents art and memories is worth more than 15, 20 or more images that you’ve run quickly through a batch process for a faster workflow or overworked yourself and brought the overall quality down because of exhaustion or for the sake of speed and quantity.
Photography has deliverables of individual photographs but that doesn’t make it a commodity business. It’s not a grocery store item with a barcode; each product made on an assembly line. Price your experience and deliverables based on your expenses, art and talent and what you are TRULY delivering — not a set of pixels but legacy, history, nostalgia, joy, and love, as seen through the eyes of a trained and experienced artist and professional.
The other issue with the question itself, is that the poster, the photographer herself, also perceives that she is now providing less to clients for the increased price. This usually happens when photographer’s haven’t priced themselves correctly for their services and expenses and are now finding that they aren’t making any money at all. So the challenge to that photographer is: If you give less images, are you still giving less to the transaction? So let’s ask:
Do you diligently communicate with your clients with a strong and clear process that they appreciate? No mystery, no unpleasant surprises?
Do you scout locations, meticulously prepare studio environments, prepare clients props and closets?
Do you give 200% without watching the clock too closely to ensure everyone is comfortable and relaxed? Do you take the time to photograph their best selves, using every ounce of experience in posing, lighting, composition and every trick you’ve learned to overcome challenging children?
Do you take time to prepare images that will WOW them?
Do you invest in your education, your equipment, to better yourself and provide top-notch artistry?
We are blessed in some ways in being able to take thousands of images with instant feedback. The question is, just because we can take a ton of photos, should we give a ton of photos? Is that where the value truly lies? I’ve addressed this issue on quantity here, where I argue that you can risk bringing your value down with too many images, rather than up.
Time on a clock and a count of images do not alone determine price. We need to rise above the commodity aspects. While they figure within our model, it’s an incomplete answer. Start thinking of the overall value of the services and products you are providing. Then create branding and messaging around demonstrating that value, documented in your marketing plan that defines your actions to get that message to the clients you want to work with.
But now, the pickle. If you’ve charged $200 for 10 images (do not take this as establishing value for 10 images, it’s just an easy mathematical example!!!), you’re now feeling that $250 is in better line with your work and investment, and you have repeat clients who will wonder why they have to pay $50 more for what they see as the same thing, then you’ve got a small issue to sort out. First, many of these situations arrive because you should have been pricing at $250 in the first place to cover expenses. Don’t make that mistake, start the right way!
If you’ve been operating at the incorrect price and worry about the backlash, the first thing you have to do is to become brave. You have few choices - you can honestly tell clients that this is an adjustment required for the business now that you’re no longer new or at a porfolio-building level. You may lose a few clients, but this is a journey of finding new people to support you in your evolution. Always let them down gently; remember you are still always selling! You never know if they may decide to return at some future point. The second thing you can do is to increase perceived value, such as adding a time credit, or a print credit or some extra client touch points like a handwritten card, extra care during sessions etc. The key in your branding and marketing is not to focus on time+files for price, and actually not to focus on price at all. Focus on meeting people’s needs, giving them amazing experiences and imagery that they will keep as heirlooms and price will become the minor point at the end, a very reasonable exchange for the big value they will receive, a priceless value.
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