Pricing is often one of the hardest areas of the business for photographers. New photographers are sensitive about their lack of experience, afraid they don’t merit a large fee and can’t compete with more established professionals. But even for established professionals, a certain sense of guilt is common when it comes to talking price. Many professionals are almost apologetic when quoting a price, and are much to willing to come down.

I’m no exception.

I recently had a revelation that has helped me a great deal with the psychological aspect of pricing. It has to do with the difference between how photographers and clients perceive any given photo shoot. What many photographers, enthusiasts and pros, often forget is that a photo shoot is a rare and big event for a client. While we do shoots every week, most people might do a professional photo shoot a few times in their lives. A FEW TIMES IN THEIR LIVES.

If you charge cheap, cut corners, or otherwise short-change your clients, you really are depriving them of something special. You are depriving them of the opportunity they may only have a few times to experience a professional photo shoot – to be the center of attention during the shoot, the recipients of small gestures that make them feel like valued clients, and ultimately the recipients of truly beautiful professional images.

Instead of skimping on the price, go ahead and price high. And then make it worth it. GIVE YOUR CLIENTS THE UNIQUE AND MEMORABLE EXPERIENCE OF WORKING WITH A TRULY PROFESSIONAL PHOTOGRAPHER. Dress like a pro, act like a pro, project confidence. Do your homework before the shoot. Go the extra mile to make your clients feel valued before, during, and after. Do everything necessary to create the ambiance of an idealized “photo shoot” as well as produce great images.

Think of yourself as selling an EXPERIENCE, not just a set of photos. If you can do that, I guarantee your clients will be happy to pay for your services. And they’ll remember the experience for a long time to come.

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Try to resist the cheap thrill of being paid (very little) for a photo. The true expense of that action is that you ultimately deprive someone who has devoted their life to shooting professionally much of a chance of financial survival. If you are good enough to work for pay, you are good enough to work harder and raise the standards of the profession, not devalue them.

On the one hand I can totally get your point David, I really do. And you know, I do feel a little guilt for giving my photograph away (thanks for ruining a great moment in my photography career! heh).

Having pondered on it for a little while though here are my thoughts

• If I say “no” someone else will say “yes”.
• The only person I would be depriving is me and sorry but depriving me hurts a lot more than depriving you from where I am standing.
• How the heck am I supposed to build a portfolio if I have to charge what you consider fair rates to people who consider those rates anything but.
• The people who want cheap or free will not pay more than that.
• What makes the photography industry any different?

My last point needs some clarification. Consider web sites. A company comes to me and says “I want a web site to sell my widgets”. I say “That will be $£xx,xxx.99″. They say “Whoah, my neighbour’s nephew’s friend’s sister can do it for $£x”. I say “Go get them to do it then and come back to me when they make a hash of it”.

If an industry gets commoditised it is because that industry is doing a poor job of selling itself. What is the difference between me building a website and the 12 year old kid with a copy of Dreamweaver? Oh, probably more than a million pounds in profit on the clients bottom line, and I can prove it, but I am not going to do it at the kids rates. You have to decide what the difference is between your photograph and some kids $1 stock photo. If there is no difference who’s fault is that? Not the kid and not the customer, that’s for sure.

Technorati Tags: strobist, stock, photography, news

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Here is a titbit from Thomas Hawk’s blog

One of the things we want to do at Zooomr is to help the pro/am photographer monetize their photostream within the photosharing space

Out of everything else going for Zooomr that could be one reason to switch. Zooomr doesn’t offer me anything to set my world alight so I would much prefer Flickr to offer this but if they don’t then Zooomr might be worth a try.

flickr, zooomr, stock, photography, news

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