For photographers, setting the price can be a daunting task. How Much Should You Charge? How Much Product Should You Give? What is too high and what is not charging enough? You set the starting value, but the market determines where it will live in the long run.
Why Photographers Should Check Their Value
The photography client is looking for us to set the value. They want to know how you deal with yourself, how you deal with your work and how you value you. This initial value is always set by the photographer (or whatever creative you are). What are you bringing to the table?
Are you just a push of a button? Because if so, we can replace you in next to no time. Rather, I’d think that you are the person who is the second in command at a wedding, right below the planner. You’re the one who understands family dynamics and different cultures, memorizes 45 names, works endless hours to make sure your clients are delighted with their new photos.
You are also the person who can find the right angle of a topic within 10 seconds of a conversation that makes an ugly room look decent, the one who knows how to move around the dance floor without bumping into anyone or your gear to damage while you experience every unforgettable moment. You are not a push button; this is not your worth. Their value is the years of experience that you bring with you. Customers want to pay for that.
Customers pay for value first
It is not the camera that you are paying for, but the person who is behind that camera. Talk about your worth and reassure them that they are hiring you. The equipment you have is likely so common that 100 people have the same equipment within a mile of you. Do you have a Canon or a Sony? Do you have a 50mm prime lens and a LUT package from some Youtube photographer? What’s so special about it? You are one of thousands with the same equipment.
What sets you apart from everyone else is your own unique eye and experiences. They pay for it: How you manage a shoot, how you see beauty, how you get in touch with the customer is unique. That special little magical touch a photo has is up to you, not your gear. This is your worth. This is what customers want to pay for, something so unique and rare. Talk about your experience and point of view, and you talk about your worth.
Watch the video to better understand the value and how to calculate it correctly. It’s about earning your worth or getting paid like at a machine. It’s your choice.