Photography Pricing: Part 3-MINDSET

Here we are, the last post in this 3 part photography pricing series. If you have been reading, then you know these posts are not just for clients, and not just for other photographers, the series is for both. I am a firm believer in sharing what I learn to help others, as well as providing insightful perspective that is educational when considering specific services, in this case, photography. Let’s get to it and talk about the mindset involved in our pursuits of professional photography!

MINDSET

You would not really think that mindset is an important factor when setting a pricing structure for the services you offer, but once you actually comprehend the relevant importance of pricing, you start to question other decisions you have made along the way, rightly so. I remember when I was charging $150 for my photography services…I remember $250, as well. I contemplated $300-350 for a long time, never pulling the trigger. I have known for several years that my pricing is off, but I will tell you the all reasons I justified not charging appropriately, and why I was wrong.

• 1. I live in rural southern Ohio. While many of you don’t know what that means, what I am saying is this, we are Appalachian, there are a lot of hardworking people that live here. Poverty is real, and really prevalent. We are taught to be frugal, to value things, especially a dollar, and to prioritize responsibility over frivolity. WHY this is wrong: I don’t get to make determinations for others. How you spend your money is none of my business. How you view your money is none of my business. How much money you have, is none of my business, none of my concern. My mindset has absolutely nothing to do with you and your money, it doesn’t even tell you how I feel about my own money, but it is an outdated, martyr methodology that I had to recognize and work through for myself in order to get through.
• 2. To build upon 1, photography is not a priority for many, and so a lower price will help people justify why they need to partake in photography services, thus aiding in you having clients. WHY this is wrong: People drive nice cars to work, around town, all over. They take luxurious vacations to escape everyday life, enjoying dining out, having new experiences and seeing all the things life could offer. People have a multitude of ways in which they spend their money on things they want, and yes, many of those things involve getting the best deal possible, which I get and fall in line with, but does this mean that I am supposed to give my services and pricing away for next to nothing, or at a loss, NO. This means that I am beholden to raise my own standard and charge to not only a break even point, but to a standard that allows me to live too.
• 3. Skills/Years of Experience/Seniority(Hierarchy)-Many photographers think they CANNOT charge accordingly because of other seasoned pros. Those we deem better, longer in business, that have better skills. THOSE people can charge, but not us. We are not good enough, yet. Couple this with 1 and 2, and our justifications smother us. WHY this is wrong: You are running a business and have costs associated with that. Operating costs will not change based on the afore mentioned reasons, all we will be doing with this thinking is running a charity or hobby that does not help us grow or evolve, thus killing any chance of us having an actual business, let alone a livelihood. You need to be paid accordingly to run a business and to have a livelihood. Imagine telling a teacher or nurse you are willing to pay them $5-10/per hour, because this is how you view them as a priority. Never mind they have a lot of education, skill or value, this is how you are willing to pay them. Lead balloon, that is how it would go over, obviously, and that is how we need to view professional photography.
• 4. Something deeper may be keeping us down. We all have things that have happened or that are happening in our lives to make us think we don’t deserve to run a legitmate business. We can run a charity because we are NICE. We can have a great hobby because this is NOT OUR PRIORITY. Having a business may look selfish to some, self aggrandizing to others, and just plain wrong to a lot of folks. WHY this is wrong: We are all deserving of more than being a charity. Nice is not a good word, it says doormat. We can be KIND, that says we choose to do nice things for others, one of which is not running a photography charity, unless that is our goal of course. Running a business does not mean the priority shifts away from family, but doing it for family. If my husband dies and I have no income, who is taking me and my college aged kid in? The person that wanted to pay me $150, or someone that values me? If I charge accordingly, no one has to take us in, we can be self-sufficient because I am running a business accordingly. If a two income household is okay for most people, why not for photographers?

For years, I undervalued myself, my skill set and my business, by charging a non-business-running price, taking a yearly loss for several years in a row. There is a limit to how many years a “business” can show a loss, and I am nearing my limit. So, I either have to legitimize myself, or quit altogether. Wow. Can you imaging telling a teacher or nurse they have to quit because that $5-10 hour job they have been working is not viable nor sustaining. The investments in equipment, gear, education and products cannot sustain themselves with charity/hobby work. Running a business is not about your regional beliefs, your culture, nor where you land in the pack order. Running a business is about sustainability, cost of doing business, profit margins, and profitability. In order for me to keep running this business, I have to treat it as such, and in that, I must educate people about my business.

If you feel my services are not in alignment with you, or your ideal cost, talk to me about it and we will figure out what it is you need and how we can possibly work that out, while I run my business. The solution could be you need a different photographer, or you need a payment plan. We never know the solution until we openly discuss things. I am an objective communicator, and want to serve needs to the best of my ability, while I run my business.

I hope as a client, you have gained insight in to my business while reading this blog series. As a fellow photographer, I hope this has helped you to decide to run a business, and not a charity or hobby, if it is your wish. If you would like to learn more about the photography industry, or to book a session, please feel free to reach out to me, I would the opportunity to serve your unique needs!