If you’re reading this, you’re here because you’re looking to get paid (or paid better) to take photos, and are likely wondering how much you charge? Understanding perceived value can help you determine the right pricing for your photography services.
It’s essential to understand that setting the right price for your photography services is not just about covering your costs. It involves considering various factors such as your experience level, the niche you are working in, your unique style, and the demand for your work. By evaluating these elements, you can establish a pricing strategy that reflects your art’s value while attracting clients who appreciate and respect your talent.
This is the first post in a four-part series on pricing. The first lesson being that—Price. Doesn’t. Matter.
Do you know what does? Perceived value.
Perceived Value: What Your Service is Worth to Your Client
A photographer has to establish their value, which can be very subjective. And isn’t just based on your photos.
When it comes to pricing as a photographer, the cost truly isn’t the only factor that brands consider. It’s the perceived value that a photographer brings to the table that plays a crucial role in the decision-making process.
Perceived value is about what clients think a product or service is *worth to them*.
Price is not based on cost by rather the value the client thinks they are getting.
That’s the big takeaway I’ve learned over a decade in this field.
You won’t be seen as the $5,000 photographer/blogger if you say yes to jobs for $500.
I think it’s worth saying one more time — perceived value is about what clients think a product or service is worth to them.
This value is shaped not just in the photos themselves. Although, of course, that is super important too and you should have a great portfolio to show clients (read here for how to improve your portfolio). But there are many other factors to consider.
You can establish your value through your unique style and editing, the experience you provide clients, and the overall impact of your work.
Establishing Value For Any Pricing is Key
Is something that costs $1,500 cheap or expensive?
The only way you can answer that question is to know the value you’re getting for that price. How you communicate value to clients will determine how they view your offer.
This perceived value will influence the amount the client is willing to pay for your products and services. A lot of the time some clients won’t understand just how much work goes into creating an image or they aren’t able to see the benefits quality photography will provide to their business.
What do you perceive the value of your work to be? Will the client see that value as well?
How to match Perceived Value and Price
Getting these two to match up is an important factor in effective photography pricing.
What it comes down to:
- What creative services are included in your offer
- How your offer compares to others in the market
- The quality of your work & the confidence in your skills
- How you outline the creative value
- What you say ‘yes’ to
- The trust clients feel in the relationship
If your rate is $1,500 and you do a job for $500, who will the client go to when they have the budget for $1,500?
Not you. They will go to the person who said ‘no’ to the $500 job. 😝
Establishing Value with Clients: Four-Part Series
Now, would you like to know my secrets to show your clients your value?
Be sure to check out post #2 in this series: Show Clients Value: How to Convey the Worth of Your Photography.
To read or recap any of the material in this series, here are all the links for your convenience.
- Perceived Value: The Key to Setting Photography Prices
- Show Clients Value: How to Convey the Worth of Your Photography
- The Secret ‘NO Strategy’: How to Get a ‘Yes’ from a Client
- Raising Your Prices: Email Examples That Actually Work
Need help with a pricing question? Let me know in the comments and I’ll help you out if I can.
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