Pricing isn’t just math; it’s messaging. The number a client sees is interpreted through context, expectations, and the confidence of your presentation. To price well, you need costs, yes — but also a narrative that explains the value you deliver and a structure that makes choosing easy.
Start with your baseline: the cost of doing business. Add your salary target, taxes, insurance, gear depreciation, software, studio time, and marketing. Divide by realistic billable days and hours to understand the minimum rate that keeps your business healthy. That number is your floor, not your headline price.
Next, pair rate with value. Clients don’t buy hours; they buy outcomes: beautiful portraits, a smooth experience, and images that work for their goals. Your proposal should outline deliverables (image count, usage, retouching), timeline, and the feeling of the day — calm direction, location planning, wardrobe guidance. Tangible and intangible value together justify your fee.
Offer three packages, not ten. A good spread looks like this: Core (lean coverage and a modest image set), Plus (your most bookable package, with extras clients often want), and Signature (premium service for clients who value convenience and comprehensiveness). Price the middle to be the obvious choice; anchor the premium high enough to make the middle feel smart.
Use decoys ethically. If you include a very small “starter” option, be clear about its limitations. It can help budget clients get on board, but it should be appropriate for simple needs only. Your energy belongs where it yields the best results — work that builds your portfolio and reputation.
Remove friction. Present packages on a clean one-page PDF with a short intro, three options, and add-ons. Avoid itemizing every microtask; that invites negotiation over details rather than outcomes. Keep language confident and concise. Follow with a friendly call to walk through fit and answer questions.
Deposits and terms: Protect your time with a clear booking policy — a signed agreement and a retainer to secure the date. Define rescheduling and cancellation terms. Send invoices and contracts via a streamlined system so clients can act while enthusiasm is high.
Raise prices as demand grows. If your calendar is full three months out, your market is telling you to adjust. Increase the middle package first and sweeten what it includes. If inquiries slow, review your messaging before slashing rates. Often a portfolio refresh or clearer positioning reignites momentum.
Finally, practice saying your price out loud until it feels natural. Confidence is contagious. When you present your fee calmly and explain your process clearly, clients relax. They’re hiring a photographer, yes — but they’re also hiring peace of mind. Price that accordingly.