This week we are covering a topic that comes up in almost each one of my coaching sessions. And that is the issue of raising your prices. Raising prices and taking your photography business full time go hand in hand. If you want to go full time with photography, you need two basic things: clients + the right pricing model. Now that’s easy enough to say, but how do you begin charging the right prices so that you are actually profiting and making a living? There are 5 things I think everyone should be sure to do before raising prices.
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If you want to raise your prices and make more money from your photography, this list is for you!
5 things you MUST do before you raise your prices
Hone your craft
Let’s not forgot what it’s all about: the photography. Invest in yourself and your education so that you can be delivering stellar images, and so that you can tackle photography challenges well. You must be able to create consistent images for your clients regardless of the circumstances. How is your posing? Be honest with yourself and your work and decide which areas you can improve. There is always room to grow here. I am constantly reading books, taking classes, and educating myself.
Evaluate your branding
If you want to charge higher prices, you will be booking higher end clientele, and thus need to attract high-end buyers to your brand. Your brand is not just a logo - it’s the complete experience you provide. It includes the copy in your emails, your response time, your website experience, and much more. Look over your digital brand presence as well as your physical one: business cards, sample albums, and brochures. Each of these touch points should reflect your best work and the highest level of professionalism.
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Add multiple dimensions of value
When a client hires you, they are not just getting photographs - or at least they shouldn’t be. They are also getting you! They are signing on for a unique experience that only you provide. This is where weaving your personality into your brand is vital. When you allow your customers into your life by sharing bits and pieces about who you are and your story, it makes hiring you so much more than photographs. Ask yourself - What are your unique offerings? What about you makes you different?
Keep current on social media
Before you have even had the chance to talk to them, your client is already checking you out online. They may start on Instagram and be led onto your website. From there, they check out your blog. When was it last updated? Be sure to stay current on each of your platforms so it doesn't look like you ghosted! Ghosting is not cool, guys. I’ve seen it happen where photographers are literally so busy that they no longer update their Facebook page or blog, but this gives the impression of the complete opposite.
TiP: If you cannot keep up with a social platform, like twitter for example, pin a tweet for new visitors which directs them to a social platform where they can find you sharing and being active.
Check your booking calendar
Be sure you’re at least 70% booked or that you are OK financially with things slowing down for a bit while you adjust to attracting a new clientele. It is normal to experience lulls in booking, especially when making significant price increases. If you are not booking much, it may not yet be time to increase your prices. You can avoid those potential breaks in booking by increasing your prices slowly over time.
Thanks for watching!
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