Avoiding the Pricing Game in Photography

With the lowered barrier to entry in the photography world the increased numbers of photographers has risen dramatically and the price standards in many markets have dropped just as dramatically. (Not only are prices dramatically falling but it is causing major drama in the photography industry itself. So drama filled… just think the Bachelorette meets the Kardashian sisters.


  1. stephanieReply

    I like your points. It is so important to let the client know that you get what you pay for. Anyone with a digital camera, and the willingness to wait for Walgreens to offer a free 8X10 can get a portrait of their kid for $0. So if you want to stay price competitive only …. that is truely the bottom line.

    They aren’t buying the print. They are buying a professional portrait/photograph. They are buying the fact that the lighting is right, as well as the exposure and colors. The composition is pleasing, hopefully without looking posed ….. etc, etc.

    It isn’t a snapshot, it is a piece of art.

    Sometimes, a layout, with the amateur snapshot, printed at the drugstore, a dept store “package”, and your work. Then use it for the really stubborn peeps . – “well, if $19.95 is all you can spend, here are a couple of suggestions. I am sorry that I am not the right photographer for you”. You aren’t really losing business if they leave, as you would not be making any money from them no matter what you came up with.

    • Rachel BrenkeReply

      Definitely a valid point! The premise of this article and my personal belief from experience is that is only the baseline. Unfortunately we are still battling content-driven vs technical-based and the pricing game. That alone is not enough anymore. Maybe one day we’ll get back to it! Until then we pray to have the clients that see the value and that baseline is enough to convince, for everyone else there needs to be extras – these tips :)

  2. Rachel AlvesReply

    Rachel thanks so much for posting. I purchased Alicia’s Easy As Pie common sense pricing guide for portrait photographers and was just thinking of lowering my pricing to compete with the local “photographer-hobbyist’s” who’s pricing I seemingly can’t compete with. I will just continue to find clientele that appreciate my photography.

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