Articles
Price Your Photography for a Profit
Pricing poses a significant challenge for photographers, whether you're just starting out or already an established pro. Setting the right pricing strategy is essential for your business, yet there’s no one-size-fits-all solution. Rates can vary widely depending on your location, niche, experience, and the types of clients you serve.
The Problem with Undervaluing Your Work
Many photographers start by setting low prices to attract clients—but this often leads to long-term issues. Low pricing sets a precedent that can be hard to break, even as your skills and experience grow. Add to that the lack of standard pricing in the photography industry, and it’s easy to feel uncertain about what your services are truly worth.
It’s not just about charging for your time. When building your pricing framework, you must account for:
- Project duration and complexity
- Equipment costs and maintenance
- Post-production time
- Business expenses like insurance, software, and studio space
- Your skillset and client experience
- And perhaps the most underrated factor: your ability to confidently sell yourself and your services
Negotiation doesn’t come naturally to everyone, which can make it tempting to offer discounts or second-guess your pricing based on someone else’s website.
Educational Resources to Strengthen Your Strategy
To help you build a sustainable pricing model, PPA offers educational videos from successful photographers who have refined their approach.
Pricing for Profit with Arica Dorff
Pet photographer Arica Dorff shares a simple formula for product pricing that takes the guesswork out of profitability. By dividing total sales (100%) by the percentage of Cost of Goods Sold (COGS), you can determine your ideal markup. Dorff’s approach helps photographers ensure their pricing covers expenses, fair compensation, and taxes—while still delivering value to clients.
The Cost of Doing Business with Mike Dawkins
Photographer and filmmaker Mike Dawkins breaks down pricing with his “10 Pricing Commandments.” He also introduces a useful framework for understanding your market by dividing potential clients into three categories:
- Those who have to hire a photographer
- Those who need to hire one
- Those who want to
These distinctions help photographers position their services effectively and price accordingly.
Tools and Support from PPA
As a PPA member, you get access to even more support:
- Psychology of Sales video curriculum
- Square One Tool for calculating your ideal net income based on standard cost-of-sales and overhead percentages
- Sales and Marketing Tools, including customizable pricing templates and brochures
Final Thought
Pricing isn’t just about math—it’s about mindset. The rates you charge reflect the value of your time, talent, and expertise. By setting fair and profitable prices, you ensure the sustainability of your business and help elevate the entire photography profession.