Many photographers ask, "How do I price my photography?" It can feel confusing because this question actually has two parts:

1. How do I price my photography so my business is successful?
2. How do I figure out what clients are willing to pay for my photography?

The first question is about making sure your business makes more money than it spends, while the second is about how much people think your work is worth. You can’t answer the second question if you don’t answer the first. If you try, you might fall into these common traps:

Pricing Myths You Need to Avoid

• Basing prices on what other photographers charge. This might seem like a good idea, but you have no clue what their real costs are. They might even be losing money! Plus, they could be copying someone else’s prices, leading to a cycle of guessing.
• Pricing based on how good you think your work is. Who gets to decide if your work is "good enough" to charge a certain price? If it’s based on your own feelings or what others think, you might never feel like you’re charging the right amount.
• Pricing based on what you would pay. This can be dangerous because photographers often undervalue their own work. You may be too hard on yourself and price too low, which doesn’t reflect the real value of what you offer.

How Do I Price My Photography to Run a Successful Business?

First, you need to figure out all the costs involved in delivering your work to your clients. To run a healthy business, you have to make more money than you spend. PPA’s research shows that, on average, photographers make about 20% of their total income. That means if you charge $100 for a shoot, only $20 goes to you as pay—the rest covers things like new equipment, maintenance, software, and healthcare.

Once you know your costs, you’ll see the minimum price you need to charge to stay in business. If you don’t do this, you could end up paying for business expenses out of your own pocket, which is a quick path to burnout. It may feel like a big task, but it’s important to know your numbers. PPA’s Benchmark Survey and Square One tool can help you start.

How Do I Price My Photography for My Clients?

Once you know how much you need to charge to keep your business running, the next step is figuring out what clients are willing to pay. The good news is, people are often willing to pay more when they understand the value you provide.

To show clients that your work is worth the price, you need to make sure they see why you’re different. This could be the quality of your photos, your ability to capture special moments, or the professional service you offer. It’s all about making clients feel like they’re getting something special for their money.

To help you figure this out, check out PPA’s Professional Photographer Podcast or the YouTube Education series. Both are full of advice from other photographers about how to set prices and run a successful photography business.

Helpful Podcast Episodes

Here are some podcasts that will help you determine your pricing! 

• "How to Fix Your Price List" features Sheryl Bashore of Sheryl Z Photography, who explains how to set up a price list that works for you.
• "Turning Art Into Profit" has expert headshot photographer Gary Hughes sharing tips on how to make money from your photography and stay strong during tough times.

You can find the Professional Photographer Podcast wherever you listen to podcasts, or you can watch the podcast playlist on YouTube. 

YouTube Education for Photographers

In addition to the podcast, be sure to explore these education videos on the @OurPPA YouTube channel:

"Raise Your Rates with Confidence" with Pat Miller. Pat has a series of short videos that cover key pricing strategies, like how to identify redundant services, evaluate your budget, and streamline expenses.

"How to Calculate and Optimize Your Profit Margin" with Travis Stitt. In this video, Travis explains what a healthy profit margin looks like and teaches photographers how to ensure their business stays profitable. Travis also covers important topics like Key Performance Indicators (KPIs) and how to apply these numbers to your photography business.

With these resources, you'll gain a deeper understanding of how to price your photography confidently and profitably! PPA has tons of resources to help you create a more profitable, sustainable business. Learn more about all the benefits you receive as a member of the largest and longest-running photography association.