Hello guys, welcome back to another episode of Oh Shoot. I’m your host Cassidy Lynn and happy Monday! Did you miss me? Because I missed you. Quick life update: I’ve been loving my new Sony A93 (she really is the moment), I’ve been toying with the idea of pulling out an old film camera, and I even read a summer romance where the main character is a photographer (One Golden Summer by Carly Fortune). Anyway, today we’re diving into pricing. Numbers can feel scary, but I’m here to make it lighter and easier for you. Let’s get into the episode on how to price yourself as a photographer for a profit!
Listen to the full podcast on Spotify or watch the episode on YouTube!
Who This Episode Is For (and why it matters)
This is definitely going to help if:
- Your pricing is burning you out (you’re so busy because your rates are too low).
- You’re stuck in the “busy but broke” cycle.
- You’re unsure if your rates are actually sustainable.
And a quick reminder: your pricing does not have to be copy/paste from someone else’s. Pricing transparency is great, but other photographers aren’t paying your bills, you are!
Why Photographers Aren’t Always Profitable
Let me call us out (with love):
- You’re basing pricing on feelings instead of facts. Numbers are numbers. Money is money. Facts.
- You copy local photographers’ rates as your full guideline. It’s a place to start, not the only deciding factor!
- You forget the outside time: planning, emails, editing, delivery, client management, travel.
- You fear that raising prices = no bookings. (We all feel this. We’ll talk about gradual increases.)
Being busy ≠ being profitable.
Step-by-Step: Price Yourself for Profit
We’re doing the math. (I kinda like math because numbers are factual, they help you see what’s real.)
Step 1: Know Your Costs
Gear, software, subscriptions, insurance, prep time, email time, editing time, delivery time. Add it up per job. Example for a session: 1–2 hours of admin/prep + shooting time + 3 hours editing = 5–6 total hours for one shoot. Add second shooters, assistants, studio rentals, HoneyBook/Dubsado, client gifts, travel, all the random things.
Step 2: Set Your Annual Take-Home Goal
Example: you want to take home $75,000. That’s after taxes and expenses.
- Estimate 30% for taxes.
- Let’s say $20,000 in expenses (new laptop, lenses, bodies, etc.).
Your revenue goal becomes $120,000 to net ~75K.
Step 3: Know Your Booking Capacity
What’s sustainable for you? 20 weddings? 20 weddings + 20 portrait sessions? Use last year’s experience to set a realistic cap.
Using our example: revenue target 120K ÷ 20 weddings = $6,000 minimum per wedding to hit your goal.
If 6K feels high, make it 5K, but then you’ll need 24 weddings. Lower price = you must take more jobs. Find your equilibrium between how many you can handle and what your market will book!
Step 4: Build Packages Around That Number
If 6K is your minimum, your starting price should be close to or above that. If 6K feels high for your market, make 6K your middle package and offer a slightly lower entry (example, 5K), knowing you might need a couple extra bookings. Always include a high-tier package above your average booking price: sometimes it becomes your most popular, and it gives you wiggle room if you book fewer total weddings.
Reality check: if you want to take home 75K and you’re charging $2,000 per wedding, you’d need 60 weddings a year. There are 52 weeks. That’s multiple weddings every weekend. It’s not sustainable unless you’re Superman or have a large associate team. Quality and intentionality will suffer, you’ll burn out!
Price Yourself As A Photographer For Profit
Another Real-Life Math Example
Goal: 70K take-home.
+30% taxes → 91K.
+15K expenses → need 106K revenue.
Max 25 weddings → minimum base $4,240.
Add some upgrades to average closer to 5K and you create breathing room.
Bottom line: knowing your minimum package price gives you clarity.
Pricing Mistakes to Avoid
- Charging what you would pay instead of what your client will pay. You are not your client. Don’t let imposter syndrome set your rates.
- Underestimating total time per client (shooting + admin + editing + travel + delivery).
- Not raising prices over time. You’re a bottle of wine age = value. Price like it!
- Pricing emotionally instead of strategically.
Rapid-Fire FAQ
Should I post prices on my site? Yes, at least a starting range. It filters out price shoppers and saves your time, while still letting serious folks inquire for the full guide.
What if people ghost after seeing prices? It’s a win! They weren’t qualified, and they didn’t waste your time.
Can I still serve budget-friendly clients ethically? Yes, offer associates, minis, limited coverage, etc. But don’t slash your core rates just to be liked. Point budget inquiries to aligned offerings instead.
How to Raise Prices Without Losing Every Inquiry
- Reposition your value. Explain added deliverables or experience (guides, timeline planning, faster turnaround, second shooter, upgraded gear, etc.).
- Raise gradually if demand is average (example, +$200–$500 per booking or per quarter). If you’re booking 30 weddings in a week at 2K, you can jump faster.
- Update your messaging & brand. If you’re charging luxury prices but your site/IG feels like 2022-you, there’s a disconnect. Align portfolio, copy, and communication with your new rate.
Your Homework (Do the Math!)
Pull out your calculator and run your numbers today:
- What do you need to take home?
- What are your real expenses (gear, software, taxes, travel, time)?
- What’s your max capacity without burning out?
- Divide revenue target by capacity for your minimum price.
If your current rates don’t match your income goals, you are allowed to change them. If higher prices slow bookings, we’ll work the other levers: marketing, portfolio quality, client experience, and word-of-mouth!
Show Notes:
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