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Pricing your wedding photography services can feel like a daunting task. It’s not just about finding a number that sounds right—your pricing needs to reflect your costs, value, and goals for your business. In this episode of the Take Your Shot podcast, I dive deep into the principles of pricing your wedding photography services and share strategies to help you set prices that make sense for both you and your clients.

Whether you’re just starting out or looking to refine your current pricing model, this post will guide you through key factors to consider when setting your rates, along with tips on how to experiment with pricing to find what works best for your business.

1. Understand Your Costs

Before you can set any pricing, you need to know your costs. This includes both your business costs and personal expenses. I recommend creating a detailed spreadsheet to track every expense related to your business. This should include obvious costs like cameras, lenses, and memory cards, but also recurring expenses such as:

• CRM tools and website hosting
• Gallery services like PickTime or ShootProof
• Editing software and subscriptions
• Marketing expenses, including bridal shows or social media management
• Legal costs, including contracts and CPA services

For personal expenses, consider the lifestyle you want to maintain. Your pricing should not only cover your business costs but also allow you to live comfortably. Look at your personal rent or mortgage, food, utilities, and any other fixed or recurring costs to understand what you need to earn to sustain your lifestyle.

2. Calculate Your Time

Another crucial aspect of pricing is knowing how much time you’re investing in each client. From consultations to the final gallery delivery, track how long every task takes. This includes:

• Time spent in client meetings and consultations
• Shooting the wedding or session
• Editing and culling images
• Time spent marketing or answering client emails

When I did this for myself, I realized I wasn’t making nearly as much per hour as I thought. Understanding the time investment allows you to price your services based on how much time you’re putting into each project, ensuring that you’re compensated fairly for your work.

3. Consider Your Market and Value

While it’s helpful to know what other photographers in your area are charging, don’t fall into the trap of underpricing yourself just to stay competitive. Instead of focusing solely on what others are doing, think about the value you bring to your clients. What sets you apart? Is it your editing style, your client experience, or the way you connect with couples on their big day?

By highlighting your unique selling points, you can justify a higher price. If you offer something special that your competition doesn’t, make sure to communicate that clearly to potential clients. Remember, clients who value your work will be willing to invest in your services, even if you’re not the cheapest option.

4. Package Pricing vs. À La Carte Pricing

When it comes to structuring your pricing, there are two main models: package pricing and à la carte pricing.

• Package Pricing: This is the most common model, where you offer bundles of services at different price points. Packages often include various hours of coverage, engagement sessions, second shooters, and prints. The benefit of this model is that it simplifies the booking process for clients, and it often gives them a sense of value by bundling services together.
• À La Carte Pricing: In this model, clients can pick and choose what they want, whether it’s additional hours, a second shooter, or an album. This model gives clients more flexibility, but it can be overwhelming for them and lead to lower overall sales.

Both models have their pros and cons, so it’s important to choose the one that aligns best with your business. Personally, I use package pricing because it simplifies things for both my clients and me. But I’ve also experimented with adding à la carte options for extra flexibility.

5. Experiment with Pricing

Pricing is not set in stone—feel empowered to experiment! Once you’re about 50% booked for the year, try adjusting your prices and seeing how potential clients respond. This is a great way to test the market and see what your ideal clients are willing to pay.

I also recommend adjusting prices based on the convenience of the wedding, your capacity, and the desirability of the location. For example, if a wedding is in a beautiful destination you’d love to shoot at, you might offer a slight discount. On the other hand, if it’s in a busy season or you’ve already booked several weddings that month, you can raise your rates accordingly.

6. Pricing for the Future

When setting prices for weddings booked a year or more in advance, think about where your business will be at that point. Your skill level and experience will have grown by the time that wedding rolls around, so be sure to price accordingly. Don’t undersell yourself for future weddings based on where you are now—price for the value you’ll bring by the time you’re shooting those events.

Final Thoughts

Setting the right prices for your wedding photography services is a process that requires thought, strategy, and a willingness to adapt. By understanding your costs, tracking your time, and experimenting with different pricing models, you’ll be able to set prices that reflect your value and help you run a sustainable, profitable business.

If you found these tips helpful and want more support with pricing or growing your photography business, join our free online community or reach out on Instagram! I love connecting with fellow photographers and helping them find success in their businesses.

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