Listen, I’m just gonna say it: if you don’t know how to price photography correctly, your clients can smell the mismatch from a mile away. And that’s exactly why they’re ghosting you.
In this week’s episode of the Keep It Moving Podcast, Melissa and I sat down with someone who literally changed both our businesses — Annamie Tonkin. If you don’t know Annamie, she’s a family photographer and the brilliant mind behind the Simple Sales Blueprint course that helped Melissa 3x her income while actually working less. Yeah, you read that right.
Listen to the Podcast
Listen to the Get Booked Photography Podcast (Previously Keep It Moving) Whether you’re refining or completely relocating your photography business, this show is for you! We cover all the major topics from money, to relocating, marketing and more. Subscribe now on Apple Podcasts or Spotify.
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How to Price Photography When Everyone’s Charging Something Different
Learning how to price photography sessions isn’t just about picking numbers out of thin air. We dug into the messy, uncomfortable, keeps-you-up-at-3AM topic of pricing. Because here’s the thing: there’s a science to pricing and an art to it. And if you’re only thinking about one side of that equation, you’re leaving money on the table or worse — confusing the hell out of your ideal clients.
Table of Contents
How to Price Photography: The Biggest Mistake Most Photographers Make
One of the biggest mistakes Annamie sees photographers making when learning how to price photography? Talking themselves down to ridiculously low rates while simultaneously promising this incredible, transformative experience.
She put it perfectly: “The client sees what you’re promising and sees what you’re charging, and they’re like, nope. This person, I can’t trust this.”
Think about it like this:
- You wouldn’t trust a Tiffany ring with Claire’s pricing
- You wouldn’t book a “luxury resort” charging Motel 6 rates
- So why would a client trust a photographer promising heirloom-quality images for $200?
The disconnect screams amateur hour. And I get it — we’ve all been there, telling ourselves we’re “just portfolio building” or “the market can’t support higher prices.” But here’s what I’ve learned through multiple moves and business relaunches: that story you’re telling yourself is just that. A story.
When Moving Reveals Your Photography Pricing Truth
When Melissa and I moved from Okinawa to Quantico, we had shared clients. A client who hired her last fall hired me for three times as much. Same military community. Same deployment cycles. Same market.
The only difference? Our pricing confidence and how we communicated our value.
According to this PetaPixel article on photography pricing strategies, the most successful photographers base their rates on value delivered, not market comparison. That’s exactly what we discovered through our moves.
How to Price Photography: The Science + Art Formula
When you’re learning how to price photography correctly, there’s the science of pricing (your actual costs, time, expertise) and the art of pricing (perceived value, market positioning, client psychology). Annamie nailed it when she said you have to consider both sides, but you can’t overthink either one.
The Science Side: Pricing Based on Real Numbers
Here’s what the numbers actually look like:
- Calculate your actual cost of doing business
- Factor in the time you spend on everything (not just the shoot)
- Include your experience and expertise as legitimate value
- Determine your hard line — the minimum you need to sustain your business
The Art Side: Pricing for Your Ideal Client
And here’s where strategy comes in:
- Structure your offers in a way that feels safe to clients
- Demonstrate clear value at every price point
- Create options that make decision-making easier
- Price in a way that attracts your ideal client (not everyone)
The mistake most photographers make is getting stuck in their heads about what they “should” charge. We have all these weird money scripts flying around from how we grew up, what we think we’re worth, what we see other photographers charging.
💡 Pro Tip: You’re not pricing for you. You’re pricing for your business and your ideal client. There’s a big difference.
Need Help Attracting Better Clients at Better Prices?
If you’re struggling to find clients who value your work (and your pricing), I’ve got you covered. Download my free guide: 39 Ways to Get New Clients — these are the exact strategies I’ve used through 5 military moves to rebuild my client base every single time.
Why Pricing Confidence Closes More Sales
Melissa shared this perfect story from when she worked at a jewelry store. Her manager casually said “that’s going to be $39,423” without flinching. When she asked how he could say that with a straight face, his response was dead simple: “Because that’s the price.”
Mic. Drop.
What Clients Hear When You’re Not Confident in Your Pricing
If you’re hemming and hawing when you quote your prices, clients pick up on that energy immediately. They start wondering:
- “Is she making this up as she goes?”
- “Can I negotiate this down?”
- “Does she even believe in her own value?”
Your pricing confidence directly impacts client confidence in you. It’s not about being aggressive or pushy. It’s about knowing your worth, knowing your numbers, and stating them clearly.
I’ve coached photographers through moves to Japan, Germany, North Carolina, and everywhere in between. The ones who struggle most with relaunching? It’s not because they lack talent. It’s because they lack pricing confidence in new markets.
Practice Makes Perfect (Pricing)
💡 Pro Tip: Practice saying your prices out loud before you ever quote them to a client. Stand in front of a mirror and say “Your session investment is $X” until it feels natural. This simple exercise makes quoting prices feel less awkward when real inquiries come in.
Different Photography Pricing Structures That Actually Work
Here’s something that blew my mind when Melissa, our biz bestie, and I compare notes: we all have completely different pricing structures. And we’re all successful.
Common Photography Pricing Models That Work
Some photographers do:
- All-inclusive packages with every digital file
- A la carte pricing with base session fees
- Print-focused packages with limited digitals
- In-person sales appointments
- Virtual galleries with shopping carts
None of these are inherently better or worse. The key is finding what works for your business model, your workflow, and your ideal client.
The Sunrise Session Pricing Hack
Annamie mentioned she just coached a photographer in Oahu who was charging less for sunrise sessions because they were easier for her — faster editing, better light, quicker turnaround. But clients don’t care about your backend. They care about their experience.
The fix? Flip the script:
- Sell the sunrise session on having the whole beach to themselves
- No beer bloat, no fighting for parking
- Photos done before the day even starts
- Then charge a premium for that exclusive experience
The sunset session becomes the “standard” option. That’s the art of pricing right there.
According to Format’s guide on photography pricing, reframing your offerings around client benefits rather than your convenience is one of the fastest ways to justify premium photography pricing.
Build Your Photography Business on Pricing Fundamentals
The most valuable thing Annamie said in this whole conversation? “I just want more photographers to have better business fundamentals so they can run their businesses for as long as they want.”
Not just to make more money. Not just to work less. But to build something sustainable that doesn’t burn you out or force you to quit when life gets hard.
What Strong Photography Pricing Foundations Give You
Moving your photography business is hard enough without shaky pricing as your foundation. When you nail your pricing strategy:
- You stop attracting price shoppers who drain your energy
- You start working with clients who value and respect your work
- You create breathing room in your schedule and your bank account
- You build a business that can survive multiple moves and market changes
The Military Spouse Pricing Myth
And if you’re sitting there thinking “well, no one in my area will pay that,” let me tell you about military spouses who charge premium rates in markets where everyone “knows what everyone makes.”
It’s possible. You just have to believe it first.
💡 Pro Tip: Your market isn’t defined by geography — it’s defined by who you’re marketing to. When you nail your ideal client messaging, you attract people who value your work regardless of what everyone else charges.
The “Wild Card”
That’s what he said. “The good news is you’re doing everything right. The bad news is you’re already doing everything. You’re a bit of a wild card.”
I’ve relaunched my photography business 7 times. From being all-inclusive photographer charging just $150 to running a six-figure business where clients happily invest thousands per session, I’ve experience the full spectrum of this industry – all on my own.
Now I’m help other photographers move faster, and make more – more money, more clients, more freedom. Book a Free 15 now!
How to Price Photography as a Business Decision
If there’s one thing I want you to take away from this episode of the Keep It Moving podcast, it’s this: pricing is a business tool, not a reflection of your worth as a human.
Stop Apologizing for Your Pricing
You’re not too expensive. You’re not greedy. You’re not pricing people out who “really need your services.” You’re running a business. And businesses need to be profitable to survive.
Whether you’re gearing up for a move, relaunching in a new market, or just feeling stuck with your current pricing, now is the time to rip that band-aid off:
- Get your numbers straight
- Build your confidence
- Stop apologizing for charging what you’re actually worth
Melissa and I both went through Annamie’s Simple Sales Blueprint, and it changed everything. Not just our pricing, but our entire approach to running sustainable businesses. If you’re ready to stop spinning your wheels and start building something that actually works, this is where you start.
Ready to Master Photography Pricing?
Here’s how to get started:
- Download my free guide: 39 Ways to Get New Clients
- Book a free discovery call to talk through your pricing strategy: Schedule Here
- Follow along for more no-BS business advice on Instagram: @alisonbellephotog
You’re not starting over with your pricing. You’re starting smarter. And that makes all the difference.
More From The Podcast
- How to Price Photography: The Strategy That Stops Clients From Running
- How to Organize Photos Into Folders
- Pareto Principle Photography: Stop Spinning Your Wheels and Focus on What Actually Works
- Marketing for Photographers: Stop the Feast-Famine Cycle
- Photography Blogs for Beginners: The Posts That Still Bring Me Clients Years Later
- Financial Fridays: The Ultimate Guide to Managing Your Photography Business Finances (Without the Stress)
I'm a USMC spouse, South Carolina native, recovering homeschool mama of a 4 boy circus. They've taught me the most important facet of family photography: KEEP IT FUN!
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